Innovating Digital Consumer Services in Wealth Management Ecosystem an Anthropomorphic Approach

Abstract

As consumer services become more and more dependent on technology, there is an increasing chance of missing out on the value benefits offered through traditional medium of human (in-person) connects. For a consultative consumer service, value outcomes (tangible as well as ones perceived by consumers) become key pillars upon which the business stands. Hence, while digitalizing a consultative consumer service, designing a business model that caters to human characteristics and values becomes a key factor. We applied Business Design thinking and Strategic Design and Management approach to transform a traditional Financial Advisory service to a digital one. Our basis was Service-tized product architecture with an interaction paradigm that imbues anthropomorphic characteristics. Anthropomorphism in software products has hitherto, primarily, been studied from a user interface and interaction perspective. However, we looked at human characteristics (physical, behavioral, and experiential) that have over the period become an essential part of the Wealth Management ecosystem. We show through our work how the derived anthropomorphic characteristics have created business value benefits to key stakeholders.