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Intersection18: From Wireframing Applications to Designing Organizations - Rob van der Haar

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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.

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Intersection18: From Wireframing Applications to Designing Organizations - Rob van der Haar

  1. 1. From wireframing applications to designing organizations An experience design perspective on transforming enterprises Rob van der Haar - Intersection18 - September 2018
  2. 2. Experience design perspective from wireframing applications …
  3. 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. 4. Experience design perspective Informaat experience design
  5. 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. 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. 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. 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. 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. 10. Experience design perspective enterprise organizations we work for
  11. 11. Experience design perspective enterprise organizations are transforming Digital transformations Agile transformations Experience transformation 2004 2006 20222020201820162014201220102008 2024
  12. 12. Digital transformation … the emergence of inhouse experience design
  13. 13. Digital transformationEnterprise 2000 Enterprise 2018 Digital transformation increase in digital touchpoints
  14. 14. Digital transformation typical digital ecosystem of an enterprise
  15. 15. Website? Digital transformation development of in-house experience design Strategic Tactical Delivery
  16. 16. Concept design Detailed design Realisation Web project team Digital transformation development of in-house experience design Strategic Tactical Delivery
  17. 17. Concept design Detailed design Realization Web project team App? Digital transformation development of in-house experience design Strategic Tactical Delivery
  18. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 30. Agile transformation … hacking the enterprise agile framework
  31. 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. 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. 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. 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. 35. Agile transformation the autonomous experience design process …
  36. 36. Agile transformation merging design, agile and business processes is a dead end
  37. 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. 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. 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. 40. Agile transformation using the transformation team to include the design hacks
  41. 41. Experience transformation … because there’s more than digital and agile
  42. 42. Experience transformation delivering a distinctive, relevant and credible experience
  43. 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. 44. 2. Streamline cross silo collaboration 1. Optimizing the experience organization Experience transformation delivering a distinctive, relevant and credible experience
  45. 45. Value Experience transformation optimizing the organization
  46. 46. Value Channel Experience transformation optimizing the organization
  47. 47. Value Channel Delivery Experience transformation optimizing the organization
  48. 48. Value Value Channel Delivery Experience transformation optimizing the organization
  49. 49. Value Value Propositions Channel Delivery Experience transformation optimizing the organization
  50. 50. Value Value Propositions Channel Channel Delivery Experience transformation optimizing the organization
  51. 51. Value Value Propositions Identity Channel Channel Delivery Experience transformation optimizing the organization
  52. 52. Value Value Propositions Identity Channel Channel Delivery Positioning Experience transformation optimizing the organization
  53. 53. Value Propositions (tactical) Identity (tactical) Channel Positioning (strategic) Channel Channel Channel Value Value Value Delivery (operational) Experience transformation optimizing the organization
  54. 54. Experience transformation optimizing the organization
  55. 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. 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. 57. 2. Streamline cross silo collaboration 1. Optimizing the experience organization Experience transformation delivering a distinctive, relevant and credible experience
  58. 58. Sun Mon Tue Wed May Jun Thu 2018 2019 Strategicprocess Deliveryprocess Tacticalprocess Jul Experience transformation optimizing the collaboration
  59. 59. Sprint Sprint Sprint Sprint 2018 2019 Sprint 2015 2020 Strategicprocess Deliveryprocess Tacticalprocess 2020 Experience transformation optimizing the collaboration
  60. 60. Sprint Sprint Sprint Sprint 2018 2019 Sprint 2015 2020 Strategicprocess Deliveryprocess Tacticalprocess 2020 Information supply chain Experience transformation optimizing the collaboration
  61. 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. 62. Example: mapping the brand identity chain Experience transformation mapping existing experience design chains
  63. 63. Identity (tactical) Delivery (operational) Positioning (strategic) InterviewInterview Interview Interview Interview Experience transformation mapping existing experience design chains
  64. 64. Identity (tactical) Delivery (operational) Positioning (strategic) Brand & Communication UX design team Agile teamsBoard Experience transformation mapping existing experience design chains
  65. 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. 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. 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. 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. 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. 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. 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. 72. 1. Approach transformations as opportunities 2. Adopt an enterprise perspective on design 3. Apply essential experience design chains Takeaways for transforming enterprises
  73. 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

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