Many, if not all, enterprise organizations are in a digital and agile transformation. Transformations that should lead to better digital services and faster delivery of customer value and therefore offer ample opportunity to design excellent customer experiences. In reality however these transformations are driven from a technology or operational excellence perspective and the organization consultants leading the change often have a blind spot when it comes to the role and implementation of design. The result is that the different design activities within the organization remain unaligned, that designers are not sufficiently integrated nor in control of the design process and that design management loses grip on the quality of the customer experience. In the first part of his presentation Rob will explain how the digital transformation triggered internal design activities and how an organization can be made customer centric and design friendly by “hacking” the agile transformation. In the second part Rob will introduce a new transformation enterprises should be in if they want to remain relevant in the future: the experience transformation.

1. From wireframing applications
to designing organizations
An experience design perspective on transforming enterprises
Rob van der Haar - Intersection18 - September 2018

2. Experience design perspective from wireframing applications …

3. Experience design perspective … to designing organizations
CX vision
CX strategy
CX principles
CX targets
UX principles
Digital identity
Reference designs
UX library
Target groups
Personas
Analytics
UX lab
Products
Functions
Templates
Components
Team lead
UX strategy
Resourcing
Process
Quality
Non-digital channels
Digital channels
EscalationpathEscalationpath
Externe
teams
Selection
Briefing
Guidance
Acceptance
CZ Customer/brand
experience
Online roadmap
Digital Channel UX
UX
manager
Customer insight &
foresight
Board
CXO
External UX
project(s)
External
Resource(s)
External
resource(s)
External
resource(s)
Online delivery
Sales UX
Online delivery
Service UX
Online delivery
Healthcare UX

4. Experience design perspective Informaat experience design

5. Experience design perspective definitions
Experience design is the practice of designing products,
processes, services, events, omnichannel journeys, and
environments with a focus on the quality of the customer
experience and culturally relevant solutions.
Customer experience is the sum of all interactions of a
customer with an organization during their relationship. It’s
about emotions and psychological needs. It’s holistic, highly
contextual and dynamic and the memory of the experience
often matters more than the experience itself.

6. Physical Ergonomics
Cognitive Ergonomics
Man-Machine Interaction
User Interface Design
Interaction Design
Experience Design
Experience design perspective development of human-centered design
Past
Now
Design process
Design management
Enterprise Design
Design tools

7. Experience design perspective why enterprises should bother about customer experience
“C” suite priority
89%
of companies believes that
customer experience will be their
primary basis for competition. In 2016
versus 16% four years ago.
- Gartner
81%
of executives surveyed place the
personalized customer experience in
their top three priorities for their
organization, with 39% reporting it as
her top priority.
- Accenture
“
“ 90%
of executives surveyed agreed that
customer experience and engagement
are objectives of their corporation’s
digital stategy.
- MIT Sloan/Deloitte
Strategic advantage
50%
of product investment projects will be
redirected to customer experience
innovations, by 2017.
- Gartner
“
“
Delivers ROI
Loyal customers are
5x as likely to repurchase,
5x as likely to forgive,
7x as likely to try new offering,
4x as likely to refer.
- Temkin Group
+2% = -10%
a 2% increase in customer retention
has the same effect as decreasing
costs by 10%.
- Emmet Murphy & Mark Murphy
“
“
Poor CX has risk
89%
of consumers have stopped doing
business with a company after
experiencing poor customer service.
- Rightnow Customer Experience Impact Report
86%
of buyers will pay more for a better
customer experience - but only - if
customers feel that vendors
consistently meet their expectations.
- Forbes
“
“

8. Excellent customer experience Customer experience excellence
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes
Experience design perspective our customer experience vision

9. Experience design perspective enterprise customer experience maturity
Outward experience design
Aim: excellent customer experience
Inward experience design
Aim: customer experience
excellence
Low maturity
High maturity
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes

10. Experience design perspective enterprise organizations we work for

11. Experience design perspective enterprise organizations are transforming
Digital transformations
Agile transformations
Experience transformation
2004 2006 20222020201820162014201220102008 2024

12. Digital transformation
… the emergence of inhouse experience design

13. Digital transformationEnterprise
2000
Enterprise
2018
Digital transformation increase in digital touchpoints

14. Digital transformation typical digital ecosystem of an enterprise

15. Website?
Digital transformation development of in-house experience design
Strategic Tactical Delivery

16. Concept design
Detailed design
Realisation
Web project team
Digital transformation development of in-house experience design
Strategic Tactical Delivery

17. Concept design
Detailed design
Realization
Web project team
App?
Digital transformation development of in-house experience design
Strategic Tactical Delivery

18. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Strategic Tactical Delivery

19. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Inconsistent!
Strategic Tactical Delivery

20. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Digital transformation development of in-house experience design
Strategic Tactical Delivery
Design principles
Design guidelines
Design reviews
Design manager

21. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Design principles
Design guidelines
Design reviews
Design manager
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery

22. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Inefficient!
Design principles
Design guidelines
Design reviews
Design manager
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery

23. Concept design
Detailed design
Realization
App project team
Concept design
Detailed design
Realization
Web project team
Concept design
Detailed design
Realization
Project team X
Digital transformation development of in-house experience design
Strategic Tactical Delivery
Design architecture
UX design team
Reference designs
Components
Code
Design system team

24. Design architecture
UX design team
Detailed design
Realization
App team X
Reference designs
Components
Code
Design system team
Detailed design
Realization
Web team Y
Detailed design
Realization
Product team Z
Detailed design
Realization
Feature team N
Digital transformation development of in-house experience design
Strategic Tactical Delivery

25. Design architecture
UX design team
Detailed design
Realization
Reference designs
Components
Code
Design system team
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Channel
strategy?
Digital transformation development of in-house experience design
App team X
Web team Y
Product team Z
Feature team N
Strategic Tactical Delivery

26. Design architecture
UX design team
Reference designs
Components
Code
Design system team
Ecosystem
Journeys
Blueprints
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Detailed design
Realization
Digital transformation development of in-house experience design
App team X
Web team Y
Product team Z
Feature team N
Strategic Tactical Delivery
Omni-channel team

27. Digital transformation development of in-house experience design
Strategic Tactical Delivery
Detailed design
Usability testing
Design approval
Design resourcingDesign architecture
Design system
Proposition design
Design process & tools
Design team culture
and development
Customer insight and
foresight
Brand positioning &
identity
Customer experience
strategy
Service and channel
strategy

28. Digital transformation development of in-house experience design
Strategic Tactical Delivery
Detailed design
Usability testing
Design approval
Design resourcingDesign architecture
Design system
Proposition design
Design process & tools
Design team culture
and develpment
Design director
UX architect(s)
Customer insight and
foresight
Brand positioning &
identity
Customer experience
strategy
Service and channel
strategy
Visual designer(s)
Lead UX engineer
Business designer(s)
Journey specialist(s)
UX manager
Lead designer(s)
UX manager
Lead designer(s)
Lead designer
Resource manager
UX manager
UX designer(s)
UX engineer(s)
User researcher(s)
Design director
Researcher
Analysist
Brand director
Brand strategist(s)
CX director
Service designer(s)

29. 2005
2010
2015
Scope Resources
Operational External
Process
Externally-managed
Design-driven
Operational
Tactical
UX manager
External
Internally-managed
Design-driven
Operational
Tactical
Strategic
UX manager
Internal leads
External
Internally-managed
Agile/IT-driven
Digital transformation development of in-house experience design

30. Agile transformation
… hacking the enterprise agile framework

31. Sprint Sprint Sprint
Release
Sprint Sprint Sprint
Release
PO
Development team
Product
vision
Company
vision
Sprint
backlog
MVP1 MVP2
User
needs
Marketing
Management
Product
backlog
Agile transformation how agile is often done
Prioritizing Delivering customer value

32. Users
Sprint Sprint Sprint
Release
Sprint Sprint Sprint
Release
PO
Opportunity
canvas
Story
mapping
Development team
Sprint
backlog
MVP/
roadmap
MVP1 MVP2
Stakeholders
Product
backlog
Product
vision
Company
vision
Capturing customer value Prioritizing Delivering customer value
Agile transformation how agile should be done

33. Steering committeeAgile team(s)Business stakeholders
Users
Story
mapping
Company
strategy
Business
priorities
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Back-end team Design team
Product management
Product
backlog Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
Release
UK
Agile transformation agile in the enterprise context

34. Steering committeeAgile team(s)Business stakeholders
Users
Story
mapping
Company
strategy
Business
priorities
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Back end team Design team
Product management
Product
backlog Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
Release
UK
Agile transformation agile in the enterprise context
Poor integration of experience designers
No direct user involvement
Limited creation of customer value
Inconsistent touchpoint experience

35. Agile transformation the autonomous experience design process …

36. Agile transformation merging design, agile and business processes is a dead end

37. Steering committeeAgile team(s)Business stakeholders
Users
Story
mapping
MVP/
roadmap
Company
strategy
Business
priorities
KPIs &
status
Product management
PO
Sprint Sprint Sprint
Release
Sprint
backlog
Backend team Design team
Product management
Product
backlog
Product
vision
Product owners
Roadmap
alignment
Head PM
Board
GuidelinesArchitecture
Directors
Strategy Sponsor
NL DE
FR BE
UK
Agile transformation hacking the rollout of enterprise agile
Release
Touchpoint dashboard
Journey metrics
Designer profile
Design system
Customer involvement

