Helping businesses to solve a wicked problem: Getting profits from CX design
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Helping businesses to solve a wicked problem: Getting profits from CX design

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Presentation held at EuroIA 2012 (27-29 september 2012, Rome).

Presentation held at EuroIA 2012 (27-29 september 2012, Rome).

See also: http://informaat.com/blog/helping-businesses-realize-profits-from-customer-experience-design-2.php

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  • \n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • This is what we have developed. A customer experience design platform that can be implemented at clients with a digital strategy. Our CXDP recognizes four capabilities - methodology, modeling, integration and collaboration. And four levels - services, dialogs, touchpoints and building blocks.\n
  • \n

Helping businesses to solve a wicked problem: Getting profits from CX design Presentation Transcript

  • 1. 1 INFORMAAT experience design tackle Helping businesses to solve a wicked problem Getting profits from customer experience design Peter J. Bogaards EuroIA 2012, Rome (Italy)
  • 2. 2Disclaimer 1. Why the field of CX is important for the UX design community. 2. Approach to CX design can also be applied to other domains, like government (CiX), health (PX), and education (SX). 3. No ‘one more thing’.
  • 3. 3 ACT 1 In which the speaker explores the problem spacecovering framing, wicked problems, business challenges, and business & customer experience (design)
  • 4. 4Recognize this? • Project has high ambition. • Stakeholders involved each with their own agenda: ‘making profit’. • Applications need to communicate with back-end systems. • You have the feeling, you’re jumping on a riding train. • Resources are limited and constraints are multiple. • User research is in fact market research. • User involvement is minimal.
  • 5. 5What is framing? “Framing refers to a set of concepts and perspectives on how individuals, groups, and societies organize, perceive, and communicate about reality.” Source: Wikipedia
  • 6. 6Framing: “Rotten apple spoils the barrel”
  • 7. 7Framing: “Taxpayers’ money”
  • 8. 8Re-framing Problem > opportunity Weakness > strength Impossibility > distant possibility
  • 9. 9Tamed problem: Characteristics 1. Has a relatively well-defined and stable problem statement. 2. Has solutions which can be objectively evaluated as being right or wrong. 3. Has solutions which can be tried and abandoned. 4. Has a definite stopping point. 5. Belongs to a class of similar problems which can be solved in a similar manner.
  • 10. 10Tamed problem: UX example 1. Minimal usability Relatively well-defined and stable problem statement. 2. Recommendations in action Solutions which can be objectively evaluated as being right or wrong. 3. A/B-testing Solution can be tried and abandoned. 4. All recommendations implemented A definite stopping point. 5. Usability test, expert/heuristic review Belongs to a class of similar problems which can be solved in a similar manner.
  • 11. 11Super-wicked problem: Characteristics • Time is running out. • No central authority. • Those seeking to solve the problem are also causing it.
  • 12. 12Wicked problem: Origin Horst W.J. Rittel (1930-1990)
  • 13. 13Wicked problem: Unique Happy faces: The Lorum Ipsum of visuals
  • 14. 14Wicked problem: No final problem formulation
  • 15. 15Wicked problem: Symptom of other (‘higher’) problem
  • 16. 16Wicked problem: No stopping rule
  • 17. 17Wicked problem: Only bad or good solutions
  • 18. 18Wicked problem: No list of ‘moves’ to a solution
  • 19. 19Wicked problem: Always more explanations
  • 20. 20Wicked problem: No solution has definite, scientific test
  • 21. 21Wicked problem: Designers are responsible for their actions
  • 22. 22Re-frame: Design for profitable customer experiences• Unique: Each and every business organization at large.• No final formulation: Each time you interview somebody, you hear a different story.• Symtom of other problem: No shared vision > immature digital strategy.• No stopping rule: The project ends when it runs out of resources.• No list of ‘moves’ to a solution: Growing digital touchpoints.• Only good or bad: There is no best design of a digital touchpoint.• Always more explanations: Talk to the silo’s and you get all the perspectives.• No solution has definite, scientific test: Business will ask: “Proof it!”• Designers are responsible: The tricky part of taking responsibility.
