BNP Paribas Fortis HQ — Montagne du Parc, Brussels
Client BNP PARIBAS FORTIS
Brussels · 12 mois 2018 — 2019
Étude de cas Service Design

Enterprise Intelligence.

Une banque assise sur 30% des flux carte du pays voulait vendre quelque chose à ses propres clients PME. J'ai transformé cette asymétrie en service que les commerçants acceptent de payer.

Service Designer · Freelance BNP Paribas Fortis · Bruxelles · Fév 2018 → Jan 2019
+80% Revenu Léonidas
+€34k 6 mois · même data
35% Part de marché · vs 10%
1 500 PME pilote MVP
Scroll · l'histoire
In 30 seconds 4-min read
The problem

My move

The result

At a glance

The headline numbers, before the story.

A 12-month engagement at the intersection of service design, business strategy and decision support.

30%
Consumer card flows
BNP saw them. They never reached SME value.
9
B2B personas designed
From liberal pros to corporate banking SMEs.
+80%
Léonidas Wolluwé revenue
Real client signal: a chocolatier ready to buy.
1,500
Corporate Banking SMEs
Pilot population scoped & de-risked for MVP.
Acte I

Le problème

Une asymétrie stratégique. La banque voyait, les PME ignoraient.

The Problem · 1 of 3

What problem were we trying to solve?

From transactional to insightful.

From transactional to insightful
From transactional → insightful · Channel evolution pyramid

Six real barriers we surfaced in research.

Not generic friction. These are the exact concerns merchants raised in interviews. They became the design constraints for the MVP.

01

"What would I actually do with this?"

02

"Can I trust these numbers?"

03

"Who am I being compared to?"

04

"I get statistics, but no clients."

05

"What about my products?"

06

"What's the ROI for me?"

Key Driver and 6 Key Barriers
Original artefact · Discovery report · Key Driver + 6 Key Barriers
Acte II

L'action

Cadrer un service, pas une feature. Six mouvements, un Triple-Win.

My Role · 2 of 3

What role did I play in the process?

Discover
Stakeholder & merchant interviews

Shadowing a Brand & Marketing Manager, a Brand Manager, and POS owners.

Define
9 personas + Value Proposition Canvas

Mapping pains, gains, and jobs to the right MVP scope.

Develop
Service blueprint, journeys, dashboards

End-to-end journey for the unregistered SME, the registered SME, and the EBB user.

Deliver
Lean Canvas, MVP scope, decision pack

Trade-off matrices for the executive sponsor.

The room I was in.

A senior service designer in a programme spanning four functions of the bank.

In-house workshop
In-house workshop · Dashboard KPI principles · sticky-note synthesis
Sponsor
Executive Sponsor

Innovation & Acquiring strategy.

Business
Corporate Banking

The 1,500-client pilot population.

Build
IT & Data

POS data pipeline, Spotfire dashboards, EBB integration.

Guardrail
Legal & Compliance

GDPR scoping, contract terms, residual risk.

Commercial
Marketing

Pricing tiers, go-to-market for the MVP cohort.

Voice
SME Merchants

Liberal pros, retailers, multi-shop owners.

The Steps · 3 of 3

What steps did I take to achieve the result?

Six concrete moves, each with a concrete deliverable.

01

Persona research & B2B segmentation

Deliverable · 9-persona library · Levels of Interest matrix
9 B2B personas
9 B2B personas · Provisional research-backed
02

Value Proposition Canvas

Deliverable · VPC · Pains / Gains / Jobs → MVP features
Value Proposition Canvas
VPC · Needs · Wants · Fears → MVP offer
03

Lean Canvas & MVP framing

Deliverable · Lean Canvas · MVP scope · 4 data lenses
Lean Canvas
Lean Canvas · Enterprise Intelligence MVP
04

Service blueprint & customer journeys

Deliverable · 5 journey blueprints · Onboarding flow redesign
As-is journey
As-is journey · Unregistered SME · 15 steps · 1-3 days
05

Concept & dashboard prototypes

Deliverable · Goals 1·2·3 · Wireframes · POC dashboards
POC dashboard
POC dashboard · POS Turnover module · Spotfire prototype
06

Roadmap & executive decision pack

Deliverable · Roadmap · Risk register · Decision pack
Time selection principle
Time selection principle · Staged comparison frame

The roadmap, in four moves.

From de-risking the MVP to the strategic 2020 acquiring goal.

Q1 2018 · Now
MVP scope locked

Concept validated, 4 data lenses, pilot population at 1,500 SMEs.

Q2 2018 · Pilot
Acquiring offer for large retailers

Corporate Banking can offer acquiring; merchants keep their terminals.

2019 · Build
Live onboarding via EBB

Tool deployed via Easy Banking Business with daily data refresh.

2020 · Goal
From 7% → 20% acquirer share

Full acquirer presence. Enterprise Intelligence as the differentiator.

Acte III

Le résultat

Léonidas dit oui. Six mois, mêmes données, +80% de revenu.

The Result

From concept to a real PME saying yes.

The Triple-Win frame.

Every design choice was scored against this triangle.

The Bank
BNP Paribas Fortis

A new B2B revenue line that turns existing transaction data into a defensible service.

The Retailer
SME Merchant

Decisions, not dashboards.

The Cardholder
End Consumer

Privacy preserved: stats only, no personal data.

+80%
Revenue increase
+€34k
Six months
+10%
Avg basket size
+75%
Maintained customers
Concept Report · Goal 2 · Jan → June 2017
Léonidas Shop Comparison
Shop Comparison · Wolluwé SP vs Ixelles · Concept Report · p54
Léonidas Period Comparison
Period Comparison · +80% revenue · +10% basket · Concept Report · p57

What the project delivered beyond the pilot.

  • An MVP concept de-risked across legal/GDPR, data quality, technical feasibility and competitive defensibility.
  • A reusable 9-persona library that downstream BNP B2B initiatives picked up.
  • A Triple-Win value proposition signed off by Corporate Banking, IT, Legal and Marketing.
  • Concrete buying intent from a brand-name SME. The Léonidas signal.
Why our data are relevant
Why our data are relevant · Unique BNP value intersection
Pont

Vers Luminus.

Là où ce playbook bancaire rencontre la donnée énergétique.

Bridge to Luminus · over to you

Where this case connects to your roadmap.

Four threads I'd love to pull on live.