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Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data

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Petteri Hiisilä from Nokia Siemens Networks and Teemu Äijälä from Fjord discuss how the two companies jointly created a software-as-a-service solution to help telecom operators measure, visualize ...

Petteri Hiisilä from Nokia Siemens Networks and Teemu Äijälä from Fjord discuss how the two companies jointly created a software-as-a-service solution to help telecom operators measure, visualize and manage the user experience of mobile network customers.
Fjord used a design-by-prototyping approach to facilitate design thinking with the product owners, while NSN UX Lead introduced and spread a goal-directed design process inside the organization.

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Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data Presentation Transcript

  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 ConfidentialBIG Design for BIG DataNSN & Fjord, May 23, 2013CEM on Demand
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 3NSN & FJORDSpeakersPetteri HiisiläDesign LeadCustomer Insight & ExperienceNokia Siemens NetworksPetteri Hiisilä is a senior interaction designerwith 12 years of experience working ininternet/web services, television,newspapers, finance, process industry,medical, mobile phones and mobilenetworks. He uses (Coopers) Goal-Directed Designapproach, and has performed more than500 field interviews with end-users.Currently hes leading Nokia SiemensNetworks cross-cultural user experienceteams four days a week, and does freelanceprojects with startups on Fridays.Twi$er:(@pe$erihiisilaTeemu ÄijäläService Design DIrectorFjord HelsinkiWith over 10 years of industryand leadership experience in runningcomplex, international service and productdesign projects, leading  teams ofinteraction and visual designers,prototypers and user researchers. A solidbackground from vision creation to detailedexecution.Currently responsible for the overallelegance of the design produced in theFjord Helsinki studio, as well as supportingbusiness development and office growth.Working with cross-disciplinary andmulticultural teams to design totally newservice concepts for the clients.A strong passion for working with clients tocreate industry wide impact and change. View slide
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 4NSN & FJORDWe talk aboutNokia Siemens Networks & FjordWhat is Customer Experience Management?UX transformation in a big org: ChallengesLearnings: What worked for usAchievements: “In the end it pays off” View slide
  • PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 5ABOUT NSNGlobal company with a rich heritage• Joint venture of Nokia and Siemens, acquiredMotorola’s wireless networks infrastructurebusiness in 2011• Started operations on April 1, 2007• Net sales of approximately €13.4 billion in2012• 120+ years of telecom experience• ca 56,700 employees, operations in 120+countries• Strong focus on mobile broadband andcustomer experience management
  • PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 6ABOUT NSNEvery day, a quarter of the world’spopulation connect overour infrastructure and solutions
  • PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 7ABOUT FJORDOne office with nine front doorsLondon Helsinki Berlin Madrid New York Stockholm Paris San Francisco Istanbul
  • PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 8ABOUT FJORD... And we have new friend
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 9What isCEM ?
  • Customer Experience Managementon DemandAn online service for telecom operators.One common view to customer (subscriber)experience, customer revenue and device/networkperformance.Designed for marketing, product/servicemanagement, quality assurance, customer care andoperations.DEMO
  • “We’re creating solutions for measuringCustomer Experience”->Great UX is expected, essential!
  • Initially no code libraries to support great UX.Feasibility and evaluation challenges of Big Data.Creating rapport & trust to have a f2f dialog with bigcustomers.Integrating design with engineering: mindset and processrenewal.Multi-site, multi-culture, multi-history...Recruiting internal senior designers is hard and time-consuming.Challenges in a UX transition
  • Choose. Your. Battles.• Successful first two pilots are critical!• Internal project: “iFSM” won 2 innovation awards in 2011➡ Design gets visibility, creates buzz➡ Fjord selected mid 2011 to accelerate design for CEM
  • Early design prototypesEarly internal design explorationsthrough interactive demos
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 ConfidentialLearningsWhat worked for us
  • 1) Define a fixed contract2) Gather “user insight” up front3) Design the concept and wireframe4) Prototype and presentIt is way too easy to get into illusion of an agreement.This workflow needs close collaboration andcommunication.First we tried this:
  • Discovery:Almost everything can beconceived, designed andcommunicated throughprototypes of differentgranularity.
  • 1) Use scenario protypes (lo-fi)2) Interaction design protypes (lo-fi)3) Visual design prototypes (hi-fi)4) Development support prototype (hi-fi)What worked: Prototypeearly, prototype often!
  • Sketch in prototypesDEMO
  • CreateValidateCommunicateRepeat
  • Setting the priorities straight through weekly adjustments
  • Kanban
  • Basecamp is great for cross-company collaborationand tracking history behind every decision
  • EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 ConfidentialAchievementsIn the end it paysoff
  • NSN’s global designorganizationGUI BoardBudapestSiteFjordUX companyWeekly meetings, P2P support communitySpecial projects, bootstrapping design, teaching and continuousdesign supportPattern librariesGUI component librariesTrainingDesign and visual guidelines(Noteworthy: marketing too creates personas and prototypes today!)Tampere Bangalore Site nLocal designers Local designers Local designers Local designersUX companySiteSite
  • UX accelerators: Best practices,style guides and code galleries