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User Experience Strategy for Digital Conversations
Designing Conversations
2
What am I going to talk about today ?
The UX Octopus
Why Conversation UX
Inspiration
Think ING and pick the odd one out
3
4
Yes, it’s the belt
That will be awesome !! Let me show you what
the belt looks like. Tell me what you think.
Pieter
Lisa
Sure Pieter. That mu...
That will be awesome !! Let me show you what
the belt looks like. Tell me what you think.
Pieter
Lisa
Sure Pieter. That mu...
Lisa
Sure Pieter. That must be some belt ;) .
I will activate your card for use in USA.
A conversation can take you beyond...
How can ING leverage conversational paradigm ?
Can UX lead the way ?
9
Time spent / day on Whats app by
an average American
29min
Messaging apps account for 91%
of all time spent on mobiles a...
“Banking products have become
commodities. The only way to
differentiate is through Customer
Experience”
- Ralf Hamers, 2016
Conversation with
human touch
Challenge 1
Design
Challenge 2
Bank
Challenge 3
New tech.
The UX Octopus
Deployment
Design facilitates
Definition
Design leads
14
Definition
Design leads
15
First thing first …. Get the right team
Project lead + UX Designer(s) + Tech expert + Content and brand specialist
Defini...
16
Create a plan and search
for inspiring stories to
start
Definition : Design leads
17
Definition : Design leads
Learnings from existing chat bots
There are thousands of bots available across a variety of pl...
18
Come up with a quick
first prototype and test
with users
Definition : Design leads
19
Definition : Design leads
Prototyping in a day using Chat fuel
20
Definition : Design leads
User feedback on the first prototype
21
Learn fast , run a design
sprint and test again
Definition : Design leads
22
Definition : Design leads
Principles derived from user learnings
Start conversation on any chat channel but confidential ...
23
Definition : Design leads
Design sprint : 5 days of focused ideation
24
Definition : Design leads
Prototype and test again
25
Make more refined designs,
detailed prototypes
and a UX roadmap
Definition : Design leads
26
Definition : Design leads
Persona : Build the narrative around a persona
27
Definition : Design leads
UI and dialogue detailing
28
Test the final designs
and prototype
Definition : Design leads
29
Definition : Design leads
Final prototype feedback from users
“Will ING be good with my data? Will
it be used for commer...
30
Deployment
Design facilitates
31
Keep presenting to
different stakeholders
with a clear vision
Deployment : Design facilitates
32
Make sure there is some X factor
Type a message
Chat
Yes , we are gng to Japan
Hi Karlijn, I’m sorry to interrupt you!
...
33
Provide a realistic UX roadmap
Deployment : Design facilitates
34
Deploy fast, don’t let
the concept die !
Deployment : Design facilitates
35
New investment tool inspired by Inga
Deployment : Design facilitates
ING in English Veilig bankieren Privacy en cookies...
36
Standardise for easy reuse
across organisation and
keep refining
Deployment : Design facilitates
37
ING’s central design guide with components
Deployment : Design facilitates
38
Avatar refinements aligned with the brand
Deployment : Design facilitates
Conclusion
Conversational UX
Focus on quality of dialogues, not new interactions
UX roadmap
Manage expectations through a credible roadmap
Prototype
Let stakeholders feel the impact and not just see
the designs
gregory.ek@ing.nl
pragam.rathore@ing.nl
filip.mishevski@ing.nl
Thanks for your attention!
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UX STRAT Europe 2017: Gregory Ek: “Experience Strategy for Digital Conversations with Customers”

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UX STRAT Europe 2017 presentation by Gregory Ek, UX Design Chapter Lead, ING: “Experience Strategy for Digital Conversations with Customers”

Publicada em: Design
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UX STRAT Europe 2017: Gregory Ek: “Experience Strategy for Digital Conversations with Customers”

