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Similar to Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum
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Future, Made Real - Nadia Orlova, Design Strategist & Lead Researcher, Continuum
- 3. We are an innovation design consultancy.
We design experiences
that improve people’s lives
and drive business innovation.
Continuum.
© 2011 Continuum LLC Proprietary & Confidential 3
- 4. Building evolving global perspective with local sensibilities
Continuum has five studios located in Boston, Los Angeles, Milan, Seoul, and Shanghai.
Our interest in people motivates us to understand them in their worlds. We translate the insights we gather
from around the globe into new businesses, products, and experiences.
© 2011 Continuum LLC Proprietary & Confidential 4
- 5. Our expertise spans a broad range of capabilities
Expertise Work
Client Partnership
Continuum
Account Services
Consumer Strategy
Global Collaboration
Business Design
Product Design
Brand Design Design and
Service Design
Digital Design Innovation
Continuum Advanced Systems Products
Human Centered Design Services
Mechanical Engineering Brand Experiences
Electrical Engineering
Software Engineering that make life better
and grow businesses.
Research Communities
Consumer Non-Durables Patterns of Innovation
Emerging Markets Psychology of Experience
Generations Social Innovation
Health and Wellness Sustainable Design
Next Women and Children
Pleasure Business Dynamics
© 2011 Continuum LLC Proprietary & Confidential 5
- 6. Bringing more than one perspective to the challenge
Our teams are drawn from the diversity of expertise resident within our company. Each team is assembled
to bring the right mix of skills and diversity of thought to ensure that we look at each challenge in more than
one way. These intersections of perspective, expertise and inspiration complement the knowledge and skill
of your team as we define new opportunities.
© 2011 Continuum LLC Proprietary & Confidential 6
- 7. OUR STRENGTHS
We turn insight into ideas, and ideas into reality
Continuum’s essence is about making things real, so we’ve developed a broad range of capabilities,
ranging from a industrial design and mechanical engineering to prototyping and modeling. Whether it’s a
product, service or completely new brand we have the capabilities to make it real.
One Laptop Per Child from ideation to product, created at Continuum for OLPC/MIT Media Lab
© 2011 Continuum LLC Proprietary & Confidential 7
- 8. OUR STRENGTHS
Moving the needle where it counts
Our business-oriented perspective that ensures your organization succeeds as it helps consumers. We
understand that the business equation is a critical part of success, so we work to understand which metrics
make sense and how they connect to consumer decision-making. Then we figure out what we can do
together to make a difference that is measurable and meaningful.
SWIFFER / Enabling Aspirations
REEBOK / Pure Innovation
PAMPERS / Understanding Moms
Creates a category
Doubles sales to $2 billion
P&G’s first $6 billion brand
© 2011 Continuum LLC Proprietary & Confidential 8
- 9. Ideation
© 2011 Continuum LLC Proprietary & Confidential 9
- 10. APPROACH
Business as a lever to make a difference
PEOPLE
BUSINESS
© 2011 Continuum LLC Proprietary & Confidential 10
- 12. APPROACH
The recipe
?
EXPERIENCE
IDEA Define the touch points
MEANING
- Product
- Needs What are the User and - Define the opportunity - Service
- Values Business criteria for - Design principles - Space
-Aspirations the solution? - Digital
- Communication
Find what is meaningful for Ask the right question
Define the opportunity that Use design principles to design
people.
to reframe the challenge.
brings meaningful benefit for total experience that best
people an business that embodies the opportunity.
serve them. Define principles
that will navigate the
experience.
© 2011 Continuum LLC Proprietary & Confidential 12
- 14. IDEA
EXPERIENCE
- Define the opportunity
- Design principles Define the touch points
- Product
- Service
- Space
- Digital
- Communication
© 2011 Continuum LLC Proprietary & Confidential 14
- 15. Case Studies
© 2011 Continuum LLC Proprietary & Confidential 15
- 16. BANK OF THE FUTURE
How will the world bank in 2020?
Our client, one of the globeʼs largest banks, asked us to define the banking experience of the future to drive their technology
roadmap, branch evolution, and adaptation of service models to future states. We conducted contextual consumer and
employee research across three continents to understand the needs of lead and core customers, the unbanked (future
customers), and the employees who serve them.
© 2011 Continuum LLC Proprietary & Confidential 16
- 17. BANK OF THE FUTURE
Understanding how people bank
By carefully analyzing ethnographic data drawn from stakeholders, staff, and clients in different countries, we identified
a series of critical customer needs.
Research sites:
Continuum interviewed and
observed customers banking
behaviors in Europe, the United
States, and in emerging markets,
such as Argentina and India.
