ux strat europe 2017: david ruiz, "developing a multi-channel banking experience for a telecom...

Developing a multi-

channel banking

experience for a

Telecom Giant

David Ruiz Head of Design and CX

@davuiz

5 2 2We had

days* for creating a bank* week-ends included :)

Hi! This is me 522 days before the official launch of Orange Bank

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5 2 2

65%

35%

0Designers Product Owners Developers Bank Organisation Process

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Definition of a CX Strategy

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Visual IdentityUX/UI GuidelinesCX Principles

Design Principles


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User Research

Service Design

Top Management engagement

User-Centric mind-set

User-Centric Approach


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User Research

Service Design



ATMPackagingWebMobileAICRCShops

Omni-channel CX


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User Research

Service Design




Continuous improvement

Customer’s journey improvement A/B TestingFUTsDataWeekly

Testing


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User Research

Service Design





Testing

Visual IdentityUX/UI Guidelines

WebMobile

A/B TestingFUTsDataWeekly Testing

Product Design


5 2 2


User Research

Service Design





Testing

CX Principles

User Research


ATMPackagingAICRCShops

Customer’s journey improvement

Visual IdentityUX/UI Guidelines

WebMobile

A/B TestingFUTsDataWeekly Testing

engagementmind-set

CX Design


5 2 2


User Research

Service Design





Testing


User Research

Service Design





Testing

Strategic Design


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Very first action : define the CX Principles

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The aim of the Customer Experience Principles guide is to be a reference document for the conception of the Orange Bank global experience.

It grants a coherent, fluid and end-to-end experience for all customers and prospects.

It is a reference guide for technical architects, developers, marketing and business stakeholders.

How did we find out the fundamentals of the Orange Bank experience?Considering the Bank DNA, analysing internal studies and carrying out a User Research.

Bank DNAImmediacy

Transparency Advice

Competitiveness Integrated in Telco Operator

Simple Digital

Mobile Native Unmatched Experience

Security


Internal studies Quantitative studies

Previous qualitative studies Previous bank results

Benchmark


User ResearchMore than 30 individual interviews

Divided in 4 different use-case scenarios Using prototypes for better users’ projection


Bank DNA Internal studies User Research

+ +

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.

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

• • • • • •

principle : allowing customers to regain control of their finances.

statement : granting access to all functionalities in all digital touch-points.

desktop

tablet

smartphone

function A function B function C function D function E

traditional functional matrix between touch-points

principle : allowing customers to regain control of their finances.

statement : granting access to all functionalities in all digital touch-points.

desktop

tablet

smartphone

function A function B function C function D function E

traditional functional matrix between touch-points Orange Bank commitment : 100% Mobile +

Start designing without a previous User Research is like getting married

without knowing the bride.

At least consider taking a coffee before ;)

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Very first action : define the CX Principles

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Very first action : define the CX Principles First

User ResearchFirst steps on company user-centric culture creation. CX Principles are globally shared.

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CX Design Strategy

UI GuidelinesUX/UI GuidelinesCX Principles

User Research

Service Design



DABsPackagingWebMobileAICRCShops


Testing


User Research

Service Design





Testing

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New arrivals on the team!

Any resemblance to reality is purely coincidental ;)

MOBILE UX/UI DESIGNER

UX DESIGNERMOBILE UX/UI

DESIGNER

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So let’s start designing!

As for the global Experience Design Principles, the main objective was to design and establish the service architecture and the key UX/UI principles which will be the basis of the service for its multiple digital touch-points.

80 / 20% of banking application usage is based on checking accounts balance in their homepage and transfers

% of banking functionalities are used the 80% of the time

Homepage

+

-

Placement

Size

How users help us to set priorities?

Limited number of functions (min & max) and empty space left.

savings account

savings account

savings account

Playing ;) users have the choice between more than 14 “classic” functionalities to be placed in a mobile interface with some game rules and priority criteria.

