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Patrick Bach
Service Design at CIBC
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About the talk

How to Utilize Customer Insights to Design Exceptional Digital Experiences

In a crowded marketplace, companies must offer experiences that are truly exceptional to influence buying behaviour. Capture real-time customer insights to drive targeted solutions by having your clients at the table. Adopt best practices to:

  • Identify human-centred design approaches to provide unique insight

  • How to validate solutions for differentiation

  • Different ways to pressure test solutions for impact


Bolster your digital experiences with fresh and real-time customer feedback.

00:00 Intro

01:20 About speakers

02:20 Exceptional

05:20 Human-centered approach

08:30 Helping through debt

10:30 Problem framing

12:09 Approach and ways of understanding

16:11 Research data

16:50 Client needs

19:30 Client Scenarios

23:00 Prototyping

24:00 Mixed-Methods Testing

27:20 Q&A

About speakers

Patrick Bach
Service Design at CIBC
Maya Shapiro
Applied Anthropology / Design Research at CIBC

The very best experiences are the ones that were thoughtfully designed with people in mind. As a Service Design champion, I lead a variety of strategic initiatives across organizations, each one seeking to better understand employees & customers to inform the design of great services & experiences. In addition to delivering on key strategic projects, I have over the last several years focused on skill-building and change management. I've coached and trained teams as they've made the shift towards Design lead methodologies and embraced new ways of thinking and working.

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I’m a skilled educator, researcher and writer who loves to make sense of why people think, feel and behave the ways that they do. I take nothing for granted. My special interests and areas of expertise include aging, reproductive health, behavioural psychology, caregiving, migration and food systems and cultures.

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And now we're coming into a case study on. How do you do eyes? Customer insights design acceptable, digital experiences, hopefully and customer experience are all having a decent insights capability. You may or may not have cigars cost organizations or we're going to talk to the director of services design at CIBC. And Maya Shapiro who's PhD was a senior manager, human inside. The services are also at CIBC about their work in digital experiences. So welcome. Thank you so much. Thanks for having us at. I'm I'm, I'm a little taken aback. I don't know how to follow the Dalai

Lama. Exactly. And we were just warned in our Green Room. By Jason has been doing the all the audio and video that we have to knock it out of the park at this time of day, to get anybody's attention. So we're going to try her best with our K, study from CIBC. We're going to try to talk about how digital is very exciting. And a contact strategy is very exciting. And we'll start by introducing who we are, and what we are doing here. I'm Maya and and I do have background in anthropology. I studied and taught anthropology for a very long time. It's made me

extremely interested in how people behave and the social aspect of everything that people do. I'm really skeptical, I think naturally and also now and it rained way about how our assumptions shape. But we do, I'm always trying to question whether or not we really know the answer to our question or indeed the question. It's I and I believe strongly in dark chocolate. I understand there are other kinds of chocolate out there, but I don't, I don't, I don't eat those things. That's it. Doesn't, it doesn't feel like it's worth my time. Patrick to my background is largely in

design, human centered design, behavioral economics and and client experience more, broadly. So I've been for the last puppy that ten years or so, working with them. Large organizations, are trying to reinvent themselves, trying to transform. But always with the sort of notion of being more, human more more client-centric. I'm an opportunist in the sense that I love to follow the butterflies. And throughout my career. I've always followed

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Patrick Bach
Maya Shapiro