The power of human-centered design takes the spotlight at VB Transform 2023, showcased by Capital One. Daniela Jorge, Chief Design Officer at Capital One, emphasizes the significance of understanding human needs and developing solutions that remove friction and enhance interactions. During a discussion with Sharon Goldman, Senior Writer at VentureBeat, Jorge highlights the role of human-centered design in driving data-driven experiences and explains how it applies not only to customer-facing AI tools but also to tools used by data scientists and engineers creating the AI.
Jorge emphasizes the importance of understanding customers and their context when designing solutions. By comprehensively understanding customers’ financial lives, decision-making processes, and household dynamics, Capital One aims to develop solutions that cater to their specific needs. These solutions extend beyond online platforms to offline components, addressing how individuals navigate the physical world and fulfill their requirements. One such example is Capital One’s Add Cash In-Store, which enables users to deposit cash into their 360 Checking accounts at CVS retail stores.
Jorge also mentions another tool developed by Capital One, Capital One Travel, which aims to alleviate the anxiety individuals often experience when making significant purchases like travel. With features such as price prediction and price freezes, the tool empowers customers to make informed decisions and spend their money wisely.
To create exceptional customer experiences, Jorge refers to a human-centered design framework developed by Intuit with the guidance of behavioral economists. This framework identified three key components that significantly impact a company’s net promoter score: delivering value, ease of use, and positive emotion. By prioritizing these elements and putting customers at the center of the design process, businesses can achieve greater customer satisfaction.
Looking ahead, Jorge acknowledges that AI will play a vital role in human-centered design, similar to how data unlocked more targeted design strategies in the past. With AI, companies will have the opportunity to identify individual customers’ pain points, needs, and wants in real-time, ultimately leading to more personalized experiences.
In summary, Capital One’s focus on human-centered design showcases the company’s commitment to understanding customers, improving their financial lives, and delivering value through innovative solutions. By prioritizing user needs and leveraging the potential of AI, Capital One aims to create seamless and personalized experiences for its customers.
