Radu Constantinescu. Total Experience. How to create user-focused digital products that accelerate business growth. (ICDEc 2022)

1.
HOW TO CREATE USER-FOCUSED DIGITAL PRODUCTS THAT ACCELERATE GROWTH
TOTAL EXPERIENCE (TX)
INTERNATIONAL CONFERENCE ON DIGITAL ECONOMY 2022

2. 55% 60% 25%
of customers are expecting
better customer service year over year
Microsoft Global State of Customer Service
of large enterprises to use TX to
transform business models & achieve
world-class customer and employee
advocacy levels by 2026
Gartner
increase in satisfaction metrics for
CX and EX across organization
providing a total experience by 2024
Gartner
MARKET EXPECTATIONS

3. MOST COMPANIES FOCUS ON THE INDIVIDUAL EXPERIENCE AREAS
Customer Experience (CX)
Understand several dimensions of
customers: wants, needs, expectations,
beliefs, feelings, and past experiences
Employee Experience (EX)
Increase employee satisfaction,
retention, skill level, and productivity.
User Experience (UX)
Combine business objectives, user
needs, and design best practices to
optimize digital products.
Multiexperience (MX)
Interact across multiple touchpoints:
mobile apps, web Augmented Reality /
Virtual Reality (AR / VR) , wearables with
a combination of approaches: voice,
touch, vision, etc.

4. Total Experience is a business strategy that integrates employee experience, customer
experience, user experience and multi-experience across multiple touch-points to
accelerate growth.
• A holistic view of the customer and their issues
• Removes the friction between departments
• Eliminates silos between processes and disparate tools
WHAT IS

5. Customer Experience
How do we increase engagement with top 10%?
How can we keep customers happy?
What problem can we help them solve?
Employee Experience
What is most important to our employees?
How do we help them progress?
What can we improve at zero-to-no cost?
User Experience
What are the friction points?
How long does it take to get what they need?
Do we have enough
fl
exibility?
Multiexperience
Do we have the right platforms?
What provides the right interaction
based on each persona?
CX
MX UX
EX
TX ANSWERS MOST OF THE QUESTIONS

6. PAINS
&
GAINS
Emotions
Behavior
Use Cases
Proposition
Systems
Prototype
Interaction Advocacy
Symbols
MVP V1.0
Culture
MARKETING AND STORYTELLING
ORGANIZATION
PRODUCT
What prevents your
customer from getting their
job done?
What gains would make your
customer's life easier?
UNDERSTANDING CUSTOMERS

7. A service that users love,
delivered at scale with a
sustainable business model

8. Desirable
Viable Feasible

9. STAGE EXPERTISE
FOCUS AREA TOOLS USER TYPES MENTALITY
1. Problem Solution Fit User Experience User Pains and Gains
Prototypes & Value
Proposition Canvas
Recruits Discovery
2. Product Market Fit Product Management Viability
Minimum Viable Product and
Lean Canvas
Early Adopters Validation
3. Distribution Conversion Fit Marketing
Traction and
Pro
fi
tability
Paid, Earned, Owned Media Mass Audience Growth
PRODUCT FIT APPROACH

10. OUR APPROACH TO DESIGNING GREAT PRODUCTS
Ideate Prototype Build
BUILD A TEAM OF
FEARLESS
COLLABORATORS
DEFINE THE
PROBLEM
DEFINE CLEAR
STAKES AND
OPPORTUNITY
UNDERSTAND USER
SEGMENTS
DEFINE USER
PROFILES
MAP USER JOURNEYS
DISCOVER USER
FRICTIONS
RAPID PROTOTYPING
& DESIGN THINKING
INTRO TRAINING FOR
THE CLIENT EXECS
THAT WILL BE
ACTIVELY INVOLVED
IN THE SPRINT
HAVE A VALIDATED
IDEA
DEFINE THE WORK
STREAMS
BUILD THE ESSENTIAL
FEATURE
TEST > 20 USERS
ADD BRAND, FRONT
END & DESIGN
CONDUCT IN THE
FIELD
ALIGN TO THE
ORGANIZATION
TEST AT LEAST 100
USERS
MASTER OUTLINE
THAT INCLUDES THE
PROTOTYPES, MAIN
DIRECTIONS AND
CONCLUSIONS
FOLLOWING THE
SPRINT
4 WEEKS 4 WEEKS 1 WEEK 2 WEEKS 10 WEEKS 2-3 WEEKS ITERATIONS
1 WEEK
SOLUTION
DEPLOYMENT,
KNOWLEDGE
TRANSFER,
MAINTENANCE AND
SUPPORT
4-8 WEEKS
ALLOCATE
RESOURCES, SET &
BRIEF THE TEAM
1 2 3 4 6
5 7
Discovery User Insights Training Sprint Playbook MVP Full Scale Production
0
Mobilization

11. WHO the is the most valuable end-user of the product.
A Skunkworks unit of the Client and QUALITANCE/
Platform builder employees drive the project as one team.
• Explore requirements, constraints, all customer input.
• Draft Lean & Value Proposition Canvas to guide the
project and the product development.
• Build the core team and de
fi
ne key project objectives.
Business focus
LEAN CANVAS
VALUE PROPOSITION CANVAS
BRAINSTRUST TEAM PLAN
STEP 1: DISCOVERY

