Service Designer at Westpac Group
As a Service Designer under the Cash & Transactional Banking (C&TB) division within Westpac Consumer Banking, I used human-centered design techniques to improve and transform the customer, employee, and business experience.
Prototype Concepts
To pitch an app feature for one of Westpac’s products and services, I developed app concepts to showcase potential experiences for the end-user.
Created on Figma
Building the End-to-End Customer Journey
To analyse the current state of one of Westpac’s products and services, I collaborated with stakeholders and peers to build out the end-to-end product journey.
This artifact contains the holistic experience from a customer and business point of view.
Created on Mural
My Design Thinking Process
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Identify
It begins with identifying the problem. Whether it is a collaborative or an individual project, I start with:
Differentiate fact from the opinion: Obtaining customer and employee testimonials, primary and secondary research, and conducting an internal analysis of current resources available.
Consult affected stakeholders for information: Nothing is more important than gaining perspectives. This process is achieved through workshops, interviews, and meetings.
Determine which process the problem lies: In a bank workplace, many processes from different units are intercorrelated. This process runs parallel with the two previous steps: research and consult.
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Analyse
Once insights are synthesized and perspectives gained, the next step is to create a knowledge-sharing hub that can be accessed by those involved in the project. This is critical to keep everyone on the same page and to identify any opportunities and pain points from the problem. This is achieved by:
Pick and organize the problem apart into different phases of the customer journey.
Link problems that are related to find correlations.
Validate stakeholders on progress.
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Build
Now the problem has been properly dissected and validated with stakeholders. Here are potential next steps:
Create a comms/touchpoint map.
Build a process map from the customer, employee, or business perspective
Map pain points and corresponding opportunities
Create a presentation pack
Why is this important?
I believe stakeholders from different units can benefit from viewing the problem in a holistic picture. We as Service Designers aim to make everyone understand the problem at hand whether in a birds-eye-view or in extreme detail.
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Validate
Validate, validate, and validate!
Every step from problem identification to building a project must be informed to relevant stakeholders for feedback. New ideas and direction are always valuable!