Humanizing financial services transformation

Anita Ghosh’s keynote from the MPC21 conference was a highlight for attendees. Here, we’ve posted her presentation, highlighted the juicy bits, including audience feedback. 

Watch the keynote 

Missed seeing it live? No worries.

Participant insights

In a post on LinkedIn, attendee Deborah Reuben summed the keynote up for us. Cheers Deborah! 

“So many fabulous insights from Anita Ghosh @ MPC Digital Commerce Event 

  • In a world hyperconnected through technology, people crave authentic connection. 
  • Human centered design has to be a big part of how you shape your products and services for the future 
  • #transformation is typically slowed because of lack of TRUST, not technology 
  • The top five biggest bank transformation risk and “derailers” are PEOPLE focused. 42% of digital solutions focus on TECH and UNDERSERVE the HUMAN experience.  

SOLUTIONS involve self-disrupting your internal limiting patterns for long-term survival:  

  1. Don’t rush to solutions – slow down and EMBRACE the problem space. 
  1. Co-create with all the humans, customers AND employees (disrupt traditional customer research to validate hypothesis). In CX Journey work – pay attention to PEAK and END 
  1. Plan for adoption and embedding (disrupt activity-based implementation as measure of success, iterative co-design) 
  1. Modernize for people inside out and outside in (disrupt tendency to innovate from the center – where it’s most stable – go to edges” 
Anita Ghosh's keynote focused on six plays that humanize digital transformation. Moving from business-centric (sustaining) innovation to human-centric (disruptive transformation).

Six plays for human-centered transformation 

This is the juiciest bit of Anita’s presentation, IMHO. To put human-centered transformation into practice, organizations must self-disrupt their internal limiting patterns. These are the keys to success. Check them out: 

  1. Embrace the problem space 

Disrupt the pattern: Rushing to the solution 

Take key actions:  

  1. Co-create with all the humans 

Disrupt the pattern: Using traditional customer research to validate hypotheses 

Take key actions

  • Co-create with customers and employees  
  • Apply human-centered design research  
  • Focus on the moments that matter 
  1. Plan for adoption and imbedding 

Disrupt the patterns:  

  • Activity-based implementation as a measure of transformation success  
  • Using internal testing for bugs and fix remediation 

Take key actions: 

  • Iteratively co-design with employees, focus on the overall user experience  
  • Develop maturity maps 
  1. Modernize for people inside out and outside in 

Disrupt the pattern: 

  • Disproportionately innovating from the center where it’s most stable – sustaining innovation  

Take key actions: 

  • Embrace all the edges  
  • Customer edges: Beyond the edge of what you do today  
  • Cultural edges: shift toward experimentation over stability 
  1.  See the soul of the organization 

Disrupt the pattern: 

  • Ignoring the “elephant in the room” — the organizational response to change 
  • Define the Third Entity of the organization and take action to drive behavioral change 

Take key actions: 

  •  Acknowledge the hidden dynamics and edges that teams are crossing  
  •  Define the Third Entity of the organization and take action to drive behavioral change 
  1. Go beyond the bottom line 

Disrupt the pattern: 

  • Measuring value through final outcome-based metrics, typically focused on business measures of success 

Take key actions: 

  • Capture full value beyond the business-as-usual business case metrics 
  • Establish behavioral metrics to measure progress along the way 

Get the slides from Anita’s keynote