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UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"

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UX STRAT

UX STRAT Europe 2017 presentation by David Ruiz, Head of Design and CX, Orange Bank: "Developing a Multi-Channel Banking Experience for a Telecom Giant"

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Developing a multi- channel banking experience for a Telecom Giant David Ruiz Head of Design and CX @davuiz
5 2 2 We had days* for creating a bank * week-ends included :)
Hi! This is me 522 days before the official launch of Orange Bank 5 2 2
5 2 2 65% 35%
0Designers Product Owners Developers Bank Organisation Process 5 2 2
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles Design Principles
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set User-Centric Approach
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Omni-channel CX
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Continuous improvement Customer’s journey improvement A/B TestingFUTsData Weekly Testing
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing Product Design
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing CX Principles User Research User-Centric mind-set ATMPackagingAICRCShops Customer’s journey improvement Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing engagementmind-set CX Design
Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Strategic Design
Definition of a CX Strategy 5 2 2
Very first action : define the CX Principles 5 2 2894 894
The aim of the Customer Experience Principles guide is to be a reference document for the conception of the Orange Bank global experience. It grants a coherent, fluid and end-to-end experience for all customers and prospects. It is a reference guide for technical architects, developers, marketing and business stakeholders.
How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Immediacy Transparency Advice Competitiveness Integrated in Telco Operator Simple Digital Mobile Native Unmatched Experience Security
How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Internal studies Quantitative studies Previous qualitative studies Previous bank results Benchmark
How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. User Research More than 30 individual interviews Divided in 4 different use-case scenarios Using prototypes for better users’ projection
How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Internal studies User Research + +
Orange Bank should be a bank that adapts to user’s needs, being guarantor of its customers interests, while allowing them to regain control of their finances; in a pedagogue, human and reassuring way.
adapts to user’s needs guarantor of its customers interests allowing them to regain control of their finances pedagogue human reassuring 6 main Customer Experience Principles which are dissected by more than 30 statements • • • • • •
principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points
principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points Orange Bank commitment : 100% Mobile+
Start designing without a previous User Research is like getting married without knowing the bride. At least consider taking a coffee before ;)
4 6 789 Very first action : define the CX Principles
4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared. CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing
4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
New arrivals on the team!Any resemblance to reality is purely coincidental ;) MOBILE UX/UI DESIGNER UX DESIGNERMOBILE UX/UI DESIGNER 4 89 254
So let’s start designing!
As for the global Experience Design Principles, the main objective was to design and establish the service architecture and the key UX/UI principles which will be the basis of the service for its multiple digital touch-points.
80 / 20% of banking application usage is based on checking accounts balance in their homepage and transfers % of banking functionalities are used the 80% of the time
Homepage
+ - Placement Size How users help us to set priorities? Limited number of functions (min & max) and empty space left. savings account savings account savings account Playing ;) users have the choice between more than 14 “classic” functionalities to be placed in a mobile interface with some game rules and priority criteria.
How users help us to include innovations? I. 6 new innovations cards sets are provided, x 6 New New New II. now users must include at least 3 of the 6 new functions, III. but constraints remain valid.
Choosing amongst great functionalities was not that easy though!
Checking Accounts Balance
Hi UXStrat, your balance account is 150 620,17€
Hi UXStrat, your balance account is 150 620,17€ Current account Orange Bank
Money Transfer
To whom you want to send money? Gustave B.beneficiary
How much money do you want to send to Gustave B. ? 00,00 €35,34 €
Which type of transfer do you want to do? Programmed Transfer Deferred Transfer Immediate Transfer
Which is the reason for your transfer? Restaurantreason
From which account you want to make the transfer? Savings Account Gustave 1634,66 € Amount after transfer 1670,00 € current amount Current Account Gustave 456,92 € Amount after transfer 492,26 € current amount
If there is no time ahead, smart design is the one focused on delivering the most valuable experiences for customers while being realistic on what the entreprise can really provide.
New arrivals on the team! 4 25
New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
New arrivals on the team! 4 25 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
User test #1 User test #2 User test #3 User test #4 Weekly user tests 4 25 004 004
One-to-one fast Testing for improving short customer journeys, interactions or information architecture approaches. In the same session, after quick user tests, the team shares results and redesign straightaway. UX User User Product Owner Developer User User UX
Test, test, test and test. If you can not test with real customers, don’t stop testing, do it with people in the company, people in your project, people in your team, with yourself. That will be better in any case than doing nothing. Test often, test quick, test small items, big journeys, test wording, test everything.
