Designing for Need

Most CX advice assumes your job is to make customers feel something.

But in the world of banking, the goal is very different: help customers finish something.

Designing for Need introduces a sharp framework for modern financial services: separate WANT-to-do experiences from NEED-to-do ones-and stop borrowing playbooks from entertainment brands to solve task-based problems.

With an engineer's eye for friction and a strategist's sense for prioritization, author and financial CX expert Derek Corcoran connects behavior, process, and digital design into a single practical mandate: reduce effort, accelerate completion, and build trust through clarity.

Here, you'll learn a language leaders can align on, a way to diagnose where "delight" is backfiring, and principles that translate directly into simpler journeys-without relying on gimmicks, jargon, or performative CX.

If you want a CX strategy your organization can actually execute-one that turns complexity into clarity and helps customers get in, get done, and get on with life-start here.