• Business Need: To transform Wealth Advice Client Journey (Private Banking) with a suite of new digital tools enabling better client and employee (private bankers) experience. Future-proof Coutts private bank by meeting needs and expectations of new client groups with level of service and digitalization.

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• Approach: Service design strategic approach including discovery and customer / end-user research, defining vision for future experience through design thinking workshops, to be customer journey maps and service blueprints, prototyping, design and development of specific solutions, and delivery of new digital products in an iterative mode from minimal viable experience to fully scaled-up solution.​

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• Context: I joined the RBS / NatWest Group in May 2018 to lead innovation teams delivering new service propositions for the Royal Bank of Scotland  (RBS Innovations hub in London). A year later I moved to the Coutts & Co Private Bank, part of the RBS Group, to manage implementation of client journey strategy for Investment and Wealth Management.  

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• Deliverables: Customer Journey Maps, Detailed Service Blueprints, Low-Fi Visual Prototypes, UX Wireframes, High-Fidelity Design and Clickable Prototype (Figma), User Testing, MVP Implementation, Product Backlog with epics, features, and user stories defined; Service Design Discovery and Ideation Workshops. 

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Embedding human-centered design approach and client journey design to UK´s oldest bank Ied to improvements and optimisation across private banking client journeys. This included delivery of  new digital solutions such as CLM portal,  and design and delivery of new online banking features and improvements to both client and employee experience across the bank.

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​​​​​Working for Coutts Bank offered an excellent opportunity to better understand private banking sector and ultra-high-net-worth clients; their needs and expectations for a delightful service, digitally enabled, from the oldest bank in the United Kingdom. 

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Read more about designing luxury experiences in the INSIGHTS section.

Additional Links:

Coutts Wealth and Investment Management

Coutts Private Banking Advice Service 

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Video below presents one of the projects I was leading while working for Coutts, in addition to just a few examples of design outputs produced.