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EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
BIG Design for BIG Data
NSN & Fjord, May 23, 2013
CEM on Demand
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 3
NSN & FJORD
Speakers
Petteri Hiisilä
Design Lead
Customer Insight & Experience
Nokia Siemens Networks
Petteri Hiisilä is a senior interaction designer
with 12 years of experience working in
internet/web services, television,
newspapers, finance, process industry,
medical, mobile phones and mobile
networks. 
He uses (Cooper's) Goal-Directed Design
approach, and has performed more than
500 field interviews with end-users.
Currently he's leading Nokia Siemens
Networks' cross-cultural user experience
teams four days a week, and does freelance
projects with startups on Fridays.
Twi$er:(@pe$erihiisila
Teemu Äijälä
Service Design DIrector
Fjord Helsinki
With over 10 years of industry
and leadership experience in running
complex, international service and product
design projects, leading  teams of
interaction and visual designers,
prototypers and user researchers. A solid
background from vision creation to detailed
execution.
Currently responsible for the overall
elegance of the design produced in the
Fjord Helsinki studio, as well as supporting
business development and office growth.
Working with cross-disciplinary and
multicultural teams to design totally new
service concepts for the clients.
A strong passion for working with clients to
create industry wide impact and change.
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 4
NSN & FJORD
We talk about
Nokia Siemens Networks & Fjord
What is Customer Experience Management?
UX transformation in a big org: Challenges
Learnings: What worked for us
Achievements: “In the end it pays off”
PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 5
ABOUT NSN
Global company with a rich heritage
• Joint venture of Nokia and Siemens, acquired
Motorola’s wireless networks infrastructure
business in 2011
• Started operations on April 1, 2007
• Net sales of approximately €13.4 billion in
2012
• 120+ years of telecom experience
• ca 56,700 employees, operations in 120+
countries
• Strong focus on mobile broadband and
customer experience management
PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 6
ABOUT NSN
Every day, a quarter of the world’s
population connect over
our infrastructure and solutions
PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 7
ABOUT FJORD
One office with nine front doors
London Helsinki Berlin Madrid New York Stockholm Paris San Francisco Istanbul
PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 8
ABOUT FJORD
... And we have new friend
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 9
What is
CEM ?
Customer Experience Management
on Demand
An online service for telecom operators.
One common view to customer (subscriber)
experience, customer revenue and device/network
performance.
Designed for marketing, product/service
management, quality assurance, customer care and
operations.
DEMO
“We’re creating solutions for measuring
Customer Experience”
->
Great UX is expected, essential!
Initially no code libraries to support great UX.
Feasibility and evaluation challenges of Big Data.
Creating rapport & trust to have a f2f dialog with big
customers.
Integrating design with engineering: mindset and process
renewal.
Multi-site, multi-culture, multi-history...
Recruiting internal senior designers is hard and time-
consuming.
Challenges in a UX transition
Choose. Your. Battles.
• Successful first two pilots are critical!
• Internal project: “iFSM” won 2 innovation awards in 2011
➡ Design gets visibility, creates buzz
➡ Fjord selected mid 2011 to accelerate design for CEM
Early design prototypes
Early internal design explorations
through interactive demos
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
Learnings
What worked for us
1) Define a fixed contract
2) Gather “user insight” up front
3) Design the concept and wireframe
4) Prototype and present
It is way too easy to get into illusion of an agreement.
This workflow needs close collaboration and
communication.
First we tried this:
Discovery:
Almost everything can be
conceived, designed and
communicated through
prototypes of different
granularity.
1) Use scenario protypes (lo-fi)
2) Interaction design protypes (lo-fi)
3) Visual design prototypes (hi-fi)
4) Development support prototype (hi-fi)
What worked: Prototype
early, prototype often!
Sketch in prototypes
DEMO
Create
Validate
Communicate
Repeat
Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data
Setting the priorities straight through weekly adjustments
Kanban
Basecamp is great for cross-company collaboration
and tracking history behind every decision
EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
Achievements
In the end it pays
off
NSN’s global design
organization
GUI Board
Budapest
Site
FjordUX company
Weekly meetings, P2P support community
Special projects, bootstrapping design, teaching and continuous
design support
Pattern libraries
GUI component libraries
Training
Design and visual guidelines
(Noteworthy: marketing too creates personas and prototypes today!)
