ux strat europe, susanne van mulken: "lifting off from the ux plateau"

Susanne van Mulken, Managing Director Strategy & Delivery

UX STRAT Europe, Amsterdam, June 4 2015

LiFing off from the UX plateau Experiences with a new CX framework

1. The UX plateau

2. LiFing off: with a CX framework

3. Experiences at two of our clients

4. Learnings & take aways

2

1. The UX plateau 3

Photo: Wallhai

Age of the customer

Successful by inspiring, engaging customers

“40% higher return on investment”

4

Photo: LAUNCH.ed

5Anno 2005

• Pioneers

• Evangelists

• Short term focus

• Problem fixing

Photo: NASA

6Anno 2010

• UX teams

• Focus on products & services

• Digital strategies

• Customer central

Photo: The Telegraph

7Anno 2015

• Bigger teams

• Be^er user experiences

• Growth in projects,

stakeholders and budgets

• New challenges

Photo: ESA

Anno 2015

Challenges menaoned by UX managers:

• Recruiang the right talent

• Professionalizing UX teams

• Matching UX and Agile

• Posiaoning UX effecavely in the organizaaon

• Central versus distributed content management organizaaon

• Balancing strategic and operaaonal design work

8

Organizaaonal barriers 9

Ad hoc design

Inside-‐out thinking

Vision opera7on gap

Silos

External challenges

• Omni-‐channel

• Seamless & conanuous experiences

• Personalizaaon

• Design for wearables

• Adapave design

• Open service ecosystems

10

11Anno 2015

Photo: ESA2000 2005 2010 2015 2020

How can you liF off from your UX plateau?

?

2. LiFing off from the plateau 12

Foto: PBS

Customer experience model

13

Customer Organizaaon

Marketin

gBrand

ServicesProd

ucts

Technology

Culture

StaffBusin

ess

Cust

omer

insig

htProcesses

14

Excellent customer experience

Customer experience excellence

Customer experience model

Marketin

gBrand

ServicesProd

ucts

Technology

Culture

StaffBusin

ess

Cust

omer

insig

htProcesses

CX framework 15Strategic Tacacal Operaaonal2-‐5 years ameframe 1-‐2 years ameframe 0-‐1 year ameframe

Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff

CX vision & strategy CX founda7on CX excellence

CX framework Strategic Tacacal Operaaonal2-‐5 years ameframe 1-‐2 years ameframe 0-‐1 year ameframe

Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff


16

Service design

Brand values

Customer segmentation

Architecture

CX vision & strategy


Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff


17Strategic Tacacal

Service design

Brand values


Architecture


UX concepts

Online identity

Concept evaluations

API’s


Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff


18

Service design

Brand values


Architecture

UX concepts

Identity

Concept evaluations

API’s

Detailed UX design

Campaigns

Field tests

Back-end code


Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff

CX vision & strategy CX founda7on excellent CX

• Vision visualisation • Service design

• Brand experience • Brand architecture

• Customer research • Segmentation / Personas

• Vision visualisation • Change plan

• Capability matrix • Organization model

• Process analysis • Vision visualisation

• Business case • Product plan

• High level requirements • System architecture

• Reference design • UX guidelines

• Brand identity • Marketing plan

• Lead customers • Concept evaluation

• Customer First program • Working environment

• CX insourcing & outsourcing • CX targets & training

• CX processes • CX tooling

• Product propositions • Product roadmap

• Platform CXP • API’s

• Detailed design • Specification

• Marketing campaign • Customer communication

• Actual customers • Usability (A/B) evaluation

• Benchmark behaviour • Measurement & rewards

• Multidisciplinary teams • Knowledge management

• Process optimisation • Implementation CX tooling

• Product description • Product launch

• Hosting • Back-end code

Strategic Tacacal Operaaonal 19

3. Experiences at two of our clients 20


A. Our clients PostNL and CZ

B. Different uses of the framework

C. Results at PostNL and CZ

21

Our clients 22

Biggest mail and parcel carrier in NL

One of the biggest health insurers in NL

How they have organized UX design 23

Biggest mail and parcel carrier in NL

One of the biggest health insurers in NL

Outsource modelTotal in-‐house UX staff: 0 De

Agencies Projects

CZ UX team

Projects

Consul7ng model Total in-‐house UX staff: 5 De

24

Fragmented UX Low customer saasfacaon

Photo: Vakcentrum

25

The ambi7on

• Omni-‐channel experience

• 1 coherent online channel

• Personal, simple, user friendly

• Timeline 2014-‐2017

PostNL’s quesaon: What should our UX design capabiliaes be given our 2017 ambiaon?