12. 3. Draft Business
Canvases together
With received inputs, the
problems and solutions are
mapped on the business
canvases.
Along with customer
segments, the canvases are
regularly updated
throughout the project;
collaboration and co-
creation is essential.
2. Receive input from
Client
Access to previous
customer research
conducted under the lens
of the target audience and
retail, core needs and
identi
fi
ed pains/friction, as
well as brand assets.
All business KPI’s, metrics
and key objectives are
drafted as inputs for all
canvas deliverables.
1. Build Core Team of
Client & QUALITANCE
The driving force from
start to launch, and
beyond.
Led by interviews and
selection process.
5. Kick off and con
fi
rm
milestones
CORE TEAM agrees on
project objectives and
outcomes.
Co-creation of timeline
and working sessions.
4. Plan team and
resources for RP session
Coordinate and agree
with the CORE TEAM the
schedule for the RP
stage.
All resources & materials
are planned well-ahead
of schedule to ensure the
maximum of validation
takes place over the 2-
day session.
DISCOVERY OVERVIEW

13. LEAN CANVAS
The Lean Canvas is a 1-page format for brainstorming
potential business models.
The blocks guide you through logical steps starting with your
customer problems through to your unfair advantage.
VALUE PROPOSITION
CANVAS
The Value Proposition Canvas is a tool which helps ensure
that a product/service is positioned around what the
customer values and needs.
TEMPLATES: LEAN & VALUE PROP CANVAS

14. Business focus
User focus
DEEP TESTING
DESIGN THINKING
PRODUCT POSSIBILITIES
It's all about understanding the user.
A TESTING PLAN is mandatory to maximize validation
with users.
• In-depth quantitative & qualitative interviews to
understand the end-users and their biggest needs.
• Testing low-
fi
delity creative prototypes with end-users
to explore possible solutions that can drive engagement
and behavior change.
• User Insights Report de
fi
nes the team design challenges
that are the starting point of the RP stage.
• Update the Canvas & create a Design Thinking Strategy
STEP 2: USER INSIGHTS

15. 3. Quant and Qual R1
Quant R1: deep mapping
questions that identify key
pains and gains of bank
customers.
e.g. What are the key reasons
why a mortgage process is a
dif
fi
cult experience for you? [A/
B/C/D]
Qual R1: motivation-
orientated Qual tests that
reveal real features and
bene
fi
ts for the bank
customers and agents.
e.g. What mortgage-related
aspects do you feel the bank
could improve to make the
experience easier for you?
2. Testing with
customers
Web-based as well as in-
depth 1:1 phone interviews
with customers.
All interviews are
transcripted and tagged on
Dovetail for transparent
review.
1. Draft Testing Plan
Identify testing goals &
create screening questions
that ensure the correct
demographic is engaged.
Validate propositions in
order to prepare relevant
rapid prototyping materials.
5. User Insights
Our data scientists de
fi
ne
the design challenges based
on validated insights and
opportunities.
These product and business
opportunities become
subject of a customer-
attended rapid prototyping
session.
Make recommendation for
client stakeholders to be
included in each rapid
prototyping team.
4. Quant and Qual R2
Quant R2: validation and
proposition discovery
featuring low-
fi
delity
prototypes to explore possible
solutions for bank customers
& agents.
e.g. What do you think are the
key things that create
satisfaction during the mortgage
process? [A/B/C/D]
Qual R2: validation with
stimulus that identi
fi
es our big
opportunities with bank
customers and agents.
e.g. Imagine an instant
communication tool that lets
customers interact with the
Bank throughout the whole
mortgage process. What would
it look like for you?
USER INSIGHTS OVERVIEW

16. EXAMPLES OF QUANTITATIVE RESEARCH RESULTS
Non-Clients
PAINS
Faster process | 35%
Real-time & extra info on process |
30%
Support in relation with 3rd
parties | 25%
GAINS
Best cost (interest) solution | 55%
Continuous support through
process | 10 %
Clear steps of the process | 25%
Clients
PAINS
Faster process | 51%
More clarity on documents | 26%
Real time info on status | 18%
GAINS
Continuous support through
process | 50%
Best cost (interest) solution | 28%
Explanatory steps &
documentation | 12%
Employees
PAINS
Document analysis | 50%
Process clarity & predictability | 53%
Client documents (too many) | 48%
EXPECTATIONS
Reduce document handling effort |
75%
A more digital end-to-end solution |
60%
Clear processes | 50%

17. EFFORTLESS + EMPATHY
Support Along the Whole
Process
TRANSPARENCY +
PREDICTABILITY
Real-time + Relevant
Information on Documents &
Next Steps
TIME
Speed of Financial
Services Process
EG. USER PAINS AND GAINS RESULTS

