UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"
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UX STRAT Europe 2017 presentation by Nico Weckerle, Vice President Experience Strategy, Deutsche Telekom: "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"
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UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"
- 1. SHIFTING THE MINDSET FROM SILO TO ECOSYSTEM THINKING Nico Weckerle, VP Experience Strategy – Deutsche Telekom AG
- 2. HOW I GOT HERE
- 8. REALLY?
- 10. MULTIPLE PLAYERS BOOKING TAXI SHUTTLE TRAIN UBER HOTEL
- 11. NO INTERLINKAGE
- 16. COUNTRIES 50>
- 19. STRATEGIC GOALSDEUTSCHE TELEKOM AG INTEGRATED IP NETWORKS WIN WITH PARTNERS BEST CUSTOMER EXPERIENCE LEAD IN BUSINESS
- 20. 6 MAIN PRODUCT CATEGORIES ENTERTAINMENT COMMUNICATION SMART HOME CLOUD SECURITY SERVICE
- 21. ENTERTAIN
- 22. SMART HOME
- 23. INTERLINKAGE?
- 26. APPROACH
- 27. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE1
- 28. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK 1 2
- 29. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE 1 2 3
- 30. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4
- 31. DEVELOP A FRAMEWORK MAKE IT TANGIBLE UNDERSTAND CREATE A VISION DISTRIBUTE & EDUCATE UNDERSTAND & IDEATE1 2 3 4 5 DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH
- 32. GAIN INSIGHTS FROM MULTIPLE PERSPECTIVES
- 33. • Status quo analysis • Future roadmap • Strategic goals PERSPECTIVE INSIDE OUT, OUTSIDE IN
- 34. • Customer insights • Trends & drivers • Competitive analysis PERSPECTIVE INSIDE OUT, OUTSIDE IN
- 35. • Increased reach • Customer retention • Efficiency through standardization • Scalability for future services VALUE-ADD FOR BUSINESS, FOR CUSTOMERS
- 36. • Discoverability of products • Continuity and convergence • Personalized experience • Simplicity VALUE-ADD FOR BUSINESS, FOR CUSTOMERS
- 37. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V
- 38. ONE SIZE TO FIT ALL
- 39. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
- 40. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
- 42. APPEARANCESTRUCTURE BEHAVIOUR TONE OF VOICE s CONSISTENCYDIMENSIONS
- 44. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
- 45. A COMMON MINDSET FOR BEST CX
- 46. WHAT THEY DO • Address customer pain points and needs • Enable seamless and convergent experience • Support business objectives • Relate to the entire customer journey EXPERIENCE PRICIPLES
- 47. HOW TO DEFINE THEM EXPERIENCE PRICIPLES • Correlate pain points across products • Decide on growth levers • Match with customer expectations • Verify through customers and stakeholders
- 48. BUILDING BLOCKS CONSISTENCY BOOST TRUST & BRAND PERCEPTION EXPERIENCE PRINCIPLES VITALIZE THE ECOSYSTEM ENABLERS TECHNOLOGICAL CAPABILITIES TO INTERCONNECT FRAMEWORK
- 49. INFRASTRUCTURE FOR A COHERENT ECOSYSTEM
- 50. • Empower holistic view of customers • Facilitate seamless experience • Support efficiency in development • IT-driven, often not user centred WHAT THEY ARE ENABLERS
- 51. • Derive from Product Target Pictures • Prioritize by impact and scalability • Analyse existing capabilities • Co-create with PO and IT HOW TO DEFINE THEM ENABLERS
- 52. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V V
- 53. SHOW, DON‘T TELL
- 56. UNDERSTAND & IDEATE DEVELOP A FRAMEWORK MAKE IT TANGIBLE DISTRIBUTE & COACH 1 2 3 4 V V V
- 57. BE A FACILITATOR, NOT AN OWNER
- 58. DISTRIBUTEACROSS ALL POSSIBLE CHANNELS Web Coaching Book Projects Newsletter Word of mouth
- 59. BELIEVE – LEARN – DO • Get management commitment • Engage stakeholders • Demonstrate tangible vision • Create one mindset
- 60. • Convey building blocks • Train principles • Touch base with customers • Coach facilitators BELIEVE – LEARN – DO
- 61. • Offer interdisciplinary workshops • Apply principles to customer journeys • Use design thinking methods • Integrate framework into actual projects BELIEVE – LEARN – DO
- 62. • Governance • Roadmap priorities • Fixing Enablers • Company size MAJOR CHALLENGES
- 63. • Top-down & bottom-up approach • Make your vision tangible • Facilitate, don‘t own – co-create • Persistence KEY TAKEAWAYS
- 64. THANK YOU!