Weekly user tests User test #1 User test #2 User test #3 User test #4 4 00
Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Continuous Improvement
Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
Design Team is growing up MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER 4 00 073
Design Team is growing up Web Designers arrived late. Conception has 
 been done separately between mobile and web. MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER Creation of the Design Delivery Manager role. 4 00 073
Orange Bank Visual Identity has been validated 3 07 133 New Identity
Orange Bank Visual Identity has been validated Logo 3 07 133 New Identity
Orange Bank Visual Identity has been validated Colours 3 07 133 New Identity
Orange Bank Visual Identity has been validated Fonts 3 07 133 New Identity
Orange Bank Visual Identity has been validated Iconography 3 07 133 New Identity
Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity New Identity
Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
New bank organisation is now defined, roles are assigned. We’ve had a GO for defining the end-to-end omni- channel experience for all bank customer journeys. 3 13 892 892 GO GO Omni-channel!
Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 89 082 082
In order to deliver an unmatched Customer Experience we need to thoroughly conceive all the end-to-end omni-channel experiences. This can only be done with a multi-expertise collaborative approach as all the company is involved.
Moreover, while working on customer journeys we can easily ensure the correct set-up of the relationship model at every customer interaction with the bank. By optimising its presence, visibility, responsiveness and pertinence in all the steps of a customer journey, we will be able to also provide a significative differential advantage.
PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Experience map
PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Relationship model Salesforce journey Opérations Involved IHM Involved partner Historicity Omni- channel % End-to-End Customer Journey
How do we design the customer journeys? UXCJX PO Core Team • Collect existing user and business information and start mapping the current journey if exists • Carry out a benchmark on equivalent services or experiences • Identify the type of customer journey (subscription, assistance, usage…) • Perform a User Research phase (considering a short or a long Service Design approach depending on subject and issues encountered) • Prepare and organise cross-discipline internal co-creative workshops • Start defining the target customer experience, first touch-points and moments of truth identification and interface sketches (prototyping, concept-generation) Customer Journey Expert
How do we design the customer journeys? Marketing CRC AI Operations Orange CRM Risks Finance Compliance IS Payment Supply Groupama Community Core Team 1. Definition UXCJX PO 2. Implementation 3. Maintenance
How do we implement the customer journeys? Dev Interface creation, development, testing and production Operational declination of the customer journey experience, resolution of blocking points and open issues Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
How do we implement the customer journeys? Dev Strong and continuous collaboration within the Design and CX Team for identifying constraints having impact on the defined experience. Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
How do we maintain the customer journeys? • Follow-up of Friendly User Tests and collect user insights • Continuous improvement of UX/UI elements • Enhancement of customer journeys based on the analysis of users’ feedback • Customer Journeys update by the resolution of existing open questions and identified risks 1. Definition 2. Implementation 3. Maintenance
How do we evaluate the customer journeys? Support Reassuring Smooth Intuitive Innovative
SupportSmooth
Our pre-launch Customers Journey’s reference guide includes : • Individual journey evaluation • Open questions and identified risks for launching • All end-to-end omni-channel customer journeys with identification of the moments of truth • Identification of differentiating and emotional engaging experiences • List of optimisation and enhancement leads.
Delivering an outstanding experience at those moments in life when the user is in an emotional upset will generate the definitive link between them and our company.
Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08
Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement mind-set engagement
Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08
Orange Bank has its credit card! 2 08 542
Orange Bank has its credit card! 2 08 542
Service Design 2 54 081 081
Hi UXStrat! Hi! Good morning M. UXStrat Good morning
CoachAdvisor
In France
after getting married
stressthe most important source of
is
buying a house
Service Design 1 08
Service Design 1 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement User-Centric mind-set engagement
Service Design 1 08
Hello Show! Orange Bank unveiled. 20th avril 2017 1 8 0870 870
Transfers to mobile numbers Immediacy Card blocking Mobile Payment
Here below! This is me 21 days before official launch of Orange Bank 0 7 8120 120
Status of the CX Strategy 120
Status of the CX Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing engagement User-Centric mind-set improvement 120
Status of the CX Strategy 120
•PO should take the operational responsibility of the customer journeys while the CX team will be more focused on defining and granting the global experience •Designers in squads? going through a more “Spotify” way of production organisation? •Continuing spreading design culture •Service Design initiatives to be engaged. Exploring future opportunities - paiements, insurances, personnalisation •Continuous improvement on UX/UI elements •Ensure a continuous and almost real-time Users Knowledge •Launching ;) 120 Next Steps
