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User experience is no magic
Swisscom – is the No 1 in the Swiss telecommunication
market.
Employees
Customer Centricity Score
25
Customers
Net Promoter Score
26
2
Swisscom – is the No 1 in the Swiss telecommunication
market.
Market share in %
Full time employees
at the end of 2015
3
We have a clear vision and mission in which the
customer experience and simplicity are vital elements. 4
Even in a national market we face international
competition. Differentiation becomes important.
inspiring: Apple
Swisscom rank 39
Sunrise rank 290
Orange rank 159
UPC rank 133
simple: IKEA
Swisscom rank 574
Sunrise rank 670
Orange rank 512
UPC rank 777
trustworthy: Migros
Swisscom rank 20
Sunrise rank 812
Orange rank 837
UPC rank 806
BrandAsset™ Valuator – Switzerland 2013
5
But why are differentiation and customer experiences so
important to us? It’s a question of survival!
The value of experience | Joseph Pine
6
Or in other words: The value of experience.
Access Offer Service Experience
ARPU of 69,- CHF
ARPU of 72,- CHF
ARPU of 182,- CHF
7
And this is how one of our challenges looks like:
Swisscom TV.
Our objective: Simplicity and
end-to-end experience
8
201720132008
Objective:
Experience Driven
Company
Implementing
innovation culture
throughout the company
On our way to become an experience driven company,
one division makes a difference:
HCD – Human Centered Design. 9
To achieve user experience we anchor it in our purpose.
Without a clear and sound purpose
the implementation will starve before it succeeds
10
Therefore we have to see the system in order to change
the system. 11
Agile persistency
Purpose
Strategy
People
Structure
& Process
Metrics
& Rewards
Workspace Bottom Up
Top Down
Symbols andsuccess stories
12
12
The HCD-Team works with well-coordinated expertise
and as a role model.
Market Intelligence
Co-Creation
Ethnographicresearch
Validation &
Compliance
Prototypingand
Visualization
Communication
UX Design &
Space Design
13
Small team – large impact
Quelle: Swisscom AG, 2016
60 HCD employees
total
25 HCD employees
activ in projects
160 HCD Facilitator
500 in HCD Facilitator
Community
3’500 in
HCD-Workout
Swisscom emploayees 19’000
14
A fast moving and changing environment
is challenging and needs orientation. 15
A fast moving and changing environment
is challenging and needs orientation.
The solution is to alwaysput the customer experience first.
16
User Experience starts with understanding the customers
needs and reduce to the minimum viable product. 17
User experience is achieved by balanced decisions.
Unbalanced
decisions
Balanced
decisions
18
With 7 design skills management empowers teams to
enhance user experience . 19
With Hear – Create – Deliver we give the right tool and
method to our project teams.
trust deciderisk
20
With prototyping we ensure for our customers the best
user experiences. 21
With Customer Journeys we stage our best experiences
and let them come true. 22
Christina Taylor - User experience is no magic - UX Lausanne 2016

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Christina Taylor - User experience is no magic - UX Lausanne 2016

  • 2. Swisscom – is the No 1 in the Swiss telecommunication market. Employees Customer Centricity Score 25 Customers Net Promoter Score 26 2
  • 3. Swisscom – is the No 1 in the Swiss telecommunication market. Market share in % Full time employees at the end of 2015 3
  • 4. We have a clear vision and mission in which the customer experience and simplicity are vital elements. 4
  • 5. Even in a national market we face international competition. Differentiation becomes important. inspiring: Apple Swisscom rank 39 Sunrise rank 290 Orange rank 159 UPC rank 133 simple: IKEA Swisscom rank 574 Sunrise rank 670 Orange rank 512 UPC rank 777 trustworthy: Migros Swisscom rank 20 Sunrise rank 812 Orange rank 837 UPC rank 806 BrandAsset™ Valuator – Switzerland 2013 5
  • 6. But why are differentiation and customer experiences so important to us? It’s a question of survival! The value of experience | Joseph Pine 6
  • 7. Or in other words: The value of experience. Access Offer Service Experience ARPU of 69,- CHF ARPU of 72,- CHF ARPU of 182,- CHF 7
  • 8. And this is how one of our challenges looks like: Swisscom TV. Our objective: Simplicity and end-to-end experience 8
  • 9. 201720132008 Objective: Experience Driven Company Implementing innovation culture throughout the company On our way to become an experience driven company, one division makes a difference: HCD – Human Centered Design. 9
  • 10. To achieve user experience we anchor it in our purpose. Without a clear and sound purpose the implementation will starve before it succeeds 10
  • 11. Therefore we have to see the system in order to change the system. 11
  • 12. Agile persistency Purpose Strategy People Structure & Process Metrics & Rewards Workspace Bottom Up Top Down Symbols andsuccess stories 12 12
  • 13. The HCD-Team works with well-coordinated expertise and as a role model. Market Intelligence Co-Creation Ethnographicresearch Validation & Compliance Prototypingand Visualization Communication UX Design & Space Design 13
  • 14. Small team – large impact Quelle: Swisscom AG, 2016 60 HCD employees total 25 HCD employees activ in projects 160 HCD Facilitator 500 in HCD Facilitator Community 3’500 in HCD-Workout Swisscom emploayees 19’000 14
  • 15. A fast moving and changing environment is challenging and needs orientation. 15
  • 16. A fast moving and changing environment is challenging and needs orientation. The solution is to alwaysput the customer experience first. 16
  • 17. User Experience starts with understanding the customers needs and reduce to the minimum viable product. 17
  • 18. User experience is achieved by balanced decisions. Unbalanced decisions Balanced decisions 18
  • 19. With 7 design skills management empowers teams to enhance user experience . 19
  • 20. With Hear – Create – Deliver we give the right tool and method to our project teams. trust deciderisk 20
  • 21. With prototyping we ensure for our customers the best user experiences. 21
  • 22. With Customer Journeys we stage our best experiences and let them come true. 22