Banks struggle to adopt customer-focused design—study outlines a fix
Financial institutions need a deliberate strategy to embed human-centred design across their operations, according to research from 12 industry leaders. The findings offer concrete steps for banks to experiment safely and measure impact—critical as digital competition forces the sector to rethink how it serves customers.
Originaltitel: Developing human-centred design capability in financial organisations
Purpose The aim of this study is to provide a holistic understanding of how financial organisations can develop human-centred design (HCD) capability. Design/methodology/approach We applied a hybrid research design. We first compiled a snowballing review of the literature to explore the key perspectives on developing HCD capability in organisations. Then, to validate and adapt our findings to the specific characteristics of financial organisations, we applied an expert elicitation process. Twelve expert designers leading HCD practices in the financial sector evaluated and built upon our findings to contribute to 10 managerial propositions aimed at helping financial organisations develop HCD capability. Findings Our study provides an integrative view of the theoretical base and practical recommendations on how to develop HCD capability in financial organisations. The study suggests formulas for safe HCD experimentation, sustained investment for learning and mechanisms for continuous improvement and evaluation. Furthermore, our research stresses the importance of end-to-end involvement of HCD across the financial service lifecycle. Ultimately, we argue that HCD capability for effective development in financial organisations depends on legitimate leaders equipped with change management skills who can connect HCD to strategic decision-making in finance. Originality/value The article proposes a comprehensive and research-backed proposal for developing HCD capability in financial organisations. Its value stems from providing practical guidance, bridging literature theory with real-world application in finance.