Human Centered Design in Banking

More and more banks are jumping on the design thinking and service design band wagon, often as a means to conform to the latest hype “digital transformation”. Given the number of bank cases that pop-up on the topic, the movement towards human centered design practices creates a massive pull that convinces more and more banks to develop their innovation capabilities. This is accomplished through various means such as acquiring design and innovation consultancies as in the case of AdaptivePath by Capital One, or through the set-up of internal service design / user experience labs or centers. What ever the means, the number of banks competing in building innovation capabilities has risen dramatically in the last couple of years. As banking is a unique (and currently troubled) business setting where innovation faces many industry-specific barriers, this article is a first attempt to collect interesting stories and case material related to banking. While the amount of information is massive – the list below is by no means complete – it seems like a deeper study would be needed to get a map of what is happening in terms of design and human centered innovation in banking.

First Collection of International Banks (29.April.2016)

Bank Country Usage (known) Links
Deutsche Bank Germany In-house student projects Executive summary of a research article on lessons learned

Design Thinking at Deutsche Bank (Website)

BBVA Spain Innovation Center

Internal / external network

BBVA project by continuum

Article on new BBVA services and journey.

BNP Paribas France Innovation Center(s)

Business accelerator

Official Website on innovation

Map of innovation centers in France

ING Bank  Netherlands  Innovation Studio for Startup and internal teams
Capital One  USA  Innovation Center  Experimentation on mobile banking
IXONIA Bank  USA  Interview with bank director
Umpqua Bank USA  Interview with Lani Hayward, EVP of creative services
ANZ Banking Group  Customer centricity at ANZ
OP Financial Group Interview with Olla Jones, Business Designer (member access only)


AMP Bank  Australia  Innovation Festival (Case Study in book) Interview on building innovation capabilities (similar presentation: 1, 2 )

Craig Rayman (CIO) on IT, user centeredness and innovation at AMP

Wells Fargo USA On bringing customer centric innovation to the bank

Interesting Resources


Case study of a service design workshop at a finish bank

Book: James A Gardner (2011) Innovation and the future of Banking 

Video: Building innovation capabilities at AMP Bank – Interview

Video: Simple – Reinvent Banking. Case story of a customer centric bank services development

Further articles and case stories

Service Design and Technology in Retail Banking  (2011)

Frontend UX Consultancy (2015) Service Design in Consumer Banking: the challenges and opportunities 

edenspeakerman_ (2016) Aruba Bank: a service design approach to revitalise a brand

IDEO (2004) 1st Bank USA – case story

Business week (2006) Bank of America, keep the change 

Further articles on design thinking / service design and customer centricity on