Transforming a Financial Institution: The Value of UX Professionals

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ERIN O’LOUGHLIN, GINA LUCIA TAHA and MICHELE VISCIOLA

Application of a user-centered approach rooted in ethnographic methodologies facilitates a major European bank’s transition to a business strategy based on understanding people’s needs, behaviors, values and motivations. Three UX case studies conducted over three years illustrate our educator, moderator, partner framework for collaborating with large enterprises in flux.

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