Digital Technology Enables the Transformation of the Financial Industry

Smart finance is the development trend of fintech in the future. It relies on Internet technology and uses digital technology means such as blockchain, big data, artificial intelligence and cloud computing to comprehensively improve the wisdom of the financial industry in business process, business development and customer service, and realize the wisdom of financial products, risk control, customer acquisition and service. Driven by the empowerment of fintech and industry competition, financial service institutions have raised digital transformation to the level of enterprise strategy. "Customer experience" and "operation efficiency" are the core keywords of enterprise competitiveness. All kinds of financial institutions still need to continuously improve in organizational management, product service and business process.

How to build digital fist products and strengthen users' brand perception in financial industry? How to refine the stratified target customer groups, so that digital marketing efficient reach? How to improve the penetration rate of digital scene and explore forward-looking domain layout? These industry pain points are our challenge.

The summit will invite leading financial experts from ant group, China Merchants Bank, ICBC, Pacific Life Insurance, Jiangxi Bank, Hylo Dream experience consultancy and others to gain insights, to share their outstanding experiences and cases, to inspire the industry to reflect on the changing situation, to use design to lead the creation of value, to enhance customer experience, to enhance the competitiveness of enterprises to achieve business success.

• Speech 1：《Digital Transformation of Fintech -- Integration of Experience Design》
  Speaker：Zhang Le （ CMB,Experience Design Manager）

  Our country established the consumption Internet in the past 20 years in the development process of Internet, and has already become the super application country of Internet. In recent years, enterprise software can reshape enterprise value objectives through the design and layout of research and development, transaction, distribution and other links, but the development of this field is still slow. In the post-Internet era of the financial industry today, digital transformation has become an important driving force for the development of the banking industry, but it also faces a series of challenges in this process. For example, limited by the original IT architecture, it cannot meet the requirements of high concurrency and high-frequency iteration. The continuous increase of the online scene, the connection with the external ecology leads to the long management chain, the emergence of new risk exposure beyond the traditional credit risk, and so on.
  
  Therefore, establishing an experience design team can empower enterprises in digital transformation. The team needs to explore and adopt a variety of design methods, and strive to build a sound production model to facilitate and integrate with the trend. Therefore, the production model needs to reach the industrial level to facilitate the digital transformation of the enterprise. This summit presentation will show you how this production model works in the current environment by analyzing some specific cases.
  
  The main contents of this speech include:
  1、Background and development trend of the financial industry -- demands of enterprises' digital transformation
  
  2、Current situation and challenges of enterprise products within financial enterprises
  
  3、The experience design team can enable the enterprise transformation method and industrial production mode according to the current situation
  3.1 Current situation and solution of B-terminal product design of enterprise level
  3.2 Working methods of the design team
  3.3 Structure and operation mode of industrial production mode
  
  4、The landing of industrial production mode
  

  Work Case

  • Digital transformation The current open and integrated organizational model of banks
  • On the basis of enterprise digital direction core design team's core mission
  • The design mode and system of experience design team in digital transformation
  • How does digital transformation experience design sop integrate into lean management
• Speech 2：《Technology Drives the Upgrading of Banking Experience》
  Speaker：Liu Shuangxi （ Ant Group,Senior Experience Design Specialist）

  For small and micro customers, they hope that the bank service threshold is lower, the service depth is deeper, the service means is more diverse, in short, they hope that the bank can understand their business situation and the demand for financial services better. Especially as banking services move online, customers want more convenient and in-depth services. In the process of technological change, the financial services of the banking industry are also accelerating the pace of innovation in business, channels, product matrix and other aspects. These new changes make the experience design of the bank full of challenges and opportunities. In this context, experience design becomes more complex and subdivided.
  
  Driven by rapid revenue growth and relying on science and technology, it is particularly urgent to build a new banking customer experience model, so that small and micro customers can feel the service around them thoroughly. From an experience-driven perspective, we have built three experience modes to upgrade the experience and increase revenue:
  1、Human-intelligence experience design thinking model. In the process of transformation from HCI to HII, we should prepare for the level of design thinking based on banking business to guide our design work.
  2、Customer decision efficiency design, the core of which is to unshackle the expression of financial words, seize the core driving decision factors at the key customer contact points, dig the influence factors according to the customer layer to boost growth, and promote the service efficiency through the influence factor model.
  3、Three-layer service experience design based on "people", driven by science and technology, to build a three-layer advanced intelligent three-dimensional service experience of robots, digital people and real people. Let the mobile network become the real service counter of customers, so as to improve the efficiency of self-service.
  4、Intelligent asset identification experience design. Self-employed households, small and micro enterprises, and operational farmers shall gradually deconstruct non-standard assets into effective asset certificates. Based on risk control model strategy and relying on scientific and technological means, digital design of objects, living assets and other assets shall be carried out.
  

