1. create a great experience
Andrew McGrath – Director of Design and User Experience, Orange FT Group
11 November 2010

2. 2 France Telecom Group restricted
Orange
world-leading communications brand owned by France
Telecom
 181 000 employees
 50.9 billion € revenues in 2009
 serving over 183 million customers
 operating in 32 countries Russi
Federation
Morocco
Iraq
Spain
France
Turkey
Germany
Poland
United
Kingdom
Portugal
Belarus
Italy
Ukraine
Greece
Finland
Sweden
Norway
Tunisia
Algeria
Libya
Egypt
AustriaSwitz.
Estonia
Latvia
Andorra
Lithuania
Azerb
Georgia
Armenia
Rep. Of
Ireland
Belgium
Lux.
Netherlands
Denmark
Slovakia
Albania
Hungary
Romania
Serbia
Bulgaria
Czech republic
Israel
Lebanon
Cyprus Syria
Jordan
Moldova
Bosnia
Croatia
Slovenia
Macedonia
Montenegro

3. 3 France Telecom Group restricted
Orange
 N°3 mobile operator in Europe
 N°3 provider of broadband internet services in Europe
 3.57 million digital TV subscribers in Europe
Russi
Federation
Morocco
Iraq
Spain
France
Turkey
Germany
Poland
United
Kingdom
Portugal
Belarus
Italy
Ukraine
Greece
Finland
Sweden
Norway
Tunisia
Algeria
Libya
Egypt
AustriaSwitz.
Estonia
Latvia
Andorra
Lithuania
Azerb
Georgia
Armenia
Rep. Of
Ireland
Belgium
Lux.
Netherlands
Denmark
Slovakia
Albania
Hungary
Romania
Serbia
Bulgaria
Czech republic
Israel
Lebanon
Cyprus Syria
Jordan
Moldova
Bosnia
Croatia
Slovenia
Macedonia
Montenegro

4. 4 France Telecom Group restricted
innovation
 innovation investment 900 million € every year
 innovative services generated close to 10% of revenues in
2009, targeting 20% for 2012

5. 5 France Telecom Group restricted
Orange provides a complete
range of mass market
services across multiple
markets

6. 6 France Telecom Group restricted
mobile
online
fixed & internet
N°3 in Europe
124 million mobile customers
29 million using mobile
broadband
first to launch HD voice on
mobile
business
64 million unique visitors to
Group internet portals &
properties
healthcare solutions for
business and consumers
European leader in broadband (ADSL) with
13,5 million customers
10+ million Livebox, broadband gateways
deployed in the market (consumer +
business)
N°1 IPTV service provider in Europe with
over 3.3 million customers
operations in 220 countries
6 million businesses users worldwide
3,700 multinationals

7. 7 France Telecom Group restricted
taking apps seriously…

8. 8 France Telecom Group restricted
1
2
3
a leading retailer of premium content & games with
~20 million downloads per year in Europe
an applications developer with over 35 Orange
branded and published apps in leading apps stores
with more than 6.5 million downloads
Orange Application Shop launched in 2010 on Java,
Symbian and Android in France & UK.
Joint Ovi Store with Orange in partnership with
Nokia for 2011
a widget player embedded in our low and mid-range
phones
4
5

9. 9 France Telecom Group restricted
1
2
3
mobile TV pioneer since 2004 with the World first TV
bouquet launched on iPhone in 2008
connectivity (hotspot finder) and e-care applications
(Your Orange, Back Up & Restore)
premium multimedia content (sports, events)
location services
4

10. 10 France Telecom Group restricted

11. 11 France Telecom Group restricted
Your Orange The whole Orange universe on the iPhone. Reinforce our
customer relationship, and promote contents (apps/webapps/marketing offers).

12. 12 France Telecom Group restricted
Orange WiFi Finder You’re never far from the internet. Find the hotsport
nearest to you or anywhere else in the UK.

13. 13 France Telecom Group restricted
Orange Wednesday Combining the latest film reviews and trailers with up to
date info of what's on. The app even provides you with the 2 for 1 cinema
voucher.

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Jardins de Versailles An innovative way to discover Château de Versailles
gardens with augmented reality. Exclusive and official information (text, audio,
video, slideshows) for an unforgettable visit.

15. 15 France Telecom Group restricted
Orange Ligue 1 A football service based on content from Ligue 1, lets fans track
scores and statistics from the top teams

16. 16 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal

17. 17 France Telecom Group restricted
how normal are you?
 How many people here actually pay their phone bills?
 How many people here have more than one phone/sim?
 Just by being here you are a bit strange…

18. 18 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it

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vipfullscreenview
vipwidget
social network
scrolling updates
4 touchable areas
multiple social
network views
light theme
agile user testing

20. 20 France Telecom Group restricted
vipfullscreenview
vipwidget
simple 1 touch
summary
dark theme to
match widget style
simple scrolling social
network view
native contact
method design
design, post user testing
findings delivered, design changes made and new spec issued in 48 hours

21. how different customers think.
don’t get lazy

22. 22 France Telecom Group restricted
example - situated interviews and segmented
Personas
We conducted two rounds of ethnography interviews with a
sample of 10 users across our segmentation. Various work
sessions served to exploit the raw material from the interviews.
The result is a set of four visualizations per participant that
conveys the key information for the project and can be used as
user input to work with stakeholders. bullet point list

23. 23 France Telecom Group restricted
the Portrait/Persona
Introduction to the participant’s information, their vision of areas in
their life and a synthesis of the interviews and most significant quotes.

