Abstract

The case “Design Thinking at BBVA”talks about the adoption of Design Thinking (DT) at Banco Bilbao Vizcaya Argentaria, S.A. (BBVA). Thecase starts out with a brief history of BBVA and then goes on to describe the growth of BBVA over the years. The case covers in detail the concept of DT, the need for DT at BBVA, and the process followed by the bank to implement DT. The case also touches upon the challenges faced by BBVA in adopting DT, the impact of DT on its operations, and the additional steps taken by the bank in its digital transformation journey.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand Design Thinking and the various phases involved in the adoption of Design Thinking in an organization
• Understand how Design Thinking helps companies in creating a better customer experience
• Understand the drivers of disruption in the banking industry
• Understand the suitability of Design Thinking for the banking industry
• Analyze the strategy used by a bank to remain relevant in an industry that is being increasingly disrupted

Keywords

Design Thinking; Digitalization; Customer Experience; Digital Technology; Digital Transformation; Banking Industry; Technology Strategy; Innovation; BBVA; Banking Disruption; Strategic Planning; Digital Banking