ux strat europe, gianluca brugnoli, “transforming financial services through design strategy”

EXPERIENCE TRANSFORMATION

BY DESIGN How design can help organisations build better

customer experiences from the inside out

Gianluca Brugnoli @lowresolution 1

2Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016

ONCE DESIGN WAS ONCE DESIGN WAS SUPPOSED TO SUPPOSED TO IMPACT SUPPOSED TO SUPPOSED TO IMPACT IMPACT CUSTOMER IMPACT IMPACT CUSTOMER CUSTOMER BEHAVIOUR AND BEHAVIOUR AND FINAL PRODUCTSFINAL PRODUCTSFocus on the end goal, on the single product Focus on the end goal, on the single product and touchpoint of the experience.


NOW WE DESIGN ALSO TO IMPACT CLIENT CULTURE AND THE WAY PEOPLE WORK TOGETHER.Help a team to change the approach to broader business challenges and process. Focus on the vision and on the innovation framework to make it real.


User Experience Process

Community Platform

User Experience Playbook

GE CENTER OF EXCELLENCEOrganisations need shared language and resources to coordinate Design. frog helped GE shape innovation methodologies, processes and tools that facilitate knowledge sharing and dissemination.


TRANSFORMATION

Business

Organisation

People


THE BUSINESS VALUE OF DESIGN IS CHANGING

VISIONARY TRANSFORMATION

ENGAGEMENT & LOYALTY

PRODUCTS AND TOUCHPOINTS

ECOSYSTEMS AND SERVICES


Design products and engaging CX

Develop internal innovation capabilities, culture and processes

THE BUSINESS VALUE OF DESIGN IS TWOFOLD INTERNAL

CAPABILITIES DEVELOPMENT

LONG TERM BENEFIT

BUSINESS PROCESSES INNOVATION

CUSTOMER JOURNEYS AND EXPERIENCE

STRATEGIC IMPACT

STRATEGIC IMPACT


THE CUSTOMER EXPERIENCE CHALLENGEBuilding a distinctive, smart and cohesive platform for multiple experiences and interactions, both physical and digital, anticipating customers needs, to drive revenue and retention.


“THE CUSTOMER EXPERIENCE AS YOU SEE IT INTERNALLY DOES NOT EXIST.”

THE CUSTOMER EXPERIENCE CHALLENGE

Micah Solomon 2016

“Customers don’t care about your org chart, your process map. In the customer’s eye there are no company divisions, no chain of command, no internal processes.

Everything they see, they see it from their own perspective.

This, and only this, is the customer experience.”


Branch

Website

ATM

Mobile app

Call Center


IN AN EFFECTIVELY DESIGNED OMNI-CHANNEL CUSTOMER EXPERIENCE CUSTOMERS DON’T SEE THE CHANNELS, THEY SEE ONLY THE SERVICE.

DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST


Bank account

Card and payments

Mortgage

Loans

Investemnts


HOW MANY CX INTERACTIONS HAPPEN ON YOUR TOUCHPOINTS?

DISCOVER ENGAGE COMPARE APPLY MANAGE PAY SAVE PLAN / INVEST


AN ENGAGING CUSTOMER EXPERIENCE IS NOT JUST ABOUT A GOOD PRODUCT OR INTERFACE. IT’S ABOUT UNDERSTANDING THE ACTUAL JOURNEY OF THE CLIENT.


HOW CAN DESIGN HELP ORGANISATIONS BUILD BETTER CUSTOMER EXPERIENCES FROM THE INSIDE OUT?


BRINGING FROM THE OUTSIDE IN THE CUSTOMER EXPERIENCE PERSPECTIVE.

BUSINESS VALUE

CUSTOMER VALUE

DIGITAL TRANSFORMATION

It’s mainly IT driven and focused on operations and processes.



CUSTOMER-CENTRIC TRANSFORMATIONIt’s mainly Design driven and focused on people and culture.

