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UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through Design Strategy”

UX STRAT Europe 2016 presentation by Gianluca Brugnoli, Executive Creative Director of UX, frog

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UX STRAT Europe, Gianluca Brugnoli, “Transforming Financial Services Through Design Strategy”

  1. 1. EXPERIENCE TRANSFORMATION BY DESIGN How design can help organisations build better customer experiences from the inside out Gianluca Brugnoli @lowresolution 1
  2. 2. 2Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 ONCE DESIGN WASONCE DESIGN WAS SUPPOSED TOSUPPOSED TO IMPACT SUPPOSED TOSUPPOSED TO IMPACTIMPACT CUSTOMERIMPACTIMPACT CUSTOMERCUSTOMER BEHAVIOUR ANDBEHAVIOUR AND FINAL PRODUCTSFINAL PRODUCTS Focus on the end goal, on the single productFocus on the end goal, on the single product and touchpoint of the experience.
  3. 3. 3Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 NOW WE DESIGN ALSO TO IMPACT CLIENT CULTURE AND THE WAY PEOPLE WORK TOGETHER. Help a team to change the approach to broader business challenges and process. Focus on the vision and on the innovation framework to make it real.
  4. 4. 4 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 User Experience Process Community Platform User Experience Playbook GE CENTER OF EXCELLENCE Organisations need shared language and resources to coordinate Design. frog helped GE shape innovation methodologies, processes and tools that facilitate knowledge sharing and dissemination.
  5. 5. 5 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 TRANSFORMATION Business Organisation People
  6. 6. 6Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 THE BUSINESS VALUE OF DESIGN IS CHANGING
  7. 7. VISIONARY TRANSFORMATION ENGAGEMENT & LOYALTY PRODUCTS AND TOUCHPOINTS ECOSYSTEMS AND SERVICES 7Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 Design products and engaging CX Develop internal innovation capabilities, culture and processes THE BUSINESS VALUE OF DESIGN IS TWOFOLD INTERNAL CAPABILITIES DEVELOPMENT LONG TERM BENEFIT BUSINESS PROCESSES INNOVATION CUSTOMER JOURNEYS AND EXPERIENCE STRATEGIC IMPACT STRATEGIC IMPACT
  8. 8. 8Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 THE CUSTOMER EXPERIENCE CHALLENGE Building a distinctive, smart and cohesive platform for multiple experiences and interactions, both physical and digital, anticipating customers needs, to drive revenue and retention.
  9. 9. 9Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 “THE CUSTOMER EXPERIENCE AS YOU SEE IT INTERNALLY DOES NOT EXIST.” THE CUSTOMER EXPERIENCE CHALLENGE Micah Solomon 2016 “Customers don’t care about your org chart, your process map. In the customer’s eye there are no company divisions, no chain of command, no internal processes. Everything they see, they see it from their own perspective. This, and only this, is the customer experience.”
  10. 10. 10Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 Branch Website ATM Mobile app Call Center THE CUSTOMER EXPERIENCE CHALLENGE IN AN EFFECTIVELY DESIGNED OMNI-CHANNEL CUSTOMER EXPERIENCE CUSTOMERS DON’T SEE THE CHANNELS, THEY SEE ONLY THE SERVICE. DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST
  11. 11. 11Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 Bank account Card and payments Mortgage Loans Investemnts THE CUSTOMER EXPERIENCE CHALLENGE HOW MANY CX INTERACTIONS HAPPEN ON YOUR TOUCHPOINTS? DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST
  12. 12. 12Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 AN ENGAGING CUSTOMER EXPERIENCE IS NOT JUST ABOUT A GOOD PRODUCT OR INTERFACE. IT’S ABOUT UNDERSTANDING THE ACTUAL JOURNEY OF THE CLIENT.
  13. 13. 13Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 HOW CAN DESIGN HELP ORGANISATIONS BUILD BETTER CUSTOMER EXPERIENCES FROM THE INSIDE OUT?
  14. 14. 14Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 BRINGING FROM THE OUTSIDE IN THE CUSTOMER EXPERIENCE PERSPECTIVE.
  15. 15. BUSINESS VALUE CUSTOMER VALUE DIGITAL TRANSFORMATION It’s mainly IT driven and focused on operations and processes. 15Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 THE CUSTOMER EXPERIENCE CHALLENGE CUSTOMER-CENTRIC TRANSFORMATION It’s mainly Design driven and focused on people and culture.
  16. 16. CUSTOMER EXPERIENCE ORGANISATION Products Apps interfaces Services Features WHAT Insights Goals Journey Maps Opportunities Requirements WHY Processes Platforms Resources Competences Culture HOW SERVICE STRATEGY TOUCHPOINTS DESIGN Behaviours Expectations Needs Goals Problems WHO CUSTOMER-CENTRIC TRANSFORMATION A journey from the customer experience to the organisation and back. 15 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 THE CUSTOMER EXPERIENCE CHALLENGE
