How to do experience design properly in the near future

1. Introductie 1
5 Agile Design Hacks
… and how to do experience design properly in the near future
Rob van der Haar
SDN meetup
19 September 2017

2. 21
Consultant design organisation
From wireframing applications … to designing organisations

3. 332
Informaat
Experience Design and Consultancy

4. 443
Informaat
Experience Design and Consultancy

5. 55
Informaat CX vision
Excellent customer experience through Customer Experience Excellence
Customer Organisation

6. 66
Informaat CX framework
Introducing a common understanding and focus across disciplines
Strategisch
2-5 jaar vooruit
Tactisch
1-2 jaar vooruit
Operationeel
0-1 jaar vooruit
Producten & diensten
Merk & marketing
Klantbeeld
Cultuur
Mensen
Werkwijzen
Business
Technologie
CX visie & strategie CX fundament Excellente CX
Visieverbeelding
Service design
Merkprincipes
Merkarchitectuur
Doelgroeponderzoek
Segmentatie/persona’s
Visieverbeelding
Veranderplan
Capability matrix
Organisatiemodel
Procesanalyse
Visieverbeelding
Verdienmodel
Productplan
Systemrequirements
Systeemarchitectuur
Referentieontwerp
Richtlijnen/componenten
Merkidentiteit
Marketingplan
Lead customers
Conceptevaluatie
Klant centaal training
Werkomgeving
CX in- en outsourcing
CX targets en training
CX processen
CX tooling
Proposities
Product roadmap
Platform/CXP
API’s
Detailontwerp
Realisatie
Campagnes
Communicatie
Pilot customers
Usability evaluatie
Voorbeeldgedrag
Meting & beloning
Multidisciplinaire teams
Kennismanagement
Procesoptimalisatie
Inzet CX tooling
Productbeschrijving
Productlancering
Back-end code
Hosting/beheer

7. 77
Informaat CX canvas
Identifying challenges and opportunities to improve the CX
Experience
Challenges
&
opportunities
Challenges
&
opportunities
Challenges
&
opportunities
E.g. products, services,
brand, marketing &
communication
Organisation
Challenges
&
opportunities
Challenges
&
opportunities
Challenges
&
opportunities
E.g. culture, people,
propositions, customer
insights, processes &
tools.
Technology
Challenges
&
opportunities
Challenges
&
opportunities
Challenges
&
opportunities
E.g. architecture,
systems, platforms,
applications.
Strategic Tactical Operational

8. 83
User experience versus customer experience
UX
CX Brand
Marketing
Communication
Support
Offices
Training
Culture
Pricing
Website
Apps
Content
UX
CX
UX
CX
Digital transformation
Definitions

9. 94
Definitions
Scoping design activities
Operational design
“Doing things right”
Activities related to delivering
the UX of products and services
on the digital channels. These
activities generally have a
business PO and have short-
term customer impact.
Tactical design
”Doing things consistently
and efficiently”
Activities related to making
experience design more
efficient or coherent. These
activities should have design,
ownership and have mid-term
customer impact.
Strategic design
“Doing the right things”
Activities related to developing,
visualising and sharing the
experience vision and strategy.
These activities provide
direction to the organisation as
a whole and have long-term
customer impact.

10. 104
Definitions
Scoping design activities
Operational design
“Doing things right”
Activities related to delivering
the UX of products and services
on the digital channels. These
activities generally have a
business PO and have short-
term customer impact.
Tactical design
”Doing things consistently
and efficiently”
Activities related to making
experience design more
efficient or coherent. These
activities should have design,
ownership and have mid-term
customer impact.
Strategic design
“Doing the right things”
Activities related to developing,
visualising and sharing the
experience vision and strategy.
These activities provide
direction to the organisation as
a whole and have long-term
customer impact.

11. 114
Definitions
Scoping design activities
Operational design
“Doing things right”
Activities related to delivering
the UX of products and services
on the digital channels. These
activities generally have a
business PO and have short-
term customer impact.
Tactical design
”Doing things consistently
and efficiently”
Activities related to making
experience design more
efficient or coherent. These
activities should have design,
ownership and have mid-term
customer impact.
Strategic design
“Doing the right things”
Activities related to developing,
visualising and sharing the
experience vision and strategy.
These activities provide
direction to the organisation as
a whole and have long-term
customer impact.

12. 124
Definitions
Scoping design activities
Operational design
“Doing things right”
Activities related to delivering
the UX of products and services
on the digital channels. These
activities generally have a
business PO and have short-
term customer impact.
Tactical design
”Doing things consistently
and efficiently”
Activities related to making
experience design more
efficient or coherent. These
activities should have design,
ownership and have mid-term
customer impact.
Strategic design
“Doing the right things”
Activities related to developing,
visualising and sharing the
experience vision and strategy.
These activities provide
direction to the organisation as
a whole and have long-term
customer impact.

