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Developing a multi-
channel banking
experience for a
Telecom Giant

David Ruiz
Head of Design and CX
@davuiz
5 2 2
We had
days* for creating a bank
* week-ends included :)
Hi!
This is me 522 days before the
official launch of Orange Bank
5 2 2
5 2 2
65%
35%
0Designers
Product Owners
Developers
Bank Organisation
Process
5 2 2
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
Design Principles
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
...
Definition of a
CX Strategy
5 2 2
Very first action :
define the
CX Principles
5 2 2894 894
The aim of the Customer Experience Principles
guide is to be a reference document for the
conception of the Orange Bank gl...
How did we find out
the fundamentals of
the Orange Bank
experience?
Considering the Bank DNA,
analysing internal studies an...
How did we find out
the fundamentals of
the Orange Bank
experience?
Considering the Bank DNA,
analysing internal studies an...
How did we find out
the fundamentals of
the Orange Bank
experience?
Considering the Bank DNA,
analysing internal studies an...
How did we find out
the fundamentals of
the Orange Bank
experience?
Considering the Bank DNA,
analysing internal studies an...
Orange Bank should be
a bank that adapts to
user’s needs,
being guarantor of its
customers interests,
while allowing them ...
adapts to user’s needs
guarantor of its customers interests
allowing them to regain control of their finances
pedagogue
hum...
principle : allowing customers to regain control of their finances.
statement : granting access to all
functionalities in a...
principle : allowing customers to regain control of their finances.
statement : granting access to all
functionalities in a...
Start designing without a previous
User Research is like getting married
without knowing the bride.
At least consider taki...
4 6 789
Very first action :
define the
CX Principles
4 6 789
Very first action :
define the
CX Principles First
User Research
First steps on
company user-centric
culture creatio...
4 6 789
Very first action :
define the
CX Principles First
User Research
First steps on
company user-centric
culture creatio...
4 6 789
Very first action :
define the
CX Principles First
User Research
First steps on
company user-centric
culture creatio...
New arrivals
on the team!Any resemblance to reality is purely coincidental ;)
MOBILE UX/UI
DESIGNER
UX
DESIGNERMOBILE UX/U...
So let’s start designing!
As for the global Experience Design Principles, the
main objective was to design and establish the
service architecture an...
80 / 20% of banking application usage
is based on checking accounts
balance in their homepage and
transfers
% of banking f...
Homepage
+
-
Placement
Size
How users help
us to set
priorities?
Limited number of
functions (min & max) and
empty space left.
savi...
How users help
us to include
innovations? I. 6 new innovations cards
sets are provided,
x 6
New New
New
II. now users must...
Choosing amongst
great functionalities
was not that easy
though!
Checking Accounts Balance
Hi UXStrat, your
balance account is
150 620,17€
Hi UXStrat, your
balance account is
150 620,17€
Current account Orange Bank
Money Transfer
To whom you want to send money?
Gustave B.beneficiary
How much money do you want to send
to Gustave B. ?
00,00 €35,34 €
Which type of transfer do you want to do?
Programmed Transfer
Deferred Transfer
Immediate Transfer
Which is the reason for your transfer?
Restaurantreason
From which account you want to make the transfer?
Savings Account Gustave
1634,66 €
Amount after transfer

1670,00 € curre...
If there is no time ahead, smart design is
the one focused on delivering the most
valuable experiences for customers
while...
New arrivals
on the team!
4 25
New arrivals
on the team!
4 25
A first end-to-end customer
experience map definition
for Orange Shop bank
subscriptions has ...
New arrivals
on the team!
4 25
CX Design
Strategy
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Desig...
New arrivals
on the team!
4 25
A first end-to-end customer
experience map definition
for Orange Shop bank
subscriptions has ...
User test

#1
User test

#2
User test

#3
User test

#4
Weekly
user tests
4 25 004 004
One-to-one fast Testing for
improving short customer
journeys, interactions or
information architecture
approaches. 

