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

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Thank you

@nrachanow