FIDJI FINANCE, DESIGN, AND THE JOY OF INNOVATION By Lindsay Romo

THE STORY BEGINS  Le Club Innovation Banque Finance Assurance  35 leading retail banks and insurance companies  Jean-Pierre Legrand (a member) wanted to bring in design thinking Can Design Thinking Help The Financial Services Industry?

BRIGITTE BORJA DE MOZOTA ACCEPTS THE CHALLENGE AccomplishmentsFinancial Industry Uniqueness  Pioneer of Business and Design Thinking  Universite of Paris Ouest and Ecole Parsons a Paris (Paris College of Arts)  Regulation  Lack of Patent Protection  Money Laundering

FIDJI’S 2 MAIN GOALS 1. Explore the specifics of applying design thinking to challenges of the financial industry 2. Equip executives to build a core competency in design in their institutions

MAKING IT HUMAN The banks wanted to update the decorations, but Brigitte wanted to dive deeper

THE WORK BEGINS  Collected Data  Lengthening life spans  Money  Needs  Connections  Meaning  Uses  18 in depth interviews  Observed customers on site  12 employee interviews

FINDINGS Non- ImportantImportant  Age and Social Class  Key life events  Trust and availability of staff  Relationship with Money

6 FAMILIES OF VARIABLES 1. Relationship with Money 2. Past Experiences 3. Current Situation 4. Daily Management of Money 5. Views on Banks and Financial Institutions 6. Vision for the Future All variables must be attended to in order to satisfy the customer

CREATE PERSONAS

WORKSHOPS  Customers, Interviewees, Employees, Executives  Used the cards to go through scenarios and feelings to particular situations  Generated new ideas  Identified a set number of ideas

SORTING THROUGH THE DATA  Focus on 1 variable Daily management of money 1. Do-it- yourself 2. High Contact  Created a 2 minute video  Came up with Internet-Based interface  Personalize financial Information  Assess overall financial situation  Simulate future actions

TOOLS FOR CONTINUED INNOVATION