is “customer experience” still a buzzword? 120
ROInvestment 120
RODoing 120
ROTTrust 120
ROTTrust ime 120
120 Have Fun!
120 Thanks!

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UX STRAT Europe 2017: David Ruiz, "Developing a Multi-Channel Banking Experience for a Telecom Giant"

  • 1. Developing a multi- channel banking experience for a Telecom Giant David Ruiz Head of Design and CX @davuiz
  • 2. 5 2 2 We had days* for creating a bank * week-ends included :)
  • 3. Hi! This is me 522 days before the official launch of Orange Bank 5 2 2
  • 6. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles Design Principles
  • 7. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set User-Centric Approach
  • 8. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Omni-channel CX
  • 9. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Continuous improvement Customer’s journey improvement A/B TestingFUTsData Weekly Testing
  • 10. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing Product Design
  • 11. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing CX Principles User Research User-Centric mind-set ATMPackagingAICRCShops Customer’s journey improvement Visual IdentityUX/UI Guidelines WebMobile A/B TestingFUTsData Weekly Testing engagementmind-set CX Design
  • 12. Definition of a CX Strategy 5 2 2 Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Strategic Design
  • 13. Definition of a CX Strategy 5 2 2
  • 14. Very first action : define the CX Principles 5 2 2894 894
  • 15. The aim of the Customer Experience Principles guide is to be a reference document for the conception of the Orange Bank global experience. It grants a coherent, fluid and end-to-end experience for all customers and prospects. It is a reference guide for technical architects, developers, marketing and business stakeholders.
  • 16. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Immediacy Transparency Advice Competitiveness Integrated in Telco Operator Simple Digital Mobile Native Unmatched Experience Security
  • 17. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Internal studies Quantitative studies Previous qualitative studies Previous bank results Benchmark
  • 18. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. User Research More than 30 individual interviews Divided in 4 different use-case scenarios Using prototypes for better users’ projection
  • 19. How did we find out the fundamentals of the Orange Bank experience? Considering the Bank DNA, analysing internal studies and carrying out a User Research. Bank DNA Internal studies User Research + +
  • 20. Orange Bank should be a bank that adapts to user’s needs, being guarantor of its customers interests, while allowing them to regain control of their finances; in a pedagogue, human and reassuring way.
  • 21. adapts to user’s needs guarantor of its customers interests allowing them to regain control of their finances pedagogue human reassuring 6 main Customer Experience Principles which are dissected by more than 30 statements • • • • • •
  • 22. principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points
  • 23. principle : allowing customers to regain control of their finances. statement : granting access to all functionalities in all digital touch-points. desktop tablet smartphone function A function B function C function D function E traditional functional matrix between touch-points Orange Bank commitment : 100% Mobile+
  • 24. Start designing without a previous User Research is like getting married without knowing the bride. At least consider taking a coffee before ;)
  • 25. 4 6 789 Very first action : define the CX Principles
  • 26. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
  • 27. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared. CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing
  • 28. 4 6 789 Very first action : define the CX Principles First User Research First steps on company user-centric culture creation. CX Principles are globally shared.
  • 29. New arrivals on the team!Any resemblance to reality is purely coincidental ;) MOBILE UX/UI DESIGNER UX DESIGNERMOBILE UX/UI DESIGNER 4 89 254
  • 30. So let’s start designing!
  • 31. As for the global Experience Design Principles, the main objective was to design and establish the service architecture and the key UX/UI principles which will be the basis of the service for its multiple digital touch-points.
  • 32. 80 / 20% of banking application usage is based on checking accounts balance in their homepage and transfers % of banking functionalities are used the 80% of the time
  • 34. + - Placement Size How users help us to set priorities? Limited number of functions (min & max) and empty space left. savings account savings account savings account Playing ;) users have the choice between more than 14 “classic” functionalities to be placed in a mobile interface with some game rules and priority criteria.
  • 35.
  • 36. How users help us to include innovations? I. 6 new innovations cards sets are provided, x 6 New New New II. now users must include at least 3 of the 6 new functions, III. but constraints remain valid.
  • 37.
