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UX STRAT Europe 2018: David Ruiz, Orange Bank

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UX STRAT Europe 2018 presentation slides by David Ruiz of Orange Bank: "Influencing Your Organization to Invest in Strategic Design"

Veröffentlicht in: Design

UX STRAT Europe 2018: David Ruiz, Orange Bank

  1. 1. bank Orange Cash David Ruiz - @davuiz
  2. 2. bank David Ruiz - @davuiz
  3. 3. Disruption David Ruiz - @davuiz
  4. 4. and that’s really cool ;) We are democratising innovative banking services in France David Ruiz - @davuiz
  5. 5. 2nd November 2017 David Ruiz - @davuiz
  6. 6. 30 000customers in 2 weeks David Ruiz - @davuiz
  7. 7. 00 0001 customers in 4 months David Ruiz - @davuiz
  8. 8. David Ruiz Head of Design and CX @davuiz Influencing the organisation to invest in Strategic Design bank
  9. 9. Previously on Season 1 David Ruiz - @davuiz
  10. 10. David Ruiz - @davuiz
  11. 11. The differentiation factor comes from the Tactical Choices David Ruiz - @davuiz
  12. 12. 1 Drive Company’s Mind-Set evolution Build Design credibility in-house2 Ensure Operational Translation of CX3 David Ruiz - @davuiz
  13. 13. Some companies are User-Centric up to the moment on which important decisions have to be made DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  14. 14. + - Starting point for opérations, technical architecture definition and gouvernance Key decisions’ points with potential impact on quality, timing and budget Project scope & ambitions Launch User-Centric awareness DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  15. 15. + - Starting point for opérations, technical architecture definition and gouvernance Key decisions’ points with potential impact on quality, timing and budget Project scope & ambitions Launch User-Centric awareness DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  16. 16. The very first User-Centric decision in a project is the choice of the technical solution behind it DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  17. 17. And the second is when governance principles and decision making processes are defined. DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  18. 18. Promote Design in-houseTalk business and technical language Involve top management in Design processesPut in place Service Design initiatives Prototyping Report usage and social trendsCalculate ROI of Design Define Design KPIsEnable external collaborations Design has to overcome the resistance level of being perceived as a “cool-to-have” discipline for being part of the company’s core decisions and strategy definition Demonstrate by Doing Put Users at the centerUnderstand Business needs and objectives Create a culture of co-creation and collaboration Enhance Design Operations Remove organisational silos Test, Test, TestDRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  19. 19. It can be done thanks to top management empowerment and by setting up Design at the right governance level Promote Design in-houseTalk business and technical language Involve top management in Design processesPut in place Service Design initiatives Prototyping Report usage and social trendsCalculate ROI of Design Define Design KPIsEnable external collaborationsDemonstrate by Doing Put Users at the centerUnderstand Business needs and objectives Create a culture of co-creation and collaboration Enhance Design Operations Remove organisational silos Test, Test, Test DRIVE MIND-SET EVOLUTION David Ruiz - @davuiz
  20. 20. Personally, I think that’s a hell of a Designer David Ruiz - @davuiz BUILD DESIGN CREDIBILITY IN-HOUSE
  21. 21. Designers, continue pushing the barriers by doing what you know the best : deliver meaningful experiences to users and competitive advantages to business BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  22. 22. Facilitator role of Design is over BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  23. 23. As for football trainers, in Design all people from any domain think that they are better designers than you. BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  24. 24. “Designers are big headed !” BUILD DESIGN CREDIBILITY IN-HOUSE dixit by a Product Owner David Ruiz - @davuiz
  25. 25. Avoid the “#everythingiscriticalforUX” way of thinking BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  26. 26. Designers must understand business requirements and specificities BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  27. 27. When people in your company start sketching this can only mean one thing : you’re doing a great designer job ! BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  28. 28. Be humble like only an expert can be BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  29. 29. Sometimes, an external intervention worths 10 times more than one of yours and that’s fine, trust me BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  30. 30. BUILD DESIGN CREDIBILITY IN-HOUSE In-House Design teams are the key David Ruiz - @davuiz
