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Haarlem oil,
UX Strategy at ING
Kees Moens, Chapter Lead UX
Amsterdam, 9 June 2016
Kees Moens
More than 15 years of experience in interaction design, web development,UX
strategy and internet management in ...
ING
• Global financial institution, more than 40 countries
• Strong European base
• Retail-, business banking and wholesal...
• Introduction | Haarlem oil
• ING - Why change?
• Adopting the Spotify model at ING
• UX from Team to Chapter
• (UX) Stra...
Haarlem oil
Haarlem oil, invented in 1696 by Claes Tilly.
Panacea (plural panaceas or panaceæ)
1. A remedy believed to cure all diseas...
Haarlem oil, invented in 1696 by Claes Tilly.
Panacea (plural panaceas or panaceæ)
1. A remedy believed to cure all diseas...
Haarlem oil, invented in 1696 by Claes Tilly.
2. Something that will solve all problems
Introduction
ING - Why change?
ING - Why change? Disruption and unbundling
35-40%
Revenue
at risk
from
fintech
Existential choice - Tracks or train?
or
0
10
20
30
40
50
60
70
80
90
100
AUS AUT BEL FRA DEU ITA LUX NED POL ROM ESP TUR
Mobile Web Assisted (Phone + Branch)
Digi...
Fintech partnerships
For small businesses we’ve partnered with Kabbage For consumers we’ve invested in WeLab
We’re also lo...
Adopting the Spotify-model at ING
Adopting the Spotify model doesn’t mean there is a direct fit
• Becoming Agile or being Agile?
• Spotify vs ING
• New role...
UX from Team to Chapter
To reduce handovers, avoid monoliths and create ownership, teams and
departments areredistributed into multidisciplinary s...
The role of Chapter Lead
• Responsible for the “how”
• Developing our people and our trade
• Organising to keep up the spe...
(UX) Strategy
Think Forward - Creating a differentiating customer experience
Empower people to stay a step ahead in life and in business
• We make all our touch points, content and designs empowering...
UX Strategy - Where?
No designer
Few designers
Embedded designers
Design as a team
Independent team
Design is leading
We a...
Developing towardsa distributed agency model.
• Tactical overview on Tribe level based on the purposes of all squads
• Bui...
Using the Spotify model to our advantage
Applying Design Thinkingand Visual Thinkingin the right places.
• Strategic
Acros...
From a practical point of view: Anywherestrategic and visible.
Participate in:
• PACE projects (the ING Lean/Agile way to ...
In order to be a partner at operational, tactical and strategic levels we need to
develop as individuals and as a team.
In...
Tools
• The Guide
• Capability matrix
• Portfolio wall for UX across Tribes
• Digital design project portfolio
Training
• ...
The Guide
ING's UI framework for building all browser based applications
• Started in The Netherlands in 2013
• ING own An...
Omnichannel
Delivers consistent UX across all channels &
devices. An online experience that is seamless
across all channel...
Quality
Delivers off-the-shelve and ready to use building
blocks. With a definition of done that includes
quality, respons...
Designing a talk
Thanks to Eva Vriezenkolk and Stefan Witte
Conclusions
As UX designers at ING we recognise ourselves in our organisational purpose,
share the strategic priority and operate in t...
Questions & answers
Thank you
Follow us to stay a step ahead
ing.nl | ing.com
@keesmoens linkedin.com/in/keesmoenskees.moens@ing.nl
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”
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UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”

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UX STRAT Europe 2016 presentation by Kees Moens, UX Chapter Lead, ING

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UX STRAT Europe, Kees Moens, “Haarlem Oil: UX Strategy at ING”

