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Data-informed Experience Design
The document outlines a presentation by Rob van der Haar on data-informed experience design at UXStrat Europe, focusing on enhancing customer-centric design within organizations. It discusses the integration of quantitative and qualitative data in user experience design, emphasizing the importance of analytics frameworks and dashboards in improving services like BinckBank. Lessons are shared on the challenges and successes of implementing data-informed design to create better customer experiences.
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Data-informed Experience Design
- 1. Rob van derHaar - UXSTRAT Europe - June 2019 From analytics framework to touchpoint & journey dashboards Data-Informed Experience Design
- 2. “Making organizations more customer-centricby design” Introduction Rob van der Haar Principal consultant Interaction design Philips, TNO, Nokia and Informaat
- 3. Introduction Informaat Designing excellentexperiences and designing the organization Design products and services that people love to use Experience design and consultancy based in NL Introduction Informaat
- 4. Introduction organizations wework for
- 5. Data-driven design → Automateand personalize design Use of quantitative and qualitative data to Data: Empathy: Intuition: Data-inspired design → Trigger design ideation Use of quantitative and qualitative data to Data: Empathy: Intuition: Introduction growing interest in combining data & design Data-informed design → Guide and measure design Use of quantitative and qualitative data to Data: Empathy: Intuition:
- 6. ‣ Online tradingand investing service provider ‣ Based in the Netherlands, Belgium France, Italy and Spain ‣ 700.000+ account holders 10.000.000+ annual transactions ‣ Awarded e.g. best broker and user experience BinckBank Introduction
- 7. AGILE TEAMS Brand value& priciples, Brand identity, Tone of voice, Media bank, Content strategy Channel & design principles Reference design Structure and navigation Patterns & guideliness Digital identity Pages & templates Ul components Elements Reference code (wet, components) Platform specific code Service ecosysteem, personas, journeys & dialogen Service design UX design Brand Visual design Development Content ‣ Exceeding customers’ expectations ‣ Empowering our customers to make informed financial choices ‣ Make customers feel positive about Binckbank, and assured in their choice for our brand BinckBank premium experience Introduction
- 8. Dedicated budget UX activities are plannedfor Managed UX is “owned" by one group Systematic process Quality of user experience is tracked Integrated UCD Employ UX data to determine what the company should build User-driven corporation UX melt KA, affect corporate strategy and activities Developer- centered Design team relies on its own intuition Hostility Skunkworks Guerilla user research or external usability experts 4 5 6 7 821 3 2016 2018 2020 BinckBank UX strategy Introduction Source: NN/g UX maturity model Developers don't want to hear about users or their needs
- 9. Transformations and projects Introduction UXteam revision Touchpoint dashboards Pilot analytics tooling Agile transformation UX + design strategy 2016 2019 Service Excellence transformation Analytics framework Analytics partner selection Journey dashboard Customer Journey specialist
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- 11. Existing BinckBank situation Analyticsframework ‣ Lot of data being captured on different channels for different reasons: ‣ Reporting and dashboards predominantly used within the Business ‣ New agile (IT) development teams lacking relevant insights - Marketing → conversion and customer satisfaction - Platforms → transactions and assets under management - ICT → system data, uptime, performance, etc. - UX → usability and web statistics
- 12. Customer satisfaction Cost toserve Lifetime value of customer € combining perspectivesAnalytics framework
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- 14. Monitor Track performance Gather Capture relevantdata Frame Translate ambition into KPIs processAnalytics framework