  Work Case

  • Two-way video digital counter
  • Asset identification design case
  • Active service experience design
  • The impact factor model drives business growth
• Speech 3：《Construction and Thinking of Financial User Experience Design System》
  Speaker：Zhang Hao （ ICBC,Senior Fintech Manager）

  In the era of Internet finance, the way that users obtain and choose bank products is changing to Internet, self-service and personalized. The financial needs of users are no longer limited to simple product functions, but expanded to interactive friendliness, aesthetic interface and the resulting pleasure, sense of value and other subjective experiences. Icbc takes advantage of the Internet thinking to carry out the design of user experience and product usability. It pays attention to the user-centered and user-experience-oriented product iteration, draws lessons from the platformization and componentization of the Internet industry, and improves the user experience level of banking products with high quality rapidly through good planning and design, as well as the formulation and implementation of design specifications.
  
  1、Based on the concept, establish a user-centered goal
  1.1 Construction of ICBC user experience design system
  1.2 Work contents of user experience design in the whole life cycle
  
  2、Take methods as the guide to establish scientific and objective normative guidelines
  2.1 User Experience Method Guide
  2.2 Product Usability Design Method Guide
  
  3、Improve the whole life cycle experience management based on the system
  3.1 System and mechanism guarantee
  3.2 Principles of user interface design
  
  4、Build an experience design guarantee system with the support of numbers
  4.1 Professional User Experience Room
  4.2 Enterprise-level User experience Management Platform
  
  5、Drive the professional upgrading of the experience team with personnel as the driving force
  5.1 Experience of the Whole Bank Experience Officer team (internal and external users)
  

  Work Case

  • Enterprise mobile banking -- Structural upgrade
  • Personal mobile banking -- Experience upgrade
  • ETS User experience evaluation model
  • User Experience and product Usability Design Methodology Guide
• Speech 4：《Experience Helps the Digital Transformation of CPIC Life Insurance》
  Speaker：Kevin Chang （ CPIC,Senior Experience Design Expert）

  In recent years, digital technologies such as big data, cloud computing, artificial intelligence and blockchain have been increasingly integrated into the whole process of economic and social development, and have gradually become a key force affecting global competition. Last year, the People's Bank of China issued the Fintech Development Plan 2022-2025, which further put forward the requirements for digital transformation, and accelerated digital development has become an important factor in national economic development. The insurance industry is an industry dealing with risks. From the initial product design to subsequent underwriting and claims settlement, rigorous and complex risk models or mathematical technologies are involved.
  
  Behind the transformation is the change of internal and external environment of the industry, from the disappearance of demographic dividend, the advent of low interest rate era, the comprehensive upgrade of customer demand to the sluggish economic environment. All these urgently require the business model of life insurance companies to transform from the original extensive growth to the high-quality development model, from the crowd tactics, sales is king, interest rate drive to professional, technology driven, customer driven transformation.
  
  1、Transformation scenario
  
  1.1 Expand online business scenarios, one-stop "to meet service needs and make customers more comfortable
  · Upgrade intelligent underwriting services. Through process optimization and AI support, focusing on user experience and management efficiency, it can realize rapid booking and convenient insurance, intelligent double recording and real-time quality inspection, transparent orders and three-party visibility, accelerate the problem processing timeliness, and realize the whole process online and transparent. The underwriting timeliness is 0.36 days, and the NPS of interactive insurance is 83%
  
  1.2 Take the initiative to follow the whole journey, precise positioning of service demands, and make customers more relaxed
  · On the basis of full coverage of online service channels and completion of the construction of intelligent online interactive service platform, China Pacific Life Insurance gathers strength to create full-journey, scene-oriented and personalized active following services: When a customer receives a notice or service break point, Yangyang customer Service will directly get involved and visually show the required operation plan or FAQ to the customer, realizing the transformation from "customer looking for service" to "service looking for customer"
  
  1.3 Multi-scenario enabling team to show business and provide professional insurance policy services to make customers more assured
  · Promote service capability through diversified innovation, and carry out service throughout the whole process of pre-sale, in-sale and after-sale to achieve all-channel and all-journey service coverage; Driven by digital intelligence innovation, the company builds personalized and accurate recommendation models, provides precise services for business partners, and helps the company's business team to deepen its transformation to the direction of professionalism, specialization and digitalization
  
  2、Case introduction
  · Digital transformation of agent exhibition tools
  · Science and technology personal insurance and data intelligence platform
  

  Work Case

  • An overview of science and technology
  • Official micro experience optimization
  • Operating mode reference
  • Play a role in the future

1、Design Director
2、Experience design practitioners
3、Relevant employees in the financial industry
4、Middle/high-level user experience design manager
5、Relevant practitioners interested in full-link experience optimization

1、Understand the design form of the bank's core credit business
2、Understand the problems faced by integrating experience design into enterprise development process
3、Understand the new changes of financial product experience design under the current background
4、Find out what the experience team is doing with the digital transformation
5、Explore the practice of user experience design management in specific financial products