You would expect that financials are one of the usual suspects for service design.
“Though it is clear that many banking institutions around the world are experimenting with new models for delivering service and value, it is also clear that this is the tip of the iceberg. There is a notable lack of obvious investment by our larger institutions. In the face of current financial upheaval and recession I would suggest that now is a good time for banks to invest in an alternative customer-centered future. The principles and practices of service/experience design and design thinking and indeed other design thinking mash-ups such as strategy/planning design thinking, technology design thinking, organization design thinking, and you-name-it design thinking offer much to financial services in their search for innovation.”