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Customer Experience Transformation: From Brand to Code
Nicole Rachanow-Garvin
AVP Customer Experience & Design
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Experience innovation is the destination of all the digital stuff we’ve been focused on for the past 20 years
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smart phones to order
GPS tells us where you are
instant access to pay
Your brand is the sum of all customer interactions
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Designing the end to end customer experience is the next era of transformation
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Transformation agendas
Organizational complexity
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50 countries50,000 employees50,000 products100 million+ customers150 years in business
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Global Enterprises =
Experience Complexity
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=
How we look
How we talk
How we act
Customer
Brand
Finance
transformation Workforce
transformation
Digital
transformation
Enterprise
transformation
Technology
transformation
Product
development
transformation
Marketing
and brand
transformation
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Global CX Transformation
Delivery
Digital &
Content
Strategy
Design
Customer Experience & Design
Design system
UX
Digital
Platforms
Customer
Experience
Brand
DesignUX sits at the
intersection
of brand and
platform
Global UX
Pattern Library
Servicing
Adobe
Templates
Mobile
Global
WebsitesAll other internal-
facing initiatives
External partners
The Pattern Library is targeted to UX designers and developers
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Higher
customer satisfaction
Lower
development costs
Faster
speed to market
UX Designers:
• Download all new brand
design elements
• Understand patterns and
layout options
• Access to Sketch files
• Review 508 Accessibility
guidelines to ensure design
compliance
Developers:
• Download code snippets to
build consistent patterns
• Leverage UI grids, patterns
and templates
• Understand 508
Accessibility requirements
to ensure compliant code
Brand
Design
Basics
Grid Patterns Templates Accessibility Tools
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BUTTON40px
Arial
12 pts
Caps
Centered
20 px 20 px
Pattern Variations Components Page / Template
1919
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Thank you
@nrachanow
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