‘Break the Standard – Start-up leader with a unique experience’

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Taehan Yoo, Design Director, Fjord Tokyo, Senior Director, Accenture Song, and Ayumi Sasaki, Interaction Design Lead at Fjord Tokyo, will speak with Takayoshi Nakamura, Head of DeSign at Minna Bank, for a talk at the Cannes Lions this week titled “Break the Standard – Leading Business Creation With Unique Experience”.

Synopsis: While digital native user behavior is changing rapidly, progress in financial services has been impeded by regulations and conventional systems. “Minna Bank” in Japan faced a similar challenge, but they boldly set out a vision to rethink the 150-year-old industry to become a new kind of bank for digital natives, a bank that listens to them, a bank that is built by everyone (Mina). In this session, we’ll dive deeper into the process of how we broke the traditional industry standard and what it means to build an “experience-driven business”. We will also explore the key ideas that are at the heart of a unique experience, how we have extended them to aspects of the business as well as to create a new organization, a new work style, a new mindset and a new culture.

Many companies tend to rely on an industry-wide approach of first creating a business plan for business transformation,” Taehan Yoo said.

“While important, this approach often fails to consider the overall brand experience and may not build deep customer connection in the long run. The key to effecting change in the industry is to first consider the brand experience. Companies should design their business with an integrated experience in mind and ensure that this experience is reflected in its processes, systems and overall organization. Creating unique experiences is essential to help brands grow and achieve sustainable business results.”

Key questions the session will answer:

  • How can we connect information to unique experiences?
  • How do you create an open culture in a stagnant industry?
  • What’s the key to next-gen business transformation?

Designing a meaningful experience is easier said than done. This requires extensive knowledge and research to ensure that the experience is as smooth and easy as possible for the user,” added Ayumi Sasaki.

“Brands can fall into the trap of coming up with new, different designs, or they can forget about the user profile they’re designing for. As designers, we need to maintain a clear vision and have a deep understanding of user culture. so that we can create meaningful experiences for all.We are excited to share our design journey and key lessons from our work with Minna Bank at Cannes Lions.


The conversation will take place Tuesday, June 21, 4:15-4:45 p.m. CET. You can get more information here.


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