Post on 21-Jan-2018
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
5 2 2
5 2 2
65%
35%
0Designers Product Owners Developers Bank Organisation Process
5 2 2
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
Design Principles
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
User-Centric Approach
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Omni-channel CX
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Continuous improvement
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual IdentityUX/UI Guidelines
WebMobile
A/B TestingFUTsDataWeekly Testing
Product Design
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
CX Principles
User Research
User-Centric mind-set
ATMPackagingAICRCShops
Customer’s journey improvement
Visual IdentityUX/UI Guidelines
WebMobile
A/B TestingFUTsDataWeekly Testing
engagementmind-set
CX Design
Definition of a CX Strategy
5 2 2
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Strategic Design
Definition of a CX Strategy
5 2 2
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
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.
Internal studies Quantitative studies
Previous qualitative studies Previous bank results
Benchmark
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.
User ResearchMore than 30 individual interviews
Divided in 4 different use-case scenarios Using prototypes for better users’ projection
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 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 ;)
4 6 789
Very first action : define the CX Principles
4 6 789
Very first action : define the CX Principles First
User ResearchFirst steps on company user-centric culture creation. CX Principles are globally shared.
4 6 789
Very first action : define the CX Principles First
User ResearchFirst steps on company user-centric culture creation. CX Principles are globally shared.
CX Design Strategy
UI GuidelinesUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
DABsPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
4 6 789
Very first action : define the CX Principles First
User ResearchFirst steps on company user-centric culture creation. CX Principles are globally shared.
New arrivals on the team!
Any resemblance to reality is purely coincidental ;)
MOBILE UX/UI DESIGNER
UX DESIGNERMOBILE UX/UI
DESIGNER
4 89 254
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.
New arrivals on the team!
4 25
New arrivals on the team!
4 25
A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively
First Experience Map
New arrivals on the team!
4 25
CX Design Strategy
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
DABsPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively
First Experience Map
New arrivals on the team!
4 25
A first end-to-end customer experience map definition for Orange Shop bank subscriptions has been done proactively
First Experience Map
User test#1
User test#2
User test#3
User test#4
Weekly user tests
4 25 004 004
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
4 00
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
4 00
Continuous Improvement
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
4 00
CX Design Strategy
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Continuous Improvement
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
4 00
Continuous Improvement
Design Team is growing up
MOBILE UX/UI DESIGNER
WEB UX/UI DESIGNER
DESIGN DELIVERY MANAGER
WEB UX/UI DESIGNER
4 00 073
Design Team is growing up
Web Designers arrived late. Conception has been done separately between mobile and web.
MOBILE UX/UI DESIGNER
WEB UX/UI DESIGNER
DESIGN DELIVERY MANAGER
WEB UX/UI DESIGNER
Creation of the Design Delivery Manager role.
4 00 073
Orange Bank Visual Identity has been validated
3 07 133
New Identity
Orange Bank Visual Identity has been validated
Logo
3 07 133
New Identity
Orange Bank Visual Identity has been validated
Colours
3 07 133
New Identity
Orange Bank Visual Identity has been validated
Fonts
3 07 133
New Identity
Orange Bank Visual Identity has been validated
Iconography
3 07 133
New Identity
Orange Bank Visual Identity has been validated
First UI final guidelines set-up.
3 07 133
New Identity
Orange Bank Visual Identity has been validated
First UI final guidelines set-up.
3 07 133
CX Design Strategy
UI GuidelinesUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual Identity
New Identity
Orange Bank Visual Identity has been validated
First UI final guidelines set-up.
3 07 133
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.
3 13 892 892
GO GO Omni-channel!
Customer Journey experts joined the team
CUSTOMER JOURNEY
CUSTOMER JOURNEY
CUSTOMER JOURNEY
2 89 082 082
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
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
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 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
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
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.
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 selfcare
Parcours en boutique
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
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
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
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
tablette orange
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
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
Le conseiller explique l’offre Orange Bank et ses avantages.
tablette orange
VALIDER
OFFRE
VALIDER
OFFRE
06 22 45 31 20SOUSCRIPTION
Orange bank SOUSCRIPTION
OUI
Étape 1 : Pièces Justificatives
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.
Le client n’as pas le temps pour souscrire à Orange Bank.
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
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
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
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.
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 selfcare
Parcours en boutique
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
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
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
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
tablette orange
Le conseiller explique les étapes de la souscription et les pièces justificatives qui seront demandées au client.
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
Le conseiller explique l’offre Orange Bank et ses avantages.
tablette orange
VALIDER
OFFRE
VALIDER
OFFRE
06 22 45 31 20SOUSCRIPTION
Orange bank SOUSCRIPTION
OUI
Étape 1 : Pièces Justificatives
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.
Le client n’as pas le temps pour souscrire à Orange Bank.
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 experts joined the team
CUSTOMER JOURNEY
CUSTOMER JOURNEY
CUSTOMER JOURNEY
2 08
Customer Journey experts joined the team
CUSTOMER JOURNEY
CUSTOMER JOURNEY
CUSTOMER JOURNEY
2 08
CX Design Strategy
UI GuidelinesUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual Identity
improvement
mind-set engagement
Customer Journey experts joined the team
CUSTOMER JOURNEY
CUSTOMER JOURNEY
CUSTOMER JOURNEY
2 08
Orange Bank has its credit card!
2 08 542
Orange Bank has its credit card!
2 08 542
Service Design
2 54 081 081
Hi UXStrat!
Hi!
Good morning M. UXStrat
Good morning
CoachAdvisor
In France
after getting married
stressthe most important source of
is
buying a house
Service Design
1 08
Service Design
1 08
CX Design Strategy
UI GuidelinesUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
Visual Identity
improvement
User-Centric mind-set engagement
Service Design
1 08
Hello Show! Orange Bank unveiled.
20th avril 2017
1 8 0870 870
Transfers to mobile numbers Immediacy Card blocking Mobile Payment
Here below! This is me 21 days before official launch of Orange Bank
0 7 8120 120
Status of the CX Strategy
120
Status of the CX Strategy
Visual IdentityUX/UI GuidelinesCX Principles
User Research
Service Design
Top Management engagement
User-Centric mind-set
ATMPackagingWebMobileAICRCShops
Customer’s journey improvement A/B TestingFUTsDataWeekly
Testing
engagementUser-Centric
mind-set
improvement
120
Status of the CX Strategy
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!