  • 40. Hi UXStrat, your balance account is 150 620,17€
  • 41. Hi UXStrat, your balance account is 150 620,17€ Current account Orange Bank
  • 43. To whom you want to send money? Gustave B.beneficiary
  • 44. How much money do you want to send to Gustave B. ? 00,00 €35,34 €
  • 45. Which type of transfer do you want to do? Programmed Transfer Deferred Transfer Immediate Transfer
  • 46. Which is the reason for your transfer? Restaurantreason
  • 47. From which account you want to make the transfer? Savings Account Gustave 1634,66 € Amount after transfer 1670,00 € current amount Current Account Gustave 456,92 € Amount after transfer 492,26 € current amount
  • 48. If there is no time ahead, smart design is the one focused on delivering the most valuable experiences for customers while being realistic on what the entreprise can really provide.
  • 49. New arrivals on the team! 4 25
  • 50. New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  • 51. New arrivals on the team! 4 25 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set DABsPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  • 52. New arrivals on the team! 4 25 A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively First Experience Map
  • 53. User test #1 User test #2 User test #3 User test #4 Weekly user tests 4 25 004 004
  • 54. One-to-one fast Testing for improving short customer journeys, interactions or information architecture approaches. In the same session, after quick user tests, the team shares results and redesign straightaway. UX User User Product Owner Developer User User UX
  • 55. Test, test, test and test. If you can not test with real customers, don’t stop testing, do it with people in the company, people in your project, people in your team, with yourself. That will be better in any case than doing nothing. Test often, test quick, test small items, big journeys, test wording, test everything.
  • 56. Weekly user tests User test #1 User test #2 User test #3 User test #4 4 00
  • 57. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
  • 58. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 CX Design Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Continuous Improvement
  • 59. Weekly user tests Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing. User test #1 User test #2 User test #3 User test #4 4 00 Continuous Improvement
  • 60. Design Team is growing up MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER 4 00 073
  • 61. Design Team is growing up Web Designers arrived late. Conception has 
 been done separately between mobile and web. MOBILE UX/UI DESIGNER WEB UX/UI DESIGNER DESIGN DELIVERY MANAGER WEB UX/UI DESIGNER Creation of the Design Delivery Manager role. 4 00 073
  • 62. Orange Bank Visual Identity has been validated 3 07 133 New Identity
  • 63. Orange Bank Visual Identity has been validated Logo 3 07 133 New Identity
  • 64. Orange Bank Visual Identity has been validated Colours 3 07 133 New Identity
  • 65. Orange Bank Visual Identity has been validated Fonts 3 07 133 New Identity
  • 66. Orange Bank Visual Identity has been validated Iconography 3 07 133 New Identity
  • 67. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
  • 68. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity New Identity
  • 69. Orange Bank Visual Identity has been validated First UI final guidelines set-up. 3 07 133 New Identity
  • 70. New bank organisation is now defined, roles are assigned. We’ve had a GO for defining the end-to-end omni- channel experience for all bank customer journeys. 3 13 892 892 GO GO Omni-channel!
  • 72. In order to deliver an unmatched Customer Experience we need to thoroughly conceive all the end-to-end omni-channel experiences. This can only be done with a multi-expertise collaborative approach as all the company is involved.
  • 73. Moreover, while working on customer journeys we can easily ensure the correct set-up of the relationship model at every customer interaction with the bank. By optimising its presence, visibility, responsiveness and pertinence in all the steps of a customer journey, we will be able to also provide a significative differential advantage.