CUSTOMER EXPERIENCE ORGANISATION

Products Apps interfaces Services Features

WHAT

Insights Goals Journey Maps Opportunities Requirements

WHY

Processes Platforms Resources Competences Culture

HOW

SERVICE STRATEGY

TOUCHPOINTS DESIGN

Behaviours Expectations Needs Goals Problems

WHO

CUSTOMER-CENTRIC TRANSFORMATION A journey from the customer experience to the organisation and back.




UX DESIGN User / Customer centered design of the touchpoints and of the brand.

1. TOUCHPOINTS AND CHANNELS Manage the customer engagement on different touchpoints and channels.

2. BUSINESS PROCESSES Rebuild digitally business processes to be faster, simpler and more flexible.

3. ORGANISATION AND STRATEGY Change organisation behaviours and capabilities, define new goals and models.

4. CULTURE AND CAPABILITIES Develop an internal customer-driven culture prone to learning and innovation.

SERVICE AND SYSTEM DESIGNService platform and structure and touchpoints ecosystem. Design systems.

DESIGN TRANSFORMATION

STRATEGIC AND BUSINESS DESIGN Business and service modelling, goals, product portfolios, transformation strategies and roadmaps.

“TEACHING TO FISH” Capability and team building, thought sharing, workshops, co-design. Design toolkits: guidelines, innovation processes, assets, directions, goals.

How Human Centered Design can help companies in their customer-centric transformation


Gianluca Brugnoli - UXSTRAT Europe 2016 frog 2016


TEACHING TO FISH Building the capabilities and processes that enable teams to transform the way they approach user centered design and innovation.

PILOT TO PROCESS DESIGN

LEADERSHIP COACHING

CAPABILITY BUILDING

To transform how the client team works across their organisation, we partner closely to define design and innovation processes tailored to their specific needs and culture.

We tailor via rapid, on-the-ground piloting of new ways of work and approaches.

To develop ambitious ideas, but also to grow internal capabilities, we train teams as we go.

The end result is both a unique new product, and the tools to help nurture leading ideas and creative problem solving within the wider organisation.

To sustain on-going adoption, frog experts coach teams deep in the product development process.

We also pair our best creative minds with organisational leaders and teams seeking to make big changes.


TRANSFORMATION BY DESIGN TWO STORIES

21

INTESA SANPAOLONEW BRANCH CX How design can help banks build better customer experiences from the inside out

22

A NEW SERVICE MODEL CENTRED ON RELATIONSHIPSUnderstand the multitude of ways clients interact with ISP services and advisors in the branch and use that knowledge to redefine their service model and customer experience.

23

CO-CREATION AND FACILITATION A co-creation process centred on people and a solid collaborative framework to create a structured environment for collaboration, inspired thinking and open dialog.

24

USER-CENTERED INNOVATIONUnderstanding user motivations and behaviours to design a better Customer Experience.

25

CUSTOMER JOURNEYS AND USER SCENARIOSMap every customer interaction over the various channels and touchpoints.

APPROACH

28

TESTING AND REFINING THE CXService design prototyping and testing in a real space with role-play games.


GE OIL & GAS NOVA LT16 CO-CREATIONHow design can define a new way of working with customers and build long lasting relationships.


GE OIL & GAS WAS DEVELOPING A NEW 16,5MW GAS TURBINE CALLED “NOVA LT 16” AND ACTIVELY SEEKING NEW LAUNCH CUSTOMERS BOTH IN EUROPE AND IN NORTH AMERICA.

CONTEXTUAL INTERVIEW TECHNICAL GROUP SESSION

1:1 INTERVIEW CONTEXTUAL OBSERVATION


CO-CREATION TRAINING AND ORGANIZATIONAL DESIGN FOR CUSTOMER-FOCUSED INNOVATION.

COMPRESSOR STATION LEGO MODEL USED TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS


COMPRESSOR STATION LEGO MODEL USED TO FACILITATE ONE OF THE WORKSHOP’S SESSIONS

IDEATION WORKSHOP


THE TRUE BUSINESS VALUE OF UX / CX STRATEGY LIES IN A DESIGN APPROACH PROPERLY STRUCTURED ON THE ACTUAL BUSINESS CHALLENGES TO SOLVE.

36

Gianluca Brugnoli @lowresolution

Dank je Thank you

Grazie