38. 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
“CX Design Library”
Brand value & principles
Brand identity
Tone of voice
Image gallery
Channel & design principles
Reference design
Structure and navigation
Patterns & guidelines
Reference code (web components)
Platform specific code
Digital identity
Pages & templates
UI components
Elements
Brand & communications team
Design architecture team
Digital identity team
Front-end team
Agile teams
Campaign
”Summer 2017”
8
8
7
Landing page
“Sign up”
9
8
7
Welcome gift
6
7
X
Journey target:
Current: 6
Desired: 9
Benchmark: 7
Paper form
3
8
7
Support call
7
8
8
Mobile app
“Activate account”
4
7
7
User profile:
Persona: Sandra
New customer
Netherlands
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
TP
dashboard
Touchpoint target:
Current:
Desired:
Benchmark:
CJ dashboard
Agile transformation examples of agile experience design hacks
Touchpoint dashboard
Journey metrics
Design system
Customer involvement
Agile profile
UX designer
Agile team activities (0.8 FTE)
• Participates in age team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders;
• Identifies necessary changes to product UX from different sources;
• Prioritises UX changes together with PO and development team;
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features;
• Liaisons with content/communication specialists;
• Liaisons with UI library team for component/guideline changes;
• Prepares regular usability tests together with user researcher;
• Supports the development and refines the user story or design if needed;
• Safeguards design principles, digital identity and design strategy.
UX team activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints;
• Participates in UX library/guideline refinement;
• Personal development, mentoring and coaching.
• UX ambassador and thought leadership;
• Participate in UX team meetings and design strategy.
Agile profile
Experience Designer
Agile team activities (0.8 FTE)
• Participates in age team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders;
• Identifies necessary changes to product UX from different sources;
• Prioritises UX changes together with PO and development team;
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features;
• Liaisons with content/communication specialists;
• Liaisons with UI library team for component/guideline changes;
• Prepares regular usability tests together with user researcher;
• Supports the development and refines the user story or design if needed;
• Safeguards design principles, digital identity and design strategy.
UX architecture activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints;
• Participates in UX library/guideline refinement;
• Personal development, mentoring and coaching.
• UX ambassador and thought leadership;
• Participate in UX team meetings and design strategy.
UX
Designer profile

39. Agile transformation examples of agile experience design hacks
Agile profile
UX designer
Agile team activities (0.8 FTE)
• Participates in age team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders;
• Identifies necessary changes to product UX from different sources;
• Prioritises UX changes together with PO and development team;
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features;
• Liaisons with content/communication specialists;
• Liaisons with UI library team for component/guideline changes;
• Prepares regular usability tests together with user researcher;
• Supports the development and refines the user story or design if needed;
• Safeguards design principles, digital identity and design strategy.
UX team activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints;
• Participates in UX library/guideline refinement;
• Personal development, mentoring and coaching.
• UX ambassador and thought leadership;
• Participate in UX team meetings and design strategy.
Agile team X
80%
Agile team Y
20%
Agile team Z
20%
Agile team X
40%
Agile team Y
40%
Agile team X
40%
Agile Framework profile
Experience Designer
Scrum team activities (0.8 FTE)
• Participates in agile team meetings: stand-up, planning, refinement, etc.
• Participates in story mapping sessions together with PO & stakeholders
• Identifies necessary changes to product UX from different sources
• Prioritises UX changes together with PO and development team
• Gets input and requirements from users through interviews, forum, etc.
• Makes wireframes or prototypes of new product features
• Liaisons with content/communication specialists
• Liaisons with UI library team for component/guideline changes
• Prepares regular usability tests together with user researcher
• Supports the development and refines the user story or design if needed
• Safeguards design principles, digital identity and design strategy.
UX architecture activities (0.2 FTE)
• Participates in cross product/team concepting/design sprints
• Participates in UX library/guideline refinement
• Personal development, mentoring and coaching
• UX ambassador and thought leadership
• Participate in UX team meetings and design strategy.
UX
Default Optional
Designer profile
UX architecture
20%
UX architecture
20%
UX architecture
20%

40. Agile transformation using the transformation team to include the design hacks

41. Experience transformation
… because there’s more than digital and agile

42. Experience transformation delivering a distinctive, relevant and credible experience

43. Experience transformation starting the experience transformation
Outward experience design
Aim: excellent customer experience
Inward experience design
Aim: customer experience
excellence
Low maturity
High maturity
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes
Experience transformation

44. 2. Streamline cross silo collaboration
1. Optimizing the experience organization
Experience transformation delivering a distinctive, relevant and credible experience

