Se ha denunciado esta presentación.
Se está descargando tu SlideShare. ×

UX STRAT Europe 2017: Gregory Ek: “Experience Strategy for Digital Conversations with Customers”

Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio
Anuncio

Eche un vistazo a continuación

1 de 43 Anuncio
Anuncio

Más Contenido Relacionado

Presentaciones para usted (17)

A los espectadores también les gustó (15)

Anuncio

Similares a UX STRAT Europe 2017: Gregory Ek: “Experience Strategy for Digital Conversations with Customers” (20)

Más de UX STRAT (20)

Anuncio

Más reciente (20)

UX STRAT Europe 2017: Gregory Ek: “Experience Strategy for Digital Conversations with Customers”

  1. 1. User Experience Strategy for Digital Conversations Designing Conversations
  2. 2. 2 What am I going to talk about today ? The UX Octopus Why Conversation UX Inspiration
  3. 3. Think ING and pick the odd one out 3
  4. 4. 4 Yes, it’s the belt
  5. 5. That will be awesome !! Let me show you what the belt looks like. Tell me what you think. Pieter Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. I am at a store in US and trying to buy a $300 belt. But my card is not working. Can you help me out ? Hi , I need urgent help! Pieter Inspired by the belt… 5
  6. 6. That will be awesome !! Let me show you what the belt looks like. Tell me what you think. Pieter Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. Inspired by the belt * This is a real conversation which happened between a customer and one of the ING chat support agents Lisa That looks classy. Good choice I must say :) 6
  7. 7. Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. A conversation can take you beyond the normal banking experience That was awesome :) 7
  8. 8. How can ING leverage conversational paradigm ? Can UX lead the way ?
  9. 9. 9 Time spent / day on Whats app by an average American 29min Messaging apps account for 91% of all time spent on mobiles and desktops by US users 91% people say a business needs to be available 24/7 51% Chat is the new normal
  10. 10. “Banking products have become commodities. The only way to differentiate is through Customer Experience” - Ralf Hamers, 2016
  11. 11. Conversation with human touch
  12. 12. Challenge 1 Design Challenge 2 Bank Challenge 3 New tech.
  13. 13. The UX Octopus Deployment Design facilitates Definition Design leads
  14. 14. 14 Definition Design leads
  15. 15. 15 First thing first …. Get the right team Project lead + UX Designer(s) + Tech expert + Content and brand specialist Definition : Design leads
  16. 16. 16 Create a plan and search for inspiring stories to start Definition : Design leads
  17. 17. 17 Definition : Design leads Learnings from existing chat bots There are thousands of bots available across a variety of platforms, yet very few are memorable. A lot of this has to do with the lack of personality and conversational flow the majority of bots offer. Cold experiences Bots can not offer natural conversation yet and they can’t do everything. Some bots fail to set right expectations which results in below par experience. Expectation mismatch Users are sceptic of using or relying on Chat bots for their personal data or serious tasks on social networks. Lack of trust
  18. 18. 18 Come up with a quick first prototype and test with users Definition : Design leads
  19. 19. 19 Definition : Design leads Prototyping in a day using Chat fuel
  20. 20. 20 Definition : Design leads User feedback on the first prototype
  21. 21. 21 Learn fast , run a design sprint and test again Definition : Design leads
  22. 22. 22 Definition : Design leads Principles derived from user learnings Start conversation on any chat channel but confidential discussions always happen in secure ING environments Leverage existing trust Use positive elements like animations, emojis etc. to make each conversation memorable branded experience. Positive microsurprise Just like a real conversation , allow users to clarify intent before reaching a dead end. Design error fallback
  23. 23. 23 Definition : Design leads Design sprint : 5 days of focused ideation
  24. 24. 24 Definition : Design leads Prototype and test again
  25. 25. 25 Make more refined designs, detailed prototypes and a UX roadmap Definition : Design leads