- 15. Monitor Track performance Gather Capture relevantdata Improve Execute intervention Frame Translate ambition into KPIs Judge Determine intervention processAnalytics framework
- 16. € Onboarding new customer whichjourneys?Analytics framework Complaint handling Product migration DivorceOpen extra account
- 17. € Campaign Lead siteWelcome box Support call Paper form Activate account Onboarding new customer which touchpoints?Analytics framework t handling Open extra account Product migration
- 18. € Campaign Lead siteWelcome box Support call Paper form Activate account which teams?Analytics framework Customer journey manager Journey dashboard Brand & communication Touchpoint dashboard Local marketing team Touchpoint dashboard Onboarding team Touchpoint dashboard Assessment team Touchpoint dashboard Customer support team Touchpoint dashboard Mobile app team Touchpoint dashboard
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- 20. Agile team(s) SteeringcommitteeBusiness stakeholders Users Backend team Product management Design team UK FR BE DENL Product owners Head PM Strategy Sponsor DirectorsBoard Sprint Sprint Sprint Release PO Touchpoint dashboard organization embedding PO Touchpoint dashboard
- 21. Touchpoint dashboard pilotTouchpointdashboard pilot project 1. Collect data needs 2. Prioritize data points 3. Design and implement dashboard 4. Use and refine dashboard 5. Rollout to other teams ‣ BinckBank ProTrader web: - High-end trading environment on future platform - Existing data needs and data analyst part of team
- 22. Touchpoint dashboard Inventory ofdesired and available data Which customers select ProTrader? Lead site analytics Track platform selection on lead sites Time until first trade? Transaction database Usability lab observation Which functions are most used? Application logging Online survey Where do users need support? Support desk questions logging Why do users stop using ProTrader? Exit survey Before use Initial use Regular use Feedback/support Abandoned use Missing data: Questions: Existing data: Usabilla
- 23. Mobile app dashboard Happiness 7.2Target= 8 All users Survey Q1 2017 (n=154) Rating:7.9 NPS score: 6.9 UX Lab release 17 (n=10) Attractiveness:8 WOW factor: 7.2 App store Financial apps Adoption 5.3Target = 8 Germany App usage data 12 new users 3 other products Product landing page 136 page views 89 video views First use pop-up Rating:7/10 6 remarks UX Lab release 17 (n=10) First trade: 7 min. Support:2x Financial DB 10.340 Euro 123 Transactions Task success 8.1Target = 8 All users UX Lab release 17 (n=10) First trade: 7 min. Support:2x Support desk 14 questions Time: 45 min. Usabilla feedback 3 new ratings Retention 6.0Target = 8 Netherlands App store 4 users uninstalled the app Financial DB Lost revenue 501.405 Euro Exit questionnaire(n=4) Rating:5/10 2 remarks App activity data 304 passive users 95 active users Engagement 7.8Target = 8 Millennials Twitter #productXYZ 34 tweets this week App usage data 54 users of last release features Survey Q1 2017 (n=154) Top 5 features rated 8.1 Financial DB New revenue 10.1050 Euro User forum 3 new threads 17 posts UX Dashboard Investing Touchpoint dashboard dashboard design
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- 26. Agile team(s) SteeringcommitteeBusiness stakeholders Users Backend team Product management Design team UK FR BE DENL Product owners Head PM Strategy Sponsor DirectorsBoard Sprint Sprint Sprint Release PO Touchpoint dashboard organization embedding CJO Journey dashboard
- 27. Customer Journey Analytics Customer Journey Mapping ‣Based on observations ‣ Snapshot insights ‣ New journeys ‣ Based on data ‣ Real-time insights ‣ Existing journeys Journey dashboard mapping versus analytics
- 28. Journey dashboard whichdata to log? Company data Internal context Performance low Campaign New release app NPS 95Q3 reportTariff changeFinance conferenceProduct launch 2018 2019 Customer data Personal context Web app Landing page FAQ Transaction Support call VoC surveyNegative balance Transaction Transaction Online training 2018 2019 World data External context Competitor campaign PSD2 live Consumer report AEX -14% ECB announcement Interest rate change AEX +2% Competitor launch 2018 2019