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a day in the life
The big picture of what’s going on in a typical day in the participant’s
life

25. don’t get lazy…
co-creation workshops

26. 26 France Telecom Group restricted

27. 27 France Telecom Group restricted

28. 28 France Telecom Group restricted
‘a service that allows
you to find your way
and locate points of
interest on the way’

29. 29 France Telecom Group restricted
recording what our
customers draw, ask
to be drawn and what
they say in the
process

30. 30 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn

31. 31 France Telecom Group restricted
the customer interacts with the whole service

32. 32 France Telecom Group restricted
“service design looks
at the whole service
ecosystem and the
connections
necessary between
the products, people,
communications and
infrastructures to
deliver high quality
end to end customer
service experiences”

33. 33 France Telecom Group restricted
example user journey

34. 34 France Telecom Group restricted
full customer journeys
5. Touch-point detail
6. Products & reviews
7. Identified barriers
1. Customer need
2. Step
3. Experience
4. Illustration

35. 35 France Telecom Group restricted
segmented customer journeys

36. 36 France Telecom Group restricted
don’t forget the widgets…
Orange Games & Orange
World
Digital Clock with Alarm My Social Life & VIP SMS & Weather

37. 37 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn
 the device is the theatre, ‘don’t break the fourth wall’

38. break rules
when you understand them

39. 39 France Telecom Group restricted
orange homescreen
 vertical scrolling is major navigation
 navigation within a panel is horizontal, which can also be
used to switch views
Touch HS Shortcut View Touch HS VIP View
left/right swipe
to change view
vertical scroll
through view

40. 40 France Telecom Group restricted
new orange android homescreen

41. some golden rules to create
a great UX

42. 42 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn
 the device is the theatre, ‘don’t break the fourth wall’
 differentiation is the last refuge of a scoundrel

43. 43 France Telecom Group restricted
cubes…

44. 44 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn
 the device is the theatre, ‘don’t break the fourth wall’
 differentiation is the last refuge of a scoundrel
 let the customer control the volume, in all its forms

45. 45 France Telecom Group restricted
principle : user controls the volume
meet & greet
facets privacy control profile auto-tag
exchange details easily with people you meet, whether it’s at a noisy nightclub or a
conference. Select the level of information you want to give before the event and touch
phones to transfer the important info.

46. 46 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn
 the device is the theatre, ‘don’t break the fourth wall’
 differentiation is the last refuge of a scoundrel
 let the customer control the volume, in all its forms
 design sustainably (for those who plan to offer convergence)

47. design sustainably (for those
who plan to offer converged
services)

48. 48 France Telecom Group restricted
pattern libraries…the goal
 help drive implementation of portals, web apps and apps as
defined by design team and by strategy team
 increase productivity and the reach of your design
 make “success” available for re-use
 removal of ‘re-inventing the wheel’
 to increase the consistency, predictability and usability
across all interfaces from non-touch to tablet

49. 49 France Telecom Group restricted

50. 50 France Telecom Group restricted
pattern library – a sustainable experience
Non-touch (basic devices)
Basic
e.g Nokia Series 30
Capable
e.g Nokia Series 40
Advance
e.g Nokia Series 60
Touch (advanced devices)
Basic
e.g LG Viewty
Capable
e.g Blackberry Bold
Advance
e.g Apple iPhone

51. 51 France Telecom Group restricted
some golden rules to create a great UX
 we are all strange, the user is normal
 actually consult the customer and don’t get lazy about it
 think about the full experience, from awareness to churn
 the device is the theatre, ‘don’t break the fourth wall’
 differentiation is the last refuge of a scoundrel
 let the customer control the volume, in all its forms
 design sustainably (for those who plan to offer convergence)

52. A few things
about Orange Partner

53. 53 France Telecom Group restricted
Orange Partner, an active player to foster an open
eco-system since 2004
community services
 online and one to one support
 events, newsletter,
 alliances network
 developer centers
rich offer of network and personal APIs exposed since 2008
 SMS, MMS, click to call, location
 Orange identity, address book, contacts…
active member in WAC (Wholesale Application Community)
Open Source Widget Platform available to all industry player
online service platform for developers: Orange Partner Connect

54. 54 France Telecom Group restricted
What do you get as application partner to
Orange ?
 Access to trusted relationship with Orange customers
 Benefits of Orange billing and customer support service
 Application promotion and retail marketing opportunities in
local markets
 Single entry point to multiple countries
 Application requirement information & in depth technical
support
 Account management and technical support with Orange
Partner Services
 Plus.. potential reach toward 123 million mobile customers..
25 millions already active data users

55. thank you