Committed to their latest CPM development project, Project Surround provides omni-channel customer service to credit card issuing clients with full integration to all TSYS back-end processing systems. TSYS employed a user-centered design process early, while requirements were still being gathered. Rather than approach UI development using typical "system-centered design" where the product emerges around system rules, platform constraints, and business needs, TSYS embraced a user-centered design process focused on the context of real users, targeting solutions to the typical problems that users experience. These slides were used as part of a live presentation. Watch the complete presentation (with full video) at: http://www.pega.com/resources/pw-2014-video-beyond-ui-tsys-creates-a-user-centered-experience-with-cpm‘?utm_source=ss’

1. © 2013, Confidential, Pegasystems Inc.
TM

2. © 2014, Confidential, Pegasystems Inc.
Beyond UI
Building Successful
User Experiences with CPM
Shannon Hall, Director, User Experience, TSYS
Michael Hughes, User Experience Designer, TSYS
Baruch Sachs, Senior Director User Experience,
Pegasystems

3. © 2014, Confidential, Pegasystems Inc.
Introduction
TSYS Project Surround
Shannon Hall

4. 44 © 2014, Confidential, Pegasystems Inc.
What is Surround?
Multi-year, multi-phased business and IT strategy to
support the latest generation of financial technology
• Two major components:
 Technology framework and open ecosystem
 Next generation of consumer servicing products

5. 55 © 2014, Confidential, Pegasystems Inc.
Issuer Needs and Consumer Demands
ISSUER NEEDS
 Differentiate through customer
experience
 Retain and acquire customers
through trust, loyalty and value
 Know what consumers value as well
as their preferences and behaviors
 Redefine service channels
• Access real-time information
and self-service capabilities via
any channel and any device
• Benefit from a consistent user
experience no matter where
they are in the process
CONSUMER DEMANDS

6. 66 © 2014, Confidential, Pegasystems Inc.
Why Pega?
Pega
• One solution for “multi” scenarios
• Leverage CPM for prebuilt industry frameworks
• Client configuration of rules, policies, and processes that
are most commonly changed by a client or TSYS
• Framework layer for reusable components and rules

7. 77 © 2014, Confidential, Pegasystems Inc.
Focus on the User Experience
User experience is a key differentiator
84% of retailers believe creating a
consistent customer experience across
channels is the most important factor
for success (TeleTech)
Trust, loyalty and value are keys
to retention and acquisition

8. 88 © 2014, Confidential, Pegasystems Inc.
UX Mission for Surround
 User-Centered Design (UCD) approach that extends
beyond good UI design
 UX professionals within the design teams during the
requirements elaboration sessions.
 Foundational User Interface (UI) design standards
 Reduce complexity and data on the UI
 Information Architecture work with an additional portal for
client configuration

9. 99 © 2014, Confidential, Pegasystems Inc.
Organizational Complexity
BPM
Development
Partner
TSYS IT
Staff
TSYS Business
Process
Owners and
SMEs
Project managers
Business analysts
Developers
Testers
Pega
Consultants
DBAs
Testers
Developers
Business analysts
Trainers
UX Designers
User Researchers
Technical Architects
UX/UI Developers
Business Drivers (TSYS)
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10. © 2014, Confidential, Pegasystems Inc.
Designing for
User Experience
Michael Hughes, PhD

11. 1111 © 2014, Confidential, Pegasystems Inc.
TSYS Components of User-centered Design
 Field Observations
 Scenario-based Design
 Usability Testing

12. 1212 © 2014, Confidential, Pegasystems Inc.
Field Observations
 TSYS personnel and Human Factors International
consultants observed call center personnel first hand in
order to understand the problem space.
 TSYS UX staff periodically observe users in the field to
maintain an awareness of the context within which its
products are used.

13. 1313 © 2014, Confidential, Pegasystems Inc.
Scenario-based Design
 Scenario is a short narrative that visualizes the product
within a typical user context.
 Three elements:
̶ Trigger. What occurs in the user’s world that initiates the interaction,
e.g., event, message, time of day, etc.
̶ Problem. What is the problem as it would be stated by the user?
̶ Solution. How would the product be used to resolve the problem? (In
essence, this is the design.)
 Formal or informal

14. 1414 © 2014, Confidential, Pegasystems Inc.
Formal Scenarios with Static Wireframes

15. 1515 © 2014, Confidential, Pegasystems Inc.
Interactive Prototypes
 UX Designer can get a sense of the flow and interaction of a
design he or she is contemplating.
 Work Stream team can collaborate on design ideas.
 Users can help the design team assess the user experience
and compare design options.

16. 1616 © 2014, Confidential, Pegasystems Inc.
Usability Test Scenarios

17. 1717 © 2014, Confidential, Pegasystems Inc.
Interactive Prototype

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Outcomes
 When interactive scenario-based prototypes are introduced
during elaboration:
̶ The team discovers new requirements that were missed in Use Case
definitions.
̶ The team collaborates on the user experience—drawing on multiple
sources of expertise within the team.
̶ Disagreements are more easily resolved by testing competing ideas
with actual users.

19. © 2014, Confidential, Pegasystems Inc.
CPM Platform: Built for
Great UX
Baruch Sachs

20. Poor UX

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Traditional Customer Service Solutions:
 Are too hard to use
 Cannot adapt
to change
 Deliver poor
operational visibility
Costs NPS

22. Great UX

23. 2323 © 2014, Confidential, Pegasystems Inc.
Deliver a Seamless Cross-Channel Experience
Customer-centric
design:
• Start interactions in
any channel and
move to others with
full context
• Build service
process once and
leverage across all
channels
STOP BUILDING CHANNEL SILOS

24. 2424 © 2014, Confidential, Pegasystems Inc.
REPLACE DATA OVERLOAD W ITH THE RIGHT INFORMATION AT THE RIGHT TI ME
Intelligently Guide the User Through Each Conversation
• Context Sensitive
- Policies and
Processes
- Dialog/Coaching
- Knowledge
• Single view of the
customer and the
process

25. © 2014, Confidential, Pegasystems Inc.
QUESTIONS & ANSWERS