Mapping the Way Forward
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Transcript of Mapping the Way Forward
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Mapping the Way Forward
Influencing Client Experience through Service Design
Dom La Cava
#TheWayForward
March 25, 2012
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Way back in February 2011…
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Way back in February 2011…
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Way back in February 2011…
Regulations limited us
from mentioning our
investment products until
fully licensed.
Concentrated on relating:
• Vanguard’s history
• Mission statement
• Values
Used:
• Brochures
• Pamphlets
Duplicated on the
website.
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International marketing
Marketing
managers
Marketing
communications Web services
International marketing director
managers project managers
writers
editors
designers
information architects
information designers
interaction designers
content strategists
usability engineers
project managers
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International marketing
Marketing
managers
Marketing
communications Web services
International marketing director
managers project managers
writers
editors
designers
information architects
information designers
interaction designers
content strategists
usability engineers
project managers
Web team could add value by
- Mapping the experience
- Identifying touchpoints
- Facilitating communication
- Working collaboratively
How to get this message across to business and marketing executives?
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User-centered Design Process
Web team
• Information architect
• Information designer
• Interaction designer
• Content strategist
• Usability engineer
Research
Vision
Prototype
Test
Elevate
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Skeleton wireframe of long-term Canada website (deliverable for 2013)
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Skeleton wireframe of long-term Canada website (deliverable for 2013)
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Skeleton wireframe of initial Canada website
Canada June 2011 website wireframe
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Skeleton wireframe of initial Canada website
Canada June 2011 website wireframe
They appreciated the Webteam team’s strategic thinking.
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Bubble map of Canada User Experience
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Bubble map of Canada User Experience
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Bubble map of Canada User Experience
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Relationships
Professional relationship
with Marketing manager
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Relationships
Team building with other
Marketing groups
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Relationships
Team building with other
Marketing groups
Bubblemap served as an
ice breaker to facilitate
communication among the
Marketing teams.
Discussed:
• Business needs
• Marketing goals
• Collaboration to deliver a
final product
Discussions established
• Trust
• Respect
• Equality
among all team members.
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Bubble map of Canada User Experience – first iteration
Marketing members offered suggestions and improvements to the Bubblemap,
creating a sense of co-ownership of the client experience.
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Spiral ecosystem diagram of Canada User Experience
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Spiral ecosystem diagram of Canada User Experience
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Diagrams working together
Both have the same information but in different formats, helping people to understand the Spiral diagram’s representation of outside influences.
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Initial Canada Website elevated June 6, 2011
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Bubble map of Canada User Experience – third iteration
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Bubble map of Canada User Experience – third iteration
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Bubble map of Canada User Experience – third iteration
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Bubble map of Canada User Experience – third iteration
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Bubble map of Canada User Experience – third iteration
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Bubble map of Canada User Experience – third iteration
Annotated relationships, influenced by Edward Tufte,
showed how individual elements related to each other.
The relationships
• Identified advisors’ use of multiple channels.
• Illustrated deliverables’ interdependence.
This realization demystified roles and revealed who
members could collaborate with to finalize their
deliverables.
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Website
E-mail to advisors Print advertisement Online banner advertisements
Brochures Events site
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Website
E-mail to advisors Print advertisement Online banner advertisements
Brochures Events site
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Website
E-mail to advisors Print advertisement Online banner advertisements
Brochures Events site
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Image strategy across print and web
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Image strategy across print and web
Marketing teams came together to establish and maintain Vanguard’s brand, with the intent to ensure advisors had the impression that they were dealing with one company when they had any interaction with Vanguard.
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Newsletter diagram of Canada User Experience
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Newsletter diagram of Canada User Experience
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Newsletter diagram of Canada User Experience
Diagram shows how advisors act in specific channels when gathering information from Vanguard and passing it on to their own clients. This helped the larger marketing team to realize where we could provide better services to advisors to help them with their own businesses.
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Collection of diagrams
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Collection of diagrams
• Bubblemap, Spiral, and Newsletter diagrams show the total
Canadian advisor experience.
• Web team thinks about users in all respects and how to make
all touch points consistent and pleasurable.
• Mapping the experience creates an atmosphere of
collaboration and trust to deliver holistic solutions.
• Users should only think about how they are dealing with
“Vanguard” no matter which channel they choose.
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References
Hewstone, Miles, and Michael Hogg, “Interpersonal Relations and Group Processes,”
Ed. Hewstone, Miles, Frank Fincham, Jonathon Foster, Psychology, Chapter 18,
Wiley-Blackwell, Boston, 2005
Kalbach, James, “Alignment Diagrams: Focusing the Business on Shared Value,”
Boxes and Arrows, September 7, 2011.
(www.boxesandarrows.com/view/alignment-diagrams)
Kalbach, James, and Paul Kahn, “Locating Value with Alignment Diagrams,”
Parsons Journal for Information Mapping, Vol. III, Issue 2, Spring 2011.
Kramer, Roderick M. and Tom R. Tyler, “Developing and Maintaining Trust in Work Relationships,”
Trust in Organizations: Frontiers of Theory and Research, Ed. Roy J. Lewicki and
Barbara Benedict, Sage Publications, Inc., 1st edition,1995.
Poole, Marshall, (Small Group Development Theory), “Decision Development in Small Groups:
A Comparison of Two Models,” Communication Monographs, Vol.48, Issue 1, p. 1-24, March 1981.
(www.abacon.com/commstudies/groups/devgroup.html)
Tufte, Edward, Envisioning Information, Graphics Press LLC, Cheshire, CT, 1990.