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UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"

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UX STRAT Europe 2017 presentation by Nico Weckerle, Vice President Experience Strategy, Deutsche Telekom:
"Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"

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UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"

  1. 1. SHIFTING THE MINDSET FROM SILO TO ECOSYSTEM THINKING Nico Weckerle, VP Experience Strategy – Deutsche Telekom AG
  2. 2. HOW I GOT HERE
  3. 3. BOOKING TRAVEL
  4. 4. TAXI TO MAIN STATION
  5. 5. TRAIN TO AMSTERDAM
  6. 6. UBER TO HOTEL
  7. 7. HOTEL IN AMSTERDAM
  8. 8. REALLY?
  9. 9. ...NOT REALLY?
  10. 10. MULTIPLE PLAYERS BOOKING TAXI SHUTTLE TRAIN UBER HOTEL
  11. 11. NO INTERLINKAGE
  12. 12. NO SHARED DATASET
  13. 13. NO HOLISTIC PERSPECTIVE
  14. 14. SIMILAR CHALLENGEDIFFERENT CONTEXT
  15. 15. COUNTRIES 50>
  16. 16. EMPLOYEES 218,341
  17. 17. PRODUCTS & SERVICES 200>
  18. 18. STRATEGIC GOALSDEUTSCHE TELEKOM AG INTEGRATED IP NETWORKS WIN WITH PARTNERS BEST CUSTOMER EXPERIENCE LEAD IN BUSINESS
  19. 19. 6 MAIN PRODUCT CATEGORIES ENTERTAINMENT COMMUNICATION SMART HOME CLOUD SECURITY SERVICE
  20. 20. ENTERTAIN
  21. 21. SMART HOME
  22. 22. INTERLINKAGE?
  23. 23. HOLISTIC PERSPECTIVE?
  24. 24. COHERENT ECOSYSTEM OUR OBJECTIVE
  25. 25. APPROACH
  26. 26. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE1
  27. 27. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK 1 2
  28. 28. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE 1 2 3
  29. 29. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4
  30. 30. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE1 2 3 4 5 DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH
  31. 31. GAIN INSIGHTS FROM MULTIPLE PERSPECTIVES
  32. 32. • Status quo analysis • Future roadmap • Strategic goals PERSPECTIVE INSIDE OUT, OUTSIDE IN
  33. 33. • Customer insights • Trends & drivers • Competitive analysis PERSPECTIVE INSIDE OUT, OUTSIDE IN
  34. 34. • Increased reach • Customer retention • Efficiency through standardization • Scalability for future services VALUE-ADD FOR BUSINESS, FOR CUSTOMERS
  35. 35. • Discoverability of products • Continuity and convergence • Personalized experience • Simplicity VALUE-ADD FOR BUSINESS, FOR CUSTOMERS
  36. 36. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V
  37. 37. ONE SIZE TO FIT ALL
  38. 38. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
  39. 39. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
  40. 40. BE CONSISTENT, NOT UNIFORM
  41. 41. APPEARANCESTRUCTURE BEHAVIOUR TONE OF VOICE s CONSISTENCYDIMENSIONS
  42. 42. CONSISTENCYCENTRAL DISTRIBUTION PLATFORM
  43. 43. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
  44. 44. A COMMON MINDSET FOR BEST CX
  45. 45. WHAT THEY DO • Address customer pain points and needs • Enable seamless and convergent experience • Support business objectives • Relate to the entire customer journey EXPERIENCE PRICIPLES
  46. 46. HOW TO DEFINE THEM EXPERIENCE PRICIPLES • Correlate pain points across products • Decide on growth levers • Match with customer expectations • Verify through customers and stakeholders
  47. 47. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
  48. 48. INFRASTRUCTURE FOR A COHERENT ECOSYSTEM
  49. 49. • Empower holistic view of customers • Facilitate seamless experience • Support efficiency in development • IT-driven, often not user centred WHAT THEY ARE ENABLERS
  50. 50. • Derive from Product Target Pictures • Prioritize by impact and scalability • Analyse existing capabilities • Co-create with PO and IT HOW TO DEFINE THEM ENABLERS
  51. 51. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V V
  52. 52. SHOW, DON‘T TELL
  53. 53. SEEING IS BELIEVING
  54. 54. EXPERIENCING IS BELIEVING
  55. 55. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V V V
  56. 56. BE A FACILITATOR, NOT AN OWNER
  57. 57. DISTRIBUTEACROSS ALL POSSIBLE CHANNELS Web Coaching Book Projects Newsletter Word of mouth
  58. 58. BELIEVE – LEARN – DO • Get management commitment • Engage stakeholders • Demonstrate tangible vision • Create one mindset
  59. 59. • Convey building blocks • Train principles • Touch base with customers • Coach facilitators BELIEVE – LEARN – DO
  60. 60. • Offer interdisciplinary workshops • Apply principles to customer journeys • Use design thinking methods • Integrate framework into actual projects BELIEVE – LEARN – DO
  61. 61. • Governance • Roadmap priorities • Fixing Enablers • Company size MAJOR CHALLENGES
  62. 62. • Top-down & bottom-up approach • Make your vision tangible • Facilitate, don‘t own – co-create • Persistence KEY TAKEAWAYS
  63. 63. THANK YOU!

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