In business, all the time we search the balance between risk and reward. Same in innovations – we would like to get a reward but, at the same time, minimize the costs and the risk of failure. Interview with Magdalena Macko, Director of the Quality Department at Bank Millennium.
How exactly design thinking drives meaningful change in banking?
Nowadays one of the most critical competences in each organization is to innovate. I strongly believe that design thinking helps organizations to change their operating model from “copying” into “creating”.
I can see two very important aspects supporting such a change. First of all, design thinking is a methodology. It really helps to approach the creative processes in a more organized way. In business, all the time we search the balance between risk and reward. Same in innovations – we would like to get a reward but, at the same time, minimize the costs and the risk of failure. And here design thinking is the answer – it makes the whole process more predictive and gives us the confidence of finishing with solutions, not with creative ideas only.
The second aspect of this methodology is the focus on users. Companies so far have been very focused on themselves – on effectiveness, processes etc. Design thinking puts the user in the very center of the whole process, it forces companies to go outside to see, hear and watch their real customers. For many organization, this is a revolution, a completely new perspective!
Design thinking is the answer – it makes the whole process more predictive and gives us the confidence of fininshing with solutions, not with creative ideas only
What was the process of its implementation in the Bank?
A few years ago, we already knew that we needed to build a competency of creating a real new value for our customers – not only to copy from others but really create. We wanted it to be our competency and even the competitive advantage. That is why we were looking for the methodology that can support this process. We started with one project as a pilot just to see if it works – it was the current account opening process in the retail branches. The results were promising enough to start the training program for the selected group of people from different bank areas. The training was conducted by the external design thinking experts to get or increase our competence and to start additional projects to train ourselves.
In which areas do you use design thinking methodology in Bank Millennium?
Can you give us some example? Currently, in Bank Millennium, we are using design thinking in many different areas-starting from designing the digital experience in mobile or internet banking up to creating service or standard models in our branches. For example, we have used that method while developing our own internal start-up – a smart shopping platform called goodie. At the moment we are starting design thinking project in the area of business clients.