The document discusses data-informed experience design and provides examples from a client, BinckBank. It introduces Rob van der Haar and his company Informaat, which designs excellent customer experiences using data. It then discusses how BinckBank has developed analytics frameworks to integrate data from across the organization, created touchpoint dashboards to measure specific interactions, and developed journey dashboards to analyze end-to-end customer journeys. The document provides examples of BinckBank's touchpoint and journey dashboard pilots, which helped optimize the complaint handling and trading platform experiences.

1. Rob van der Haar - UXSTRAT Europe - June 2019
From analytics framework to
touchpoint & journey dashboards
Data-Informed
Experience Design

2. “Making organizations more
customer-centric by design”
Introduction Rob van der Haar
Principal
consultant
Interaction design
Philips, TNO, Nokia
and Informaat

3. Introduction Informaat
Designing excellent experiences
and designing the organization
Design products and services that
people love to use
Experience design and
consultancy based in NL
Introduction Informaat

4. Introduction organizations we work for

5. Data-driven design
→ Automate and personalize design
Use of quantitative and
qualitative data to
Data:
Empathy:
Intuition:
Data-inspired design
→ Trigger design ideation
Use of quantitative and
qualitative data to
Data:
Empathy:
Intuition:
Introduction growing interest in combining data & design
Data-informed design
→ Guide and measure design
Use of quantitative and
qualitative data to
Data:
Empathy:
Intuition:

6. ‣ Online trading and investing
service provider
‣ Based in the Netherlands, Belgium
France, Italy and Spain
‣ 700.000+ account holders
10.000.000+ annual transactions
‣ Awarded e.g. best broker
and user experience
BinckBank
Introduction

7. AGILE TEAMS
Brand value & priciples, Brand
identity, Tone of voice, Media bank,
Content strategy
Channel & design principles
Reference design
Structure and navigation
Patterns & guideliness
Digital identity
Pages & templates
Ul components
Elements
Reference code
(wet, components)
Platform specific code
Service ecosysteem,
personas, journeys
& dialogen
Service design
UX design
Brand
Visual design
Development
Content
‣ Exceeding customers’ expectations
‣ Empowering our customers to make informed
financial choices
‣ Make customers feel positive about Binckbank,
and assured in their choice for our brand
BinckBank premium experience
Introduction

8. Dedicated
budget
UX activities
are planned for
Managed
UX is “owned"
by one group
Systematic
process
Quality of user
experience is
tracked
Integrated
UCD
Employ UX
data to
determine
what the
company
should build
User-driven
corporation
UX methods
affect
corporate
strategy and
activities
Developer-
centered
Design team
relies on its own
intuition
Hostility
Skunkworks
Guerilla user
research or
external
usability
experts
4 5 6 7 821 3
2016
2018
2020
BinckBank UX strategy
Introduction
Source: NN/g UX maturity model
Developers don't
want to hear
about users or
their needs

9. BinckBank transformations and projects
Introduction
UX team
revision
Touchpoint
dashboards
Pilot
analytics
tooling
Agile
transformation
UX + design
strategy
2016 2019
Service
Excellence
transformation
Analytics
framework
Analytics
partner
selection
Journey
dashboard
Customer
Journey
specialist

10. Analytics
framework

11. Existing BinckBank situation
Analytics framework
‣ Lot of data being captured on different channels for different reasons:
‣ Reporting and dashboards predominantly used within the Business
‣ New agile (IT) development teams lacking relevant insights
- Marketing → conversion and customer satisfaction
- Platforms → transactions and assets under management
- ICT → system data, uptime, performance, etc.
- UX → usability and web statistics

12. Customer
satisfaction
Cost to serve
Lifetime value
of customer
€
combining perspectivesAnalytics framework

13. Frame
Translate ambition
into KPIs
processAnalytics framework

14. Monitor
Track performance
Gather
Capture relevant data
Frame
Translate ambition
into KPIs
processAnalytics framework

15. Monitor
Track performance
Gather
Capture relevant data
Improve
Execute intervention
Frame
Translate ambition
into KPIs Judge
Determine intervention
processAnalytics framework

16. €
Onboarding new customer
which journeys?Analytics framework
Complaint handling Product migration DivorceOpen extra account