18. “EMPOWERING” PERSPECTIVE - CLIENTS & STAFF
TRANSPARENCY
Precise steps
Clear costs
Transparent
information
Smooth flows
Open time-to-yes
PREDICTABILITY
I need a “Yes” now!
I want a reliable “now”.
I want to know: what,
when and why?
...and what comes
next?
TIME
Time to look product &
bank
Time to find product &
bank
Time for bank decision
Time to money
3rd parties time
CONTROL
Trust the financing advice
Trust 3rd parties
Reliable documents
Financial eligibility
Impact on the future

19. TEST AND LEARN
VALIDATE
ENJOY!
All learnings from DISCOVERY & USER INSIGHTS stages
are embedded in prototypes for customer-facing sessions.
A 2-day RAPID PROTOTYPING SPRINT with ‘Design
challenges’ that have the end-user in mind.
Client Executives & QUALITANCE Certi
fi
ed Experts work
side-by-side with consumers to create & validate
propositions, user stories and marketing approaches.
Teams are split by target-audience, feature & theme.
STEP 3: RAPID PROTOTYPING
Building focus
TEST AND LEARN
VALIDATE
ENJOY!

20. 4. Two-Day RP session
Immersive 2-day offsite
session, featuring:
• 8 x Sprints focusing on
rapid prototyping, with
• 4 x teams
(15 x Client
Execs,
12 x
QUALITANCE
designers and
developers)
• min 20 x
customers to test
and validate
prototypes and
propositions
3. RP Employee Design
Challenges
Team 3: Internal
Customer: What if the
frontline employee has a
tracking system of a
mortgage
fi
le for the
Customer in his/her
portfolio and could know
the
fi
le status constantly?
2. RP Customer Design
Challenges
Team 1: Mortgage Customer:
What if the customer knows
what he/ she is supposed to do
along the mortgage journey,
both in
fi
nding the desired
home and the most suitable
fi
nancing solution?
Team 2: Mortgage
Customer & F/O Employee:
What if all parties involved in
the mortgage process - the
Client, the seller, the notary,
the evaluator, the Bank - may
be able to share mortgage-
related documents in a
common repository?
6. NPS report for recruits
A survey is shared to all
attendees after the
session for feedback.
This includes the
experience, as well as
their opinion of the
BANK.
We can discover how we
shift the attitudes of
retailers and consumers
before and after the
prototype testing.
This provides some
baseline metrics for
business impact.
5. Overnight test
Propositions and
prototypes created with
customers are uploaded
and shared overnight for
further validation from
our key demographics.
The results will be shared
on Day 2, so the teams
can continue re
fi
nement
of the identi
fi
ed
propositions.
This additional step in
validation increases the
rate of learning and
allows us the chance for
national testing.
1. Developers prepare
prototypes
QUALITANCE
developers build
prototypes based on
recommendations within
the User Insights Report.
With co-creation and
collaboration with the
BANK core team, these
validated prototypes are
featured in the RP
session.
RAPID PROTOTYPING OVERVIEW

21. STEP 4: PLAYBOOK
Roadmap focus
VALIDATION
INSIGHTS
MVP NEXT STEPS
Validated ideas from the RP session are developed into higher-
fi
delity prototypes with creative storyboards and educational
syllabus (aimed at the end-users), software and service
roadmap that announces the product to the market.
These prototypes / creative executions will be in a format
ready to be taken to Client's key markets for in-market testing
and further validating.
We will have a strong recommended roadmap for the MVP and
version 1.0 of the product.

22. Validation focus
MINIMUM VIABLE PRODUCT
BETA TEST
DE-RISK
STEP 5: MVP
Once validated in the Client's key markets via in-market
testing, we build the essential feature of the idea - in the
leanest manner, with the minimum amount of investment - into
an MVP.
With all the validation and consumer-input to date, we can
comfortably and con
fi
dently create ideas and executions that
we know the Client's customers will engage with, and
advocate;
The version of the product that we create will deliver the basic
functionality, allowing real users to interact with it, give us
feedback, and enable us to implement changes via a test-and-
learn mentality.

23. CONCLUSIONS

24. EACH EXPERIENCE IMPACTS AND INFLUENCES THE OTHER EXPERIENCES
CX
MX UX
EX
“Why” of Experience
Why do they want to engage?
Why do they stop engaging?
Why would they come to us vs our competition?
Why would they got the competition over us?
“What” and “How” of Experience
What is causing friction?
How can we simplify the path to their goal?
What do they need in an interface?
What platform is best to deliver communications?

25. TOTAL EXPERIENCE IS NOT ABOUT THE INDIVIDUAL EXPERIENCE VALUE
IT’S ABOUT THE EXPONENTIAL VALUE WHEN THESE EXPERIENCES ARE TRULY INTERLINKED
Customer Experience (CX)
Needs less friction and more delight
through a better user interface, more
options to communicate, and more
empowered employees
Employee Experience (EX)
Needs faster, better access with
empowerment across multiple channels,
platforms to delight customers
User Experience (UX)
Provide an effortless, more intuitive
navigation in less time and across
multiple devices
Multiexperience (MX)
Deliver better experiences with a
simpler interface across multiple
touchpoints and modalities: voice,
gestures, no-touch, etc
CX
MX UX
EX