How users help us to include innovations? I. 6 new innovations cards

sets are provided,

x 6 New New

New

II. now users must include at least 3 of the 6 new functions,

III. but constraints remain valid.

Choosing amongst

great functionalities

was not that easy

though!

Checking Accounts Balance

Hi UXStrat, your balance account is 150 620,17€

Hi UXStrat, your balance account is 150 620,17€

Current account Orange Bank

Money Transfer

To whom you want to send money?

Gustave B.beneficiary

How much money do you want to send to Gustave B. ?

00,00 €35,34 €

Which type of transfer do you want to do?

Programmed Transfer

Deferred Transfer

Immediate Transfer

Which is the reason for your transfer?

Restaurantreason

From which account you want to make the transfer?

Savings Account Gustave

1634,66 € Amount after transfer

1670,00 € current amount

Current Account Gustave

456,92 € Amount after transfer

492,26 € current amount

If there is no time ahead, smart design is the one focused on delivering the most

valuable experiences for customers while being realistic on what the

entreprise can really provide.


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A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively

First Experience Map


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CX Design Strategy


User Research

Service Design



DABsPackagingWebMobileAICRCShops


Testing


User Research

Service Design





Testing




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User test#1

User test#2

User test#3

User test#4

Weekly user tests

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One-to-one fast Testing for improving short customer journeys, interactions or information architecture approaches.

In the same session, after quick user tests, the team shares results and redesign straightaway.

UX User

User

Product Owner

Developer

User

User

UX

Test, test, test and test. If you can not test with real customers, don’t stop testing, do it with

people in the company, people in your project, people in your team, with yourself. That will be

better in any case than doing nothing. Test often, test quick, test small items, big

journeys, test wording, test everything.

Weekly user tests

User test#1

User test#2

User test#3

User test#4

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Weekly user tests

Not always easy to test with real customers due to confidentiality issues. This point delayed somehow testing.

User test#1

User test#2

User test#3

User test#4

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Continuous Improvement

Weekly user tests


User test#1

User test#2

User test#3

User test#4

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CX Design Strategy


User Research

Service Design





Testing


Weekly user tests


User test#1

User test#2

User test#3

User test#4

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Design Team is growing up


WEB UX/UI DESIGNER

DESIGN DELIVERY MANAGER

WEB UX/UI DESIGNER

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Design Team is growing up

Web Designers arrived late. Conception has been done separately between mobile and web.


WEB UX/UI DESIGNER

DESIGN DELIVERY MANAGER

WEB UX/UI DESIGNER

Creation of the Design Delivery Manager role.

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Orange Bank Visual Identity has been validated

3 07 133

New Identity


Logo

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New Identity


Colours

3 07 133

New Identity


Fonts

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New Identity


Iconography

3 07 133

New Identity


First UI final guidelines set-up.

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New Identity



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CX Design Strategy


User Research

Service Design





Testing

Visual Identity

New Identity



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New Identity

New bank organisation is now defined, roles are assigned. We’ve had a GO for defining the end-to-end omni-channel experience for all bank customer journeys.

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GO GO Omni-channel!

Customer Journey experts joined the team

CUSTOMER JOURNEY

CUSTOMER JOURNEY

CUSTOMER JOURNEY

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In order to deliver an unmatched Customer Experience we need to thoroughly conceive all the end-to-end omni-channel experiences. This can only be done with a multi-expertise collaborative approach as all the company is involved.

Moreover, while working on customer journeys we can easily ensure the correct set-up of the relationship model at every customer interaction with the bank. By optimising its presence, visibility, responsiveness and pertinence in all the steps of a customer journey, we will be able to also provide a significative differential advantage.