  • 23. 23Business challenge: Digital disruption
  • 24. 24Digital disruption: Mary Meeker (Kleiner Perkins Caufield & Byers)
  • 25. 25Digital disruption: Re-imagination of ‘nearly everything’Artists & concerts Focus groups Personal servicesBooks Getting food quickly Pet careBusiness collaboration Government subsidies PhotographyCalling a cab Healthcare access Recruiting & hiringCars Home entertainment Rewards & satisfactionCash registers Home improvement ScrapbookingCommunication Idea building & funding SignaturesComputing devices Learning SoundConnectivity Life stories Sports infoCoupons & local services Magazines TelevisionCrime awareness Manufacturing ThermostatsData Marketplaces VideoDiaries Music Video creation & productionDistribution/Monetization of talent Navigation Window shoppingDrawing News & information flows Yellow pagesEducation Note takingEngagement Personal borrowing & lending
  • 26. 26 Digital disruption: Upcoming stunning changesThat’s interesting!
  • 27. 27Business challenge: Customer emancipation
  • 28. 28Customer emancipation: Paradigm shift Geocentric Heliocentric
  • 29. 29Three business drivers leading to profit1. Increase revenue2. Reduce cost3. Increase customer satisfaction
  • 30. 30Customer emancipation: From profit to customer
  • 31. 31A solid digital strategy• Is aligned with the business strategy and with online customer interactions.• Adds value in all phases of the business cycle of the customer.• Offers personalized relevant content.• Stimulates and facilitates interactions in all connections of the network.• Uses media channels most suitable for the customer.• Is available through relevant devices of the customer.
  • 32. 32 Shift towards a comprehensive digital strategy 3.0Digital strategy 1.0 Digital strategy 2.0 Digital strategy 3.0 te ive g hu e tin oc nc tra ns EO gy re ke ig g, br e ls e o e es ta reh S pa in ar oL ns m rtis lm y, in pr di mp oM ilit Ca ve O eb ta ab Co S Ad gi W gi nd Di nl Fi Integrated, Fragmented, isolated efforts orchestrated
  • 33. 32 Shift towards a comprehensive digital strategy 3.0Digital strategy 1.0 Digital strategy 2.0 Digital strategy 3.0 te ive g hu e tin oc nc tra ns EO gy re ke ig g, br e ls e o e es ta reh S pa in ar oL ns m rtis lm y, in pr di mp oM ilit Ca ve O eb ta ab Co S Ad gi W gi nd Di nl Fi # of customer touchpoints Integrated, Fragmented, isolated efforts orchestrated
  • 34. 33Business & design “Good design is good business.” Thomas Watson Jr, 1973 “Design-focused enterprises (…) are guided by an organization-wide understanding of who their customers are and how the design of their products and services can best shape the customer experience.” Gabriella Lojacono & Gianfranco Zaccai (2005), “The evolution of the design-inspired enterprise”
  • 35. 34Business & design: How they relate Source: Roger Martin (2007) “Design and business: Why can’t we be friends?”
  • 36. 35Business & design: How they think
  • 37. 36Business & design: Core attributes of design thinking• Ambiguity: Being comfortable when things are unclear or when you dont know the answer.• Collaborative: Working together across disciplines.• Constructive: Creating new ideas based on old ideas, which can also be the most successful ideas.• Empathy: Seeing and understanding things from your customers point of view.• Holistic: Looking at the bigger context for the customer.• Iterative: A cyclical process where improvements are made to a solution or idea regardless of the phase.• Nonjudgmental: Creating ideas with no judgment toward the idea creator or the idea.• Open mindset: Embracing design thinking as an approach for any problem regardless of industry or scope. Aline Baeck & Peter Gremett (2011), in “UX Best Practices How to Achieve More Impact with User Experience”
  • 38. 37Business & design: Process model Plattner, H.et al. (2009). Design Thinking
  • 39. 38Customer experience (design)“We define customer experience as how customers perceive theirinteractions with your company.”“The practices in the design discipline help organizations envision andimplement customer interactions that meet or exceed customerneeds. It spans the complex systems of people, products, interfaces,services, and spaces that customers encounter in offline or online digitalmedia.” Forrester (2012)
  • 40. 39Obstacles to CX: Hierarchy and complexity
