here
[Music]
My name is short and I am a designer
experience
it is clear if I know what many are
thinking
what the hell is a designer of
experiences and what is it for and more to
the financial industry
for my college friends
basically i’m darth vader i ‘m the ‘high
betrayal ‘ like working in a bank
how boring there is also a bit of
concern as I said there is brief that you
I can help, I can get you a
I work in an advertising agency
I do not like my job
for most of the companions of the
bank i am an extraterrestrial a bug
I miss what language he talks about what he does for
what serves
What I ‘m telling you is that I’m really
more similar to the woman wonder what
yes we share is that we both solve
problems problems maybe a little
different I solved a problem of
business based on the feelings of
people sounds a little in vigo them
I’m going to explain
now if we talk about the design of
experiences as a design branch there
that understand the core or what it does
work the emotional design design
emotional is what makes it all
functional and good and what is the design
emotional
let’s start with the word design when
I tell them design and they think that
imagine
probably something like that
someone artistic who knows how to draw
many times the word creative
you think like this someone who has
these skills many times if a
correlation but it’s not about this not
it’s just doing pretty things
this is a word that I invented myself and
I think a lot has happened with the design
latex intellectualization and what do you want
say this the perception that the
designers are not intellectuals are not
very rational we are not the nerd and I am
of moliner said of the glasses we are
the intuitive ones that I grab a
canvas and I express myself and I no longer have to
think a lot I tell you that there is no
think a lot I come to say that
design is to plan
if they look up the word in a dictionary
design is a plan are synonymous now
what do we do when we plan
we foresee in the future everything that can
move to achieve a goal or
solve a problem and that what
we make the designers I’m going to put them
An example
that tomato sauce that bottle is the
first design that heinz sack I do not know makes
how many years and probably the
designer when they asked him to do
the bottle saw everything that was in the
market and said good if a little bottle of
glass looks nice
it’s okay to kill him but I do not plan not
He foresaw how they were going to use the
people that bottle tomato sauce what
is what happens with this bottle that
when the sauce is running out you have
to turn around and hit him and make a
disaster leave the bottle and as
leaning leaning against the wall to
to be able to continue using then the redesign
of this bottle is like this I still cause a lot
which is better flat because if
planned and if they foresaw everything
could go wrong then I want
leave them this good design is the one
plans and bad design is what is
intuitive a designer who does not plan that
nothing else does because it seems good not
he is doing ok then put
I want them to stay, let’s go with that, the
design is to plan
now
what an emotion
emotion is a biological reaction that
happens in the body
in response to an external stimulus
everything that comes through our five
senses we learn in school
so for example I’m walking and
I went into a dark room and I was paralyzed and
I have the participation
something in my body that happens also
we contract the muscles of the face
we have body language and we sweat see
there are different answers in the body
now the feeling is what follows
to the emotion the feeling the mind
processing what the body feels and
put a name is he wants it to be and it is
a fear or wii
that’s trust, you really understand
then the feeling comes out of a
rational part the emotion comes out
totally from the subconscious
we do not think anything else happens
ok now let’s put together those two definitions
design then plan emotional design
is to plan the stimuli or conditions
to cause a feeling as it should
be something for someone to feel
feel a certain way if we talk about a
experience is basically the sum
of all the feelings that a
person through time when using
something either a product or a service
then the design of experiences with
we have the definitions is to plan for
provoke certain emotions through
time while a person uses something
interacts with something like that should be
sequence interactions so that
feel in such a way
I leave the question to you as you think it
customers feel when they interact
with a bank
Many times there are times when there is anger
and frustration
There is often confusion
goodbye
besides that I tell you that they enter
more serious feelings than these that
banks are a very part
important thing in people’s lives what
that I’m going to show you now are appointments
real users who came out of
research see this the banks or the
they call to charge one do not care
that one has lost his job plan that
It is serious
you have to empathize with this person here
it is already worry is anxiety sadness
including let’s see this other the teller
he did not deposit the money that money was
from my boss I do not know what I’m going to do
nobody solves me that ‘s a little
more serious do not you think
here there is despair and impotence before
a service that we are
providing a service that we
we design
now yes ok we have to make him feel
all right
but how do we know what is it
that makes customers feel good
to the users
sounds super obvious of what makes me
feel good will make me feel good
to others
to my sister
it does not turn out that we can not know that
what makes others feel good if
we do not investigate
this image that follows my favorite
that you burn in the retina I want you
remember him forever you are not the
user ok you can not take
decisions without knowing that what they think
others
the next time you have a brilliant
idea remember if I’m not the user
it’s more if they stay with this
representations of Felix now what is
what we do
user research the and
designers we investigate imagine that
from there it’s because that image is a
