View
1.555
Download
1
Category
Preview:
Citation preview
EXPERIENCE TRANSFORMATION
BY DESIGN How design can help organisations build better
customer experiences from the inside out
Gianluca Brugnoli @lowresolution 1
2Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
ONCE DESIGN WAS ONCE DESIGN WAS SUPPOSED TO SUPPOSED TO IMPACT SUPPOSED TO SUPPOSED TO IMPACT IMPACT CUSTOMER IMPACT IMPACT CUSTOMER CUSTOMER BEHAVIOUR AND BEHAVIOUR AND FINAL PRODUCTSFINAL PRODUCTSFocus on the end goal, on the single product Focus on the end goal, on the single product and touchpoint of the experience.
3Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
NOW WE DESIGN ALSO TO IMPACT CLIENT CULTURE AND THE WAY PEOPLE WORK TOGETHER.Help a team to change the approach to broader business challenges and process. Focus on the vision and on the innovation framework to make it real.
4Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
User Experience Process
Community Platform
User Experience Playbook
GE CENTER OF EXCELLENCEOrganisations need shared language and resources to coordinate Design. frog helped GE shape innovation methodologies, processes and tools that facilitate knowledge sharing and dissemination.
VISIONARY TRANSFORMATION
ENGAGEMENT & LOYALTY
PRODUCTS AND TOUCHPOINTS
ECOSYSTEMS AND SERVICES
7Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
Design products and engaging CX
Develop internal innovation capabilities, culture and processes
THE BUSINESS VALUE OF DESIGN IS TWOFOLD INTERNAL
CAPABILITIES DEVELOPMENT
LONG TERM BENEFIT
BUSINESS PROCESSES INNOVATION
CUSTOMER JOURNEYS AND EXPERIENCE
STRATEGIC IMPACT
STRATEGIC IMPACT
8Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
THE CUSTOMER EXPERIENCE CHALLENGEBuilding a distinctive, smart and cohesive platform for multiple experiences and interactions, both physical and digital, anticipating customers needs, to drive revenue and retention.
9Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
“THE CUSTOMER EXPERIENCE AS YOU SEE IT INTERNALLY DOES NOT EXIST.”
THE CUSTOMER EXPERIENCE CHALLENGE
Micah Solomon 2016
“Customers don’t care about your org chart, your process map. In the customer’s eye there are no company divisions, no chain of command, no internal processes.
Everything they see, they see it from their own perspective.
This, and only this, is the customer experience.”
10Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
Branch
Website
ATM
Mobile app
Call Center
THE CUSTOMER EXPERIENCE CHALLENGE
IN AN EFFECTIVELY DESIGNED OMNI-CHANNEL CUSTOMER EXPERIENCE CUSTOMERS DON’T SEE THE CHANNELS, THEY SEE ONLY THE SERVICE.
DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST
11Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
Bank account
Card and payments
Mortgage
Loans
Investemnts
THE CUSTOMER EXPERIENCE CHALLENGE
HOW MANY CX INTERACTIONS HAPPEN ON YOUR TOUCHPOINTS?
DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST
12Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
AN ENGAGING CUSTOMER EXPERIENCE IS NOT JUST ABOUT A GOOD PRODUCT OR INTERFACE. IT’S ABOUT UNDERSTANDING THE ACTUAL JOURNEY OF THE CLIENT.
13Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
HOW CAN DESIGN HELP ORGANISATIONS BUILD BETTER CUSTOMER EXPERIENCES FROM THE INSIDE OUT?
14Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
BRINGING FROM THE OUTSIDE IN THE CUSTOMER EXPERIENCE PERSPECTIVE.
BUSINESS VALUE
CUSTOMER VALUE
DIGITAL TRANSFORMATION
It’s mainly IT driven and focused on operations and processes.
15Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
THE CUSTOMER EXPERIENCE CHALLENGE
CUSTOMER-CENTRIC TRANSFORMATIONIt’s mainly Design driven and focused on people and culture.
CUSTOMER EXPERIENCE ORGANISATION
Products Apps interfaces Services Features
WHAT
Insights Goals Journey Maps Opportunities Requirements
WHY
Processes Platforms Resources Competences Culture
HOW
SERVICE STRATEGY
TOUCHPOINTS DESIGN
Behaviours Expectations Needs Goals Problems
WHO
CUSTOMER-CENTRIC TRANSFORMATION A journey from the customer experience to the organisation and back.
15Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
THE CUSTOMER EXPERIENCE CHALLENGE
17Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
UX DESIGN User / Customer centered design of the touchpoints and of the brand.
