UX STRAT Europe 2018 presentation slides by David Ruiz of Orange Bank: "Influencing Your Organization to Invest in Strategic Design"

1. bank
Orange
Cash
David Ruiz - @davuiz

2. bank
David Ruiz - @davuiz

3. Disruption
David Ruiz - @davuiz

4. and that’s really cool ;)
We are democratising innovative
banking services in France
David Ruiz - @davuiz

5. 2nd November 2017
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6. 30 000customers in 2 weeks
David Ruiz - @davuiz

7. 00 0001 customers in 4 months
David Ruiz - @davuiz

8. David Ruiz
Head of Design and CX
@davuiz
Influencing the
organisation to invest
in Strategic Design
bank

9. Previously on Season 1
David Ruiz - @davuiz

10. David Ruiz - @davuiz

11. The differentiation factor comes from the
Tactical Choices
David Ruiz - @davuiz

12. 1 Drive Company’s Mind-Set evolution
Build Design credibility in-house2
Ensure Operational Translation of CX3
David Ruiz - @davuiz

13. Some companies are User-Centric up to
the moment on which important
decisions have to be made
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

14. +
-
Starting point for
opérations, technical
architecture definition
and gouvernance
Key decisions’ points
with potential impact
on quality, timing and
budget
Project scope &
ambitions
Launch
User-Centric
awareness
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

15. +
-
Starting point for
opérations, technical
architecture definition
and gouvernance
Key decisions’ points
with potential impact
on quality, timing and
budget
Project scope &
ambitions
Launch
User-Centric
awareness
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

16. The very first User-Centric decision in a
project is the choice of the technical
solution behind it
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

17. And the second is when governance
principles and decision making processes
are defined.
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

18. Promote Design in-houseTalk business and technical language
Involve top management in Design processesPut in place Service Design initiatives
Prototyping
Report usage and social trendsCalculate ROI of Design Define Design KPIsEnable external collaborations
Design has to overcome the resistance level
of being perceived as a “cool-to-have”
discipline for being part of the company’s
core decisions and strategy definition
Demonstrate by Doing
Put Users at the centerUnderstand Business needs and objectives
Create a culture of co-creation and collaboration
Enhance Design Operations
Remove organisational silos Test, Test, TestDRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

19. It can be done thanks to top management
empowerment and by setting up Design at
the right governance level
Promote Design in-houseTalk business and technical language
Involve top management in Design processesPut in place Service Design initiatives
Prototyping
Report usage and social trendsCalculate ROI of Design Define Design KPIsEnable external collaborationsDemonstrate by Doing
Put Users at the centerUnderstand Business needs and objectives
Create a culture of co-creation and collaboration
Enhance Design Operations
Remove organisational silos Test, Test, Test
DRIVE MIND-SET EVOLUTION
David Ruiz - @davuiz

20. Personally, I think that’s a
hell of a Designer
David Ruiz - @davuiz
BUILD DESIGN CREDIBILITY IN-HOUSE

21. Designers, continue pushing the barriers by
doing what you know the best :
deliver meaningful experiences to
users and competitive advantages to
business
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

22. Facilitator role of Design is over
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

23. As for football trainers,
in Design all people
from any domain think
that they are better
designers than
you.
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

24. “Designers are big headed !”
BUILD DESIGN CREDIBILITY IN-HOUSE
dixit by a Product Owner
David Ruiz - @davuiz

25. Avoid the “#everythingiscriticalforUX”
way of thinking
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

26. Designers must understand business
requirements and specificities
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

27. When people in your company start sketching
this can only mean one thing : you’re doing a
great designer job !
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

28. Be humble like only an expert can be
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

29. Sometimes, an external intervention
worths 10 times more than one of yours
and that’s fine, trust me
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

30. BUILD DESIGN CREDIBILITY IN-HOUSE
In-House Design teams
are the key
David Ruiz - @davuiz

31. BUILD DESIGN CREDIBILITY IN-HOUSE
In-House Design teams
are the key
David Ruiz - @davuiz

32. BUILD DESIGN CREDIBILITY IN-HOUSE
In-House Design teams
are the key
David Ruiz - @davuiz

33. BUILD DESIGN CREDIBILITY IN-HOUSE
It’s a matter of commitment
David Ruiz - @davuiz

34. BUILD DESIGN CREDIBILITY IN-HOUSE
It’s a matter of commitment
Your point of view is one among many in your team
David Ruiz - @davuiz

