Mapping the Way Forward

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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.

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Mapping the Way Forward

  1. 1. Mapping the Way Forward Influencing Client Experience through Service Design Dom La Cava #TheWayForward March 25, 2012
  2. 2. Way back in February 2011…
  3. 3. Way back in February 2011…
  4. 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. 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. 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. 7. User-centered Design Process Research Web team Vision • Information architect • Information designer • Interaction designer Prototype • Content strategist • Usability engineer Test Elevate
  8. 8. Skeleton wireframe of long-term Canada website (deliverable for 2013)
  9. 9. Skeleton wireframe of long-term Canada website (deliverable for 2013)
  10. 10. Skeleton wireframe of initial Canada websiteCanada June 2011 website wireframe
  11. 11. Skeleton wireframe of initial Canada websiteCanada June 2011 website wireframe They appreciated the Webteam team’s strategic thinking.
  12. 12. Bubble map of Canada User Experience
  13. 13. Bubble map of Canada User Experience
  14. 14. Bubble map of Canada User Experience
  15. 15. Relationships Professional relationship with Marketing manager
  16. 16. Relationships Team building with other Marketing groups
  17. 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. 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. 19. Spiral ecosystem diagram of Canada User Experience
  20. 20. Spiral ecosystem diagram of Canada User Experience
  21. 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. 22. Initial Canada Website elevated June 6, 2011
  23. 23. Bubble map of Canada User Experience – third iteration
  24. 24. Bubble map of Canada User Experience – third iteration
  25. 25. Bubble map of Canada User Experience – third iteration
  26. 26. Bubble map of Canada User Experience – third iteration
  27. 27. Bubble map of Canada User Experience – third iteration
  28. 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. 29. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  30. 30. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  31. 31. Print advertisement Online banner advertisements E-mail to advisorsWebsite Brochures Events site
  32. 32. Image strategy across print and web
  33. 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. 34. Newsletter diagram of Canada User Experience
  35. 35. Newsletter diagram of Canada User Experience
  36. 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. 37. Collection of diagrams
  38. 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. 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.

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