Your SlideShare is downloading. ×
0
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Mapping the Way Forward
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Mapping the Way Forward

1,578

Published on

IA Summit 2012 presentation slides …

IA Summit 2012 presentation slides

As we explore how the design team’s structure can hinder or foster collaborative relationships, we argue that clearly articulated, collaborative processes allow designers to facilitate a desirable and delightful user experience.

Published in: Design
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
1,578
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
5
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Mapping the Way Forward Influencing Client Experience through Service Design Dom La Cava #TheWayForward March 25, 2012
  • 2. Way back in February 2011…
  • 3. Way back in February 2011…
  • 4. Way back in February 2011… Regulations limited us from mentioning our investment products until fully licensed. Concentrated on relating: • Vanguard’s history • Mission statement • Values Used: • Brochures • Pamphlets Duplicated on the website.
  • 5. International marketing International marketing director Marketing Marketing Web services managers communications managers project managers information architects writers information designers editors interaction designers designers content strategists usability engineers project managers
  • 6. International marketing International marketing director Web team could add value by - Mapping the experience - Identifying touchpoints - Facilitating communication - Working collaboratively Marketing Marketing Web services managers communications managers project managers information architects How to get this message across to business and writers information designers marketing executives? interaction designers editors designers content strategists usability engineers project managers
  • 7. User-centered Design Process Research Web team Vision • Information architect • Information designer • Interaction designer Prototype • Content strategist • Usability engineer Test Elevate
  • 8. Skeleton wireframe of long-term Canada website (deliverable for 2013)
  • 9. Skeleton wireframe of long-term Canada website (deliverable for 2013)
  • 10. Skeleton wireframe of initial Canada websiteCanada June 2011 website wireframe
  • 11. Skeleton wireframe of initial Canada websiteCanada June 2011 website wireframe They appreciated the Webteam team’s strategic thinking.
  • 12. Bubble map of Canada User Experience
  • 13. Bubble map of Canada User Experience
  • 14. Bubble map of Canada User Experience
  • 15. Relationships Professional relationship with Marketing manager
  • 16. Relationships Team building with other Marketing groups
  • 17. Relationships Bubblemap served as an ice breaker to facilitate Team building with other communication among the Marketing groups Marketing teams. Discussed: • Business needs • Marketing goals • Collaboration to deliver a final product Discussions established • Trust • Respect • Equality among all team members.
  • 18. Bubble map of Canada User Experience – first iteration Marketing members offered suggestions and improvements to the Bubblemap, creating a sense of co-ownership of the client experience.
  • 19. Spiral ecosystem diagram of Canada User Experience
  • 20. Spiral ecosystem diagram of Canada User Experience
  • 21. Diagrams working together Both have the same information but in different formats, helping people to understand the Spiral diagram’s representation of outside influences.
  • 22. Initial Canada Website elevated June 6, 2011
  • 23. Bubble map of Canada User Experience – third iteration
  • 24. Bubble map of Canada User Experience – third iteration
  • 25. Bubble map of Canada User Experience – third iteration
  • 26. Bubble map of Canada User Experience – third iteration
  • 27. Bubble map of Canada User Experience – third iteration
  • 28. Bubble map of Canada User Experience – third iteration Annotated relationships, influenced by Edward Tufte, showed how individual elements related to each other. The relationships • Identified advisors’ use of multiple channels. • Illustrated deliverables’ interdependence. This realization demystified roles and revealed who members could collaborate with to finalize their deliverables.
  • 29. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  • 30. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  • 31. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  • 32. Image strategy across print and web
  • 33. Image strategy across print and web Marketing teams came together to establish and maintain Vanguard’s brand, with the intent to ensure advisors had the impression that they were dealing with one company when they had any interaction with Vanguard.
  • 34. Newsletter diagram of Canada User Experience
  • 35. Newsletter diagram of Canada User Experience
  • 36. Newsletter diagram of Canada User Experience Diagram shows how advisors act in specific channels when gathering information from Vanguard and passing it on to their own clients. This helped the larger marketing team to realize where we could provide better services to advisors to help them with their own businesses.
  • 37. Collection of diagrams
  • 38. Collection of diagrams • Bubblemap, Spiral, and Newsletter diagrams show the total Canadian advisor experience. • Web team thinks about users in all respects and how to make all touch points consistent and pleasurable. • Mapping the experience creates an atmosphere of collaboration and trust to deliver holistic solutions. • Users should only think about how they are dealing with “Vanguard” no matter which channel they choose.
  • 39. ReferencesHewstone, Miles, and Michael Hogg, “Interpersonal Relations and Group Processes,”Ed. Hewstone, Miles, Frank Fincham, Jonathon Foster, Psychology, Chapter 18,Wiley-Blackwell, Boston, 2005Kalbach, James, “Alignment Diagrams: Focusing the Business on Shared Value,”Boxes and Arrows, September 7, 2011.(www.boxesandarrows.com/view/alignment-diagrams)Kalbach, James, and Paul Kahn, “Locating Value with Alignment Diagrams,”Parsons Journal for Information Mapping, Vol. III, Issue 2, Spring 2011.Kramer, Roderick M. and Tom R. Tyler, “Developing and Maintaining Trust in Work Relationships,”Trust in Organizations: Frontiers of Theory and Research, Ed. Roy J. Lewicki andBarbara Benedict, Sage Publications, Inc., 1st edition,1995.Poole, Marshall, (Small Group Development Theory), “Decision Development in Small Groups:A Comparison of Two Models,” Communication Monographs, Vol.48, Issue 1, p. 1-24, March 1981.(www.abacon.com/commstudies/groups/devgroup.html)Tufte, Edward, Envisioning Information, Graphics Press LLC, Cheshire, CT, 1990.

×