user ok then everything that is by
above the lake the smallest part is
all the information that we do have and a
great advantage of working in a bank is
that we have a lot of information
of course we can see that they buy how much
they buy with whom they frequently buy
where do they buy what service channels
they use etcetera but everything that is
below is why
because they decide to do what they do and that
is what you can not see with surveys
or with numbers and that’s what we do
us the experience designers
I like to make the metaphor that we are the
divers that are going to see below that
aspect and how we do it
with different methodologies there is one that
the one we use the most are interviews
what you’re looking for is to understand that
it’s because then we do sessions
extended with users of one hour hour
and a half where we use guides
research designed by
social researchers who are
designed to extract information
most relevant these are some examples of
studies that we have done contextual in
the houses of the people in the office at
people
now we do all those good
interviews and how you eat that what
we make
we have a lot of methodologies where
we started debugging all that data
we use excel the designers we use
excel if we take the data we make maps
of affinity we make heat maps
etcetera and these are pictures of the office
where it looks like a research wall
criminal photos of people
and with everything we get with that with
based on that we can design services and
products now yes
I’m going to tell you an example of a
project that we worked a few months ago
I do not know if you know the atm full is
ATM where you can do
withdrawals as well as deposits ok then
this cashier has a computer or a slot
where that deposit is removed then the
deal
I wanted to put one of your three icons
let’s see the reds
then what we did was to try them
with users
In these photos
we made paper prototypes from scratch
zero purpose very low costs and
let’s try textually in the
branches to see if they understood each other
which of these is the best option
guess what the mara option was
obviously we had to reiterate says
grab that design understand what was it
they did not understand making another version go
to try it do another version go to
try until you reach the best option
see what he does what he finished
is this is right now all the
full tellers
see how much change
in a single day of work with cost
basically zero
now because you should not import the
feelings of the customers
we can open it up for what we are
making money because it matters, see what
important is proven that the beings
humans we make decisions and
rationally how is the mouse that goes
for the cheese although he knows that they are going to
crush or we make decisions with
based on our emotions or based on
our feelings this is a case
that I always ask
because someone would go to a branch
physical when they can do it digital
because I ‘m going to make a row
if dad would see the balance the card by
example if I can do it on the cell phone
no national does not make sense and
It’s probably because of some feeling
true that fear of the digital channel or a
feeling of familiarity the branch
physical i like to go talk to my
favorite cashier you have to understand can
have many sentimental reasons or
emotional as root of this important
depending on how I feel my brain
it works in different ways if I
I’m anxious economics use a form of
process approach that means that
I focus on one thing and then I see and
I see it until it works
verses when I’m happy about the jad
I’m more open to seeing and observing
here where I can solve problems is
here where creativity comes up now
imagine a client who has never used
something digital goes and gets into banking
electronics and a thousand buttons and
words that I had never heard how
is going to feel
probably anxious and what will happen
will use focus processing and
It will be a single button 15 times until
who is frustrated and will not go back to
use
now the emotions of finning my
memories they’ll give an example
I remember the most delicious thing that I
I ate that I do not know is a patacón consar
lowered manual delicious also I
agreement of these insect spikes that
they are disgusting accountants and everything
everything was in the middle
normal
we do not remember so much and now what of
we remember more than this
delicious the one that stuart quero so
the nasty ok that’s an advantage we are
more likely to remember emotions or
negative feelings
the other advantage
is that memories generate
conversation then those skewers
disgusting people who eat me what I did
I counted someone when I have a
terrible day at the bank that I’m going to do
I’m probably going to tell you something
go there because the worst
I leave you with another question they are saying
your customers when they talk about you is
too important
we usually work from these two
elements we have an objective business
I want to reduce the costs I want
increase revenue
I want to capture more market I want more
users I want more clients then
we think we throw some ideas we say yes
well ok let’s do it
digital platform let’s make a campaign
of marketing if of mari hunger terrific
and what happened
they did not involve the user in the process
and when we do not involve the user
We have products and services that are not
desirable that is not what they wanted but
more than undesirable can be no
usable are too difficult or
worse yet it was not what they needed
nobody uses something that was not really what
what they need if we forget the business and
we see nothing the user and the technology
what happens we have something that is not profitable
the business does not serve them
if we see anything else the user’s business
we do not care about how we’re going
we have something that is not feasible and what
we do with that does not work either
so what I want to tell you today is
that the design experiences is in the
center is at the intersection of those
three parts
that intersection is where the good one lives
deal
it is from here where we design the banking
emotional thank you very much
[Music]