  • 41. Source: North American Technographics® Customer Experience Online Survey, Q4 2010 (US)59376 40 Source: Forrester Research, Inc. Mature CX organizations excel at six disciplinesFigure 2 Mature Customer Experience Organizations Excel At Six Disciplines Discipline Description Customer The set of practices required to create and maintain a clear, consistent, and accurate picture understanding of target customers and the experiences they want, even in the face of changing customer expectations Measurement The set of practices required to measure customer experience quality on an ongoing basis across the entire enterprise and the use of that data to drive continuous improvement Governance The set of practices required to monitor and manage customer experience quality in a proactive way as part of the overall corporate governance system Strategy The set of practices required to define a clear vision of the type of experience the company seeks to deliver, linking that vision to the company’s brand and applying it to guide the activities and resources of the organization Design The set of practices required to determine the exact characteristics of interactions that meet or exceed customer expectations of the brand Culture The set of practices required to create and maintain a culture in which delivering a great customer experience is embedded in the organization’s DNA59376 Source: Forrester Research, Inc.MARS: Scale of customer experience maturityMissing Ad-hoc Regular Systematic
  • 42. 41 Unify the digital experience across touchpoints Key findings from recent Forrester research:• An explosion of customer touchpoints is at hand Digital customer experience today is defined primarily by websites, with mobile applications on smartphones not far behind. And the future will include as many as 10 additional customer touchpoints. Deciding which channels to incorporate into your strategy is crucial to defining your organization’s future in digital customer experience.• A unified experience requires the right people, process, & technology foundations Customers expect consistency across the devices and apps they use. Unified experiences that cross touchpoints demand improved yet common designs, consistent content assets and application code, and delivery processes tuned for speed and harmonized skills and roles.• Investments in unified experience foundations will pay off now Investments in foundations for unified customer experiences will pay dividends in the short term. Firms typically run dozens of different and uncoordinated web sites. Unified experience foundations will drive efficiency into these situations while setting the stage for unified experiences across web, mobile, and other touchpoints in the future.
  • 43. 42Unify the digital experience: Orchestration and choreographyLocal heuristics Global heuristics
  • 44. 43Two strategies to connect the UX & CX communities 1. Connecting with the business community to evangelize the added value of Design in general and CX design in particular. 2. Connecting with the user experience (design) community to evangelize the field of CX in general and CX design in particular.
  • 45. 44 ACT 2 In which the speaker explores the solution spacecovering focus on CX, collaboration, ways of working, visual communication, prototyping & connected design
  • 46. 45Full focus on the customer EXPERIENCE Attractive Usable Relevant Trustworthy
  • 47. 46Customer experience & technology “In changing their focus, managers must also learn to view existing and emerging technologies not as enhancers of products, features and functions, but as facilitators of experiences.” C.K. Prahalad & Venkatram Ramaswamy (2003)
  • 48. 47Collaboration: Multi-disciplinary teamwork
  • 49. 48Collaboration: Shared understanding
  • 50. 49Collaboration: Designer as facilitator
  • 51. 50Ways of working: From ad-hoc to systematic
  • 52. 51 Ways of working: Process characteristics• Iterative Do I hear lean? Initial design and life-cycle evolution• Repeatable Efficiency and ‘predictable’ outcome.• Systematic A set of interacting or interdependent components forming an integrated whole. Ries, E. (2011). The lean startup
  • 53. 52Ways of working: Creativity in a systematic setting
  • 54. 53Visual communication “Visual communication via diagrams, sketches, charts, photographs, video, and animation is fundamental to the process of exploring concepts and disseminating information.” Maneesh Agrawala et al. (2011) "Design Principles for Visual Communication" Communications of the ACM
  • 55. 54Visual communication: Business topics
  • 56. 55Visual communication: Complexity Fabian Segelström (2010), Visualisations in Service Design
  • 57. 56Prototyping
  • 58. 57Prototyping: Rationale• Prototyping lets you fail sooner to succeed faster.• Prototyping facilitates a continuous evolution of digital touchpoints.• Prototypes give all stakeholders a clear understanding of the touchpoint to be created.• Prototypes prevent misunderstandings and misinterpretations that typically arise with elaborate written requirement documents.
  • 59. 58Prototyping: Low-fidelity & high-fidelity• Low-fidelity prototypes offer a great way to explore and test touchpoint ideas without investing a lot of time and money up front.• High-fidelity prototypes give downstream organizational units such as quality assurance, sales and marketing a head start for their activities, decreasing the overall time-to-market.• High-fidelity prototypes provide developers with a rich, interactive definition of the functionality and design envisioned for a specific touchpoint.• High-fidelity prototypes let you test and validate overall design concepts and the granular details of the experience.
