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Using design thinking to innovate

Nurdianah Md Nur | May 28, 2014
Project teams at DBS put themselves in the shoes of their customers to better understand the customers’ needs and preferences before developing a product or tweaking a process accordingly.

DBS Home Connect
A project that was conceived from design thinking concept is the DBS Home Connect, the bank's first mortgage app launched in October last year. 

According to DBS' research, homebuyers usually have a hard time finding the right information about the property market and they were dissatisfied with property agents' inability to provide advice on financial matters related to the transaction.

DBS Home connect mobile app
Credit: DBS. DBS Home Connect mobile app

Understanding this, the project team at DBS developed the app based customer insights. The app acts as a one-stop portal providing crucial information to homebuyers. The information include past transacted prices for similar types of property around an area, the monthly repayment and downpayment expectations for a property, as well as loan guides.

Spurred by the success of DBS Home Connect and other projects, DBS hopes that the Customer Journey Design Lab will produce further innovations that provide more interactive, intuitive and human-centered customer experience. This is because it believes that good customer experience will be a differentiating factor for it in future.

 

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