  • 74. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Experience map
  • 75. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
  • 76. PARCOURSMAQUETTTES MOBILE ACTIONSÉMOTIONSPOINTSDEFRICTION &RUPTURES DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK 10 secondes Parcours en selfcare Parcours en boutique Parcours en CRC Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 Le client n’as pas le temps pour souscrire à Orange Bank. CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE 2 minutes20 secondes1 minute1 minute10 secondes 3 minutes Parcours en selfcare Parcours en boutique Parcours en CRC Le client lit le contrat. tablette webmobile Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions. Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email. tablette webmobile Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre. tablette webmobile Le client découvre et définit son offre : Carte bancaire, type de débit, assurances. Le client saisie, modifie ou complète ses informations personnelles. tablette webmobiletablette webmobile Le client accepte le rapatriement des données Orange Telco et s’authentifie. tablette webmobile Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées. tablette webmobile Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription. tablette webmobile tablette orange Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions. tablette orange Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. tablette orange Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. tablette orange Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. tablette orange Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. tablette orange Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client. téléphone Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants. téléphone Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui. téléphone Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre. téléphone Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer. téléphone Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail. téléphone Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription. téléphone Le conseiller explique l’offre Orange Bank et ses avantages. tablette orange VALIDER OFFRE VALIDER OFFRE 06 22 45 31 SOUSCRIPTION Orange bank SOUSCRIPTION OUI Étape 1 : Pièces Justificatives Étape 2 Étape 3 J’accepte MES INFORMATIONS 06 22 45 31 20 MODIFIER Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé) Le scoring du client ne fonctionne pas. Le client n’as pas le temps pour souscrire à Orange Bank. Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre. Le rappatriement des données Orange Telco ne fonctionne pas. Le client ne connait pas son mot de passe ou son identifiant Orange Telco. Breaking Points Emotions Actions Time Journey Mock-ups Phases
  • 77. Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases Relationship model Salesforce journey Opérations Involved IHM Involved partner Historicity Omni- channel % End-to-End Customer Journey
  • 78. How do we design the customer journeys? UXCJX PO Core Team • Collect existing user and business information and start mapping the current journey if exists • Carry out a benchmark on equivalent services or experiences • Identify the type of customer journey (subscription, assistance, usage…) • Perform a User Research phase (considering a short or a long Service Design approach depending on subject and issues encountered) • Prepare and organise cross-discipline internal co-creative workshops • Start defining the target customer experience, first touch-points and moments of truth identification and interface sketches (prototyping, concept-generation) Customer Journey Expert
  • 79. How do we design the customer journeys? Marketing CRC AI Operations Orange CRM Risks Finance Compliance IS Payment Supply Groupama Community Core Team 1. Definition UXCJX PO 2. Implementation 3. Maintenance
  • 80. How do we implement the customer journeys? Dev Interface creation, development, testing and production Operational declination of the customer journey experience, resolution of blocking points and open issues Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
  • 81. How do we implement the customer journeys? Dev Strong and continuous collaboration within the Design and CX Team for identifying constraints having impact on the defined experience. Community UXCJX POPO 1. Definition 2. Implementation 3. Maintenance
  • 82. How do we maintain the customer journeys? • Follow-up of Friendly User Tests and collect user insights • Continuous improvement of UX/UI elements • Enhancement of customer journeys based on the analysis of users’ feedback • Customer Journeys update by the resolution of existing open questions and identified risks 1. Definition 2. Implementation 3. Maintenance
  • 83. How do we evaluate the customer journeys? Support Reassuring Smooth Intuitive Innovative
  • 85. Our pre-launch Customers Journey’s reference guide includes : • Individual journey evaluation • Open questions and identified risks for launching • All end-to-end omni-channel customer journeys with identification of the moments of truth • Identification of differentiating and emotional engaging experiences • List of optimisation and enhancement leads.
  • 86. Delivering an outstanding experience at those moments in life when the user is in an emotional upset will generate the definitive link between them and our company.
  • 88. Customer Journey experts joined the team CUSTOMER JOURNEY CUSTOMER JOURNEY CUSTOMER JOURNEY 2 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement mind-set engagement
  • 90. Orange Bank has its credit card! 2 08 542
  • 91. Orange Bank has its credit card! 2 08 542
  • 93. Hi UXStrat! Hi! Good morning M. UXStrat Good morning
  • 95.
  • 99. is
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  • 103. Service Design 1 08 CX Design Strategy UI GuidelinesUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing Visual Identity improvement User-Centric mind-set engagement
  • 105. Hello Show! Orange Bank unveiled. 20th avril 2017 1 8 0870 870
  • 106. Transfers to mobile numbers Immediacy Card blocking Mobile Payment
  • 107. Here below! This is me 21 days before official launch of Orange Bank 0 7 8120 120
  • 108. Status of the CX Strategy 120
  • 109. Status of the CX Strategy Visual IdentityUX/UI GuidelinesCX Principles User Research Service Design Top Management engagement User-Centric mind-set ATMPackagingWebMobileAICRCShops Customer’s journey improvement A/B TestingFUTsData Weekly Testing engagement User-Centric mind-set improvement 120
  • 110. Status of the CX Strategy 120
  • 111. •PO should take the operational responsibility of the customer journeys while the CX team will be more focused on defining and granting the global experience •Designers in squads? going through a more “Spotify” way of production organisation? •Continuing spreading design culture •Service Design initiatives to be engaged. Exploring future opportunities - paiements, insurances, personnalisation •Continuous improvement on UX/UI elements •Ensure a continuous and almost real-time Users Knowledge •Launching ;) 120 Next Steps
  • 112. is “customer experience” still a buzzword? 120