13. 138
Enterprise challenges
The growing importance of a professional design organisation

14. 148
Enterprise challenges
The growing importance of a professional design organisation
1. Digital transformation

15. 158
Enterprise challenges
The growing importance of a professional design organisation
1. Digital transformation
2. Agile transformation

16. 168
Enterprise challenges
The growing importance of a professional design organisation
1. Digital transformation
2. Agile transformation
3. Experience transformation

17. 179
Enterprise design activities
The growing importance of a professional design organisation
2005
2010
2015
Scope Resources
Operational External
Process
Externally managed
Design driven
Operational
UX manager
External
Internally managed
Design driven
Operational
Tactical
UX manager
Internal leads
External
Internally managed
Agile/IT driven

18. 1810
Agile
The fast way from capturing customer value to delivering user value
Users
Sprint Sprint Sprint
Release
Sprint Sprint Sprint
Release
PO
Opportunity
canvas
Story
mapping
Capturing customer value Prioritising Delivering customer value
Development team
Company
strategy
Product
vision
Sprint
backlog
MVP/
roadmap
MVP1 MVP2
Stakeholders
Product
backlog

19. 1911
Enterprise Agile
As currently being rolled out in many organisations
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
BiMi
Release
UK

20. 2012Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
Enterprise Agile
Implications for design and customer centricity

21. 2112Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
Little integration of design(ers)
Enterprise Agile
Implications for design and customer centricity

22. 2212Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
Little integration of design(ers)
Little direct user involvement
Enterprise Agile
Implications for design and customer centricity

23. 2312Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
Little integration of design(ers)
Little direct user involvement
Little customer centric priorities
Enterprise Agile
Implications for design and customer centricity

24. 2412Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
Little integration of design(ers)
Little direct user involvement
Little customer centric priorities
Inconsistent touchpoint experience
Enterprise Agile
Implications for design and customer centricity

25. 2513
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK

26. 2613
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
#1 Designer
profile

27. 2713
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
#1 Designer
profile
#2 End user
involvement

28. 2813
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
#1 Designer
profile
#2 End user
involvement
#3 CX design
library

29. 2913
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
#4 Touchpoint
dashboard
#1 Designer
profile
#2 End user
involvement
#3 CX design
library

30. 3013
5 enterprise Agile hacks
Making enterprise agile more customer focussed and design friendly
Steering committeeAgile teamBusiness stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Release Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
BiMi
NL DE
FR BE
UK
#4 Touchpoint
dashboard
#5 Journey
based metrics
#1 Designer
profile
#2 End user
involvement
#3 CX design
library

31. Agile profile
UX designer
Agile team activities (0.8 FTE)
• Participates in age team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders;
• Identifies necessary changes to product UX from different sources;
• Prioritises UX changes together with PO and development team;
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features;
• Liaisons with content/communication specialists;
• Liaisons with UI library team for component/guideline changes;
• Prepares regular usability tests together with user researcher;
• Supports the development and refines the user story or design if needed;
• Safeguards design principles, digital identity and design strategy.
UX team activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints;
• Participates in UX library/guideline refinement;
• Personal development, mentoring and coaching.
• UX ambassador and thought leadership;
• Participate in UX team meetings and design strategy.
3114
Hack #1: Designer profile
Define designer profiles and agile team allocation
UX team
20%
Agile team X
80%
UX team
20%
UX team
20%
Agile team Y
20%
Agile team Z
20%
Agile team X
40%
Agile team Y
40%
Agile team X
40%
Agile profile
UX designer
Agile team activities (0.8 FTE)
• Participates in age team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders;
• Identifies necessary changes to product UX from different sources;
• Prioritises UX changes together with PO and development team;
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features;
• Liaisons with content/communication specialists;
• Liaisons with UI library team for component/guideline changes;
• Prepares regular usability tests together with user researcher;
• Supports the development and refines the user story or design if needed;
• Safeguards design principles, digital identity and design strategy.
UX team activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints;
• Participates in UX library/guideline refinement;
• Personal development, mentoring and coaching.
• UX ambassador and thought leadership;
• Participate in UX team meetings and design strategy.
UX
Default Optional

32. 3215
Hack #2: End-user involvement
Shortening the loop between real users and the agile team

33. 3316
Hack #3: CX design library
Centralised point of truth for the brand/customer/user experience
“CX Design Library”
Brand value & principles
Brand identity
Tone of voice
Image gallery
Channel & design principles
Reference design
Structure and navigation
Patterns & guidelines
Reference code (web components)
Platform specific code
Digital identity
Pages & templates
UI components
Elements
Brand & communications team
Design architecture team
Digital identity team
Front-end team
Agile teams

34. 3417
Hack #4: Touchpoint dashboard
Introducing customer insights and KPIs in agile teams
Mobile app dashboard
Happiness
7.2Target = 8
All users
Survey Q1 2017 (n=154)
Rating: 7.9
NPS score: 6.9
UX Lab release 17 (n=10)
Attractiveness: 8
WOW factor: 7.2
App store
Financial apps
Adoption
5.3Target = 8
Germany
App usage data
12 new users
3 other products
Product landing page
136 page views
89 video views
First use pop-up
Rating: 7/10
6 remarks
UX Lab release 17 (n=10)
First trade: 7 min.
Support: 2x
Financial DB
10.340 Euro
123 Transactions
Task success
8.1Target = 8
All users
UX Lab release 17 (n=10)
First trade: 7 min.
Support: 2x
Support desk
14 questions
Time: 45 min.
Usabilla feedback
3 new ratings
Retention
6.0Target = 8
Netherlands
App store
4 users uninstalled
the app
Financial DB
Lost revenue
501.405 Euro
Exit questionnaire (n=4)
Rating: 5/10
2 remarks
App activity data
304 passive users
95 active users
Engagement
7.8Target = 8
Millennials
Twitter #productXYZ
34 tweets this
week
App usage data
54 users of last
release features
Survey Q1 2017 (n=154)
Top 5 features
rated 8.1
Financial DB
New revenue
10.1050 Euro
User forum
3 new threads
17 posts

