DIGITAL BANKING. A CURRENT DILEMMA SOLVED THROUGH THE DESIGN THINKING METHOD

Daria Maria Sitea ()
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Daria Maria Sitea: Doctoral School of Economic Sciences, Faculty of Economic Sciences, Lucian Blaga University of Sibiu, Romania

Annals of Faculty of Economics, 2020, vol. 1, issue 2, 229-240

Abstract: More natural than analytical thinking, design thinking provides solutions to common dilemmas. Fundamentally, it is a human centered and collaborative approach. It all starts with empathy, through the help of a deep research. Furthermore, banking success resides from understanding customers, not exclusively from profits. It is necessary to figure out human thinking, the needs and desires of customers, in order to have a portfolio of appropriate products and services. This is where success comes from. Having this desideratum, the paper analyzes the characteristics of the design thinking method and the digital elements that appear in the banking sector. Certainly, the biggest challenges in the banking system are generated by the digital transformation, by emphasizing the relationship with customers and current social trends. Consequently, Bank of America is an example of a successful application of the design thinking method. Likewise, the beneficial impact that the design thinking method can have on the bank’s employees should not be ignored. Through this research paper, there was analyzed the environment of the banking system which is influenced by design thinking.

Keywords: banking system; design thinking; innovation; digital; employment (search for similar items in EconPapers)
JEL-codes: G21 O10 (search for similar items in EconPapers)
Date: 2020
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