45. Value
Experience transformation optimizing the organization

46. Value
Channel
Experience transformation optimizing the organization

47. Value
Channel
Delivery
Experience transformation optimizing the organization

48. Value Value
Channel
Delivery
Experience transformation optimizing the organization

49. Value Value
Propositions
Channel
Delivery
Experience transformation optimizing the organization

50. Value Value
Propositions
Channel
Channel Delivery
Experience transformation optimizing the organization

51. Value Value
Propositions
Identity
Channel
Channel Delivery
Experience transformation optimizing the organization

52. Value Value
Propositions
Identity
Channel
Channel Delivery
Positioning
Experience transformation optimizing the organization

53. Value
Propositions (tactical)
Identity (tactical)
Channel
Positioning (strategic)
Channel
Channel
Channel
Value Value Value
Delivery (operational)
Experience transformation optimizing the organization

54. Experience transformation optimizing the organization

55. Acquisition Service Retention
Omni-
channel
concepts
Branches
Support
Sites
Design
system
Proposition concepts
Brand positioning &
Experience strategy
Company strategy
Apps
Agile delivery
Experience transformation optimizing the organization

56. Acquisition Service Retention
Omni-
channel
concepts
Branches
Support
Sites
Design
system
Proposition concepts
Brand positioning &
Experience strategy
Company strategy
Apps
Agile delivery
Product design
Touchpoint design
Service design
Design architecture
Service design
Touchpoint design
Touchpoint design
Touchpoint design
Brand design
Concept design
Content strategist
Journey design
Strategic design
Content design
Business design
Experience transformation optimizing the organization

57. 2. Streamline cross silo collaboration
1. Optimizing the experience organization
Experience transformation delivering a distinctive, relevant and credible experience

58. Sun
Mon
Tue
Wed
May
Jun
Thu
2018
2019
Strategicprocess
Deliveryprocess
Tacticalprocess
Jul
Experience transformation optimizing the collaboration

59. Sprint
Sprint
Sprint
Sprint
2018
2019
Sprint
2015
2020
Strategicprocess
Deliveryprocess
Tacticalprocess
2020
Experience transformation optimizing the collaboration

60. Sprint
Sprint
Sprint
Sprint
2018
2019
Sprint
2015
2020
Strategicprocess
Deliveryprocess
Tacticalprocess
2020
Information supply chain
Experience transformation optimizing the collaboration

61. Sprint
Sprint
Sprint
Sprint
2018
2019
Sprint
2015
2020
Strategicprocess
Deliveryprocess
Tacticalprocess
2020
Experience design chain
Customers
Experiences
Visualizations
Experience transformation optimizing the collaboration

62. Example: mapping the brand identity chain
Experience transformation mapping existing experience design chains

63. Identity
(tactical)
Delivery
(operational)
Positioning
(strategic)
InterviewInterview
Interview
Interview
Interview
Experience transformation mapping existing experience design chains

64. Identity
(tactical)
Delivery
(operational)
Positioning
(strategic)
Brand & Communication UX design team Agile teamsBoard
Experience transformation mapping existing experience design chains

65. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Company
strategy
Board
Experience transformation mapping existing experience design chains

66. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Company
strategy
Brand & Communication UX design team Agile teamsBoard
Experience transformation mapping existing experience design chains

67. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Company
strategy
Board
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Creative director Art director
Chief strategist
Experience transformation mapping existing experience design chains

68. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Art director
Company
strategy
Board
Chief strategist
Brand values &
principles
Brand guidelines Digital guidelines
UX patterns &
components
Specification or
prototype
Application or
feature
Vision & strategy
Creative director
Experience transformation mapping existing experience design chains

69. Communication
concept
Communication
campaigns
Communication
design system
Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Art director
Company
strategy
Board
Chief strategist
Brand values &
principles
Brand guidelines Digital guidelines
UX patterns &
components
Specification or
prototype
Application or
feature
Vision & strategy
Marketing designer
Creative director
Experience transformation mapping existing experience design chains

70. Communication
concept
Communication
campaigns
Communication
design system
Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Art director
Company
strategy
Board
Chief strategist
Brand values &
principles
Brand guidelines Digital guidelines
UX patterns &
components
Specification or
prototype
Application or
feature
Vision & strategy
Marketing designer
Creative director
Experience transformation mapping existing experience design chains
Optimize the experience chain
Improve the outward experience
Map the existing experience chain

71. Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value
Channel experience chains Value experience chains Relation experience chains
Leading to:
• Distinctive identity
• More consistency & efficiency
Leading to:
• Relevant propositions
• True customer value
Leading to:
• Credible customer centricity
• Intimate digital relationship
Experience transformation essential experience design chains

72. 1. Approach transformations as opportunities
2. Adopt an enterprise perspective on design
3. Apply essential experience design chains
Takeaways for transforming enterprises

73. Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn
@informaat
Creative. Systematic. Sustainable.
info@informaat.com
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn (NL)
@informaat