design leadership and experience management
TRANSCRIPT
Design Leadership and Experience Management
Hi
We are in the customer age
today people want enriched experiences that improve their life
experience drives business
Customers reward companies whose products and services exceed their expectations.
Companies that address this shift by building their business around a brand of listening and working with customers become and stay profitable over time.
－ Forrester CX Reports 2013, Forbes CX 2012, Wolffolins Game Changers Report 2012
experience drive business 40%
purchasing
85% loyalty
Report “Customer Experience ROI” Forrester
We must create products and services that arouse a great end-to-end experience that exceed people expectations.
The new goal
example
Shyp
Beautifull & seamless experience
Trusting & awareness
In the last 10 years, Design-driven companies outperformed the S&P 500 by 228%
AppleCoca-ColaFordHerman-MillerIBMIntuitNewell-RubbermaidNikeProcter & GableStarbucksStarwoodSteelcaseTargetWalt DisneyWhirpool...
Brand & language design
Product design
JOIN THE LOOP
LOGIN
APPLICATION VALUE PROPOSITION
JOIN THE LOOP
PAIR A DEVICE
WALLET
ADD
DO YOU WANTTO PAY WITH
LOOP?
FOR YOURSECURITY WE NEED
TO VERIFY YOURIDENTITY
NOT NOW
YES
LET’S GO
YOU’LL NED A LOOP DEVICE
FULL NAME
PASSWORD
FOB
CHARGE CASE
BUY ONE
BILLING ADDRESS
SECURE YOURACCOUNT WITHA SECRET PIN
AUTOMATICLOGIN
ACTIVATIONTOKEN
ADDRESS
CITY
STATE
NUMBER
NAME
EXPIRE
3241 4242 1242 4212
LUCA MASCARO
10/17
1. BILLING ADDRESS2. SSN NUMBER
3. SSN VERIFY
SMS
PAIRINGFLOW
CONGRATS!YOU SYNCED
ALL YOUR DEVICES
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THISENTER MANUALLY
WHY I NEED THE FOB?
DOWNLOAD CARDSFROM YOUR BANK
BANK NAME
BANK NAME
CARDDOWNLOAD
FLOW
CONGRATS!YOU ADDED3 CARDS TO
YOUR WALLET.
NOW YOU AREIN THE LOOP
OPEN YOUR WALLET
SKIP THIS
BANK NAME
ALL
CARD NAME
ADD THE FIRSTCARD TO YOUR
WALLET
ADD
ENTER MANUALLY
ADD
ADD
TAKE A PHOTO
DEBIT CARD
LOYALTY CARD
MEMBERSHIP
ID
CREDIT CARD
3241 4242 1242 4212LUCA MASCARO 10/17
CONFIRM
ADD ANOTHER ONE
NO DEVICE ATTACHED
YOUR CARDS
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
CARD NAME
3241 4242 1242 4212LUCA MASCARO 10/17
3241 4242 1242 4212LUCA MASCARO 10/17
CVV
TEL
EXPIRE
652
(023) 323-421
10/17
TAP TO PAY
TAP TO PAY
ENABLE BALANCEAND REWARDS
FLOW
320$ LEFT
320$ LEFT 121 POINTS
CREATING THE ACCOUNTWith a full name, an email and a password a basic user is created. Loop now can promote products and services.
FEEL IN CONTROLWe want to tell to the user that he can trust LoopWallet, because he can secure it even before using it
EXPOSING THE ECOSYSTEMThe user now understands that Loop is an ecosystem of useful services and devices.
POPULATINGTHE WALLETThe connection with card providers let the user to immediately use the wallet.
CREATE THE NEEDThe wallet must be valuable by itself, but the interface should remember what is missing for the full experience.
EASY ACCESSDirectly from the list the user can access to the most important information of the card. If the user paired the card with his bank account, also the card balance is displayed.
HELP AND SELLWhy I need to use a Fob? Help the user could also be a good upselling point
01. WelcomeLoopPay Wallet Application
LoopWalletStrategic ScreenflowThis document cointains a strategic overview on how the LoopWallet application should work to effectively promote LoopPay brand values and products.
April 10th, 2014 02. Joining the Loop 04. Loop devices' first sight03. Retriving card data 05. Adopt the wallet 06. Use the wallet
SMART AND MAGICThe fob or image processing can autocomplete form fields and guess the type of the card.
The smartphoneis LoopReady?
Yes No
06. Use the wallet
Interaction design
Design & experience research
Service & system design
Strategic & business design
The impact of design on the experience
sign print
symbols
lvl 1 Communication
brand product systems
lvl 2 Utility
service ecosystems information interaction
lvl 3 Touchpoint
business governement
process policy
lvl 4 Strategy
the real big difference
understand and shape the whole experience
design systems
and services
deliver touchpoint
deliver touchpoint
Real cases where designers have a new approach and new roles inside the product team
experience centered design
Experience management
Design leadership
Experiences • expected • lived • remembered
understand
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
Experiences • expected • lived • remembered
understandOpportunities • pains • gains
identify! Change
• generate • synthesize
define! Touchpoints
• products • services • systems
deliver!
new moments, practices and tools for the team guided by designers
experience management & design leadership
Leadership
Experience mapping
Management
Field research
Leadership
Co-design workshop
Leadership
Open design workshop
Leadership
Exploration workshop
Management
Design languages
Management
Envisioning and scenarios
Leadership
Manage the end-to-end value for the user
Management
Design pair
Management
Rapid prototyping and experiments
Leadership
Design review
Management
Agile testing
Leadership
Experience testing (validation)
Management
End-to-end quality check
How?
Start practicing this design activities inside your team and integrate design leaders in your organization
Thank you
@lucamascaro www.sketchin.ch