  1. 1. User Experience Strategy for Digital Conversations Designing Conversations
  2. 2. 2 What am I going to talk about today ? The UX Octopus Why Conversation UX Inspiration
  3. 3. Think ING and pick the odd one out 3
  4. 4. 4 Yes, it’s the belt
  5. 5. That will be awesome !! Let me show you what the belt looks like. Tell me what you think. Pieter Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. I am at a store in US and trying to buy a $300 belt. But my card is not working. Can you help me out ? Hi , I need urgent help! Pieter Inspired by the belt… 5
  6. 6. That will be awesome !! Let me show you what the belt looks like. Tell me what you think. Pieter Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. Inspired by the belt * This is a real conversation which happened between a customer and one of the ING chat support agents Lisa That looks classy. Good choice I must say :) 6
  7. 7. Lisa Sure Pieter. That must be some belt ;) . I will activate your card for use in USA. A conversation can take you beyond the normal banking experience That was awesome :) 7
  8. 8. How can ING leverage conversational paradigm ? Can UX lead the way ?
  9. 9. 9 Time spent / day on Whats app by an average American 29min Messaging apps account for 91% of all time spent on mobiles and desktops by US users 91% people say a business needs to be available 24/7 51% Chat is the new normal
  10. 10. “Banking products have become commodities. The only way to differentiate is through Customer Experience” - Ralf Hamers, 2016
  11. 11. Conversation with human touch
  12. 12. Challenge 1 Design Challenge 2 Bank Challenge 3 New tech.
  13. 13. The UX Octopus Deployment Design facilitates Definition Design leads
  14. 14. 14 Definition Design leads
  15. 15. 15 First thing first …. Get the right team Project lead + UX Designer(s) + Tech expert + Content and brand specialist Definition : Design leads
  16. 16. 16 Create a plan and search for inspiring stories to start Definition : Design leads
  17. 17. 17 Definition : Design leads Learnings from existing chat bots There are thousands of bots available across a variety of platforms, yet very few are memorable. A lot of this has to do with the lack of personality and conversational flow the majority of bots offer. Cold experiences Bots can not offer natural conversation yet and they can’t do everything. Some bots fail to set right expectations which results in below par experience. Expectation mismatch Users are sceptic of using or relying on Chat bots for their personal data or serious tasks on social networks. Lack of trust
  18. 18. 18 Come up with a quick first prototype and test with users Definition : Design leads
  19. 19. 19 Definition : Design leads Prototyping in a day using Chat fuel
  20. 20. 20 Definition : Design leads User feedback on the first prototype
  21. 21. 21 Learn fast , run a design sprint and test again Definition : Design leads
  22. 22. 22 Definition : Design leads Principles derived from user learnings Start conversation on any chat channel but confidential discussions always happen in secure ING environments Leverage existing trust Use positive elements like animations, emojis etc. to make each conversation memorable branded experience. Positive microsurprise Just like a real conversation , allow users to clarify intent before reaching a dead end. Design error fallback
  23. 23. 23 Definition : Design leads Design sprint : 5 days of focused ideation
  24. 24. 24 Definition : Design leads Prototype and test again
  25. 25. 25 Make more refined designs, detailed prototypes and a UX roadmap Definition : Design leads
  26. 26. 26 Definition : Design leads Persona : Build the narrative around a persona
  27. 27. 27 Definition : Design leads UI and dialogue detailing
  28. 28. 28 Test the final designs and prototype Definition : Design leads
  29. 29. 29 Definition : Design leads Final prototype feedback from users “Will ING be good with my data? Will it be used for commercial purposes or only to support me? ”. - A 23 yr male user’s summary response on Inga “Gives you a good feeling when you are helped that fast and friendly”. - A 55 yr male user’s summary response on Inga who is not using Ing mobile app. Start of test “For big tasks, I will go to bank. It is more safe. These days phones get hacked or something”. - A 31 yr female user’s response on opening a joint account using Inga. After the test “I would have initially used the old way but this is easier. This is a new interface”. - 42 yr male user’s response after using Inga for calculating buffer
  30. 30. 30 Deployment Design facilitates
  31. 31. 31 Keep presenting to different stakeholders with a clear vision Deployment : Design facilitates
  32. 32. 32 Make sure there is some X factor Type a message Chat Yes , we are gng to Japan Hi Karlijn, I’m sorry to interrupt you! Are you traveling next week ? Inga Wow ! I love Japan ⛩ " Please mind, your payment settings for your bank card are still set to EU. Just say ‘yes’ to adjust your payments settings to International. IngaYes , we are gng to Japan Today Type a message Hi Karlijn, I’m sorry to interrupt you! Are you traveling next week ? Inga Wow! I love Japan ⛩ " Please mind, your payment settings for your bank card are still set to EU. Just say ‘yes’ to adjust your payments settings to International. Inga Chat Type a message We will return on 22nd Sep Until which date do you want to set your payment cards to International? Inga Great! Your card is set to International until 22nd Sep. Is there anything else I may help you with? Please notice that it will take a few hours before the change is processed and you are able to pay outside EU. Chat Inga Deployment : Design facilitates
  33. 33. 33 Provide a realistic UX roadmap Deployment : Design facilitates
  34. 34. 34 Deploy fast, don’t let the concept die ! Deployment : Design facilitates
  35. 35. 35 New investment tool inspired by Inga Deployment : Design facilitates ING in English Veilig bankieren Privacy en cookies DisclaimerOver ING Volg ons: Meer uit uw geld halen Bekijk wat beleggen u kan opleveren Wanneer verwacht u het ingelegde geld nodig te hebben? ... heeft u nog voldoende tijd om dit op te vangen Tips & informatie Inga Als u uw geld over 5 jaar nodig hebt, raden we u aan om uw inleg te sparen. Als uw beleggingen in waarde dalen heeft u met zo’n korte ... ... periode weinig tijd om te wachten op herstel. Inga Mooie periode! Zo heeft u voldoende waarschijnlijk tijd om eventuele waardedalingen op te vangen. VolgendeVorige Verwachting op basis van uw voorkeuren Geefuwvoorkeurenaan Ik heb het niet nodig 10 jaar 15 jaar 20 jaar 5 jaar 1 Inleg 2 Horizon 3 Risico ING in English Veilig bankieren Privacy en cookies DisclaimerOver ING Volg ons: Meer uit uw geld halen Bekijk wat beleggen u kan opleveren Welk bedrag zou u willen inleggen? 1 Inleg 2 Horizon 3 Risico € 500 0 Maandelijks € Eenmalig € Is de stap naar beleggen groot? ! Probeer het dan eens uit met een klein bedrag… Goed om te weten: Als u gaat beleggen, kunt u uw inleg altijd wijzigen Mooi bedrag om mee te starten " Wilt u ook nog een eenmalige inleg doen? Bijvoorbeeld € 100 per maand Inga Inga Hallo! Tips & informatie Volgende Verwachting op basis van uw voorkeuren Geefuwvoorkeurenaan
  36. 36. 36 Standardise for easy reuse across organisation and keep refining Deployment : Design facilitates
  37. 37. 37 ING’s central design guide with components Deployment : Design facilitates
  38. 38. 38 Avatar refinements aligned with the brand Deployment : Design facilitates
  39. 39. Conclusion
  40. 40. Conversational UX Focus on quality of dialogues, not new interactions
  41. 41. UX roadmap Manage expectations through a credible roadmap
  42. 42. Prototype Let stakeholders feel the impact and not just see the designs
  43. 43. gregory.ek@ing.nl pragam.rathore@ing.nl filip.mishevski@ing.nl Thanks for your attention!

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