17. €
Campaign Lead site Welcome box Support call
Paper form Activate account
Onboarding new customer
which touchpoints?Analytics framework
t handling Open extra account Product migration

18. €
Campaign Lead site Welcome box Support call
Paper form Activate account
which teams?Analytics framework
Customer
journey
manager
Journey
dashboard
Brand &
communication
Touchpoint
dashboard
Local marketing
team
Touchpoint
dashboard
Onboarding
team
Touchpoint
dashboard
Assessment
team
Touchpoint
dashboard
Customer
support team
Touchpoint
dashboard
Mobile app
team
Touchpoint
dashboard

19. Touchpoint
dashboard

20. Agile team(s) Steering committeeBusiness stakeholders
Users
Backend team
Product management
Design team
UK
FR BE
DENL
Product owners Head PM
Strategy Sponsor
DirectorsBoard
Sprint Sprint Sprint
Release
PO
Touchpoint dashboard organization embedding
PO
Touchpoint
dashboard

21. Touchpoint dashboard pilotTouchpoint dashboard pilot project
1. Collect data needs
2. Prioritize data points
3. Design and implement dashboard
4. Use and refine dashboard
5. Rollout to other teams
‣ BinckBank ProTrader web:
- High-end trading environment on future platform
- Existing data needs and data analyst part of team

22. Touchpoint dashboard
Inventory of desired and available data
Which
customers
select
ProTrader?
Lead site
analytics
Track platform
selection on
lead sites
Time until first
trade?
Transaction
database
Usability lab
observation
Which
functions are
most used?
Application
logging
Online survey
Where do
users need
support?
Support desk
questions
logging
Why do users
stop using
ProTrader?
Exit survey
Before use Initial use Regular use Feedback/support Abandoned use
Missing data:
Questions:
Existing data:
Usabilla

23. Mobile app dashboard
Happiness
7.2Target = 8
All users
Survey Q1 2017 (n=154)
Rating:7.9
NPS score: 6.9
UX Lab release 17 (n=10)
Attractiveness:8
WOW factor: 7.2
App store
Financial apps
Adoption
5.3Target = 8
Germany
App usage data
12 new users
3 other products
Product landing page
136 page views
89 video views
First use pop-up
Rating:7/10
6 remarks
UX Lab release 17 (n=10)
First trade: 7 min.
Support:2x
Financial DB
10.340 Euro
123 Transactions
Task success
8.1Target = 8
All users
UX Lab release 17 (n=10)
First trade: 7 min.
Support:2x
Support desk
14 questions
Time: 45 min.
Usabilla feedback
3 new ratings
Retention
6.0Target = 8
Netherlands
App store
4 users uninstalled
the app
Financial DB
Lost revenue
501.405 Euro
Exit questionnaire(n=4)
Rating:5/10
2 remarks
App activity data
304 passive users
95 active users
Engagement
7.8Target = 8
Millennials
Twitter #productXYZ
34 tweets this
week
App usage data
54 users of last
release features
Survey Q1 2017 (n=154)
Top 5 features
rated 8.1
Financial DB
New revenue
10.1050 Euro
User forum
3 new threads
17 posts
UX Dashboard Investing
Touchpoint dashboard dashboard design

24. Touchpoint dashboard implementation

25. Journey
dashboard

26. Agile team(s) Steering committeeBusiness stakeholders
Users
Backend team
Product management
Design team
UK
FR BE
DENL
Product owners Head PM
Strategy Sponsor
DirectorsBoard
Sprint Sprint Sprint
Release
PO
Touchpoint dashboard organization embedding
CJO
Journey dashboard

27. Customer Journey
Analytics
Customer Journey
Mapping
‣ Based on observations
‣ Snapshot insights
‣ New journeys
‣ Based on data
‣ Real-time insights
‣ Existing journeys
Journey dashboard mapping versus analytics

28. Journey dashboard which data to log?
Company data
Internal context
Performance low Campaign New release app
NPS 95Q3 reportTariff changeFinance conferenceProduct launch
2018 2019
Customer data
Personal context
Web app
Landing page FAQ Transaction
Support call
VoC surveyNegative balance
Transaction
Transaction
Online training
2018 2019
World data
External context
Competitor campaign PSD2 live Consumer report AEX -14%
ECB announcement Interest rate change AEX +2% Competitor launch
2018 2019