Basics in place (e.g., policy, RACI, guidelines, ux heart beat and new portal concept), but …

• Operaaonal focus

• Silos

• Inside out

• Lengthy innovaaon process

Their UX plateau

26

The rest of CZ

CZ Online

Online ahead of the rest of organizaaon

Photo: boatnerd.com

http://boatnerd.com

27

The ambi7on

• To become the customer’s number 1. healthcare director

• Online: Become an online personal health coach

• Timeline 2014-‐2020

CZ’s quesaon: What kind of organizaaon must we have in order to achieve the strategic goals for our online channel?

Their UX plateau

Awards for online service, but …

• Operaaonal focus due to lack of resources

• Hard to a^ract the right talent

• Vision 2020 not concrete enough

• Li^le innovaaon / differenaaaon





28

Approach 29

As is

To be

Roadmap

Implement

CX model

Marketin

gBrand

ServicesProd

ucts

Technology

Culture

StaffBusin

ess

Cust

omer

insig

htProcesses

Approach 30

As is1. Shared understanding 2. Organizaaonal analysis

To be

Roadmap

Implement

3. Posiaoning UX within the organizaaon 4. Organizaaonal design

5. Orchestrate acaviaes towards CX excellence

CX model

Marketin

gBrand

ServicesProd

ucts

Technology

Culture

StaffBusin

ess

Cust

omer

insig

htProcesses

31As is

For CX excellence you need to cross barriers and build alliances. Start by understanding each other’s goals, roles, and

1. Shared understanding

Photo: Jij is lief

321. Shared understandingAs is

Prototype PrototypePrototype

Prototype

Customer

journeys

Customer

journeys

Customer

journeys

Design process

Design process

Design process

• Diagnosis: What issues are there?

• UX snapshot: What’s in place and what’s missing?

• Ideaaon: What could be possible soluaons?

332. Organizaaonal analysis As is

34

Ad hoc design

Silos

Vision opera7on gap


Silos

Inside-‐out thinking

35

Focus on operaaon, much less strategic or tacacal designUX design is fully


Issue

IssueIssue

Issue

IssueIssue

Issue

Experase

Experase

Experase

Experase

Experase

Experase

Experase

Experase

Acavity

Acavity

Acavity

Acavity

Acavity

Acavity

Acavity

Acavity

Acavity

Hard to

accelerate

innovation

Missing expertise

Conditions for design not

given

Customer

insights

incomplete

Vision not concrete

3. Posiaoning UX within the organizaaon

• What are the goals of the UX team?

• What are the key responsibiliaes of the UX team, in light of the corporate strategy?

• How does the team cooperate with other teams/funcaons?

38To be

Operaaonal UX

Detailed design

Tacacal UX

UX Guidelines & UI components

Strategic CX

Customer journeys & cultural change

39“Online should make CZ’s vision (esp. personal coach) much more concrete, accessible and inspiring”

1. Derive statements from stakeholder interviews

3. Translate to success factors and posiaoning

2. Prioriaze

Create the right condiaons for UX Design

Tacacal & operaaonal acaviaes only

Strategic Tacacal Operaaonal2-‐5 years ameframe 1-‐2 years ameframe 0-‐1 year ameframe

Products & services

Brand & markeang

Technology

Customer insights

Culture

Processes

Business

Staff


40

Extend focus from operaaonal to tacacal UX

What is the best way to organize UX in your organizaaon?