  1. 1. Haarlem oil, UX Strategy at ING Kees Moens, Chapter Lead UX Amsterdam, 9 June 2016
  2. 2. Kees Moens More than 15 years of experience in interaction design, web development,UX strategy and internet management in the financial sector. Previously I worked at LogicaCMG and ABN AMRO.In September2008 I started at ING Wholesale Banking. In January 2016 I joined the UX team of ING The Netherlands as Chapter Lead UX. About
  3. 3. ING • Global financial institution, more than 40 countries • Strong European base • Retail-, business banking and wholesale banking services • 52.000 employees ING in The Netherlands • 9 million customers • 16.000 employees About
  4. 4. • Introduction | Haarlem oil • ING - Why change? • Adopting the Spotify model at ING • UX from Team to Chapter • (UX) Strategy • Case • Conclusions About this presentation
  5. 5. Haarlem oil
  6. 6. Haarlem oil, invented in 1696 by Claes Tilly. Panacea (plural panaceas or panaceæ) 1. A remedy believed to cure all disease and prolong life that was originally sought by alchemists; a cure-all 2. Something that will solve all problems Introduction
  7. 7. Haarlem oil, invented in 1696 by Claes Tilly. Panacea (plural panaceas or panaceæ) 1. A remedy believed to cure all disease and prolong life that was originally sought by alchemists; a cure-all 2. Something that will solve all problems Introduction
  8. 8. Haarlem oil, invented in 1696 by Claes Tilly. 2. Something that will solve all problems Introduction
  9. 9. ING - Why change?
  10. 10. ING - Why change? Disruption and unbundling 35-40% Revenue at risk from fintech
  11. 11. Existential choice - Tracks or train? or
  12. 12. 0 10 20 30 40 50 60 70 80 90 100 AUS AUT BEL FRA DEU ITA LUX NED POL ROM ESP TUR Mobile Web Assisted (Phone + Branch) Digitalisation has greatly increased customer contacts Average # of contacts per active customer (annual) Belgium > 90 digital contacts per customer Poland > 80 digital contacts per customer # of contacts Source: ING internal data, as at end-2015
  13. 13. Fintech partnerships For small businesses we’ve partnered with Kabbage For consumers we’ve invested in WeLab We’re also looking for the right opportunities & partners in: Money Management | Aggregation | Payment services | Customer onboarding
  14. 14. Adopting the Spotify-model at ING
  15. 15. Adopting the Spotify model doesn’t mean there is a direct fit • Becoming Agile or being Agile? • Spotify vs ING • New roles, responsibilities and skills • Lingua franca • You’re free! Making the change, personal observations
  16. 16. UX from Team to Chapter
  17. 17. To reduce handovers, avoid monoliths and create ownership, teams and departments areredistributed into multidisciplinary squads with a single purpose. • Applies to UX: formerly head of UX, traffic, UX lab • Some projects or teams were Agile | Scrum others more traditional After the change • Initially allocated to a single squad (single purpose, operational) • Adapting towards design team per Tribe (multiple squads, tactical) UX from Team to Chapter
  18. 18. The role of Chapter Lead • Responsible for the “how” • Developing our people and our trade • Organising to keep up the speed • 3 Chapters, 3 Chapter Leads • 10-15 UX-ers per Chapter • Overall working for 15 Tribes UX from Team to Chapter
  19. 19. (UX) Strategy
  20. 20. Think Forward - Creating a differentiating customer experience
  21. 21. Empower people to stay a step ahead in life and in business • We make all our touch points, content and designs empowering, personal, easy to use and relevant. We design processes that are effortless and seamless • We make an impact by working on strategic projects • Data and research are the basis for our designs and review and testing improve them • We will always explore the future but we live in the now by making real products for real users and customers Ownership | Impact | Data driven | Future proof UX Strategy - How
  22. 22. UX Strategy - Where? No designer Few designers Embedded designers Design as a team Independent team Design is leading We are here We want be here
  23. 23. Developing towardsa distributed agency model. • Tactical overview on Tribe level based on the purposes of all squads • Building a knowledge hub (product or channel based) • Be architects of the user experience • Champions in UX / peer to peer coaching • More effective use of the different UX fields of expertise • Single person dependency versus team availability UX Strategy - Taking ownership, making design leading
  24. 24. Using the Spotify model to our advantage Applying Design Thinkingand Visual Thinkingin the right places. • Strategic Across and within Tribes > Service Design | Blueprints • Tactical Across and within Squads > Customer Journeys | Maps • Operational Within Squads > User Stories | Application Floorplan | Detailed Designs | Prototypes UX Strategy - Where can we make an impact?
  25. 25. From a practical point of view: Anywherestrategic and visible. Participate in: • PACE projects (the ING Lean/Agile way to innovate) • Innovation bootcamps • Hackathons UX Strategy - Where else?
  26. 26. In order to be a partner at operational, tactical and strategic levels we need to develop as individuals and as a team. Individual • Medior and senior hires only • Focus on coaching, building champions in UX Collective • Develop Design Thinking and Visual Thinking capabilities • Further develop design principles • Improve and formalise internal review process UX Strategy - Develop
  27. 27. Tools • The Guide • Capability matrix • Portfolio wall for UX across Tribes • Digital design project portfolio Training • Internal training and knowledge sharing • Support development of organisation through CJE training UX Strategy - Develop further
  28. 28. The Guide ING's UI framework for building all browser based applications • Started in The Netherlands in 2013 • ING own AngularJS component library • Quick Guide-wide implementation of the new corporate identity in 2015/2016 • Releases scheduled every two weeks • Growing number of participating ING countries UX Strategy - The Guide
  29. 29. Omnichannel Delivers consistent UX across all channels & devices. An online experience that is seamless across all channels and device agnostic UX Strategy - The Guide Efficiency Enables squads to focus on excellence instead of reinventing the wheel. With the re-use of components,webpage development has become quick and easy
  30. 30. Quality Delivers off-the-shelve and ready to use building blocks. With a definition of done that includes quality, responsiveness, accessibility and performance UX Strategy - The Guide A single point of truth Every instance of a component has a single point of truth. All instances have a live connection to that point and can therefore easily be updated. All at once
  31. 31. Designing a talk Thanks to Eva Vriezenkolk and Stefan Witte
  32. 32. Conclusions
  33. 33. As UX designers at ING we recognise ourselves in our organisational purpose, share the strategic priority and operate in the heart of our new organisation. Unique perspective and role • UX is an established team, maturity in Agile development • Being present in all Experience Tribes provides us with an overview • Basic tools, techniques and design principles are in place Initiative and opportunity • Take a leading role, become UX architects • Quantify design as a business asset Conclusions
  34. 34. Questions & answers
  35. 35. Thank you
  36. 36. Follow us to stay a step ahead ing.nl | ing.com @keesmoens linkedin.com/in/keesmoenskees.moens@ing.nl

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