- 29. Search CJ query Touchpoint dashboard Companydata Internal context Customer data Personal context World data External context Timeframe: Journey start: Journey end: Channels: Customer segment: Country:
- 30. ‣ BinckBank complainthandling: - Complaint is a moment of truth for premium experience - KPIs and data available but not actively tracked Journey dashboard pilot project 1. Collect KPIs and data needs 2. Define journey query 3. Explore dashboard visualisations 4. Dashboard implementation 5. Use and refine
- 31. Search CJ query “complainthandling" Touchpoint dashboard Company data Internal context Customer data Personal context World data External context Timeframe: 1/2018 – 12/2018 Journey start: complaint submitted timestamp Journey end: complaint solved checkbox Channels: web form AND e-mail Customer segment: self-investing users Country: NL
- 32. Context view Journey dashboardexploringvisualizations ECB lowers intrest rates Competitor TV campaign Performance issues Tariff changes1 Jan 2018Context data Personal data 1 Jan 2018 Mon 12:35 - account Mon 15:45 - app W ed 19:20 - account W ed 19:22 - transaction W ed 20:05 - login W ed 22:17 - feedback Thu 00:10 - login Fri 15:45 - billing Sat 16:01 - login Mon 08:55 - billing Mon 09:01 - billing Mon 11:10 - website Mon 17:10 - login Tue 08:55 - billing Fri 10:27 - billing Fri 15:45 - billing Sat 16:01 - login Mon 12:35 - account Mon 15:45 - app
- 33. Cross-channel view contact page supportcall auto. reply support mail support mailsupport mailsupport mail support letter support call 100 customers 75 customers online form 25 customers 2 customers 75 customers 75 customers 15 customers 8 customers 2 customers 5 customers 3 customers KPI: 80% Digital 30% 70% cost to serve € ... cost to serve € ... cost to serve € ... cost to serve € ... Journey dashboardexploring visualizations Personal data
- 34. Premium experience view 15%15%KPI: <4 hoursKPI: <4 hours 85%85% 65%65% 65%65% KPI: 70% Satisfied neutralneutral frustratingfrustrating pleasantpleasant Day 2Day 2Day 1Day 1 Day 3Day 3 Day 4Day 4 Journey dashboardexploring visualizations Personal data
- 35. Journey dashboardproof ofconcept iterations contact page support call auto. reply support mail support mailsupport mailsupport mail support letter support call 100 customers 75 customers online form 25 customers 2 customers 75 customers 75 customers 15 customers 8 customers 2 customers 5 customers 3 customers KPI: 80% Digital 30% 70% cost to serve € ... cost to serve € ... cost to serve € ... cost to serve € ...
- 36. Journey dashboardproof ofconcept iterations ?auto. reply support mail support mailsupport mailsupport mail support letter support call form 2 customers 75 customers 75 customers 15 customers 8 customers 2 customers 5 customers 3 customers KPI: 80% Digital 30% 70% cost to serve € ... cost to serve € ... cost to serve € ... cost to serve € ...
- 37. Journey dashboardproof ofconcept iterations ?
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- 39. Journey dashboard rolloutprocess Join our workshop “Data-informed experience design” by Edoardo Costa today at 14:00 Recruit Frame Map Implement Analyse Measure Iterate
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- 41. ‣ Framework hassupported selection of best analytics partner Impact ‣ Internal customer journey specialist brought ownership and continuity ‣ Framework brought different metrics perspectives together ‣ Dashboards made data-informed design tangible and created enthusiasm ‣ Dashboards have helped agile teams to monitor and improve the experience
- 42. Lessons learned ‣ Introducingdata-informed design is not easy ‣ Start small, with existing need and where sufficient data is available ‣ Existing data is often scattered and messy and needs to be cleaned up ‣ Designing useful and relevant dashboards requires a User Centred Design process ‣ Journey and touchpoint perspectives are not obvious in common organization models
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- 44. info@informaat.nl +31 35 5431222 Jacob van Lenneplaan 57, 3743 AP Baarn @informaat Creative. Systematic. Sustainable.