29. Search
CJ query
Touchpoint dashboard
Company data
Internal context
Customer data
Personal context
World data
External context
Timeframe:
Journey start:
Journey end:
Channels:
Customer segment:
Country:

30. ‣ BinckBank complaint handling:
- Complaint is a moment of truth for premium experience
- KPIs and data available but not actively tracked
Journey dashboard pilot project
1. Collect KPIs and data needs
2. Define journey query
3. Explore dashboard visualisations
4. Dashboard implementation
5. Use and refine

31. Search
CJ query “complaint handling"
Touchpoint dashboard
Company data
Internal context
Customer data
Personal context
World data
External context
Timeframe: 1/2018 – 12/2018
Journey start: complaint submitted timestamp
Journey end: complaint solved checkbox
Channels: web form AND e-mail
Customer segment: self-investing users
Country: NL

32. Context view
Journey dashboardexploring visualizations
ECB lowers intrest rates Competitor TV campaign
Performance issues Tariff changes1 Jan 2018Context
data
Personal
data
1 Jan 2018
Mon 12:35 - account
Mon 15:45 - app
W
ed
19:20
- account
W
ed
19:22 - transaction
W
ed
20:05 - login
W
ed
22:17 - feedback
Thu 00:10
- login
Fri 15:45 - billing
Sat 16:01 - login
Mon 08:55 - billing
Mon 09:01 - billing
Mon 11:10
- website
Mon 17:10
- login
Tue 08:55 - billing
Fri 10:27 - billing
Fri 15:45 - billing
Sat 16:01 - login
Mon 12:35 - account
Mon 15:45 - app

33. Cross-channel view
contact page
support call
auto. reply support mail
support mailsupport mailsupport mail
support letter
support call
100 customers
75 customers
online form
25 customers
2 customers
75 customers
75 customers
15 customers
8 customers
2 customers
5 customers
3 customers KPI: 80% Digital
30%
70%
cost to serve € ...
cost to serve € ...
cost to serve € ...
cost to serve € ...
Journey dashboardexploring visualizations
Personal
data

34. Premium experience view
15%15% KPI: <4 hoursKPI: <4 hours 85%85%
65%65%
65%65%
KPI: 70% Satisfied
neutralneutral
frustratingfrustrating
pleasantpleasant
Day 2Day 2Day 1Day 1 Day 3Day 3 Day 4Day 4
Journey dashboardexploring visualizations
Personal
data

35. Journey dashboardproof of concept iterations
contact page
support call
auto. reply support mail
support mailsupport mailsupport mail
support letter
support call
100 customers
75 customers
online form
25 customers
2 customers
75 customers
75 customers
15 customers
8 customers
2 customers
5 customers
3 customers KPI: 80% Digital
30%
70%
cost to serve € ...
cost to serve € ...
cost to serve € ...
cost to serve € ...

36. Journey dashboardproof of concept iterations
?auto. reply support mail
support mailsupport mailsupport mail
support letter
support call
form
2 customers
75 customers
75 customers
15 customers
8 customers
2 customers
5 customers
3 customers KPI: 80% Digital
30%
70%
cost to serve € ...
cost to serve € ...
cost to serve € ...
cost to serve € ...

37. Journey dashboardproof of concept iterations
?

38. Journey dashboard implementation

39. Journey dashboard rollout process
Join our workshop
“Data-informed experience design”
by Edoardo Costa today at 14:00
Recruit Frame Map Implement Analyse Measure Iterate

40. Results

41. ‣ Framework has supported selection of best analytics partner
Impact
‣ Internal customer journey specialist brought ownership and continuity
‣ Framework brought different metrics perspectives together
‣ Dashboards made data-informed design tangible and created enthusiasm
‣ Dashboards have helped agile teams to monitor and improve the experience

42. Lessons learned
‣ Introducing data-informed design is not easy
‣ Start small, with existing need and where sufficient data
is available
‣ Existing data is often scattered and messy and needs to
be cleaned up
‣ Designing useful and relevant dashboards requires a User
Centred Design process
‣ Journey and touchpoint perspectives are not obvious in
common organization models

43. BinckBank Informaat Thunderhead
Thank you!

44. info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn
@informaat
Creative.
Systematic.
Sustainable.