35. 3518
Hack #5: Journey based metrics
Defining customer driven prioritities
Campaign
”Summer 2017”
8
8
7
Landing page
“Sign up”
9
8
7
Welcome gift
6
7
X
Journey target:
Current: 6
Desired: 9
Benchmark: 7
Paper form
3
8
7
Support call
7
8
8
Mobile app
“Activate account”
4
7
7
User profile:
Persona: Sandra
New customer
Netherlands
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
Touchpoint target:
Current:
Desired:
Benchmark:
CJ dashboard

36. 3618
Bonus hack: design impediments
Ask scrum masters to collect design related impediments

37. 3719
Beyond hacking Agile
Next steps towards a customer experience driven organisation …

38. 3820
Role of enterprise design
Next steps towards a customer experience driven organisation …
Vision & strategy process
Proposition development process
Implementation process
2020 2030
2017 2018 2019
Sprint Sprint Sprint Sprint Sprint Sprint Sprint
2020

39. 3920
Role of enterprise design
Next steps towards a customer experience driven organisation …
Vision & strategy process
Proposition development process
Implementation process
2020 2030
2017 2018 2019
Sprint Sprint Sprint Sprint Sprint Sprint
Informationsupplychain
Sprint
2020

40. 4020
Role of enterprise design
Next steps towards a customer experience driven organisation …
Vision & strategy process
Proposition development process
Implementation process
2020 2030
2017 2018 2019
Sprint Sprint Sprint Sprint Sprint Sprint
CXdesignchain
Sprint
2020
Concept design
Detailed design
Service design
Concept validation
Experience evaluation
Customer insight

41. 4121
Collaboration model
Next steps towards a customer experience driven organisation …
Acquisition Service Retention
Onmichannel
experience
concepting
Branches
Support
Sites
Omnichannel
guidelines,
components &
management
Proposition concepting & CX directionBrand positioning & identity
CX vision en strategy
Customer insight & foresight
Corporate vision & strategy
Apps
Agile teams
New business/ventures

42. 4221
Collaboration model
Next steps towards a customer experience driven organisation …
Acquisition Service Retention
Onmichannel
experience
concepting
Branches
Support
Sites
Omnichannel
guidelines,
components &
management
Proposition concepting & CX directionBrand positioning & identity
CX vision en strategy
Customer insight & foresight
Corporate vision & strategy
Apps
Agile teams
Concept design
Detailed design
Service design
Concept design
Service design
Detailed design
Detailed design
Detailed design
Brand design
New business/ventures

43. 4322
Experience design chains
Next steps towards a customer experience driven organisation …
Brand
positioning
Brand
identity
Omnichannel
concepting
UX library Development
Detailed UX
design
Merk waardes &
principes
Reference design &
digital identity
Components &
guidelines
Application design
Evaluate brand
principles
Brand & Communication UX design Agile teams
Brand strategist Brand designer(s) Service design PO library
UX designer(s)
Front End engineer
UI designer Marketeer
Non product
Non digital
Library
Library E.g. Offices and print
E.g. Internal and external communication
Researcher Concept designer(s) User researcherArt director Researcher
Brand guidelines
1. Channel experience 2. Proposition experience 3. Realtime experience

44. 4422
Design team core activities
Next steps towards a customer experience driven organisation …
Customer insight and
foresight
CX vision and strategy Service ecosystem
design
Strategic customer
journey design
Design patterns,
guidelines and
components
Strategic activities
Tactical activities
Operational activities
Onmichannel
concepting and
management
Proposition concepting
and CX direction
Design instruments and
tools
Design team culture
and development
Detailed design User testing Design approvalDesign resourcing
Customer researcher(s)
Customer data analyst(s)
CX strategist Service designer(s) Journey designer(s)
Lead designer(s)
Service designer(s)
Design team manager
Lead designer(s)
Library PO Design architect(s)
Visual designer(s)
Lead designer(s)
User researcher(s)
Business designer(s)
Journey designer(s)
Lead UX designer(s)
Resource manager UX designer(s) User reseearcher(s) Design director(s)
Front end engineer(s) Channel manager(s) CX manager(s)

45. 45
Take aways
1. For a successful digital
transformation a professional
design organisation is essential;
2. Agile transformations offer
opportunities to strengthen design;
3. Design will transform how
enterprises operate. 24

46. Creative. Systematic. Sustainable.
info@informaat.nl
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Jacob van Lenneplaan 57, 3743 AP Baarn
@informaat
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