35. BUILD DESIGN CREDIBILITY IN-HOUSE
Defend your designers’ choices
It’s a matter of commitment
David Ruiz - @davuiz

36. BUILD DESIGN CREDIBILITY IN-HOUSE
Be 100% committed with your team
It’s a matter of commitment
David Ruiz - @davuiz

37. Frustration Management techniques
should be taught at schools
BUILD DESIGN CREDIBILITY IN-HOUSE
David Ruiz - @davuiz

38. Design Leadership requires you to be
always there for your team as a mentor, a
friend, an assistant, a psychologist, a
protector, a visionary, a lawyer…
BUILD DESIGN CREDIBILITY IN-HOUSE
as a father
David Ruiz - @davuiz

39. One year ago…
David Ruiz - @davuiz

40. Orange Bank should be
a bank that adapts to
user’s needs,
being guarantor of its
customers interests,
while allowing them to
regain control of their
finances; in a
pedagogue, human and
reassuring way.
David Ruiz - @davuiz

41. adapts to user’s needs
guarantor of its customers interests
allowing them to regain control of their finances
pedagogue
human
reassuring
6 main Customer Experience Principles
which are dissected by more than 30 statements
•
•
•
•
•
•
David Ruiz - @davuiz

42. Today
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43. EfficientPleasantEngagingReassuringEmotional

44. Emotional
Delivering an outstanding experience at those
moments in life when the user is in an
emotional upset will generate the definitive
link between them and our company
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

45. Efficient
Emotional
PleasantEngagingReassuring
Surprise
Relief
Attachment
Promotion
Souvenir

46. Animations, transitions, interaction components,
sounds and graphics are key factors for
providing an intuitive and enjoyable
experience to users
Pleasant
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

47. Emotional Pleasant
Interface
Animations
Transitions
Images
Brand EfficientEngagingReassuring
Surprise
Relief
Attachment
Promotion
Souvenir

48. Provide advice, care and guidance to
customers at any moment in order to make
them feel confident and allowing them to regain
control of their finance
Reassuring
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

49. ReassuringEmotional Pleasant
EfficientEngaging
Surprise
Relief
Attachment
Promotion
Souvenir
Interface
Animations
Transitions
Images
Brand
Teaching
Advice
Care
Notifications

50. An innovative and personalised experience
provoking enthusiasm, trust and fidelity
Engaging
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

51. Engaging
Promises
Innovation
Use
Personalisation
ReassuringEmotional Pleasant
Efficient
Surprise
Relief
Attachment
Promotion
Souvenir
Interface
Animations
Transitions
Images
Brand
Teaching
Advice
Care
Notifications

52. A reliable organisation, providing technical and
human responsiveness, is able to adapt
itself to customers needs and meet them
any time
Efficient
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

53. Efficient
Teaching
Advice
Care
Notifications
Technical Bugs
Performances
Internal Process
Organisation
Resolution Timing
EngagingReassuringEmotional Pleasant
Surprise
Relief
Attachment
Promotion
Souvenir
Interface
Animations
Transitions
Images
Brand
Promises
Innovation
Use
Personalisation

54. Actions
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

55. Actions
ReassuringEmotional Engaging EfficientPleasant
Reassuring
Emotional
Engaging EfficientPleasant
David Ruiz - @davuiz

56. A “0 bugs experience” is not equal to a
“great experience”
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

57. ENSURE OPERATIONAL TRANSLATION
Spell out your customer’s problems by
making them factual
David Ruiz - @davuiz

58. Weighting grades
ENSURE OPERATIONAL TRANSLATION
2 5 6 3 2
David Ruiz - @davuiz

59. ENSURE OPERATIONAL TRANSLATION
User value Internal value
David Ruiz - @davuiz

60. Customer
Experience
Room
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

61. Be responsible of Customer Satisfaction
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

62. Ensure a continuous and almost real-time
Users Knowledge and Satisfaction KPIs
ENSURE OPERATIONAL TRANSLATION
David Ruiz - @davuiz

63. Thank you !
David Ruiz
Head of Design and CX
@davuiz