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Warstories from Institutionalizing UX in Bankdata

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Presentation given by Claus Broholm at the J. Boye Aarhus 17 conference

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Warstories from Institutionalizing UX in Bankdata

  1. 1. Warstories from Institutionalizing UX in Bankdata
  2. 2. Agenda
  3. 3. Bankdata Bankdata is among the biggest financial IT companies in Denmark having: 700 employees IT system used by: • 7385 bank employees • 1.6m bank customers
  4. 4. 11 owners Alm. Brand Bank Djurslands Bank Jyske Bank 45% Kreditbanken Nordfyns Bank Nordjyske Bank Ringkjøbing Landbobank Skjern Bank Sparekassen Sjælland-Fyn Sydbank 29% Østjydsk Bank
  5. 5. Bankdata develops solutions for: • Online banking • Mobile banking app • Bank advisor tools • ATM’s • IT support for the banks • Security • Prevention of terror financing
  6. 6. What is UX? https://www.youtube.com/watch?v=9BdtGjoIN4E
  7. 7. User eXperience (UX) – what is it? External motivating factors (System) triggers Don´t make me think Don´t make me feel stupid Emotions, beliefs, preferences, perception, comfort, behavior and accomplishment
  8. 8. Overall system performance (objective) Human well-beeing (subjective) Satisfaction Effectiveness Efficiency USABILITY Anticipated use Actual use After use Source: http://uxqb.org/wp-content/uploads/documents/CPUX-F_EN_Curriculum-and-Glossary.pdf User-Experience (ISO 9241-210)
  9. 9. Anticipated use
  10. 10. During use (Usability: Effectiveness, efficiency and satisfaction)
  11. 11. After use
  12. 12. Overall system performance (objective) Human well-beeing (subjective) Satisfaction Effectiveness Efficiency USABILITY Anticipated use Actual use After use Source: http://uxqb.org/wp-content/uploads/documents/CPUX-F_EN_Curriculum-and-Glossary.pdf User-Experience (ISO 9241-210)
  13. 13. Competency overview (situation) +50 dev. Teams (very scattered UX skills) UX-team: 3
  14. 14. To run a professional and successful UX initiative we need People ProcessTechnology
  15. 15. B-agile No UX- proces UX is UI
  16. 16. Top-management (Bankdata) Good usability on customer (and employee-oriented) systems is today an integral part of the customer experience our banks offer. Today, customers expect that even advanced applications and apps can be used immediately without help or instruction. This means that usability is an absolutely central discipline when we build our solutions to ensure intuitive and thoughtful design. We got acceptance, but no commitment!
  17. 17. IT (Department) BUSINESS
  18. 18. User requirements as perceived by the business (Recall bias) Generalize Omit Distort Behavior never lies.
  19. 19. Behavior never lies.
  20. 20. Team - UX Competencies Most teams with no or very little UX competencies • Knowledge • Experience • Personality
  21. 21. Real users • Hard to access • Underutilized since teams do not have the competencies to use them correctly. • Teams were content with answers from the PO about users and their needs.
  22. 22. Tools for running remote usability tests Feedback tools - measuring effort and satisfaction Tool for running pilottests or A/B tests Very limited analytics (pageviews) Design guideline and live showcase
  23. 23. To run a professional and successful UX initiative we need People ProcessTechnology
  24. 24. Human Centered Design (HCD) An approach to design that aims to make interactive systems more usable by focusing on the use of the interactive system and applying human factors, ergonomics and usability knowledge and techniques. Plan the human- centered design process Understand and specify the context of user Specify the User Requirements Produce design solutions to meet user requirements Evaluate the designs against requirements Design solution meets user requirements Iterate, where appropriate
  25. 25. SCRUM og HCD HCDSCRUM Scrum and HCD is a strong combination. http://agilitrix.com/2017/08/agile-is-a-means-not-the-goal/
  26. 26. https://www.youtube.com/watch?v=502ILHjX9EE
  27. 27. Knowledge valueRelevans Customer value Testable Usable Lovable https://dandypeople.com/blog/example-of-product-discovery-and-delivery- process-with-one-team/
  28. 28. UK.gov service design manual
  29. 29. Top-management (Bankdata) & Bank executive level We have to do stakeholder interviews on top- management levels to understand how we can serve the purpose of the organization as best as possible. UX is NOT the goal but a mean to an end. Sense & respond How Successful Organizations Listen to Customers and Create New Products Continuously
  30. 30. Product management PO • Embrace uncertainty and reduce risk by letting the team test assumptions and prove the relevance of a given feature • Coordinate bigger initiatives with relevant teams to create an Omni channel experience Team • Show results of usability tests that proves the worthiness of a design Stakeholder-group: • Ask for proof that a solution created the wanted outcome.
  31. 31. UX Competencies – new organisation Subject Matter Experts (UX-team) • Coaching, new UX knowledge, tools and strategy Department. UX • Cross functional UX team, whom are competent and can help teams across departments Teams: light-UX • Light UX competencies. Must complete the CPUX-Foundation course and is responsible for involving depart. UX when necessary. (>60 colleagues have completed the course) SME Dep. UX Crossfunctional Team: light-UX
  32. 32. Real users Deal with the banks regarding access to the employees Customer panel created and easily accessible
  33. 33. Customer insight tool - user recruitment based on use
  34. 34. Remote usability testing capabilities WebEx + User.watch
  35. 35. UX portal (good practise and templates)
  36. 36. User Experience Canvas
  37. 37. Analytics
  38. 38. Customer effort score
  39. 39. Level 6 Level 1 Level 2 Level 3 Level 4 Level 5 Level 6 Level 7 Level 8 Goal Corporate Usability Maturity level
  40. 40. Here are 6 mistakes that UX teams frequently make: 1. Not doing proper user research. 2. Trying to build UX from the bottom up. 3. Falling into the ‘cargo cult usability’ trap. 4. Being too academic. 5. Being too insular. 6. Failing to educate the organization about UX. https://www.userfocus.co.uk/articles/6-mistakes.html
  41. 41. Thank you Claus Broholm UX coach clb@bankdata.dk

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