Petteri Hiisilä from Nokia Siemens Networks and Teemu Äijälä from Fjord discuss how the two companies jointly created a software-as-a-service solution to help telecom operators measure, visualize and manage the user experience of mobile network customers. Fjord used a design-by-prototyping approach to facilitate design thinking with the product owners, while NSN UX Lead introduced and spread a goal-directed design process inside the organization.

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BIG Design for BIG Data
NSN & Fjord, May 23, 2013
CEM on Demand

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NSN & FJORD
Speakers
Petteri Hiisilä
Design Lead
Customer Insight & Experience
Nokia Siemens Networks
Petteri Hiisilä is a senior interaction designer
with 12 years of experience working in
internet/web services, television,
newspapers, finance, process industry,
medical, mobile phones and mobile
networks.
He uses (Cooper's) Goal-Directed Design
approach, and has performed more than
500 field interviews with end-users.
Currently he's leading Nokia Siemens
Networks' cross-cultural user experience
teams four days a week, and does freelance
projects with startups on Fridays.
Twi$er:(@pe$erihiisila
Teemu Äijälä
Service Design DIrector
Fjord Helsinki
With over 10 years of industry
and leadership experience in running
complex, international service and product
design projects, leading teams of
interaction and visual designers,
prototypers and user researchers. A solid
background from vision creation to detailed
execution.
Currently responsible for the overall
elegance of the design produced in the
Fjord Helsinki studio, as well as supporting
business development and office growth.
Working with cross-disciplinary and
multicultural teams to design totally new
service concepts for the clients.
A strong passion for working with clients to
create industry wide impact and change.

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NSN & FJORD
We talk about
Nokia Siemens Networks & Fjord
What is Customer Experience Management?
UX transformation in a big org: Challenges
Learnings: What worked for us
Achievements: “In the end it pays off”

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ABOUT NSN
Global company with a rich heritage
• Joint venture of Nokia and Siemens, acquired
Motorola’s wireless networks infrastructure
business in 2011
• Started operations on April 1, 2007
• Net sales of approximately €13.4 billion in
2012
• 120+ years of telecom experience
• ca 56,700 employees, operations in 120+
countries
• Strong focus on mobile broadband and
customer experience management

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ABOUT NSN
Every day, a quarter of the world’s
population connect over
our infrastructure and solutions

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ABOUT FJORD
One office with nine front doors
London Helsinki Berlin Madrid New York Stockholm Paris San Francisco Istanbul

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ABOUT FJORD
... And we have new friend

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What is
CEM ?

10. Customer Experience Management
on Demand
An online service for telecom operators.
One common view to customer (subscriber)
experience, customer revenue and device/network
performance.
Designed for marketing, product/service
management, quality assurance, customer care and
operations.
DEMO

11. “We’re creating solutions for measuring
Customer Experience”
->
Great UX is expected, essential!

12. Initially no code libraries to support great UX.
Feasibility and evaluation challenges of Big Data.
Creating rapport & trust to have a f2f dialog with big
customers.
Integrating design with engineering: mindset and process
renewal.
Multi-site, multi-culture, multi-history...
Recruiting internal senior designers is hard and time-
consuming.
Challenges in a UX transition

13. Choose. Your. Battles.
• Successful first two pilots are critical!
• Internal project: “iFSM” won 2 innovation awards in 2011
➡ Design gets visibility, creates buzz
➡ Fjord selected mid 2011 to accelerate design for CEM

14. Early design prototypes
Early internal design explorations
through interactive demos

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Learnings
What worked for us

16. 1) Define a fixed contract
2) Gather “user insight” up front
3) Design the concept and wireframe
4) Prototype and present
It is way too easy to get into illusion of an agreement.
This workflow needs close collaboration and
communication.
First we tried this:

17. Discovery:
Almost everything can be
conceived, designed and
communicated through
prototypes of different
granularity.

18. 1) Use scenario protypes (lo-fi)
2) Interaction design protypes (lo-fi)
3) Visual design prototypes (hi-fi)
4) Development support prototype (hi-fi)
What worked: Prototype
early, prototype often!

19. Sketch in prototypes
DEMO

20. Create
Validate
Communicate
Repeat

22. Setting the priorities straight through weekly adjustments

23. Kanban

24. Basecamp is great for cross-company collaboration
and tracking history behind every decision

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Achievements
In the end it pays
off

26. NSN’s global design
organization
GUI Board
Budapest
Site
FjordUX company
Weekly meetings, P2P support community
Special projects, bootstrapping design, teaching and continuous
design support
Pattern libraries
GUI component libraries
Training
Design and visual guidelines
(Noteworthy: marketing too creates personas and prototypes today!)
Tampere Bangalore Site n
Local designers Local designers Local designers Local designers
UX company
Site
Site

27. UX accelerators: Best practices,
style guides and code galleries