1.
EXPERIENCE
TRANSFORMATION
BY DESIGN
How design can help organisations build better
customer experiences from the inside out
Gianluca Brugnoli
@lowresolution 1

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.

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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.

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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.

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Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
TRANSFORMATION
Business
Organisation
People

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6Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
THE BUSINESS VALUE OF
DESIGN IS CHANGING

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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

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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.

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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.”

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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

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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

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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.

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13Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
HOW CAN DESIGN HELP
ORGANISATIONS BUILD BETTER
CUSTOMER EXPERIENCES
FROM THE INSIDE OUT?

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14Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
BRINGING FROM THE
OUTSIDE IN THE CUSTOMER
EXPERIENCE PERSPECTIVE.

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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.

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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.
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Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
THE CUSTOMER EXPERIENCE CHALLENGE

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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

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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

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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.

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Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
TRANSFORMATION BY DESIGN
TWO STORIES

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INTESA SANPAOLO
NEW BRANCH CX
How design can help banks build better customer
experiences from the inside out

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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.

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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.

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USER-CENTERED
INNOVATION
Understanding user motivations and
behaviours to design a better Customer
Experience.

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CUSTOMER JOURNEYS
AND USER SCENARIOS
Map every customer interaction over the
various channels and touchpoints.
APPROACH

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TESTING AND
REFINING THE CX
Service design prototyping and testing in
a real space with role-play games.

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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.

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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.

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CONTEXTUAL INTERVIEW TECHNICAL GROUP SESSION
1:1 INTERVIEW CONTEXTUAL OBSERVATION
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Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
CO-CREATION TRAINING AND
ORGANIZATIONAL DESIGN FOR
CUSTOMER-FOCUSED INNOVATION.

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COMPRESSOR STATION LEGO MODEL USED
TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS
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Gianluca Brugnoli - UXSTRAT Europe 2016
frog 2016
COMPRESSOR STATION LEGO MODEL USED
TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS
IDEATION WORKSHOP

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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.

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Gianluca Brugnoli
@lowresolution
Dank je
Thank you
Grazie