Customer Journey

Pete Staffell, Head of Service Design at Santander UK presents us with a case study on: ‘Tiny Design, Big Effect – How changing two words made a big difference to our customers’.

Pete’s presentation covers; consciously designing the tiny stuff that is worth it, behavioral design and accepting tiny design is not one size fits all. For Pete ‘big design’ is a product and service working as one, ‘tiny design’ is a physical/ wordsmithing design that engages people. Furthermore, Pete stresses that tiny design is a great way of making a positive impact to both the customer and the business.

One way Santander used the idea of tiny design to positively impact the customer journey was, changing the ‘contact us’ page to say “help keep our phone lines free for those that really need us…” which led to 1.3% of those who went to the contact page finding what they needed online.

Santander’s 3 principles to ‘keep them straight’ are: who is it? Context is crucial, and expiry dates.

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