© 2011 Continuum LLC Proprietary & Confidential 17
- 18. BANK OF THE FUTURE
Developing a customer-centric strategy
In the past, the bank built its customersʼ trust by ensuring them stability and solidity—by promising to stay forever the
same as it always had been. In a world where the customer has taken control, the bank of the future must become the
guide that helps each customer reach his individual goals.
© 2011 Continuum LLC Proprietary & Confidential 18
- 19. BANK OF THE FUTURE
We established core design principles
As part of our analysis and envisioning phases, Continuum created a set of core design principles that guided all
decision-making within the project and helped us to communicate the project beyond the core client team. These
design principles continue to support and inform all our work with BBVA.
01 02 03 04 05
Accessible Consistent Unified and Human Holistic
Distribution User Universal Understanding Expertise &
Network Interface Information Solutions
Convenient, trustworthy, Interaction with the bank Safe storage of Instead of selling to their Provide our clients with
and pervasive, these is the same for customers comprehensive financial customers, bank staff will solutions custom-made to
channels give customers at every touch-point.
information and robust work closely with them— suit their needs.
a range of ways to fit analytics to use this to help clients understand
banking easily into the information to the what they really want from
shape of their lives.
customerʼs benefit.
their financial futures, and
map out the steps theyʼll
need to get there.
© 2011 Continuum LLC Proprietary & Confidential 19
- 20. BANK OF THE FUTURE
Creating and designing the vision
Internet Banking Point of Sale Banking
Internet banking is the is the foundation of the experience.
New banking interactions and customer acquisition at retail outlets.
Pocket Banking Easy Bank
Mobile to mobile banking facilitated by simple SMS and apps.
The Easy Bank separates functions based on banking behaviors
© 2011 Continuum LLC Proprietary & Confidential 20
- 21. BANK OF THE FUTURE
Turning the vision into reality
Internet Banking Point of Sale Banking Pocket Banking Easy Bank
Based on our customer-centric vision, Continuum then created an immersive banking experience and prototype inside
BBVAʼs Center of Innovation in Madrid. The prototype in designed to simulate the experience of banking in the year 2020
and help communicate the value of the new distribution model to internal stakeholders, global thought leaders, and the
media.
© 2011 Continuum LLC Proprietary & Confidential 21
- 22. BANK OF THE FUTURE
Designing multi-touchpoint system architecture
The bank of the future that we envisioned is an ecosystem of digital, physical, and human touch-points. It provides the
customer the flexibility to operate across platforms and allows the bank the ability to scale across regions and to apply
human and technology resources to the touch-points that are most impactful.
© 2011 Continuum LLC Proprietary & Confidential 22
- 23. BANK OF THE FUTURE
Consistent user interface and multi-channel solution
Our team defined how elements such as navigation, layout and information structure and hierarchy will adjust to a range of
touch-points, and codified the brand, visual and interaction elements that will remain consistent across platforms.
© 2011 Continuum LLC Proprietary & Confidential 23
- 24. BANK OF THE FUTURE
Building the prototype
Easy Bank
Pharmacy Small
POS Shop
Kiosk
Drive
Thru
Flagship
Home
© 2011 Continuum LLC Proprietary & Confidential 24
- 25. BANK OF THE FUTURE
Prototyping the New Service Experience
The bank of the future was prototyped in full scale to enable our team and our client to assess and refine the experience. This
included creating experiential models of the physical touch-points and environments, as well as demonstrations of on-screen
interactions. Role-playing enabled us to pressure test employee interactions and understand how the new digital tools
worked.
© 2011 Continuum LLC Proprietary & Confidential 25
- 26. BANK OF THE FUTURE
Engaging and Aligning the Organization
Creating the immersive experience was not only critical for testing technology and refining services, but also for socializing
this complex, far-reaching, multi-touch-point story with progressively larger audiences. The immersive experience allows
stakeholders to understand the bank of the future from the perspective of the customer, the employee, and the bank.
© 2011 Continuum LLC Proprietary & Confidential 26
- 29. Access to a brighter world.
© 2011 Continuum LLC Proprietary & Confidential 29
- 33. Thank you
For more information, contact:
Nadia Orlova | Senior Design Strategist
norlova@continuuminnovation.com
M: +86 158 0096 1020
570 Yong Jia Road, Building 5,
3F, Shanghai, China 200031
永嘉路570号5 3
P: +86 (0) 21 6074 0555
F: +86 (0) 21 6074 0555
© 2011 Continuum LLC Proprietary & Confidential 33
