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Rob van der Haar - Design in Government - November 2019
From analytics framework to touchpoint & journey dashboards
Data-Informed Experience Design
“Making organizations more customer-centric by design”
Introduction Rob van der Haar
Principal consultant
Art, Media and Technology
Philips, TNO, Nokia and Informaat
Introduction Informaat
We design the experience as well as the organization
We create products and services that people love to use
We are a design and consultancy based in NL
Introduction Informaat
Introduction organizations we work for
Introduction growing interest in combining data & design
Data-inspired design
→ Trigger design ideation
Use of quantitative and qualitative data to
Data:
Empathy:
Intuition:
Introduction growing interest in combining data & design
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:
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:
Customer Experience = the emotional result of all interactions with an organization or service.
Experience Design = the activity of making the Customer Experience as enjoyable as possible.
Touchpoint = a specific interaction of a customer with an organisation or service.
Journey = a sequence of interactions with an organisation or service often with a goal.
Introduction A few more definitions
‣ 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
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
& dialogenService 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
BinckBank existing situation
Introduction
‣ 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
BinckBank challenge
Introduction
How can we provide a premium experience by making data informed design decisions?
‣ Journey dashboards provided a new perspective and expertise into the organisation.
‣ An analytics framework brought different metrics perspectives together.
‣ Focus on dashboards made data-informed design tangible and created enthusiasm.
‣ Touchpoint dashboards enabled agile teams to improve the experience.
Results:
Analytics framework
Customer satisfaction
Cost to serve
Lifetime value of customer
€
combining perspectivesAnalytics framework
Frame Translate ambition
into KPIs
processAnalytics framework
Monitor Track performance
Gather Capture relevant data
Frame Translate ambition
into KPIs
processAnalytics framework
Monitor Track performance
Gather Capture relevant data
Improve Execute intervention
Frame Translate ambition
into KPIs Judge Determine intervention
processAnalytics framework
€
Onboarding new customer
which journeys?Analytics framework
Complaint handling Product migration DivorceOpen extra account
€ Campaign Lead site Welcome box Support call
Paper form Activate account
Onboarding new customer
which touchpoints? Analytics framework
Complaint handling Open extra account Product migration
€ Campaign Lead site Welcome box Support call
Paper form Activate account
which teams?Analytics framework
Complaint handling Open extra account Product migration
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
€ 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
Touchpoint dashboard
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
Product Owner
Touchpoint dashboard organization embedding
Product Owner
Touchpoint dashboard
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
Touchpoint dashboardInventory of desired and available data
Touchpoint dashboardInventory 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
Mobile app dashboardHappiness
7.2Target = 8
All users
Survey Q1 2017 (n=154)
Rating: 7.9NPS score: 6.9
UX Lab release 17 (n=10)
Attractiveness: 8WOW factor: 7.2
App store
Financial apps
Adoption
5.3Target = 8
Germany
App usage data
12 new users3 other products
Product landing page
136 page views89 video views
First use pop-up
Rating: 7/106 remarks
UX Lab release 17 (n=10)
First trade: 7 min.Support: 2x
Financial DB
10.340 Euro123 Transactions
Task success
8.1Target = 8
All users
UX Lab release 17 (n=10)
First trade: 7 min.Support: 2x
Support desk
14 questionsTime: 45 min.
Usabilla feedback
3 new ratings
Retention
6.0Target = 8
Netherlands
App store
4 users uninstalled the app
Financial DB
Lost revenue501.405 Euro
Exit questionnaire (n=4)
Rating: 5/102 remarks
App activity data
304 passive users95 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 featuresrated 8.1
Financial DB
New revenue10.1050 Euro
User forum
3 new threads17 posts
UX Dashboard Investing
Touchpoint dashboard dashboard design
Touchpoint dashboard implementation
Journey dashboard
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
Journey Owner
Journey dashboard
Customer Journey
AnalyticsCustomer Journey
Mapping‣ Based on observations ‣ Snapshot insights ‣ New journeys
‣ Based on data ‣ Real-time insights ‣ Existing journeys
Journey dashboard mapping versus analytics
Journey dashboard which data to log?
Customer data Personal context
Web app
Landing page FAQ Transaction
Support call
VoC surveyNegative balance
Transaction
Transaction
Online training
2018 2019
Journey dashboard which data to log?
Journey dashboard which data to log?
Company data Internal context
Performance low Campaign New release app
NPS 95 Q3 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
Journey dashboard which data to log?
Company data Internal context
Performance low Campaign New release app
NPS 95 Q3 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
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:
‣ BinckBank complaint handling:
- A 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
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
Context view
Journey dashboard exploring 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
Wed 19:20 - account
Wed 19:22 - tra
nsactio
n
Wed 20:05 - login
Wed 22:17 - fe
edback
Thu 00:10 - lo
gin
Fri 15:45 - billin
g
Sat 16:01 -
login
Mon 08:55 - billing
Mon 09:01 - billin
g
Mon 11:10 - website
Mon 17:10 - lo
gin
Tue 08:55 - billing
Fri 10:27 - billin
g
Fri 15:45 - billin
g
Sat 16:01 -
login
Mon 12:35 - account
Mon 15:45 - app
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 dashboard exploring visualizations
Personal data
Premium experience view
15%15% KPI: <4 hoursKPI: <4 hours 85%85%
65%65%
65%65%
KPI: 70% Satisfiedneutralneutral
frustratingfrustrating
pleasantpleasant
Day 2Day 2Day 1Day 1 Day 3Day 3 Day 4Day 4
Journey dashboard exploring visualizations
Personal data
Journey dashboard proof 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 ! ...
Journey dashboard implementation
Journey dashboard implementation
Lessons learned
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
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn
@informaat
Creative. Systematic. Sustainable.
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