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Design management and agile world: fitting customer expectations

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In the Customer Age, Design has become the business most powerful ally in the challenge to create and offer products/services that can provide superior quality experiences. We are often invited to assume a partnership role with product managers/owners in most of our projects, bridging the requests coming from stakeholders and users and following the entire project life through an experience management approach. Experience Centered Design is thus becoming the new frontier that we, as designers, are called to cross.

So how design can assume the role of a strategic partner in the daily experience management? I will present some real cases regarding big and complex projects in which we have played this role and the agile methods, tools and best practices that can be used in such a delicate process.

Published in: Design

Design management and agile world: fitting customer expectations

  1. 1. Fitting Expectations
  2. 2. smart, strategic, design firm that works on global experiences
  3. 3. We are in the customer age
  4. 4. today people want enriched experiences that improve their life
  5. 5. experience drives business
  6. 6. Customers reward companies whose products and services exceed their expectations. Companies that address this shift by building their business around a brand of listening and working with customers become and stay profitable over time. Forrester CX Reports 2013, Forbes CX 2012, Wolffolins Game Changers Report 2012
  7. 7. Today, a new level of expectation
  8. 8. technology pushing
  9. 9. competition
  10. 10. Past Now Soon Tomorrow Future Technological opportunities Customer expectations Product / Service innovation Web Mobile SMAC Robotics Artificial intelligence
  11. 11. Past Now Soon Tomorrow Future Technological opportunities Customer expectations Product / Service innovation Web Mobile SMAC Robotics Artificial intelligence Space of competition
  12. 12. The challenge
  13. 13. continuously fit Needs and Expectations
  14. 14. We must create products and services that arouse a great end-to-end experience that exceed people expectations. The new goal
  15. 15. Experience and design
  16. 16. Brand & language design
  17. 17. Product design
  18. 18. JOIN THE LOOP LOGIN APPLICATION VALUE PROPOSITION JOIN THE LOOP PAIR A DEVICE WALLET ADD DO YOU WANT TO PAY WITH LOOP? FOR YOUR SECURITY WE NEED TO VERIFY YOUR IDENTITY NOT NOW YES LET’S GO YOU’LL NED A LOOP DEVICE FULL NAME E-MAIL PASSWORD FOB CHARGE CASE BUY ONE BILLING ADDRESS ADDRESS CITY STATE 1. BILLING ADDRESS 2. SSN NUMBER 3. SSN VERIFY PAIRING FLOW CONGRATS! YOU SYNCED ALL YOUR DEVICES NOW YOU ARE SKIP THIS ENTER MANUALLY WHY I NEED THE FOB? DOWNLOAD CARDS FROM YOUR BANK BANK NAME BANK NAME CARD DOWNLOAD FLOW CONGRATS! YOU ADDED 3 CARDS TO YOUR WALLET. SKIP THIS BANK NAME ALL CARD NAME ADD THE FIRST CARD TO YOUR WALLET ADD ENTER MANUALLY TAKE A PHOTO NO DEVICE ATTACHED YOUR CARDS CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME CARD NAME 3241 4242 1242 4212 LUCA MASCARO 10/17 3241 4242 1242 4212 LUCA MASCARO 10/17 CVV TEL EXPIRE 652 (023) 323-421 10/17 TAP TO PAY TAP TO PAY 320$ LEFT 320$ LEFT 121 POINTS CREATING THE ACCOUNT With a full name, an email and a password a basic user is created. Loop now can promote products and services. EXPOSING THE ECOSYSTEM The user now understands that Loop is an ecosystem of useful services and devices. POPULATING THE WALLET The connection with card providers let the user to immediately use the wallet. CREATE THE NEED The wallet must be valuable by itself, but the interface should remember what is missing for the full experience. EASY ACCESS Directly from the list the user can access to the most important information of the card. If the user paired the card with his bank account, also the card balance is displayed. HELP AND SELL Why I need to use a Fob? Help the user could also be a good upselling point 01. Welcome 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet The smartphone is LoopReady? Yes No Interaction design
  19. 19. Design & experience research
  20. 20. Service & system design
  21. 21. Strategic & business design
  22. 22. In the last 10 years, Design-driven companies outperformed the S&P 500 
 by 228% Apple Coca-Cola Ford Herman-Miller IBM Intuit Newell-Rubbermaid Nike Procter & Gable Starbucks Starwood Steelcase Target Walt Disney Whirpool ...
  23. 23. The impact of design on the experience sign print symbols lvl 1 Communication brand product systems lvl 2 Utility service ecosystems information interaction lvl 3 Touchpoint business governement process policy lvl 4 Strategy
  24. 24. The competition of the fittest
  25. 25. Design and designers can face this new challenges
  26. 26. Product owner Today
  27. 27. Strategic / Service designers Tomorrow Product owner
  28. 28. Product / Service thinking Tomorrow Product management
  29. 29. Quality perception Tomorrow Business perception
  30. 30. curating the end to end experience
  31. 31. How we can design for continuously evolve experience?
  32. 32. experience centered design design culture
  33. 33. We must create evolving products and services that arouse a great end-to-end experience that exceed people expectations over time. The new goal
  34. 34. Experience first, over time Focus first on what expected and perceived value we want arouse during the end-to-end experience more than trend, context or needs. Philosophy
  35. 35. experience centered design
  36. 36. Experiences • expected • lived • remembered understand
  37. 37. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify ›
  38. 38. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify › Change • generate • synthesize define ›
  39. 39. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify › Change • generate • synthesize define › Touchpoints • products • services • systems deliver ›
  40. 40. Experiences • expected • lived • remembered understand Opportunities • pains • gains identify › Change • generate • synthesize define › Touchpoints • products • services • systems deliver ›
  41. 41. incomplete imperfect impermanent how to design products and services
  42. 42. robust scalable resilient how to think products and services
  43. 43. the real big difference understand and shape the whole experience over time continuously design systems and services (vision) evolve touchpoint evolve touchpoint
  44. 44. new moments, practices and tools for the team guided by designers experience management & design leadership
  45. 45. Leadership Experience mapping
  46. 46. Management Field research
  47. 47. Leadership Co-design workshop
  48. 48. Leadership Open design workshop
  49. 49. Leadership Exploration workshop
  50. 50. Management Design languages
  51. 51. Management Envisioning and scenarios
  52. 52. Leadership Manage the end-to-end value for the user
  53. 53. Management Design pair
  54. 54. Management Rapid prototyping and experiments
  55. 55. Leadership Design review
  56. 56. Management Agile testing
  57. 57. Leadership Experience testing (validation)
  58. 58. Management End-to-end quality check
  59. 59. Start thinking about what is the experience that people are living interacting with your products and services, and how to evolve exceeding their expectations over time.
  60. 60. This is a new perspective on design that you can integrate into your practice starting from today.
  61. 61. Shoot! @lucamascaro www.sketchin.ch

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