Financials

How to use foundational research to develop a holistic digital strategy

11:40 30 minutes Studio
Cecilia Scolaro Mirabeau, a Cognizant Digital BusinessIris Cremers ING Wholesale Banking

Human centered design begins from research. But how to use large amounts of qualitative insights to create a digital strategy for a whole digital landscape? Especially when there are many different kinds of users that have to be served, with different digital needs.

This presentation will show how Mirabeau and ING Wholesale Banking worked together to develop a holistic digital strategy, based on research. Cecilia (Mirabeau) and Iris (ING WB) explain the six-month journey from research to implementation: how they collected foundational research insights, how they used it to explore multiple prototypes and the customer journeys of the future and, finally, how they are using directional research in the implementation phase to evolve their customer knowledge.

Cecilia Scolaro

Cecilia Scolaro

Mirabeau, a Cognizant Digital Business

Cecilia is a Senior Creative Consultant within Mirabeau, developing human centered strategies that can bring meaningful innovation to the business and strengthen the relationship with the people using its services. After graduating in Design for Communications in Milan, she has been working 13 years in corporate companies, startups, agencies and as a freelance and an entrepreneur, applying (digital) innovation to customer experience, marketing, branding, collaboration and social media.

Iris Cremers

Iris Cremers

ING Wholesale Banking

Iris has 16 years of experience in digital strategy, UX design, product development and ecommerce, working for companies like KLM, Forrester Research, and until recently ING Wholesale Banking, as Head of Digital & Client Experience. With her own company, UXwow, she supports small and large businesses by truly applying a user centered way of working starting from a clear story of vision and strategy resulting in a hands-on concept and design approach ready for agile development. Iris holds a Master degree in Social Psychology of the UvA and a Professional Doctorate in Engineering degree in User System Interaction (USI) of the Stan Ackermans Institute.

 

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