1. TOUCHPOINTS AND CHANNELS Manage the customer engagement on different touchpoints and channels.
2. BUSINESS PROCESSES Rebuild digitally business processes to be faster, simpler and more flexible.
3. ORGANISATION AND STRATEGY Change organisation behaviours and capabilities, define new goals and models.
4. CULTURE AND CAPABILITIES Develop an internal customer-driven culture prone to learning and innovation.
SERVICE AND SYSTEM DESIGNService platform and structure and touchpoints ecosystem. Design systems.
DESIGN TRANSFORMATION
STRATEGIC AND BUSINESS DESIGN Business and service modelling, goals, product portfolios, transformation strategies and roadmaps.
“TEACHING TO FISH” Capability and team building, thought sharing, workshops, co-design. Design toolkits: guidelines, innovation processes, assets, directions, goals.
How Human Centered Design can help companies in their customer-centric transformation
THE CUSTOMER EXPERIENCE CHALLENGE
Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
18Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
UX DESIGN User / Customer centered design of the touchpoints and of the brand.
1. TOUCHPOINTS AND CHANNELS Manage the customer engagement on different touchpoints and channels.
2. BUSINESS PROCESSES Rebuild digitally business processes to be faster, simpler and more flexible.
3. ORGANISATION AND STRATEGY Change organisation behaviours and capabilities, define new goals and models.
4. CULTURE AND CAPABILITIES Develop an internal customer-driven culture prone to learning and innovation.
SERVICE AND SYSTEM DESIGNService platform and structure and touchpoints ecosystem. Design systems.
DESIGN TRANSFORMATION
STRATEGIC AND BUSINESS DESIGN Business and service modelling, goals, product portfolios, transformation strategies and roadmaps.
“TEACHING TO FISH” Capability and team building, thought sharing, workshops, co-design. Design toolkits: guidelines, innovation processes, assets, directions, goals.
How Human Centered Design can help companies in their customer-centric transformation
THE CUSTOMER EXPERIENCE CHALLENGE
Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
19Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
TEACHING TO FISH Building the capabilities and processes that enable teams to transform the way they approach user centered design and innovation.
PILOT TO PROCESS DESIGN
LEADERSHIP COACHING
CAPABILITY BUILDING
To transform how the client team works across their organisation, we partner closely to define design and innovation processes tailored to their specific needs and culture.
We tailor via rapid, on-the-ground piloting of new ways of work and approaches.
To develop ambitious ideas, but also to grow internal capabilities, we train teams as we go.
The end result is both a unique new product, and the tools to help nurture leading ideas and creative problem solving within the wider organisation.
To sustain on-going adoption, frog experts coach teams deep in the product development process.
We also pair our best creative minds with organisational leaders and teams seeking to make big changes.
21
INTESA SANPAOLONEW BRANCH CX How design can help banks build better customer experiences from the inside out
22
A NEW SERVICE MODEL CENTRED ON RELATIONSHIPSUnderstand the multitude of ways clients interact with ISP services and advisors in the branch and use that knowledge to redefine their service model and customer experience.
23
CO-CREATION AND FACILITATION A co-creation process centred on people and a solid collaborative framework to create a structured environment for collaboration, inspired thinking and open dialog.
24
USER-CENTERED INNOVATIONUnderstanding user motivations and behaviours to design a better Customer Experience.
25
CUSTOMER JOURNEYS AND USER SCENARIOSMap every customer interaction over the various channels and touchpoints.
APPROACH
28
TESTING AND REFINING THE CXService design prototyping and testing in a real space with role-play games.
31Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
GE OIL & GAS NOVA LT16 CO-CREATIONHow design can define a new way of working with customers and build long lasting relationships.
32Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
GE OIL & GAS WAS DEVELOPING A NEW 16,5MW GAS TURBINE CALLED “NOVA LT 16” AND ACTIVELY SEEKING NEW LAUNCH CUSTOMERS BOTH IN EUROPE AND IN NORTH AMERICA.
CONTEXTUAL INTERVIEW TECHNICAL GROUP SESSION
1:1 INTERVIEW CONTEXTUAL OBSERVATION
33Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
CO-CREATION TRAINING AND ORGANIZATIONAL DESIGN FOR CUSTOMER-FOCUSED INNOVATION.
COMPRESSOR STATION LEGO MODEL USED TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS
34Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
COMPRESSOR STATION LEGO MODEL USED TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS
IDEATION WORKSHOP
35Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016
THE TRUE BUSINESS VALUE OF UX / CX STRATEGY LIES IN A DESIGN APPROACH PROPERLY STRUCTURED ON THE ACTUAL BUSINESS CHALLENGES TO SOLVE.
Recommended