  17. 17. 17Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 UX DESIGN User / Customer centered design of the touchpoints and of the brand. 1. TOUCHPOINTS AND CHANNELS Manage the customer engagement on different touchpoints and channels. 2. BUSINESS PROCESSES Rebuild digitally business processes to be faster, simpler and more flexible. 3. ORGANISATION AND STRATEGY Change organisation behaviours and capabilities, define new goals and models. 4. CULTURE AND CAPABILITIES Develop an internal customer-driven culture prone to learning and innovation. SERVICE AND SYSTEM DESIGN Service platform and structure and touchpoints ecosystem. Design systems. DESIGN TRANSFORMATION STRATEGIC AND BUSINESS DESIGN Business and service modelling, goals, product portfolios, transformation strategies and roadmaps. “TEACHING TO FISH” Capability and team building, thought sharing, workshops, co-design. Design toolkits: guidelines, innovation processes, assets, directions, goals. How Human Centered Design can help companies in their customer-centric transformation THE CUSTOMER EXPERIENCE CHALLENGE Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
  18. 18. 18Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 UX DESIGN User / Customer centered design of the touchpoints and of the brand. 1. TOUCHPOINTS AND CHANNELS Manage the customer engagement on different touchpoints and channels. 2. BUSINESS PROCESSES Rebuild digitally business processes to be faster, simpler and more flexible. 3. ORGANISATION AND STRATEGY Change organisation behaviours and capabilities, define new goals and models. 4. CULTURE AND CAPABILITIES Develop an internal customer-driven culture prone to learning and innovation. SERVICE AND SYSTEM DESIGN Service platform and structure and touchpoints ecosystem. Design systems. DESIGN TRANSFORMATION STRATEGIC AND BUSINESS DESIGN Business and service modelling, goals, product portfolios, transformation strategies and roadmaps. “TEACHING TO FISH” Capability and team building, thought sharing, workshops, co-design. Design toolkits: guidelines, innovation processes, assets, directions, goals. How Human Centered Design can help companies in their customer-centric transformation THE CUSTOMER EXPERIENCE CHALLENGE Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
  19. 19. 19Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 TEACHING TO FISH Building the capabilities and processes that enable teams to transform the way they approach user centered design and innovation. PILOT TO PROCESS DESIGN LEADERSHIP COACHING CAPABILITY BUILDING To transform how the client team works across their organisation, we partner closely to define design and innovation processes tailored to their specific needs and culture. We tailor via rapid, on-the-ground piloting of new ways of work and approaches. To develop ambitious ideas, but also to grow internal capabilities, we train teams as we go. The end result is both a unique new product, and the tools to help nurture leading ideas and creative problem solving within the wider organisation. To sustain on-going adoption, frog experts coach teams deep in the product development process. We also pair our best creative minds with organisational leaders and teams seeking to make big changes.
  20. 20. 20 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 TRANSFORMATION BY DESIGN TWO STORIES
  21. 21. 21 INTESA SANPAOLO NEW BRANCH CX How design can help banks build better customer experiences from the inside out
  22. 22. 22 A NEW SERVICE MODEL CENTRED ON RELATIONSHIPS Understand the multitude of ways clients interact with ISP services and advisors in the branch and use that knowledge to redefine their service model and customer experience.
  23. 23. 23 CO-CREATION AND FACILITATION A co-creation process centred on people and a solid collaborative framework to create a structured environment for collaboration, inspired thinking and open dialog.
  24. 24. 24 USER-CENTERED INNOVATION Understanding user motivations and behaviours to design a better Customer Experience.
  25. 25. 25 CUSTOMER JOURNEYS AND USER SCENARIOS Map every customer interaction over the various channels and touchpoints. APPROACH
  26. 26. 28 TESTING AND REFINING THE CX Service design prototyping and testing in a real space with role-play games.
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  29. 29. 31Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 GE OIL & GAS NOVA LT16 CO-CREATION How design can define a new way of working with customers and build long lasting relationships.
  30. 30. 32 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 GE OIL & GAS WAS DEVELOPING A NEW 16,5MW GAS TURBINE CALLED “NOVA LT 16” AND ACTIVELY SEEKING NEW LAUNCH CUSTOMERS BOTH IN EUROPE AND IN NORTH AMERICA.
  31. 31. CONTEXTUAL INTERVIEW TECHNICAL GROUP SESSION 1:1 INTERVIEW CONTEXTUAL OBSERVATION 33 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 CO-CREATION TRAINING AND ORGANIZATIONAL DESIGN FOR CUSTOMER-FOCUSED INNOVATION.
  32. 32. COMPRESSOR STATION LEGO MODEL USED 
 TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS 34 Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 COMPRESSOR STATION LEGO MODEL USED 
 TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS IDEATION WORKSHOP
  33. 33. 35Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016 THE TRUE BUSINESS VALUE OF UX / CX STRATEGY LIES IN A DESIGN APPROACH PROPERLY STRUCTURED ON THE ACTUAL BUSINESS CHALLENGES TO SOLVE.
  34. 34. 36 Gianluca Brugnoli @lowresolution Dank je Thank you Grazie

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