PARC

OUR

SM

AQUE

TTTE

S M

OBI

LEAC

TIO

NSÉM

OTI

ONS

POIN

TS D

E FR

ICTI

ON

& R

UPT

URE

S

DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK

10 secondes

Parcours en selfcare

Parcours en boutique

Parcours en CRC

Le client découvre les étapes de la souscription et les pièces justificatives qui lui seront demandées.

tablette webmobile

Le client découvre Orange Bank sur un site. En cliquant sur la bannière, il est redirigé vers la souscription.

tablette webmobile

Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.

tablette orange


téléphone

Le conseiller explique l’offre Orange Bank et ses avantages.

tablette orange

SOUSCRIPTIONOrange bank SOUSCRIPTION

OUI

Étape 1 : Pièces Justificatives

Étape 2

Étape 3

Le client n’as pas le temps pour souscrire à Orange Bank.

Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases

Experience map

PARC

OUR

SM

AQUE

TTTE

S M

OBI

LEAC

TIO

NSÉM

OTI

ONS

POIN

TS D

E FR

ICTI

ON

& R

UPT

URE

S

DÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK

10 secondes



Parcours en CRC


tablette webmobile


tablette webmobile


tablette orange


téléphone


tablette orange

SOUSCRIPTIONOrange bank SOUSCRIPTION

OUI


Étape 2

Étape 3


CONTRAT ET SIGNATURERÉCAPITULATIFCHOIX DE L’OFFRESAISIE DES INFORMATIONSDÉCOUVERTE DES ÉTAPESDÉCOUVERTE DE ORANGE BANK RÉCUPÉRATION DONNÉES ORANGE

2 minutes20 secondes1 minute1 minute10 secondes 3 minutes



Parcours en CRC

Le client lit le contrat.

tablette webmobile

Le conseiller laisse le client lire le contrat et est présent pour répondre à ses questions.

Le client lit les Conditions Générales d’Utilisations et une fiche pré-contractuelle. Il reçoit ces éléments par email.

tablette webmobile

Le client visualise un récapitulatif. Il vérifie (modifie) et valide ses informations personnelles et son offre.

tablette webmobile

Le client découvre et définit son offre : Carte bancaire, type de débit, assurances.

Le client saisie, modifie ou complète ses informations personnelles.

tablette webmobile tablette webmobile

Le client accepte le rapatriement des données Orange Telco et s’authentifie.

tablette webmobile


tablette webmobile


tablette webmobile

tablette orange

Le conseiller laisse le client lire les Conditions Générales d’Utilisation et est présent pour répondre à ses questions.

tablette orange

Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer.

tablette orange

Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre.

tablette orange

Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui.

tablette orange

Le conseiller explique l’intérêt pour le client de rapatrier ses données Orange Telco et de s’authentifier. Il effectue l’opération.

tablette orange


tablette orange


téléphone

Le conseiller demande au client s’il souhaite rapatrier ses informations Orange Telco et demande ses identifiants.

téléphone

Le conseiller saisie, modifie ou complète les informations personnelles du client en les vérifiant avec lui.

téléphone

Le conseiller propose les différentes possibilités qui s’offrent au client sur le choix de son offre.

téléphone

Le conseiller rappelle les informations saisient et l’offre choisit par le client avant de confirmer.

téléphone

Le conseiller explique les Conditions Générales d’Utilisation au client et l’invite à les lire dans son mail.

téléphone

Le conseiller explique les étapes à venir pour le client. Il l’invite à se rendre en ligne pour finaliser la souscription.

téléphone


tablette orange

VALIDER

OFFRE

VALIDER

OFFRE

06 22 45 31 20SOUSCRIPTION

Orange bank SOUSCRIPTION

OUI


Étape 2

Étape 3

J’accepte

MES INFORMATIONS

06 22 45 31 20

MODIFIER

Le client n’est pas d’accord avec l’offre qui lui est proposé. (exemple : le débit différé ne lui est pas proposé)

Le scoring du client ne fonctionne pas.


Si le client souhaite modifier des données personnelles il devra effectuer à nouveau l’étape de choix de l’offre.

Le rappatriement des données Orange Telco ne fonctionne pas.

Le client ne connait pas son mot de passe ou son identifiant Orange Telco.