4. Organizaaonal design 41

Distributed

BUs

Projects

Split teams

BUs

Hybrid

Centralized consul7ng

Projects

To be

Sarah Bloomer UX org models

4. Organizaaonal design 42To be

Tacacal

Ope

raao

nal


Strategic

Operaaonal

Tacacal


Strategic


CX founda7on

excellent CX



CX founda7on

excellent CX

CX team

Tacacal

Operaaonal

Omni-‐channel orchestraaon Vision visualizaaon CX targets



CX founda7on

excellent CX


CX team

UX team

Alignment & planning Generic UX concepts UX targets

Operaaonal



CX founda7on

excellent CX

CX team

UX team

Efficient agile development Muladisciplinary collaboraaon Get the UX details right

Scrum teams

Alignment & planning Generic UX concepts UX targets


3. Experiences with the framework




48

49Results

• Omni-‐channel: Formaaon of CX team currently on its way.

• Online:

• Extending their team with permanent UX designers.*

• Pilots with Agile/SCRUM development (incl. UX designers).

• Since 2015, Online has organized itself according to our advice.

• Informaat supports CZ with recruitment of extra design candidates.

• CZ is currently planning to set up a company wide CX library.

*budget decisions pending.

4. Learnings and take aways 50

Photo: ESA

Learnings

1. CX framework proves useful for clients at different maturity levels.

2. Staffing

• Keep momentum: have (interim) designers available.

• Service designers: perfect linking pin between offline and online.

3. Partner with like minds

• E.g., enterprise architects and marketers can prove to be excellent partners for building in-‐house UX.

• Build a relevant network, inside and outside your organizaaon.

51

Take aways

• UX leaders, broaden your scope to where the future challenges are: CX.

• A CX framework helps you build bridges and create more strategic impact for UX.

• Use your design experase to help transform your organizaaon and aim for CX excellence.

52

Photo: Vigia Cosmos

Creaave. Systemaac. Sustainable.

[email protected]

+31 35 543 1222

informaat.com

[email protected]@informaat.com

@susannevmulken

+31 35 543 1222

informaat.com

mailto:[email protected]

Image sources 54

Slide 3: h^ps://www.wallhai.com/wallpapers/world/monument-‐valley-‐wallhai-‐hd-‐wallpaper-‐1754.jpg Slide 4: h^p://www.launch.ed.ac.uk/index.php/2013/10/ Slide 5: h^p://www.nasa.gov/mulamedia/imagegallery/image_feature_196.htmlSlide 6: h^p://www.telegraph.co.uk/news/science/picture-‐galleries/8416421/Key-‐events-‐in-‐the-‐history-‐of-‐space-‐exploraaon.html?image=17 Slide 7: h^p://blogs.esa.int/luca-‐parmitano/files/2013/11/ISS_Expediaon_37_crew_portrait_inside_Kibo.jpg Slide 11: h^ps://www.wallhai.com/wallpapers/world/monument-‐valley-‐wallhai-‐hd-‐wallpaper-‐1754.jpg Slide 12: h^ps://pbs.twimg.com/media/B-‐mt7oOWsAAQUz6.jpg Slide 22: h^p://www.postnl.nl/en/about-‐postnl/press-‐news/downloads/parcels/ Slide 24: h^p://www.vakcentrum.nl/pages/82/Ondernemen/Branchecijfers/Supermarkten.html Slide 26: h^p://www.boatnerd.com/news/newsthumbsb/html2/newsthumbs_1572.htm Slide 31: h^p://jijislief.nl/kaartkeuze.asp?kaart=1988 Slide 50: h^p://www.esa.int/Our_Acaviaes/Space_Science/Rose^a/Touchdown!_Rose^a_s_Philae_probe_lands_on_comet Slide 52: h^p://www.vigiacosmos.es/curso-‐astronomia-‐madrid/

https://www.wallhai.com/wallpapers/world/monument-valley-wallhai-hd-wallpaper-1754.jpg

http://www.telegraph.co.uk/news/science/picture-galleries/8416421/Key-events-in-the-history-of-space-exploration.html?image=17

http://blogs.esa.int/luca-parmitano/files/2013/11/ISS_Expedition_37_crew_portrait_inside_Kibo.jpg

https://www.wallhai.com/wallpapers/world/monument-valley-wallhai-hd-wallpaper-1754.jpg

https://pbs.twimg.com/media/B-mt7oOWsAAQUz6.jpg

http://www.vigiacosmos.es/curso-astronomia-madrid/

ux strat europe, susanne van mulken: "lifting off from the ux plateau"

Design

11anno2015 photo

customer organizaaon

end code

7anno2015 biggerteams