In t...
Test, test, test and test. If you can not test with
real customers, don’t stop testing, do it with
people in the company, ...
Weekly
user tests
User test

#1
User test

#2
User test

#3
User test

#4
4 00
Weekly
user tests
Not always easy to
test with real
customers due to
confidentiality
issues. This point
delayed somehow
tes...
Weekly
user tests
Not always easy to
test with real
customers due to
confidentiality
issues. This point
delayed somehow
tes...
Weekly
user tests
Not always easy to
test with real
customers due to
confidentiality
issues. This point
delayed somehow
tes...
Design Team
is growing up
MOBILE UX/UI
DESIGNER
WEB UX/UI
DESIGNER
DESIGN DELIVERY
MANAGER
WEB UX/UI
DESIGNER
4 00 073
Design Team
is growing up
Web Designers arrived
late. Conception has 

been done separately
between mobile and web.
MOBILE...
Orange Bank
Visual Identity
has been
validated
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
Logo
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
Colours
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
Fonts
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
Iconography
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
First UI final
guidelines
set-up.
3 07 133
New
Identity
Orange Bank
Visual Identity
has been
validated
First UI final
guidelines
set-up.
3 07 133
CX Design
Strategy
UI GuidelinesU...
Orange Bank
Visual Identity
has been
validated
First UI final
guidelines
set-up.
3 07 133
New
Identity
New bank organisation
is now defined, roles
are assigned. We’ve
had a GO for defining
the end-to-end omni-
channel experienc...
Customer
Journey
experts joined
the team
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
2 89 082 082
In order to deliver an unmatched Customer Experience
we need to thoroughly conceive all the end-to-end
omni-channel experi...
Moreover, while working on customer journeys we
can easily ensure the correct set-up of the
relationship model at every cu...
PARCOURSMAQUETTTES
MOBILE
ACTIONSÉMOTIONSPOINTSDEFRICTION
&RUPTURES
DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK
10 seco...
PARCOURSMAQUETTTES
MOBILE
ACTIONSÉMOTIONSPOINTSDEFRICTION
&RUPTURES
DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK
10 seco...
PARCOURSMAQUETTTES
MOBILE
ACTIONSÉMOTIONSPOINTSDEFRICTION
&RUPTURES
DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK
10 seco...
Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases
Relationship
model
Salesforce
journey
Opérations Involved
IHM
In...
How do we design
the customer
journeys? UXCJX PO
Core Team
• Collect existing user and business information
and start mapp...
How do we design
the customer
journeys?
Marketing CRC AI
Operations
Orange
CRM
Risks
Finance
Compliance
IS Payment
Supply
...
How do we
implement the
customer journeys?
Dev
Interface creation,
development, testing and
production
Operational declina...
How do we
implement the
customer journeys?
Dev
Strong and continuous collaboration within the
Design and CX Team for ident...
How do we maintain
the customer
journeys?
• Follow-up of Friendly User Tests and
collect user insights

• Continuous impro...
How do we evaluate
the customer
journeys?
Support
Reassuring
Smooth
Intuitive
Innovative
SupportSmooth
Our pre-launch Customers Journey’s
reference guide includes :
• Individual journey evaluation
• Open questions and identifi...
Delivering an outstanding experience at
those moments in life when the user is in
an emotional upset will generate the
defi...
Customer
Journey
experts joined
the team
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
2 08
Customer
Journey
experts joined
the team
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
2 08
CX Design
Strategy
UI Gui...
Customer
Journey
experts joined
the team
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
CUSTOMER
JOURNEY
2 08
Orange Bank
has its credit card!
2 08 542
Orange Bank
has its credit card!
2 08 542
Service
Design
2 54 081 081
Hi UXStrat!
Hi!
Good morning M. UXStrat
Good morning
CoachAdvisor
In France
after getting married
stressthe most important source of
is
buying a house
Service
Design
1 08
Service
Design
1 08
CX Design
Strategy
UI GuidelinesUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Managem...
Service
Design
1 08
Hello Show!
Orange Bank unveiled.
20th avril 2017
1 8 0870 870
Transfers to
mobile numbers
Immediacy Card blocking Mobile Payment
Here below!
This is me 21 days before
official launch of Orange Bank
0 7 8120 120
Status of the
CX Strategy
120
Status of the
CX Strategy
Visual IdentityUX/UI GuidelinesCX Principles
User
Research
Service
Design
Top Management
engagem...
Status of the
CX Strategy
120
•PO should take the operational responsibility of the customer
journeys while the CX team will be more focused on defining
...
is “customer experience” still a buzzword?
120
ROInvestment
120
RODoing
120
ROTTrust
120
ROTTrust ime
120
120
Have Fun!
120
Thanks!
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"
UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"
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UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"

