Human-Centred Design: The Key to Creating Successful Products and Services

Learn about the fundamentals of Human-Centred Design, its applicability and importance in financial services.

About the course

For years, financial services has been a closed box, ripe for innovation, but without anyone brave enough to tackle its seemingly insurmountable regulatory obstacles. In recent years Fintech darlings Monzo, Tide and numerous others have created successful digital banks. Their secret sauce? Human-centred design. In this course we will explore what human-centred design is, why it’s important for Financial Services and how you can use it in your organisation to make products and services your customers and employees will love.
Difficulty: Foundation
Duration: 150mins

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With this online course, you will:



Customer Service

Financial Services

Large Organisations

Business Development

The expert you’ll be learning from

James Bickerton

Head of Experience Design, Synechron
James’ passion and craft both lie in the pursuit of understanding the balance between brand, experience and value. Throughout the last 20 years he’s created award winning digital advertising campaigns for Timberland, Sony and Cadbury’s to more recently globally recognised experience design for HSBC, Virgin, Visa and start-ups Tido Music and Farepilot. He now resides at Synechron UK, as the head of experience design helping financial institutions build next generation experiences. Outside of the 9-5 he works as Design Club Super Mentor teaching primary school children Design Thinking and how to make apps

Course Content

In this course, James Bickerton, Head of Experience Design at Synechron, will explore the concept of Human-Centered Design and its significance in the financial services industry. Through a series of lectures and interactive activities, participants will gain a deeper understanding of the principles and practices of Human-Centered Design and how they can be applied to design solutions that meet the needs and preferences of customers in the financial services sector.
In this chapter, you’ll be introduced to the concept of human-centred design. You’ll be diving into the principles of human-centered design and problem-solving with people’s lives and desires at the core of the solutions. Moreover, you’ll be following a case study of IDEO, innovator in human-centered design in their products, services, experiences and social enterprises.
In this chapter, we will investigate the role of human-centred design in financial services. We will discuss financial products and services, and how they used to be focused on what is right for the institution rather than what is right for the customer or end user. We’ll also cover how you can de-risk new ventures and create game-changing digital products by breaking that mould.
When creating a new product, service or experience, human-centred design is key to winning audience adoption. In this chapter, you will learn about techniques and tools that can either be used by you, your team or contracted parties, to have human centered design at the core of your business model.
This course has provided an in-depth look at the concept of Human-Centered Design and its application to the financial services industry, giving participants the knowledge and tools they need to apply this approach to the design of financial services products and services.

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