My name is short and I am a designer
experience
it is clear if I know what many are
thinking
what the hell is a designer of
experiences and what is it for and more to
the financial industry
for my college friends
basically i’m darth vader i ‘m the ‘high
betrayal ‘ like working in a bank
how boring there is also a bit of
concern as I said there is brief that you
I can help, I can get you a
I work in an advertising agency
I do not like my job
for most of the companions of the
bank i am an extraterrestrial a bug
I miss what language he talks about what he does for
what serves
What I ‘m telling you is that I’m really
more similar to the woman wonder what
yes we share is that we both solve
problems problems maybe a little
different I solved a problem of
business based on the feelings of
people sounds a little in vigo them
I’m going to explain
now if we talk about the design of
experiences as a design branch there
that understand the core or what it does
work the emotional design design
emotional is what makes it all
functional and good and what is the design
emotional
let’s start with the word design when
I tell them design and they think that
imagine
probably something like that
someone artistic who knows how to draw
many times the word creative
you think like this someone who has
these skills many times if a
correlation but it’s not about this not
it’s just doing pretty things
this is a word that I invented myself and
I think a lot has happened with the design
latex intellectualization and what do you want
say this the perception that the
designers are not intellectuals are not
very rational we are not the nerd and I am
of moliner said of the glasses we are
the intuitive ones that I grab a
canvas and I express myself and I no longer have to
think a lot I tell you that there is no
think a lot I come to say that
design is to plan
if they look up the word in a dictionary
design is a plan are synonymous now
what do we do when we plan
we foresee in the future everything that can
move to achieve a goal or
solve a problem and that what
we make the designers I’m going to put them
An example
that tomato sauce that bottle is the
first design that heinz sack I do not know makes
how many years and probably the
designer when they asked him to do
the bottle saw everything that was in the
market and said good if a little bottle of
glass looks nice
it’s okay to kill him but I do not plan not
He foresaw how they were going to use the
people that bottle tomato sauce what
is what happens with this bottle that
when the sauce is running out you have
to turn around and hit him and make a
disaster leave the bottle and as
leaning leaning against the wall to
to be able to continue using then the redesign
of this bottle is like this I still cause a lot
which is better flat because if
planned and if they foresaw everything
could go wrong then I want
leave them this good design is the one
plans and bad design is what is
intuitive a designer who does not plan that
nothing else does because it seems good not
he is doing ok then put
I want them to stay, let’s go with that, the
design is to plan
now
what an emotion
emotion is a biological reaction that
happens in the body
in response to an external stimulus
everything that comes through our five
senses we learn in school
so for example I’m walking and
I went into a dark room and I was paralyzed and
I have the participation
something in my body that happens also
we contract the muscles of the face
we have body language and we sweat see
there are different answers in the body
now the feeling is what follows
to the emotion the feeling the mind
processing what the body feels and
put a name is he wants it to be and it is
a fear or wii
that’s trust, you really understand
then the feeling comes out of a
rational part the emotion comes out
totally from the subconscious
we do not think anything else happens
ok now let’s put together those two definitions
design then plan emotional design
is to plan the stimuli or conditions
to cause a feeling as it should
be something for someone to feel
feel a certain way if we talk about a
experience is basically the sum
of all the feelings that a
person through time when using
something either a product or a service
then the design of experiences with
we have the definitions is to plan for
provoke certain emotions through
time while a person uses something
interacts with something like that should be
sequence interactions so that
feel in such a way
I leave the question to you as you think it
customers feel when they interact
with a bank
Many times there are times when there is anger
and frustration
There is often confusion
goodbye
besides that I tell you that they enter
more serious feelings than these that
banks are a very part
important thing in people’s lives what
that I’m going to show you now are appointments
real users who came out of
research see this the banks or the
they call to charge one do not care
that one has lost his job plan that
It is serious
you have to empathize with this person here
it is already worry is anxiety sadness
including let’s see this other the teller
he did not deposit the money that money was
from my boss I do not know what I’m going to do
nobody solves me that ‘s a little
more serious do not you think
here there is despair and impotence before
a service that we are
providing a service that we
we design
now yes ok we have to make him feel
all right
but how do we know what is it
that makes customers feel good
to the users
sounds super obvious of what makes me
feel good will make me feel good
to others
to my sister
it does not turn out that we can not know that
what makes others feel good if
we do not investigate
this image that follows my favorite
that you burn in the retina I want you
remember him forever you are not the
user ok you can not take
decisions without knowing that what they think
others
the next time you have a brilliant
idea remember if I’m not the user
it’s more if they stay with this
representations of Felix now what is
what we do
user research the and
designers we investigate imagine that
from there it’s because that image is a
user ok then everything that is by
