Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

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How clients and agencies can work together to improve the customer experience. Presented by Peyton Lindley, Executive Director, Experience Design at EffectiveUI, and Suzanne Hamill, VP of Interactive Design at Fidelity Investments, at Forrester Consumer Forum 2011.

Technologie Business

Relationships for the Customer Experience Age:
Lessons From the Field

Suzanne Hamill - VP, Interactive Design
Chris Whitlock - Executive Creative Director
Peyton Lindley - Executive Director, Experience Design. @telegrammatic
#eﬀectiveui
@eﬀectiveui

Monday, October 31, 2011

What We’re Working On
(And Why)

Monday, October 31, 2011

Why Are We Here?

Monday, October 31, 2011

On Client-Agency Relationships:

Monday, October 31, 2011

On Client-Agency Relationships:

Client -

Monday, October 31, 2011

relationship (n.)
the way in which two or more people or
organizations regard and behave toward
each other

Monday, October 31, 2011

OR LIKE THIS?

“Can’t We All Just Get Along?”

Monday, October 31, 2011

What’s The Cost of a Bad
Relationship?

Monday, October 31, 2011

“Help! My client is texting me!”

Monday, October 31, 2011

Ask:
“How are we working?”
in addition to...
“What are we working on?”

Monday, October 31, 2011

The “agency” model is changing.

Monday, October 31, 2011

Not too long ago...

Monday, October 31, 2011

So Where Is The Model Headed?

Monday, October 31, 2011

EXTERNAL: NEW MODELS

“One-Way Communication”

CLIENT AGENCY CUSTOMER

Monday, October 31, 2011

EXTERNAL: NEW MODELS

CLIENT
“Communication
& Interpretation”
CUSTOMER

AGENCY

Monday, October 31, 2011

INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE
MYSTERIOUS AND WONDERFUL
“BLACK BOX” THINGS HAPPEN HERE
APPROACH

CUSTOMER RESULTS
INSIGHT &
[ANALYSIS & FINDINGS
SYNTHESIS]

Monday, October 31, 2011

So how do you change
the conversation?

Monday, October 31, 2011

Revolution (n.) --
a dramatic and wide-reaching
change in the way something works
or is organized or in people's ideas
about it

Monday, October 31, 2011

THIS KIND OF REVOLUTION?

Monday, October 31, 2011

frameworks for dialog

Monday, October 31, 2011

frameworks for dialog
“helps me be strategic”

“helps me
make decisions”

“helps me
plug & chug”

Monday, October 31, 2011

so what have we learned?

Monday, October 31, 2011

space matters.

Monday, October 31, 2011

facilitate, don’t dictate.

Monday, October 31, 2011

co-creation and collaboration:
“one team”

Monday, October 31, 2011

leading by doing.

Monday, October 31, 2011

have the right people [participating].

Monday, October 31, 2011

don’t wait for a meeting.

Monday, October 31, 2011

how can we make this sustainable?

Monday, October 31, 2011

DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING

VISUAL
DESIGN

Monday, October 31, 2011

DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING

PROBLEM
DEFINITION

VISUAL
DESIGN

Monday, October 31, 2011

DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING
DESIGN
FACILITATION

PROBLEM
DEFINITION

VISUAL
DESIGN

Monday, October 31, 2011

thank you. questions?

Monday, October 31, 2011

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Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

1. Relationships for the Customer Experience Age: Lessons From the Field Suzanne Hamill - VP, Interactive Design Chris Whitlock - Executive Creative Director Peyton Lindley - Executive Director, Experience Design. @telegrammatic #eﬀectiveui @eﬀectiveui Monday, October 31, 2011

2. What We’re Working On (And Why) Monday, October 31, 2011

3. Why Are We Here? Monday, October 31, 2011

4. On Client-Agency Relationships: Monday, October 31, 2011

5. On Client-Agency Relationships: Client - Monday, October 31, 2011

6. relationship (n.) the way in which two or more people or organizations regard and behave toward each other Monday, October 31, 2011

7. IS IT LIKE THIS? “Well Established Brand Seeks Hot Agency.” Monday, October 31, 2011

8. OR LIKE THIS? “Can’t We All Just Get Along?” Monday, October 31, 2011

9. What’s The Cost of a Bad Relationship? Monday, October 31, 2011

10. Monday, October 31, 2011

11. “Help! My client is texting me!” Monday, October 31, 2011

12. “Help! My client is texting me!” Monday, October 31, 2011

13. Ask: “How are we working?” in addition to... “What are we working on?” Monday, October 31, 2011

14. The “agency” model is changing. Monday, October 31, 2011

15. Not too long ago... Monday, October 31, 2011

16. So Where Is The Model Headed? Monday, October 31, 2011

17. EXTERNAL: NEW MODELS “One-Way Communication” CLIENT AGENCY CUSTOMER Monday, October 31, 2011

18. EXTERNAL: NEW MODELS CLIENT “Communication & Interpretation” CUSTOMER AGENCY Monday, October 31, 2011

19. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS] Monday, October 31, 2011

20. INTERNAL: BRINGING PEOPLE ALONG FOR THE RIDE MYSTERIOUS AND WONDERFUL “BLACK BOX” THINGS HAPPEN HERE APPROACH CUSTOMER RESULTS INSIGHT & [ANALYSIS & FINDINGS SYNTHESIS] CO-CREATED APPROACH CUSTOMER RESULTS INSIGHT & FINDINGS Customer Needs Workshop #1 Workshop #2 Framework Monday, October 31, 2011

21. So how do you change the conversation? Monday, October 31, 2011

22. Revolution (n.) -- a dramatic and wide-reaching change in the way something works or is organized or in people's ideas about it Monday, October 31, 2011

23. THIS KIND OF REVOLUTION? Monday, October 31, 2011

24. OR THIS KIND? Monday, October 31, 2011

25. frameworks for dialog Monday, October 31, 2011

26. frameworks for dialog “helps me be strategic” “helps me make decisions” “helps me plug & chug” Monday, October 31, 2011

27. so what have we learned? Monday, October 31, 2011

28. space matters. Monday, October 31, 2011

29. space matters. Monday, October 31, 2011

30. space matters. Monday, October 31, 2011

31. space matters. Monday, October 31, 2011

32. space matters. Monday, October 31, 2011

33. facilitate, don’t dictate. Monday, October 31, 2011

34. co-creation and collaboration: “one team” Monday, October 31, 2011

35. leading by doing. Monday, October 31, 2011

36. have the right people [participating]. Monday, October 31, 2011

37. don’t wait for a meeting. Monday, October 31, 2011

38. how can we make this sustainable? Monday, October 31, 2011

39. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING VISUAL DESIGN Monday, October 31, 2011

40. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING PROBLEM DEFINITION VISUAL DESIGN Monday, October 31, 2011

41. DESIGN FOR CUSTOMER EXPERIENCE IS SHIFTING DESIGN FACILITATION PROBLEM DEFINITION VISUAL DESIGN Monday, October 31, 2011

42. thank you. questions? Monday, October 31, 2011

Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field

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Relationships for the Customer Experience Age: Fidelity Investments Lessons from the Field