  1. 1. Developing a multi- channel banking experience for a Telecom Giant David Ruiz Head of Design and CX @davuiz
  2. 2. 5 2 2 We had days* for creating a bank * week-ends included :)
  3. 3. Hi! This is me 522 days before the official launch of Orange Bank 5 2 2
  4. 4. 5 2 2 65% 35%
  5. 5. 0Designers Product Owners Developers Bank Organisation Process 5 2 2
  6. 6. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles Design Principles
  7. 7. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set User-Centric Approach
  8. 8. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Omni-channel CX
  9. 9. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Continuous improvement Customer’s journey improvement A/B TestingFUTsData Weekly Testing
  10. 10. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing Product Design
  11. 11. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing CX Principles User Research User-Centric mind-set ATMPackagingAICRCShops Customer’s journey improvement Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing engagementmind-set CX Design
  12. 12. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Strategic Design
  13. 13. Definition of a CX Strategy 5 2 2
  14. 14. Very first action : define the CX Principles 5 2 2894 894
  15. 15. The aim of the Customer Experience Principles guide is to be a reference document for the conception of the Orange Bank global experience. It grants a coherent, fluid and end-to-end experience for all customers and prospects. It is a reference guide for technical architects, developers, marketing and business stakeholders.
  16. 16. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Immediacy Transparency Advice Competitiveness Integrated in Telco Operator Simple Digital Mobile Native Unmatched Experience Security
  17. 17. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Internal studies Quantitative studies Previous qualitative studies Previous bank results Benchmark
  18. 18. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. User Research More than 30 individual interviews Divided in 4 different use-case scenarios Using prototypes for better users’ projection
  19. 19. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Internal studies User Research + +
  20. 20. Orange Bank should be a bank that adapts to user’s needs, being guarantor of its customers interests, while allowing them to regain control of their finances; in a pedagogue, human and reassuring way.
  21. 21. adapts to user’s needs guarantor of its customers interests allowing them to regain control of their finances pedagogue human reassuring 6 main Customer Experience Principles which are dissected by more than 30 statements • • • • • •
  22. 22. principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points
  23. 23. principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points Orange Bank commitment : 100% Mobile+
  24. 24. Start designing without a previous User Research is like getting married without knowing the bride. At least consider taking a coffee before ;)
  25. 25. 4 6 789 Very first action : define the CX Principles
  26. 26. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
  27. 27. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared. CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing
  28. 28. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
  29. 29. New arrivals on the team!Any resemblance to reality is purely coincidental ;) MOBILE UX/UI DESIGNER UX DESIGNERMOBILE UX/UI DESIGNER 4 89 254
  30. 30. So let’s start designing!
  31. 31. As for the global Experience Design Principles, the main objective was to design and establish the service architecture and the key UX/UI principles which will be the basis of the service for its multiple digital touch-points.
  32. 32. 80 / 20% of banking application usage is based on checking accounts balance in their homepage and transfers % of banking functionalities are used the 80% of the time
  33. 33. Homepage
  34. 34. + - Placement Size How users help us to set priorities? Limited number of functions (min & max) and empty space left. savings account savings account savings account Playing ;) users have the choice between more than 14 “classic” functionalities to be placed in a mobile interface with some game rules and priority criteria.
  35. 35. How users help us to include innovations? I. 6 new innovations cards sets are provided, x 6 New New New II. now users must include at least 3 of the 6 new functions, III. but constraints remain valid.