  31. 31. BUILD DESIGN CREDIBILITY IN-HOUSE In-House Design teams are the key David Ruiz - @davuiz
  32. 32. BUILD DESIGN CREDIBILITY IN-HOUSE In-House Design teams are the key David Ruiz - @davuiz
  33. 33. BUILD DESIGN CREDIBILITY IN-HOUSE It’s a matter of commitment David Ruiz - @davuiz
  34. 34. BUILD DESIGN CREDIBILITY IN-HOUSE It’s a matter of commitment Your point of view is one among many in your team David Ruiz - @davuiz
  35. 35. BUILD DESIGN CREDIBILITY IN-HOUSE Defend your designers’ choices It’s a matter of commitment David Ruiz - @davuiz
  36. 36. BUILD DESIGN CREDIBILITY IN-HOUSE Be 100% committed with your team It’s a matter of commitment David Ruiz - @davuiz
  37. 37. Frustration Management techniques should be taught at schools BUILD DESIGN CREDIBILITY IN-HOUSE David Ruiz - @davuiz
  38. 38. Design Leadership requires you to be always there for your team as a mentor, a friend, an assistant, a psychologist, a protector, a visionary, a lawyer… BUILD DESIGN CREDIBILITY IN-HOUSE as a father David Ruiz - @davuiz
  39. 39. One year ago… David Ruiz - @davuiz
  40. 40. 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. David Ruiz - @davuiz
  41. 41. 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 • • • • • • David Ruiz - @davuiz
  42. 42. Today David Ruiz - @davuiz
  43. 43. EfficientPleasantEngagingReassuringEmotional
  44. 44. Emotional 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 ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  45. 45. Efficient Emotional PleasantEngagingReassuring Surprise Relief Attachment Promotion Souvenir
  46. 46. Animations, transitions, interaction components, sounds and graphics are key factors for providing an intuitive and enjoyable experience to users Pleasant ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  47. 47. Emotional Pleasant Interface Animations Transitions Images Brand EfficientEngagingReassuring Surprise Relief Attachment Promotion Souvenir
  48. 48. Provide advice, care and guidance to customers at any moment in order to make them feel confident and allowing them to regain control of their finance Reassuring ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  49. 49. ReassuringEmotional Pleasant EfficientEngaging Surprise Relief Attachment Promotion Souvenir Interface Animations Transitions Images Brand Teaching Advice Care Notifications
  50. 50. An innovative and personalised experience provoking enthusiasm, trust and fidelity Engaging ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  51. 51. Engaging Promises Innovation Use Personalisation ReassuringEmotional Pleasant Efficient Surprise Relief Attachment Promotion Souvenir Interface Animations Transitions Images Brand Teaching Advice Care Notifications
  52. 52. A reliable organisation, providing technical and human responsiveness, is able to adapt itself to customers needs and meet them any time Efficient ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  53. 53. Efficient Teaching Advice Care Notifications Technical Bugs Performances Internal Process Organisation Resolution Timing EngagingReassuringEmotional Pleasant Surprise Relief Attachment Promotion Souvenir Interface Animations Transitions Images Brand Promises Innovation Use Personalisation
  54. 54. Actions ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  55. 55. Actions ReassuringEmotional Engaging EfficientPleasant Reassuring Emotional Engaging EfficientPleasant David Ruiz - @davuiz
  56. 56. A “0 bugs experience” is not equal to a “great experience” ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  57. 57. ENSURE OPERATIONAL TRANSLATION Spell out your customer’s problems by making them factual David Ruiz - @davuiz
  58. 58. Weighting grades ENSURE OPERATIONAL TRANSLATION 2 5 6 3 2 David Ruiz - @davuiz
  59. 59. ENSURE OPERATIONAL TRANSLATION User value Internal value David Ruiz - @davuiz
  60. 60. Customer Experience Room ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  61. 61. Be responsible of Customer Satisfaction ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  62. 62. Ensure a continuous and almost real-time Users Knowledge and Satisfaction KPIs ENSURE OPERATIONAL TRANSLATION David Ruiz - @davuiz
  63. 63. Thank you ! David Ruiz Head of Design and CX @davuiz

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