  • 60. 59Prototyping: Re-use
  • 61. 60Prototyping: Library
  • 62. 61Prototyping: Tooling inefficiencies1. Using different prototyping tools for different iterations of the prototype.2. Using different prototyping tools for different aspects of the prototype.3. Using different prototyping tools for different platforms.4. Using different prototyping tools to do exactly the same task.5. Inherent limitations and inefficiencies of the prototyping software.Ritch Macefield, “(Why) Is UXD the Blocker in Your Agile UCD Environment? Thinking”, UXmatters (2012)
  • 63. 62Prototyping: Tooling 4th generation1. Seamlessly handle all aspects of the prototyping activity.2. Enable everyone to use the same software tools.3. Provide support for multiple platforms.4. Allow designers to embed specifications in prototypes.5. Support multi-user prototyping.Ritch Macefield, “(Why) Is UXD the Blocker in Your Agile UCD Environment? Thinking”, UXmatters (2012)
  • 64. 63Connected design: User experience (design) platform
  • 65. 64 Connected design: Top-down & bottom-up INQUIRE CALCULATE PREMIUM Reference dialogsU s er a c t i o n s Provide premium determinants TOUCHPOINT AGNOSTIC Search for Vehicle price Review and Provide Vehicle higher Provide address identified? Yes No tune object without Yes Vehicle ID than €75K? birthdate characteristics postal code? START Calculate No premium based Yes on vehicle id No Select vehicle characteristics Customer portal RESPONSIVE WEB Employee portalTouchpoints INTERNAL WEB DESKTOP Mobile app iOS Other @ Service (blueprint) Dialogue Touchpoint Component Element
  • 66. 64 Connected design: Top-down & bottom-up INQUIRE CALCULATE PREMIUMReference dialogs INQUIRE CALCULATE PREMIUM Provide premium determinantsTOUCHPOINT AGNOSTIC Reference dialogs U s er a c t i o n s Provide premium determinants TOUCHPOINT AGNOSTIC Search for Vehicle price Review and Provide Vehicle price Vehicle higher Provide address Provide Review and tuneidentified? Yes Provide Search for No tune object without Vehicle ID than €75K? birthdate Vehicle higher address Yes No object Yes identified? without than €75K? Yes Vehicle ID characteristics birthdate postal code? characteristics postal code? START START Calculate No premium based Yes on vehicle id Calculate No premium based Yes No Select vehicle characteristics on vehicle id Customer portal No Select vehicle characteristics RESPONSIVE WEB Employee portal TouchpointsCustomer portal INTERNAL WEB DESKTOPRESPONSIVE WEB Mobile app iOSEmployee portal Other @INTERNAL WEB DESKTOPMobile appiOSOther @ Service (blueprint) Dialogue Touchpoint Component Element
  • 67. 64 Connected design: Top-down & bottom-up Customer portal Vehicle price Review and INQUIRE CALCULATE PREMIUM RESPONSIVE WEB Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics STARTReference dialogs Calculate No INQUIRE CALCULATE PREMIUM premium based Provide premium determinantsTOUCHPOINT AGNOSTIC on vehicle id Reference dialogs U s er a c t i o n s Provide premium determinants TOUCHPOINT AGNOSTIC No Select vehicle characteristics Search for Vehicle price Review and Provide Vehicle price Vehicle Search for higher Provide address Provide Review and tuneidentified? Yes Provide No tune object without Vehicle ID than €75K? birthdate Vehicle higher address Yes No object Yes identified? without than €75K? Yes Vehicle ID characteristics birthdate postal code? characteristics postal code? START START Calculate No premium based Yes on vehicle id Calculate No premium based Yes No Select vehicle characteristics on vehicle id No Select vehicle characteristics Customer portal RESPONSIVE WEB Mobile app iOS Vehicle price Review and Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics Employee portal START TouchpointsCustomer portal INTERNAL WEB DESKTOP Calculate NoRESPONSIVE WEB premium based Mobile app on vehicle id iOS No Refer call centreEmployee portal Other @INTERNAL WEB DESKTOPMobile appiOSOther @ Service (blueprint) Dialogue Touchpoint Component Element