  36. 36. Choosing amongst great functionalities was not that easy though!
  37. 37. Checking Accounts Balance
  38. 38. Hi UXStrat, your balance account is 150 620,17€
  39. 39. Hi UXStrat, your balance account is 150 620,17€ Current account Orange Bank
  40. 40. Money Transfer
  41. 41. To whom you want to send money? Gustave B.beneficiary
  42. 42. How much money do you want to send to Gustave B. ? 00,00 €35,34 €
  43. 43. Which type of transfer do you want to do? Programmed Transfer Deferred Transfer Immediate Transfer
  44. 44. Which is the reason for your transfer? Restaurantreason
  45. 45. From which account you want to make the transfer? Savings Account Gustave 1634,66 € Amount after transfer 1670,00 € current amount Current Account Gustave 456,92 € Amount after transfer 492,26 € current amount
  46. 46. If there is no time ahead, smart design is the one focused on delivering the most valuable experiences for customers while being realistic on what the entreprise can really provide.
  47. 47. New arrivals on the team! 4 25
  48. 48. New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  49. 49. New arrivals on the team! 4 25 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  50. 50. New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  51. 51. User test #1 User test #2 User test #3 User test #4 Weekly user tests 4 25 004 004
  52. 52. One-to-one fast Testing for improving short customer journeys, interactions or information architecture approaches. In the same session, after quick user tests, the team shares results and redesign straightaway. UX User User Product Owner Developer User User UX
  53. 53. Test, test, test and test. If you can not test with real customers, don’t stop testing, do it with people in the company, people in your project, people in your team, with yourself. That will be better in any case than doing nothing. Test often, test quick, test small items, big journeys, test wording, test everything.
  54. 54. Weekly user tests User test #1 User test #2 User test #3 User test #4 4 00
  55. 55. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
  56. 56. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Continuous Improvement
  57. 57. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
  58. 58. Design Team is growing up MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER 4 00 073
  59. 59. Design Team is growing up Web Designers arrived late. Conception has 
 been done separately between mobile and web. MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER Creation of the Design Delivery Manager role. 4 00 073
  60. 60. Orange Bank Visual Identity has been validated 3 07 133 New Identity
  61. 61. Orange Bank Visual Identity has been validated Logo 3 07 133 New Identity
  62. 62. Orange Bank Visual Identity has been validated Colours 3 07 133 New Identity
  63. 63. Orange Bank Visual Identity has been validated Fonts 3 07 133 New Identity
  64. 64. Orange Bank Visual Identity has been validated Iconography 3 07 133 New Identity
  65. 65. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
  66. 66. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity New Identity
  67. 67. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
  68. 68. New bank organisation is now defined, roles are assigned. We’ve had a GO for defining the end-to-end omni- channel experience for all bank customer journeys. 3 13 892 892 GO GO Omni-channel!
  69. 69. Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 89 082 082
  70. 70. In order to deliver an unmatched Customer Experience we need to thoroughly conceive all the end-to-end omni-channel experiences. This can only be done with a multi-expertise collaborative approach as all the company is involved.
  71. 71. Moreover, while working on customer journeys we can easily ensure the correct set-up of the relationship model at every customer interaction with the bank. By optimising its presence, visibility, responsiveness and pertinence in all the steps of a customer journey, we will be able to also provide a significative differential advantage.
  72. 72. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Experience map
  73. 73. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
  74. 74. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
  75. 75. Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Relationship model Salesforce journey Opérations Involved IHM Involved partner Historicity Omni- channel % End-to-End Customer Journey
