Tag Archives: financial innovation

Design Thinking in Financial Services

Enhancing Customer Experience in Banking

Design Thinking in Financial Services - Enhancing Customer Experience in Banking

GUEST POST from Art Inteligencia

In today’s highly competitive financial services industry, banks are constantly seeking innovative ways to differentiate themselves and provide exceptional customer experiences. One approach gaining popularity is design thinking. By applying this human-centered design approach, banks can better understand customer needs and create solutions that truly enhance their experience. This article explores the concept of design thinking in financial services, highlighting its benefits and presenting two case studies that showcase how this approach can revolutionize the customer experience in banking.

Case Study 1: DBS Bank – Reinventing the Branch Experience

DBS Bank, one of Asia’s leading financial institutions, undertook a comprehensive redesign of its branches to align with design thinking principles. The bank conducted extensive research to understand customer pain points and preferences. By mapping the customer journey, DBS Bank gained insights into areas where it could improve the customer experience.

Using design thinking, DBS Bank transformed its branches into vibrant and welcoming spaces, departing from the traditional cold and impersonal atmosphere. The bank incorporated technology seamlessly into the branch experience, providing customers with self-service kiosks, touch-screen displays for product information, and interactive tools for personalized financial planning. These changes not only enhanced efficiency but also encouraged customers to engage more actively with their banking needs.

As a result, DBS Bank saw a significant increase in customer satisfaction and engagement. The branch transformation project showcased how design thinking can positively impact the customer experience, making traditional banking more accessible and enjoyable.

Case Study 2: Simple – A Digital-First Banking Solution

Simple, an online banking platform in the United States, embraced design thinking to create a truly customer-centric banking experience. Simple aimed to simplify banking, addressing the frustrations customers encountered with traditional banks’ complex products and processes.

Through extensive user research and empathy mapping, Simple identified key pain points experienced by their target customers. Armed with these insights, the company created a streamlined online platform with an intuitive user interface. It focused on providing real-time financial insights, goal-oriented savings features, and transparent fee structures—all while eliminating unnecessary bureaucracy.

By leveraging design thinking in their digital-first approach, Simple ensured that its platform catered to users’ needs, resulting in high customer satisfaction and loyalty. Simple’s success demonstrated how design thinking can be applied not only to physical spaces but also to digital solutions, revolutionizing the customer experience in banking.


Design thinking is transforming the financial services industry by enabling banks to put customers at the center of the design process. By gaining deep customer insights, banks can create innovative solutions that enhance the customer experience, driving customer satisfaction and loyalty. The case studies of DBS Bank and Simple highlight how design thinking can be applied in both physical and digital environments, leading to remarkable improvements in customer engagement and overall brand reputation. As financial institutions continue to prioritize customer experience, embracing design thinking becomes pivotal for their success in an increasingly competitive landscape.

SPECIAL BONUS: Braden Kelley’s Problem Finding Canvas can be a super useful starting point for doing design thinking or human-centered design.

“The Problem Finding Canvas should help you investigate a handful of areas to explore, choose the one most important to you, extract all of the potential challenges and opportunities and choose one to prioritize.”

Image credit: Wikimedia Commons

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