  26. 26. 26 Definition : Design leads Persona : Build the narrative around a persona
  27. 27. 27 Definition : Design leads UI and dialogue detailing
  28. 28. 28 Test the final designs and prototype Definition : Design leads
  29. 29. 29 Definition : Design leads Final prototype feedback from users “Will ING be good with my data? Will it be used for commercial purposes or only to support me? ”. - A 23 yr male user’s summary response on Inga “Gives you a good feeling when you are helped that fast and friendly”. - A 55 yr male user’s summary response on Inga who is not using Ing mobile app. Start of test “For big tasks, I will go to bank. It is more safe. These days phones get hacked or something”. - A 31 yr female user’s response on opening a joint account using Inga. After the test “I would have initially used the old way but this is easier. This is a new interface”. - 42 yr male user’s response after using Inga for calculating buffer
  30. 30. 30 Deployment Design facilitates
  31. 31. 31 Keep presenting to different stakeholders with a clear vision Deployment : Design facilitates
  32. 32. 32 Make sure there is some X factor Type a message Chat Yes , we are gng to Japan Hi Karlijn, I’m sorry to interrupt you! Are you traveling next week ? Inga Wow ! I love Japan ⛩ " Please mind, your payment settings for your bank card are still set to EU. Just say ‘yes’ to adjust your payments settings to International. IngaYes , we are gng to Japan Today Type a message Hi Karlijn, I’m sorry to interrupt you! Are you traveling next week ? Inga Wow! I love Japan ⛩ " Please mind, your payment settings for your bank card are still set to EU. Just say ‘yes’ to adjust your payments settings to International. Inga Chat Type a message We will return on 22nd Sep Until which date do you want to set your payment cards to International? Inga Great! Your card is set to International until 22nd Sep. Is there anything else I may help you with? Please notice that it will take a few hours before the change is processed and you are able to pay outside EU. Chat Inga Deployment : Design facilitates
  33. 33. 33 Provide a realistic UX roadmap Deployment : Design facilitates
  34. 34. 34 Deploy fast, don’t let the concept die ! Deployment : Design facilitates
  35. 35. 35 New investment tool inspired by Inga Deployment : Design facilitates ING in English Veilig bankieren Privacy en cookies DisclaimerOver ING Volg ons: Meer uit uw geld halen Bekijk wat beleggen u kan opleveren Wanneer verwacht u het ingelegde geld nodig te hebben? ... heeft u nog voldoende tijd om dit op te vangen Tips & informatie Inga Als u uw geld over 5 jaar nodig hebt, raden we u aan om uw inleg te sparen. Als uw beleggingen in waarde dalen heeft u met zo’n korte ... ... periode weinig tijd om te wachten op herstel. Inga Mooie periode! Zo heeft u voldoende waarschijnlijk tijd om eventuele waardedalingen op te vangen. VolgendeVorige Verwachting op basis van uw voorkeuren Geefuwvoorkeurenaan Ik heb het niet nodig 10 jaar 15 jaar 20 jaar 5 jaar 1 Inleg 2 Horizon 3 Risico ING in English Veilig bankieren Privacy en cookies DisclaimerOver ING Volg ons: Meer uit uw geld halen Bekijk wat beleggen u kan opleveren Welk bedrag zou u willen inleggen? 1 Inleg 2 Horizon 3 Risico € 500 0 Maandelijks € Eenmalig € Is de stap naar beleggen groot? ! Probeer het dan eens uit met een klein bedrag… Goed om te weten: Als u gaat beleggen, kunt u uw inleg altijd wijzigen Mooi bedrag om mee te starten " Wilt u ook nog een eenmalige inleg doen? Bijvoorbeeld € 100 per maand Inga Inga Hallo! Tips & informatie Volgende Verwachting op basis van uw voorkeuren Geefuwvoorkeurenaan
  36. 36. 36 Standardise for easy reuse across organisation and keep refining Deployment : Design facilitates
  37. 37. 37 ING’s central design guide with components Deployment : Design facilitates
  38. 38. 38 Avatar refinements aligned with the brand Deployment : Design facilitates
  39. 39. Conclusion
  40. 40. Conversational UX Focus on quality of dialogues, not new interactions
  41. 41. UX roadmap Manage expectations through a credible roadmap
  42. 42. Prototype Let stakeholders feel the impact and not just see the designs
  43. 43. gregory.ek@ing.nl pragam.rathore@ing.nl filip.mishevski@ing.nl Thanks for your attention!

×