  76. 76. How do we design the customer journeys? UXCJX PO Core Team • Collect existing user and business information and start mapping the current journey if exists • Carry out a benchmark on equivalent services or experiences • Identify the type of customer journey (subscription, assistance, usage…) • Perform a User Research phase (considering a short or a long Service Design approach depending on subject and issues encountered) • Prepare and organise cross-discipline internal co-creative workshops • Start defining the target customer experience, first touch-points and moments of truth identification and interface sketches (prototyping, concept-generation) Customer Journey Expert
  77. 77. How do we design the customer journeys? Marketing CRC AI Operations Orange CRM Risks Finance Compliance IS Payment Supply Groupama Community Core Team 1. Definition UXCJX PO 2. Implementation 3. Maintenance
  78. 78. How do we implement the customer journeys? Dev Interface creation, development, testing and production Operational declination of the customer journey experience, resolution of blocking points and open issues Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
  79. 79. How do we implement the customer journeys? Dev Strong and continuous collaboration within the Design and CX Team for identifying constraints having impact on the defined experience. Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
  80. 80. How do we maintain the customer journeys? • Follow-up of Friendly User Tests and collect user insights • Continuous improvement of UX/UI elements • Enhancement of customer journeys based on the analysis of users’ feedback • Customer Journeys update by the resolution of existing open questions and identified risks 1. Definition 2. Implementation 3. Maintenance
  81. 81. How do we evaluate the customer journeys? Support Reassuring Smooth Intuitive Innovative
  82. 82. SupportSmooth
  83. 83. Our pre-launch Customers Journey’s reference guide includes : • Individual journey evaluation • Open questions and identified risks for launching • All end-to-end omni-channel customer journeys with identification of the moments of truth • Identification of differentiating and emotional engaging experiences • List of optimisation and enhancement leads.
  84. 84. Delivering an outstanding experience at those moments in life when the user is in an emotional upset will generate the definitive link between them and our company.
  85. 85. Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08
  86. 86. Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement mind-set engagement
  87. 87. Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08
  88. 88. Orange Bank has its credit card! 2 08 542
  89. 89. Orange Bank has its credit card! 2 08 542
  90. 90. Service Design 2 54 081 081
  91. 91. Hi UXStrat! Hi! Good morning M. UXStrat Good morning
  92. 92. CoachAdvisor
  93. 93. In France
  94. 94. after getting married
  95. 95. stressthe most important source of
  96. 96. is
  97. 97. buying a house
  98. 98. Service Design 1 08
  99. 99. Service Design 1 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement User-Centric mind-set engagement
  100. 100. Service Design 1 08
  101. 101. Hello Show! Orange Bank unveiled. 20th avril 2017 1 8 0870 870
  102. 102. Transfers to mobile numbers Immediacy Card blocking Mobile Payment
  103. 103. Here below! This is me 21 days before official launch of Orange Bank 0 7 8120 120
  104. 104. Status of the CX Strategy 120
  105. 105. Status of the CX Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing engagement User-Centric mind-set improvement 120
  106. 106. Status of the CX Strategy 120
  107. 107. •PO should take the operational responsibility of the customer journeys while the CX team will be more focused on defining and granting the global experience •Designers in squads? going through a more “Spotify” way of production organisation? •Continuing spreading design culture •Service Design initiatives to be engaged. Exploring future opportunities - paiements, insurances, personnalisation •Continuous improvement on UX/UI elements •Ensure a continuous and almost real-time Users Knowledge •Launching ;) 120 Next Steps
  108. 108. is “customer experience” still a buzzword? 120
  109. 109. ROInvestment 120
  110. 110. RODoing 120
  111. 111. ROTTrust 120
  112. 112. ROTTrust ime 120
  113. 113. 120 Have Fun!
  114. 114. 120 Thanks!
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UX STRAT Europe 2017 presentation by David Ruiz, Head of Design and CX, Orange Bank: "Developing a Multi-Channel Banking Experience for a Telecom Giant"

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