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From wireframing applications to designing organizations
1. From wireframing applications
to designing organizations
An experience design perspective on transforming enterprises
Rob van der Haar - Intersection18 - September 2018
5. Experience design perspective definitions
Experience design is the practice of designing products,
processes, services, events, omnichannel journeys, and
environments with a focus on the quality of the customer
experience and culturally relevant solutions.
Customer experience is the sum of all interactions of a
customer with an organization during their relationship. It’s
about emotions and psychological needs. It’s holistic, highly
contextual and dynamic and the memory of the experience
often matters more than the experience itself.
6. Physical Ergonomics
Cognitive Ergonomics
Man-Machine Interaction
User Interface Design
Interaction Design
Experience Design
Experience design perspective development of human-centered design
Past
Now
Design process
Design management
Enterprise Design
Design tools
7. Experience design perspective why enterprises should bother about customer experience
“C” suite priority
89%
of companies believes that
customer experience will be their
primary basis for competition. In 2016
versus 16% four years ago.
- Gartner
81%
of executives surveyed place the
personalized customer experience in
their top three priorities for their
organization, with 39% reporting it as
her top priority.
- Accenture
“
“ 90%
of executives surveyed agreed that
customer experience and engagement
are objectives of their corporation’s
digital stategy.
- MIT Sloan/Deloitte
Strategic advantage
50%
of product investment projects will be
redirected to customer experience
innovations, by 2017.
- Gartner
“
“
Delivers ROI
Loyal customers are
5x as likely to repurchase,
5x as likely to forgive,
7x as likely to try new offering,
4x as likely to refer.
- Temkin Group
+2% = -10%
a 2% increase in customer retention
has the same effect as decreasing
costs by 10%.
- Emmet Murphy & Mark Murphy
“
“
Poor CX has risk
89%
of consumers have stopped doing
business with a company after
experiencing poor customer service.
- Rightnow Customer Experience Impact Report
86%
of buyers will pay more for a better
customer experience - but only - if
customers feel that vendors
consistently meet their expectations.
- Forbes
“
“
8. Excellent customer experience Customer experience excellence
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes
Experience design perspective our customer experience vision
9. Experience design perspective enterprise customer experience maturity
Outward experience design
Aim: excellent customer experience
Inward experience design
Aim: customer experience
excellence
Low maturity
High maturity
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes
18. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Strategic Tactical Delivery
19. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Inconsistent!
Strategic Tactical Delivery
20. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Strategic Tactical Delivery
Design principles
Design guidelines
Design reviews
Design manager
21. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Design principles
Design guidelines
Design reviews
Design manager
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery
22. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Inefficient!
Design principles
Design guidelines
Design reviews
Design manager
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery
23. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery
Design architecture
UX design team
Reference designs
Components
Code
Design system team
24. Design architecture
UX design team
Detailed design
Realization
App team X
Reference designs
Components
Code
Design system team
Detailed design
Realization
Web team Y
Detailed design
Realization
Product team Z
Detailed design
Realization
Feature team N
Digital transformation development of in-house experience design
Strategic Tactical Delivery
25. Design architecture
UX design team
Detailed design
Realization
Reference designs
Components
Code
Design system team
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Channel
strategy?
Digital transformation development of in-house experience design
App team X
Web team Y
Product team Z
Feature team N
Strategic Tactical Delivery
26. Design architecture
UX design team
Reference designs
Components
Code
Design system team
Ecosystem
Journeys
Blueprints
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Digital transformation development of in-house experience design
App team X
Web team Y
Product team Z
Feature team N
Strategic Tactical Delivery
Omni-channel team
27. Digital transformation development of in-house experience design
Strategic Tactical Delivery
Detailed design
Usability testing
Design approval
Design resourcingDesign architecture
Design system
Proposition design
Design process & tools
Design team culture
and development
Customer insight and
foresight
Brand positioning &
identity
Customer experience
strategy
Service and channel
strategy
28. Digital transformation development of in-house experience design
Strategic Tactical Delivery
Detailed design
Usability testing
Design approval
Design resourcingDesign architecture
Design system
Proposition design
Design process & tools
Design team culture
and develpment
Design director
UX architect(s)
Customer insight and
foresight
Brand positioning &
identity
Customer experience
strategy
Service and channel
strategy
Visual designer(s)
Lead UX engineer
Business designer(s)
Journey specialist(s)
UX manager
Lead designer(s)
UX manager
Lead designer(s)
Lead designer
Resource manager
UX manager
UX designer(s)
UX engineer(s)
User researcher(s)
Design director
Researcher
Analysist
Brand director
Brand strategist(s)
CX director
Service designer(s)
31. Sprint Sprint Sprint
Release
Sprint Sprint Sprint
Release
PO
Development team
Product
vision
Company
vision
Sprint
backlog
MVP1 MVP2
User
needs
Marketing
Management
Product
backlog
Agile transformation how agile is often done
Prioritizing Delivering customer value
32. Users
Sprint Sprint Sprint
Release
Sprint Sprint Sprint
Release
PO
Opportunity
canvas
Story
mapping
Development team
Sprint
backlog
MVP/
roadmap
MVP1 MVP2
Stakeholders
Product
backlog
Product
vision
Company
vision
Capturing customer value Prioritizing Delivering customer value
Agile transformation how agile should be done
33. Steering committeeAgile team(s)Business stakeholders
Users
Story
mapping
Company
strategy
Business
priorities
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Back-end team Design team
Product management
Product
backlog Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
Release
UK
Agile transformation agile in the enterprise context
34. Steering committeeAgile team(s)Business stakeholders
Users
Story
mapping
Company
strategy
Business
priorities
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Back end team Design team
Product management
Product
backlog Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
Release
UK
Agile transformation agile in the enterprise context
Poor integration of experience designers
No direct user involvement
Limited creation of customer value
Inconsistent touchpoint experience
37. Steering committeeAgile team(s)Business 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
UK
Agile transformation hacking the rollout of enterprise agile
Release
Touchpoint dashboard
Journey metrics
Designer profile
Design system
Customer involvement
38. 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
“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
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
Agile transformation examples of agile experience design hacks
Touchpoint dashboard
Journey metrics
Design system
Customer involvement
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.
Agile profile
Experience 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 architecture 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
Designer profile
39. Agile transformation examples of agile experience design hacks
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.
Agile team X
80%
Agile team Y
20%
Agile team Z
20%
Agile team X
40%
Agile team Y
40%
Agile team X
40%
Agile Framework profile
Experience Designer
Scrum team activities (0.8 FTE)
• Participates in agile 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 architecture 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
Designer profile
UX architecture
20%
UX architecture
20%
UX architecture
20%