• Business Need: Transform Wealth Advice Client Journey (Private Banking) with a suite of new digital tools enabling better client and employee(private bankers) experience. Future-proof Coutts private bank meeting needs and expectations of new clients.

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• Approach: Service design strategic approach including defining vision for future experience, proposing and developing specific solutions, and delivering new digital solutions in an  iterative mode from minimal viable experience to fully scaled up solution.​

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• Context: I joined the RBS / NatWest Group in May 2018 to lead innovation teams delivering new service propositions for the Royal Bank of Scotland  (RBS Innovations hub in London). A year later I moved to the Coutts & Co Private Bank, part of the RBS Group, to manage the implementation of client journey strategy for Understand Needs & Advice Journey (Investment and Wealth Management).  

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My role as the Client Journey Design Director has included embedding client journey design best practices and techniques and service design thinking into process improvements and optimisation within the private banking client journeys to improve both client and colleague experience.

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Since 2018 over few years I facilitated design workshops with multidisciplinary teams, developed detailed service blueprints and client journey maps, led on strategic projects in capacity of a product manager, identified opportunities in improvements in Understand Needs & Advice journey, supported the Head of Advice and Suitability of Coutts & Co. in the alignment of the regulated advice process across client journeys.    

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In my role I engaged designers, tech developers and frontline colleagues (advisers, analysts, private bankers and wealth managers) in collaborative sessions (online and on-site) resulting in new ideas and detailed designs for a number of projects transforming client journeys at Coutts & Co. 

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Working for Coutts & Co. has offered an excellent opportunity to better understand private banking sector and ultra-high-net-worth clients; their needs and expectations for a delightful service, digitally enabled, from the oldest bank in the United Kingdom. 

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Read more about designing luxury experiences in the INSIGHTS section.

Additional Links:

Coutts Wealth and Investment Management

Coutts Private Banking Advice Service 

Coutts Advice fees and Tech 

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Video below presenting overview of one of the projects  I was leading while working for Coutts.