PegaWorld 2014 Presentation: Beyond UI: TSYS Creates a User-centered Experience with CPM


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Committed to their latest CPM development project, Project Surround provides omni-channel customer service to credit card issuing clients with full integration to all TSYS back-end processing systems. TSYS employed a user-centered design process early, while requirements were still being gathered. Rather than approach UI development using typical "system-centered design" where the product emerges around system rules, platform constraints, and business needs, TSYS embraced a user-centered design process focused on the context of real users, targeting solutions to the typical problems that users experience.

These slides were used as part of a live presentation. Watch the complete presentation (with full video) at:‘?utm_source=ss’

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PegaWorld 2014 Presentation: Beyond UI: TSYS Creates a User-centered Experience with CPM

  1. 1. © 2013, Confidential, Pegasystems Inc. TM
  2. 2. © 2014, Confidential, Pegasystems Inc. Beyond UI Building Successful User Experiences with CPM Shannon Hall, Director, User Experience, TSYS Michael Hughes, User Experience Designer, TSYS Baruch Sachs, Senior Director User Experience, Pegasystems
  3. 3. © 2014, Confidential, Pegasystems Inc. Introduction TSYS Project Surround Shannon Hall
  4. 4. 44 © 2014, Confidential, Pegasystems Inc. What is Surround? Multi-year, multi-phased business and IT strategy to support the latest generation of financial technology • Two major components:  Technology framework and open ecosystem  Next generation of consumer servicing products
  5. 5. 55 © 2014, Confidential, Pegasystems Inc. Issuer Needs and Consumer Demands ISSUER NEEDS  Differentiate through customer experience  Retain and acquire customers through trust, loyalty and value  Know what consumers value as well as their preferences and behaviors  Redefine service channels • Access real-time information and self-service capabilities via any channel and any device • Benefit from a consistent user experience no matter where they are in the process CONSUMER DEMANDS
  6. 6. 66 © 2014, Confidential, Pegasystems Inc. Why Pega? Pega • One solution for “multi” scenarios • Leverage CPM for prebuilt industry frameworks • Client configuration of rules, policies, and processes that are most commonly changed by a client or TSYS • Framework layer for reusable components and rules
  7. 7. 77 © 2014, Confidential, Pegasystems Inc. Focus on the User Experience User experience is a key differentiator 84% of retailers believe creating a consistent customer experience across channels is the most important factor for success (TeleTech) Trust, loyalty and value are keys to retention and acquisition
  8. 8. 88 © 2014, Confidential, Pegasystems Inc. UX Mission for Surround  User-Centered Design (UCD) approach that extends beyond good UI design  UX professionals within the design teams during the requirements elaboration sessions.  Foundational User Interface (UI) design standards  Reduce complexity and data on the UI  Information Architecture work with an additional portal for client configuration
  9. 9. 99 © 2014, Confidential, Pegasystems Inc. Organizational Complexity BPM Development Partner TSYS IT Staff TSYS Business Process Owners and SMEs Project managers Business analysts Developers Testers Pega Consultants DBAs Testers Developers Business analysts Trainers UX Designers User Researchers Technical Architects UX/UI Developers Business Drivers (TSYS) W o r k s t r e a m W o r k s t r e a m W o r k s t r e a m W o r k s t r e a m W o r k s t r e a m
  10. 10. © 2014, Confidential, Pegasystems Inc. Designing for User Experience Michael Hughes, PhD
  11. 11. 1111 © 2014, Confidential, Pegasystems Inc. TSYS Components of User-centered Design  Field Observations  Scenario-based Design  Usability Testing
  12. 12. 1212 © 2014, Confidential, Pegasystems Inc. Field Observations  TSYS personnel and Human Factors International consultants observed call center personnel first hand in order to understand the problem space.  TSYS UX staff periodically observe users in the field to maintain an awareness of the context within which its products are used.
  13. 13. 1313 © 2014, Confidential, Pegasystems Inc. Scenario-based Design  Scenario is a short narrative that visualizes the product within a typical user context.  Three elements: ̶ Trigger. What occurs in the user’s world that initiates the interaction, e.g., event, message, time of day, etc. ̶ Problem. What is the problem as it would be stated by the user? ̶ Solution. How would the product be used to resolve the problem? (In essence, this is the design.)  Formal or informal
  14. 14. 1414 © 2014, Confidential, Pegasystems Inc. Formal Scenarios with Static Wireframes
  15. 15. 1515 © 2014, Confidential, Pegasystems Inc. Interactive Prototypes  UX Designer can get a sense of the flow and interaction of a design he or she is contemplating.  Work Stream team can collaborate on design ideas.  Users can help the design team assess the user experience and compare design options.
  16. 16. 1616 © 2014, Confidential, Pegasystems Inc. Usability Test Scenarios
  17. 17. 1717 © 2014, Confidential, Pegasystems Inc. Interactive Prototype
  18. 18. 1818 © 2014, Confidential, Pegasystems Inc. Outcomes  When interactive scenario-based prototypes are introduced during elaboration: ̶ The team discovers new requirements that were missed in Use Case definitions. ̶ The team collaborates on the user experience—drawing on multiple sources of expertise within the team. ̶ Disagreements are more easily resolved by testing competing ideas with actual users.
  19. 19. © 2014, Confidential, Pegasystems Inc. CPM Platform: Built for Great UX Baruch Sachs
  20. 20. Poor UX
  21. 21. 2121 © 2014, Confidential, Pegasystems Inc. Traditional Customer Service Solutions:  Are too hard to use  Cannot adapt to change  Deliver poor operational visibility Costs NPS
  22. 22. Great UX
  23. 23. 2323 © 2014, Confidential, Pegasystems Inc. Deliver a Seamless Cross-Channel Experience Customer-centric design: • Start interactions in any channel and move to others with full context • Build service process once and leverage across all channels STOP BUILDING CHANNEL SILOS
  24. 24. 2424 © 2014, Confidential, Pegasystems Inc. REPLACE DATA OVERLOAD W ITH THE RIGHT INFORMATION AT THE RIGHT TI ME Intelligently Guide the User Through Each Conversation • Context Sensitive - Policies and Processes - Dialog/Coaching - Knowledge • Single view of the customer and the process
  25. 25. © 2014, Confidential, Pegasystems Inc. QUESTIONS & ANSWERS