The role of design in the financial services creation

Abstract

Design approach used in the industry has a long history, relating to both industrial design and prototypes construction. In the past several years, also in the services area the solutions in the field of design, taking into account the specificities of the sector, were worked out. The present article refers to the service design concept and its application in the financial services domain, with particular emphasis on the banking sector and its specificity. As a starting point for discussion about the legitimacy of the project approach in financial services design, the customer experience was indicated, considering it to be a key factor that stimulates the development of this field. The design perspective recognizing point of view, feelings, and experience of customer, supported by proper methodology support gives a chance for the actual realization of the customer orientation idea.