data-informed experience design · channel & design principles reference design structure and...

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:





Data:

Empathy:

Intuition:


Data-informed design

→ Guide and measure design


Data:

Empathy:

Intuition:

Data-driven design

→ Automate and personalize design


Data:

Empathy:

Intuition:




Data:

Empathy:

Intuition:


Data-informed design

→ Guide and measure design


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


into KPIs


Monitor Track performance

Gather Capture relevant data

Improve Execute intervention


into KPIs Judge Determine intervention


€

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



which teams?Analytics framework

Complaint handling Open extra account Product migration

Brand & communication

Touchpoint dashboard

Local marketing team


Onboarding team


Assessment team


Customer support team


Mobile app team




which teams?Analytics framework

Customer journey

manager

Journey dashboard

Brand & communication


Local marketing team


Onboarding team


Assessment team


Customer support team


Mobile app team


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 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


First trade: 7 min.Support: 2x

Financial DB

10.340 Euro123 Transactions

Task success

8.1Target = 8

All users


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



Company data Internal context

Performance low Campaign New release app

NPS 95 Q3 reportTariff changeFinance conferenceProduct launch

2018 2019


Web app


Support call


Transaction

Transaction

Online training

2018 2019



Performance low Campaign New release app

NPS 95 Q3 reportTariff changeFinance conferenceProduct launch

2018 2019


Web app


Support call


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





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"





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 ! ...


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


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

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

[email protected]

+31 35 543 1222

Jacob van Lenneplaan 57, 3743 AP Baarn

@informaat

Creative. Systematic. Sustainable.

data-informed experience design · channel & design principles reference design structure and...

Documents