  • 68. 64 Connected design: Top-down & bottom-up Customer portal Vehicle price Review and INQUIRE CALCULATE PREMIUM RESPONSIVE WEB Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics STARTReference dialogs Calculate No INQUIRE CALCULATE PREMIUM premium based Provide premium determinantsTOUCHPOINT AGNOSTIC on vehicle id Reference dialogs U s er a c t i o n s Provide premium determinants TOUCHPOINT AGNOSTIC No Select vehicle characteristics Search for Vehicle price Review and Provide Vehicle price Vehicle Search for higher Provide address Provide Review and tuneidentified? Yes Provide No tune object without Vehicle ID than €75K? birthdate Vehicle higher address Yes No object Yes identified? without than €75K? Yes Vehicle ID characteristics birthdate postal code? characteristics postal code? START START Calculate No premium based Yes on vehicle id Calculate No premium based Yes No Select vehicle characteristics on vehicle id Stap 1 voer uw kenteken in. No Select vehicle characteristics Customer portal RESPONSIVE WEB Mobile app Vehicle price Review and - - - iOS Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics Employee portal START TouchpointsCustomer portal INTERNAL WEB DESKTOP Calculate NoRESPONSIVE WEB premium based Mobile app on vehicle id Volgende iOS No Refer call centreEmployee portal Other @INTERNAL WEB DESKTOPMobile appiOSOther @ Service (blueprint) Dialogue Touchpoint Component Element
  • 69. 64 Connected design: Top-down & bottom-up Customer portal Vehicle price Review and INQUIRE CALCULATE PREMIUM RESPONSIVE WEB Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics STARTReference dialogs Calculate No INQUIRE CALCULATE PREMIUM premium based Provide premium determinantsTOUCHPOINT AGNOSTIC on vehicle id Reference dialogs U s er a c t i o n s Provide premium determinants TOUCHPOINT AGNOSTIC No Select vehicle characteristics Search for Vehicle price Review and Provide Vehicle price Vehicle Search for higher Provide address Provide Review and tuneidentified? Yes Provide No tune object without Vehicle ID than €75K? birthdate Vehicle higher address Yes No object Yes identified? without than €75K? Yes Vehicle ID characteristics birthdate postal code? characteristics postal code? START START Calculate No premium based Yes on vehicle id Calculate No premium based Yes No Select vehicle characteristics on vehicle id Stap 1 voer uw kenteken in. No Select vehicle characteristics Customer portal RESPONSIVE WEB Mobile app Vehicle price Review and - - - iOS Provide Vehicle higher Provide identified? Yes No tune object Yes Vehicle ID than €75K? birthdate characteristics - - - Employee portal START TouchpointsCustomer portal INTERNAL WEB DESKTOP Calculate NoRESPONSIVE WEB premium based Mobile app on vehicle id Volgende iOS No Refer call centreEmployee portal Other @INTERNAL WEB DESKTOPMobile appiOSOther @ Service (blueprint) Dialogue Touchpoint Component Element
  • 70. 65Connected design: Customer experience design platform • Comprehensive UCD methodology. Collaboration Methodology Integration Modeling • Reference processes for accelerated implementation. • Standards-based integrated modeling tools on all levels. Services • Cloud-based collaborative environment. Dialogs • Enterprise integration. Touchpoints Unified Experience Foundation Touchpoint/channel-specific layer Enterprise layer Core library
  • 71. 66Ingredients to tackle this wicked problem1. Focus on customer experience (‘Know thy customer’).2. Collaborate with multi-disciplinary teams.3. Work iteratively and systematically with repeatable steps.4. Communicate visually.5. Sketch, mockup, and prototype.6. Connect design...
  • 72. 67ResourcesWicked Problems in Design ThinkingRichard Buchanan (1992)http://tinyurl.com/8wmfvtsWhy Horst W.J. Rittel MattersChanpory Rith and Hugh Dubberlyhttp://www.dubberly.com/articles/why-horst-wj-rittel-matters.htmlInternet Trends 2012Mary Meeker (D10 conference)http://tinyurl.com/7lpboczCustomer experience: The natural ally for UX in businessPeter J. Bogaards (2012)http://informaat.com/blog/customer-experience-the-natural-ally-for-ux-in-business.phpDesign & Business: Why cant we be friends?Roger Martin (2007)http://www.rotman.utoronto.ca/rogermartin/designandbusiness.pdf
  • 73. 68About me... about.me/peterbogaards