Breaking Points

Emotions

Actions

Time

Journey

Mock-ups

Phases

Breaking PointsEmotionsActionsTimeJourney Mock-ups Phases

Relationship model

Salesforce journey

Opérations Involved IHM

Involved partner

Historicity Omni-channel %

End-to-End Customer Journey

How do we design the customer journeys? UXCJX PO

Core Team

• Collect existing user and business information and start mapping the current journey if exists

• Carry out a benchmark on equivalent services or experiences

• Identify the type of customer journey (subscription, assistance, usage…)

• Perform a User Research phase (considering a short or a long Service Design approach depending on subject and issues encountered)

• Prepare and organise cross-discipline internal co-creative workshops

• Start defining the target customer experience, first touch-points and moments of truth identification and interface sketches (prototyping, concept-generation)

Customer Journey

Expert

How do we design the customer journeys?

Marketing CRC AI

Operations

Orange

CRM

Risks

Finance

Compliance

IS Payment

Supply

Groupama

Community

Core Team

1. Definition

UXCJX PO

2. Implementation

3. Maintenance

How do we implement the customer journeys?

Dev

Interface creation, development, testing and production

Operational declination of the customer journey experience,

resolution of blocking points and open issues

Community

UXCJX

POPO

1. Definition

2. Implementation

3. Maintenance

How do we implement the customer journeys?

Dev

Strong and continuous collaboration within the Design and CX Team for identifying constraints

having impact on the defined experience.

Community

UXCJX

POPO

1. Definition

2. Implementation

3. Maintenance

How do we maintain the customer journeys?

• Follow-up of Friendly User Tests and collect user insights

• Continuous improvement of UX/UI elements

• Enhancement of customer journeys based on the analysis of users’ feedback

• Customer Journeys update by the resolution of existing open questions and identified risks

1. Definition

2. Implementation

3. Maintenance

How do we evaluate the customer journeys?

Support

Reassuring

Smooth

Intuitive

Innovative

SupportSmooth

Our pre-launch Customers Journey’s reference guide includes :

• Individual journey evaluation

• Open questions and identified risks for launching

• All end-to-end omni-channel customer journeys with identification of the moments of truth

• Identification of differentiating and emotional engaging experiences

• List of optimisation and enhancement leads.

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.


CUSTOMER JOURNEY

CUSTOMER JOURNEY

CUSTOMER JOURNEY

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CUSTOMER JOURNEY

CUSTOMER JOURNEY

CUSTOMER JOURNEY

2 08

CX Design Strategy


User Research

Service Design





Testing

Visual Identity

improvement

mind-set engagement


CUSTOMER JOURNEY

CUSTOMER JOURNEY

CUSTOMER JOURNEY

2 08

Orange Bank has its credit card!

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Service Design

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Hi UXStrat!

Hi!

Good morning M. UXStrat

Good morning

CoachAdvisor

In France

after getting married

stressthe most important source of

buying a house

Service Design

1 08

Service Design

1 08

CX Design Strategy


User Research

Service Design





Testing

Visual Identity

improvement

User-Centric mind-set engagement

Service Design

1 08

Hello Show! Orange Bank unveiled.

20th avril 2017

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Transfers to mobile numbers Immediacy Card blocking Mobile Payment

Here below! This is me 21 days before official launch of Orange Bank

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Status of the CX Strategy

120



User Research

Service Design





Testing

engagementUser-Centric

mind-set

improvement

120


120

• PO should take the operational responsibility of the customer journeys while the CX team will be more focused on defining and granting the global experience

• Designers in squads? going through a more “Spotify” way of production organisation?

• Continuing spreading design culture

• Service Design initiatives to be engaged. Exploring future opportunities - paiements, insurances, personnalisation

• Continuous improvement on UX/UI elements

• Ensure a continuous and almost real-time Users Knowledge

• Launching ;)

120

Next Steps

is “customer experience” still a buzzword?

120

ROInvestment

120

RODoing

120

ROTTrust

120

ROTTrust ime

120

120

Have Fun!

120

Thanks!