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Misalignments
Harriet Wakelam
Harriet.Wakelam@medibank.com.au
@hwakelam
“As long as your prior approach is most dominant..
You will get more refined variations of the same
approach, but nothing ...
07
… AN EXPERIMENT
WELCOME TO
ITS CREATIVE
“Always design a thing by considering it in its next
larger context – a chair i...
1/09/2016
CUSTOMER PROGRAM
VOICE OF CUSTOMER
Service NPS Relationship NPS Product Confidence
Practice: Capability and Supp...
Experience design team
Experience design
Voice of the
Customer
Customer
Experience
User Experience
Program Delivery
& Chan...
Create a world where change is embraced not feared whe
change energizes not exhaus
EVOLVING THINKING
14
LABS, IDEATION, CREATION
MAPS, SPREADSHEETS
MODELS
ECOSYSTEMS,
RELATIONSHIPS AND
CHANGE .
INNOVATION
...
“The skills of craft no longer suffice”
Donald Norman
METHODOLOGY
TO
TRANSFORMATION
BEYOND…
“Business ecosystems are complex
economic communities of employees,
partners and customers that innovate and
extend produc...
OLD
limited to a defined
set of members and
participants”.
NEW
The elements operate
independently from the
ecosystem
SCALE…
NPS =
DETRACTORS PASSIVES PROMOTERS
30% 35% 35%
THE CASE FOR CHANGE
30% 35% 35%
TRANSFORMATION
13
Getting started New to fund
Going to hospitalMaking contact
Review cover
Using extras
I have health insu...
CUSTOMER JOURNEY BASED MEASUREMENT FRAMEWORK
14
JOURNEYS
Satisfaction of a
journey
Step 1:
Identify the lowest
performing ...
CREATE
NEW STORIES
Orchestrate learning
Convergence
Surprising pathways that create invention
“technology alone is not
enough – it’s technology
married with liberal arts,
married with the humanities,
that yields us t...
92
CONNECT RESOURCES
01 PROVIDERS, POPULATIONS,
HOSPITALS , SPECIALISTS
02 CUSTOMERS
EMPLOYEES04
PARTNERSHIPS 03
108
OPTIONALITY
DESIGN, PROTOTYPING, OPTIONS, SYSTEMS
CAREER TECHNOLOGY PRODUCTPROCESS
REINVENTING, ECONOMIES AND SYSTEMS
REFRAME
Marketplaces at scale
Optionality
Courage
Convergence
A DESIGNED SYSTEM IS
ADEQUATE
It is only as complete and
com...
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managing design sydney 2016

  1. 1. Misalignments Harriet Wakelam Harriet.Wakelam@medibank.com.au @hwakelam
  2. 2. “As long as your prior approach is most dominant.. You will get more refined variations of the same approach, but nothing genuinely comes to the fore” Dr Stellan Ohlsson
  3. 3. 07 … AN EXPERIMENT WELCOME TO ITS CREATIVE “Always design a thing by considering it in its next larger context – a chair in a room, a room in a house, a house in an environment, an environment in a city plan”. Eero Saarinen
  4. 4. 1/09/2016 CUSTOMER PROGRAM VOICE OF CUSTOMER Service NPS Relationship NPS Product Confidence Practice: Capability and Support Maturity Model | Customer Obsession Program | Design Thinking/practice GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITAL USING EXTRAS INACTIVE Day 1 Day 45
  5. 5. Experience design team Experience design Voice of the Customer Customer Experience User Experience Program Delivery & Change 1/09/2016 5 Measure and analyse customer feedback to better understand customer behaviour. Act on customer feedback and insight to improve the customer and service experience. Drive improvements through the digital channel and increase website and mobile usability. Support the delivery and implementation of customer initiatives.
  6. 6. Create a world where change is embraced not feared whe change energizes not exhaus
  7. 7. EVOLVING THINKING 14 LABS, IDEATION, CREATION MAPS, SPREADSHEETS MODELS ECOSYSTEMS, RELATIONSHIPS AND CHANGE . INNOVATION CRAFT METHODOLOGY DATA, CONSULTING, SERIOUS BUSINESS TRANSFORMATION MASHUPS, IMPROVEMENT, INVENTION, SCALE
  8. 8. “The skills of craft no longer suffice” Donald Norman
  9. 9. METHODOLOGY TO TRANSFORMATION BEYOND…
  10. 10. “Business ecosystems are complex economic communities of employees, partners and customers that innovate and extend products and services” Haydn Shaughnessy
  11. 11. OLD limited to a defined set of members and participants”. NEW The elements operate independently from the ecosystem SCALE…
  12. 12. NPS = DETRACTORS PASSIVES PROMOTERS 30% 35% 35% THE CASE FOR CHANGE 30% 35% 35%
  13. 13. TRANSFORMATION 13 Getting started New to fund Going to hospitalMaking contact Review cover Using extras I have health insurance – I don’t really get it Medibank understands my health and empowers me to make health choices that put in charge of my health Fix the worst customer problems Current State Journeys Design and deliver new touchpoints Change our relationships with customers Future state journeys
  14. 14. CUSTOMER JOURNEY BASED MEASUREMENT FRAMEWORK 14 JOURNEYS Satisfaction of a journey Step 1: Identify the lowest performing journeys TOUCHPOINTS Measured by drivers DRIVERS Satisfaction of touchpoints • Researching options • Getting quotes RESEARCHING OPTIONSGETTING A QUOTE • Friendliness of staff • Time taken to join SIGNING UP • Ease of logging in to OMS • Accuracy of first bill NEXT STEPS • Clarity of next steps • Usefulness of info in welcome pack MEDIBANK NPS Satisfaction with Medibank FINALISE • Confirmation that the joining process is complete GETTING STARTED MAKING CONTACT REVIEW COVER GOING TO HOSPITALUSING EXTRAS INACTIVE Day 1 Day 45 MEMBER NPS MEASURED IN THREE LEVELS PAINPOINT Lowest performing driver or a collection of drivers • Lack of clear and useful information
  15. 15. CREATE NEW STORIES Orchestrate learning
  16. 16. Convergence Surprising pathways that create invention
  17. 17. “technology alone is not enough – it’s technology married with liberal arts, married with the humanities, that yields us the results that make our heart sing” Steve Jobs MARRIAGE OF DISCIPLINES Groups of people coming together across institutions, entities, disciplines – voluntarily working together for mutual gain LIFEBLOOD
  18. 18. 92 CONNECT RESOURCES 01 PROVIDERS, POPULATIONS, HOSPITALS , SPECIALISTS 02 CUSTOMERS EMPLOYEES04 PARTNERSHIPS 03
  19. 19. 108 OPTIONALITY DESIGN, PROTOTYPING, OPTIONS, SYSTEMS CAREER TECHNOLOGY PRODUCTPROCESS REINVENTING, ECONOMIES AND SYSTEMS
  20. 20. REFRAME Marketplaces at scale Optionality Courage Convergence A DESIGNED SYSTEM IS ADEQUATE It is only as complete and comprehensive as it needs to be in order to fulfill its intended purpose Harold Nelson Authenticity Invention

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