Andrew McGrath, Orange

create a great experience

Andrew McGrath – Director of Design and User Experience, Orange FT Group 11 November 2010

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 Russian

Federation

Morocco Iraq

France

Turkey

GermanyPoland

UnitedKingdom

Portugal

Belarus

Ukraine

Greece

Finland

Sweden

Norway

TunisiaAlgeria

Libya Egypt

AustriaSwitz.

Estonia

Latvia

Andorra

Lithuania

AzerbaijanGeorgia

Armenia

Rep. OfIreland

BelgiumLux.

Netherlands

Denmark

Slovakia

Albania

HungaryRomania

SerbiaBulgaria

Czech republic

IsraelLebanon

Cyprus Syria

Jordan

Moldova

BosniaCroatiaSlovenia

MacedoniaMontenegro

Orange

N°3 mobile operator in Europe

N°3 provider of broadband internet services in Europe

3.57 million digital TV subscribers in Europe

Russian

Federation

Morocco Iraq

France

Turkey

GermanyPoland

UnitedKingdom

Portugal

Belarus

Ukraine

Greece

Finland

Sweden

Norway

TunisiaAlgeria

Libya Egypt

AustriaSwitz.

Estonia

Latvia

Andorra

Lithuania

AzerbaijanGeorgia

Armenia

Rep. OfIreland

BelgiumLux.

Netherlands

Denmark

Slovakia

Albania

HungaryRomania

SerbiaBulgaria

Czech republic

IsraelLebanon

Cyprus Syria

Jordan

Moldova

BosniaCroatiaSlovenia

MacedoniaMontenegro

innovation

innovation investment 900 million € every year

innovative services generated close to 10% of revenues in 2009, targeting 20% for 2012

Orange provides a complete range of mass market services across multiple markets

mobile

online

fixed & internetN°3 in Europe

124 million mobile customers

29 million using mobile broadband

first to launch HD voice on mobile

business64 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

taking apps seriously…

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

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 services4

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

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

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.

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.

Orange Ligue 1 A football service based on content from Ligue 1, lets fans track scores and statistics from the top teams

some golden rules to create a great UX

we are all strange, the user is normal

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…

actually consult the customer and don’t get lazy about it

social network scrolling updates

4 touchable areas

multiple social network views

light theme

agile user testing

simple 1 touch summary

dark theme to match widget style

simple scrolling social network view

native contact method design

design, post user testingfindings delivered, design changes made and new spec issued in 48 hours

how different customers think.don’t get lazy

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

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.

a day in the life

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

don’t get lazy…co-creation workshops

‘a service that allows you to find your way and locate points of interest on the way’

recording what our customers draw, ask

to be drawn and what they say in the

process

think about the full experience, from awareness to churn

the customer interacts with the whole service

“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”

example user journey

full customer journeys

5. Touch-point detail

6. Products & reviews

7. Identified barriers

1. Customer need

2. Step

3. Experience

4. Illustration

segmented customer journeys

don’t forget the widgets…

Orange Games & Orange World

Digital Clock with Alarm My Social Life & VIP SMS & Weather

the device is the theatre, ‘don’t break the fourth wall’

break rules when you understand them

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 swipeto change view

vertical scroll through view

new orange android homescreen

differentiation is the last refuge of a scoundrel

cubes…

let the customer control the volume, in all its forms

principle : user controls the volumemeet & 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.

design sustainably (for those who plan to offer convergence)

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

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

pattern library – a sustainable experience

Non-touch (basic devices)

Basice.g Nokia Series 30

Capablee.g Nokia Series 40

Advancee.g Nokia Series 60

Touch (advanced devices)

Basice.g LG Viewty

Capablee.g Blackberry Bold

Advancee.g Apple iPhone

design sustainably (for those who plan to offer convergence)

A few thingsabout Orange Partner

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

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

thank you

Andrew McGrath, Orange

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