Tampere Bangalore Site n
Local designers Local designers Local designers Local designers
UX company
Site
Site
UX accelerators: Best practices,
style guides and code galleries
Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data
Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data

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Service design breakfast - Customer experience management on Demand, BIG Design for BIG Data

  • 1. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential BIG Design for BIG Data NSN & Fjord, May 23, 2013 CEM on Demand
  • 2. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential
  • 3. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 3 NSN & FJORD Speakers Petteri Hiisilä Design Lead Customer Insight & Experience Nokia Siemens Networks Petteri Hiisilä is a senior interaction designer with 12 years of experience working in internet/web services, television, newspapers, finance, process industry, medical, mobile phones and mobile networks.  He uses (Cooper's) Goal-Directed Design approach, and has performed more than 500 field interviews with end-users. Currently he's leading Nokia Siemens Networks' cross-cultural user experience teams four days a week, and does freelance projects with startups on Fridays. Twi$er:(@pe$erihiisila Teemu Äijälä Service Design DIrector Fjord Helsinki With over 10 years of industry and leadership experience in running complex, international service and product design projects, leading  teams of interaction and visual designers, prototypers and user researchers. A solid background from vision creation to detailed execution. Currently responsible for the overall elegance of the design produced in the Fjord Helsinki studio, as well as supporting business development and office growth. Working with cross-disciplinary and multicultural teams to design totally new service concepts for the clients. A strong passion for working with clients to create industry wide impact and change.
  • 4. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 4 NSN & FJORD We talk about Nokia Siemens Networks & Fjord What is Customer Experience Management? UX transformation in a big org: Challenges Learnings: What worked for us Achievements: “In the end it pays off”
  • 5. PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 5 ABOUT NSN Global company with a rich heritage • Joint venture of Nokia and Siemens, acquired Motorola’s wireless networks infrastructure business in 2011 • Started operations on April 1, 2007 • Net sales of approximately €13.4 billion in 2012 • 120+ years of telecom experience • ca 56,700 employees, operations in 120+ countries • Strong focus on mobile broadband and customer experience management
  • 6. PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 6 ABOUT NSN Every day, a quarter of the world’s population connect over our infrastructure and solutions
  • 7. PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 7 ABOUT FJORD One office with nine front doors London Helsinki Berlin Madrid New York Stockholm Paris San Francisco Istanbul
  • 8. PageEXPERIENCE & SERVICE DESIGN © Fjord 2013 Confidential 8 ABOUT FJORD ... And we have new friend
  • 9. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential 9 What is CEM ?
  • 10. Customer Experience Management on Demand An online service for telecom operators. One common view to customer (subscriber) experience, customer revenue and device/network performance. Designed for marketing, product/service management, quality assurance, customer care and operations. DEMO
  • 11. “We’re creating solutions for measuring Customer Experience” -> Great UX is expected, essential!
  • 12. Initially no code libraries to support great UX. Feasibility and evaluation challenges of Big Data. Creating rapport & trust to have a f2f dialog with big customers. Integrating design with engineering: mindset and process renewal. Multi-site, multi-culture, multi-history... Recruiting internal senior designers is hard and time- consuming. Challenges in a UX transition
  • 13. Choose. Your. Battles. • Successful first two pilots are critical! • Internal project: “iFSM” won 2 innovation awards in 2011 ➡ Design gets visibility, creates buzz ➡ Fjord selected mid 2011 to accelerate design for CEM
  • 14. Early design prototypes Early internal design explorations through interactive demos
  • 15. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential Learnings What worked for us
  • 16. 1) Define a fixed contract 2) Gather “user insight” up front 3) Design the concept and wireframe 4) Prototype and present It is way too easy to get into illusion of an agreement. This workflow needs close collaboration and communication. First we tried this:
  • 17. Discovery: Almost everything can be conceived, designed and communicated through prototypes of different granularity.
  • 18. 1) Use scenario protypes (lo-fi) 2) Interaction design protypes (lo-fi) 3) Visual design prototypes (hi-fi) 4) Development support prototype (hi-fi) What worked: Prototype early, prototype often!
  • 22. Setting the priorities straight through weekly adjustments
  • 24. Basecamp is great for cross-company collaboration and tracking history behind every decision
  • 25. EXPERIENCE & SERVICE DESIGN Page© Fjord 2013 Confidential Achievements In the end it pays off
  • 26. NSN’s global design organization GUI Board Budapest Site FjordUX company Weekly meetings, P2P support community Special projects, bootstrapping design, teaching and continuous design support Pattern libraries GUI component libraries Training Design and visual guidelines (Noteworthy: marketing too creates personas and prototypes today!) Tampere Bangalore Site n Local designers Local designers Local designers Local designers UX company Site Site
  • 27. UX accelerators: Best practices, style guides and code galleries