The importance of human-centered innovation – one banker’s thoughts on building the right kind of innovative community.

Detailed Summary:

In this Finovate podcast, Greg Palmer interviews Catherine Lynch, who leads digital experience and human-centered design at Citizens, a super-regional bank with approximately 1,000 branches primarily in the Northeast and $220 billion in assets. With over 20 years in banking and previous experience at Accenture and tech startups, Lynch has built her career around leveraging technology to solve customer problems. At Citizens, she focuses on digital channel strategy and experience design for a diverse customer base that includes consumers, commercial clients, and wealth management customers.

Lynch explains that regardless of customer type, banking clients have three fundamental needs: seeing their money, moving their money, and protecting their money. She notes that customer needs have evolved as people face cognitive overload, economic stress, and reduced community connections, creating demand for simpler, easier banking experiences. To meet these changing expectations, Citizens employs a human-centered design approach, putting customer needs at the center of their problem-solving process through empathy, collaboration, iteration, and testing. Their innovation lab, part of Green Pixel Studios, allows them to observe customers interacting with their services and quickly develop solutions to address pain points.

Looking toward the future, Lynch emphasizes the importance of partnerships with fintech companies, which focus on specific customer problems that Citizens might not have the resources to explore independently. She highlights their involvement with Mass Fintech Hub, which connects financial institutions with academia, startups, and government to address industry challenges collaboratively. By maintaining these connections and leveraging evolving capabilities, Citizens aims to deliver exceptional customer experiences while addressing the information overload many customers face today.

More info:

Citizens Bank: https://www.citizensbank.com/ ; https://www.linkedin.com/company/citizens-bank/

Catherine Lynch: https://www.linkedin.com/in/catherine-lynch-42678510/

Greg Palmer: https://www.linkedin.com/in/gregbpalmer/

Finovate: https://www.finovate.com; https://www.linkedin.com/company/finovate-conference-series/

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