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UX STRAT Europe 2019: Eduardo Costa, BinckBank

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UX STRAT Europe 2019: Eduardo Costa, BinckBank

  1. 1. 1 UX STRAT CONFERENCE 2019 Quantify the impact of user experience design DATA INFORMED EXPERIENCE DESIGN
  2. 2. 2 UX STRAT CONFERENCE 2019 HELLO THERE! Background: Interaction designer Experience: Service designer and design thinking facilitator Currently: Customer journey expert at BinckBank Task: integrate a customer centered way of working supported by qualitative (users research) and quantitative (journey analytics) data analysis 💡 " 🏦 💑
  3. 3. 3 UX STRAT CONFERENCE 2019 WHAT Quantify user experience design: Use data to support UX design interventions and define their return of investment.📊 & 🎯
  4. 4. 4 UX STRAT CONFERENCE 2019 WHY Understand the impact of UX on business and learn how to communicate and manage it Engage with stakeholders (especially those in ties) Fully align company context and objectives with the desired user experience provided to customers 🤓 ) 🎉
  5. 5. 5 UX STRAT CONFERENCE 2019 HOW We will create a user experience dashboard for an air carrier with different business challenges. The dashboard will include the following elements: + User journey: the customers’ story 💘 UX Goals: the experience we want to offer them 🔎 Signals: the customers’ behavior to observe 📊 Metrics: the data we need to collect ⏱ KPIs: the indicators of success 💸 ROI: the financial impact * Best result is achieved by working with stakeholders (like our friends in ties )" ) to bring different perspectives on the table ✏ 📋 📊
  6. 6. 6 UX STRAT CONFERENCE 2019 HOW Google H.E.A.R.T. Framework To define the UX goals, we will use the Google H.E.A.R.T. framework, to build a UX vision around 5 factors: Happiness: The measure of attitude or satisfaction of users engaging with a service. Engagement: The measure of how much users interact with service (regularity of use over a period of time). Adoption: The number of new users acquired over a certain time frame. Retention: Engagement of your existing users for a defined amount of time and have them come back. Task success: The time spent on given tasks or the percentage of completion of a task once begun. https://storage.googleapis.com/pub-tools-public-publication-data/pdf/36299.pdf
  7. 7. 7 UX STRAT CONFERENCE 2019 BUSINESS CHALLENGES • Increase conversion, • Increase customer satisfaction, • Decrease customer servicing costs, • Increase upsell and cross-sell 💰 🧮 🤑
  8. 8. 8 UX STRAT CONFERENCE 2019 EXAMPLE Journey (Specific MoT) Decide what to bring and prepare bags. UX Goal (Task success) ‘Give clear support to our customers to make sure they comply to baggage requirements.’ Signals (Behavior) Travelers have ‘compliant’ bags, Travelers bring current number of bags. Metrics (Data to measure) № travelers stopped at the gate № of bags to be loaded in the aircraft hold KPI (success target) No bags stopped at the gate per flight Reduce boarding delay of 50% ROI (business impact) Reduced servicing and operating costs. + 💘 🔎 📊 ⏱ 💸
  9. 9. 9 KeuzenTool Pilot LET’S START! 🤓 📈 🎁 ) 7 " 🤳 💌 🎉

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