ING DIRECT Australia has published yesterday and at the end of November no less than 10 articles in a paid section of The Guardian on the value of customer experience and human-centred design, entitled “Being human in a digital world“.
Readers of this professional blog will notice that the articles are mainly aimed at a lay (business) audience and convey techniques that are not always groundbreaking (“the most effective way to access ‘voice of customer’ is to get ongoing feedback, whether that be through face-to-face focus groups, online surveys or via call centres”), but the overall approach seems to be well thought through and covers many of the challenges that also other banks are now working on.
It is striking that a major player like ING Direct has now chosen to be so upfront in their emphasis human-centred design and user experience. The same trend of financial institutions strategically advocating and implementing UX and service design approaches also came to the fore at the recent Service Design Global Conference in Amsterdam, both in terms of presentations and in terms of audience participation.
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