above the lake the smallest part is
all the information that we do have and a
great advantage of working in a bank is
that we have a lot of information
of course we can see that they buy how much
they buy with whom they frequently buy
where do they buy what service channels
they use etcetera but everything that is
below is why
because they decide to do what they do and that
is what you can not see with surveys
or with numbers and that’s what we do
us the experience designers
I like to make the metaphor that we are the
divers that are going to see below that
aspect and how we do it
with different methodologies there is one that
the one we use the most are interviews
what you’re looking for is to understand that
it’s because then we do sessions
extended with users of one hour hour
and a half where we use guides
research designed by
social researchers who are
designed to extract information
most relevant these are some examples of
studies that we have done contextual in
the houses of the people in the office at
people
now we do all those good
interviews and how you eat that what
we make
we have a lot of methodologies where
we started debugging all that data
we use excel the designers we use
excel if we take the data we make maps
of affinity we make heat maps
etcetera and these are pictures of the office
where it looks like a research wall
criminal photos of people
and with everything we get with that with
based on that we can design services and
products now yes
I’m going to tell you an example of a
project that we worked a few months ago
I do not know if you know the atm full is
ATM where you can do
withdrawals as well as deposits ok then
this cashier has a computer or a slot
where that deposit is removed then the
deal
I wanted to put one of your three icons
let’s see the reds
then what we did was to try them
with users
In these photos
we made paper prototypes from scratch
zero purpose very low costs and
let’s try textually in the
branches to see if they understood each other
which of these is the best option
guess what the mara option was
obviously we had to reiterate says
grab that design understand what was it
they did not understand making another version go
to try it do another version go to
try until you reach the best option
see what he does what he finished
is this is right now all the
full tellers
see how much change
in a single day of work with cost
basically zero
now because you should not import the
feelings of the customers
we can open it up for what we are
making money because it matters, see what
important is proven that the beings
humans we make decisions and
rationally how is the mouse that goes
for the cheese although he knows that they are going to
crush or we make decisions with
based on our emotions or based on
our feelings this is a case
that I always ask
because someone would go to a branch
physical when they can do it digital
because I ‘m going to make a row
if dad would see the balance the card by
example if I can do it on the cell phone
no national does not make sense and
It’s probably because of some feeling
true that fear of the digital channel or a
feeling of familiarity the branch
physical i like to go talk to my
favorite cashier you have to understand can
have many sentimental reasons or
emotional as root of this important
depending on how I feel my brain
it works in different ways if I
I’m anxious economics use a form of
process approach that means that
I focus on one thing and then I see and
I see it until it works
verses when I’m happy about the jad
I’m more open to seeing and observing
here where I can solve problems is
here where creativity comes up now
imagine a client who has never used
something digital goes and gets into banking
electronics and a thousand buttons and
words that I had never heard how
is going to feel
probably anxious and what will happen
will use focus processing and
It will be a single button 15 times until
who is frustrated and will not go back to
use
now the emotions of finning my
memories they’ll give an example
I remember the most delicious thing that I
I ate that I do not know is a patacón consar
lowered manual delicious also I
agreement of these insect spikes that
they are disgusting accountants and everything
everything was in the middle
normal
we do not remember so much and now what of
we remember more than this
delicious the one that stuart quero so
the nasty ok that’s an advantage we are
more likely to remember emotions or
negative feelings
the other advantage
is that memories generate
conversation then those skewers
disgusting people who eat me what I did
I counted someone when I have a
terrible day at the bank that I’m going to do
I’m probably going to tell you something
go there because the worst
I leave you with another question they are saying
your customers when they talk about you is
too important
we usually work from these two
elements we have an objective business
I want to reduce the costs I want
increase revenue
I want to capture more market I want more
users I want more clients then
we think we throw some ideas we say yes
well ok let’s do it
digital platform let’s make a campaign
of marketing if of mari hunger terrific
and what happened
they did not involve the user in the process
and when we do not involve the user
We have products and services that are not
desirable that is not what they wanted but
more than undesirable can be no
usable are too difficult or
worse yet it was not what they needed
nobody uses something that was not really what
what they need if we forget the business and
we see nothing the user and the technology
what happens we have something that is not profitable
the business does not serve them
if we see anything else the user’s business
we do not care about how we’re going
we have something that is not feasible and what
we do with that does not work either
so what I want to tell you today is
that the design experiences is in the
center is at the intersection of those
three parts
that intersection is where the good one lives
deal
it is from here where we design the banking
emotional thank you very much
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