UX STRAT Europe 2018 presentation slides by Rob van der Haar of Informaat: "Collaboration Model for a Customer Experience Driven Enterprise"

1. Introductie
A collaboration modelfor the customer experience driven enterprise
Rob van der Haar - UX STRAT Europe - June 2018

2. 2

3. 33
Enterprise organizations are transforming

4. 44
Digital transformation
Introducing experience design as a core competence
Agile transformation
Aligning the experience design process with enterprise processes
Experience transformation
Designing unique, credible and compelling customer experiences
Enterprise organizations transformations create opportunities for experience design

5. 555
Excellent customer experience Customer experience excellence
M
ar
keting
Bra
nd
Ser
vices
Produ
cts
Technology
Culture
Staff
Business
Customerinsight
Processes
Enterprise organizations must focus on customer experience excellence

6. Where to start?
The organization perspective

7. 77
Value
Organization perspective introducing a reference collaboration model

8. 87
Value
Channel
Organization perspective introducing a reference collaboration model

9. 97
Value
Channel
Delivery
Organization perspective introducing a reference collaboration model

10. 107
Value Value
Channel
Delivery
Organization perspective introducing a reference collaboration model

11. 117
Value Value
Propositions
Channel
Delivery
Organization perspective introducing a reference collaboration model

12. 127
Value Value
Propositions
Channel
Channel Delivery
Organization perspective introducing a reference collaboration model

13. 137
Value Value
Propositions
Identity
Channel
Channel Delivery
Organization perspective introducing a reference collaboration model

14. Value Value
Propositions
Identity
Channel
Channel Delivery
Positioning
147
Organization perspective introducing a reference collaboration model

15. 158
Value
Propositions (tactical)
Identity (tactical)
Channel
Positioning (strategic)
Channel
Channel
Channel
Value Value Value
Organization perspective introducing a reference collaboration model
Delivery (operational)

16. 169
Organization perspective introducing a reference collaboration model

17. Where to start?
The process perspective

18. Sun
Mon
Tue
Wed
1811
Operationalprocess
Thu
Process perspective introducing essential experience design chains

19. Sun
Mon
Tue
Wed
1911
May
Jun
Jul
Tacticalprocess
Thu
Operationalprocess
Process perspective introducing essential experience design chains

20. Sun
Mon
Tue
Wed
2011
May
Jun
Thu
2018
2019
Strategicprocess
Operationalprocess
Tacticalprocess
Jul
Process perspective introducing essential experience design chains

21. Sprint
Sprint
Sprint
Sprint
2112
2018
2019
2020
Tacticalprocess
Sprint
2020
2030
Strategicprocess
Operationalprocess
Process perspective introducing essential experience design chains

22. Sprint
Sprint
Sprint
Sprint
2018
2019
2020
Tacticalprocess
Sprint
Strategicprocess
Operationalprocess
2212
Information supply chain
2020
2030
Process perspective introducing essential experience design chains

23. Sprint
Sprint
Sprint
Sprint
2018
2019
2020
Tacticalprocess
Sprint
Strategicprocess
Operationalprocess
2312
Experience design chain
2020
2030
Process perspective introducing essential experience design chains

24. 2412
Customers
Sprint
Sprint
Sprint
Sprint
2018
2019
2020
Tacticalprocess
Sprint
Strategicprocess
Operationalprocess
Experiences
Visualizations
Experience design chain
2020
2030
Process perspective introducing essential experience design chains

25. Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value Value
Propositions
Identity
Channel
Channel
Experience delivery
Positioning
Channel
Channel
Channel
Delivery
ValueValue Value
Channel experience chain Value experience chain Realtime experience chain
Leading to:
• Consistent brand identity
• Unique experience
• Efficiency
Leading to:
• Distinctive value propositions
• Credible experience
• Relevancy
Leading to:
• Authentic customer centricity
• Optimized experience
• Focus
2513
Process perspective introducing essential experience design chains

26. 2614
Enterprise case: channel experience chain
Enterprise client case mapping the existing channel experience chain

27. Identity
(tactical)
Delivery
(operational)
2715
Positioning
(strategic)
Enterprise client case mapping the existing channel experience chain
InterviewInterview
Interview
Interview
Interview

28. Identity
(tactical)
Delivery
(operational)
2815
Positioning
(strategic)
Brand & Communication UX design team Agile teamsBoard
Enterprise client case mapping the existing channel experience chain

29. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
2916
Company
strategy
Board
Enterprise client case mapping the existing channel experience chain

30. Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
3016
Company
strategy
Board
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Creative director Art director
Chief strategist
Enterprise client case mapping the existing channel experience chain

31. 3116
Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Art director
Company
strategy
Board
Chief strategist
Brand values &
principles
Brand
guidelines
Digital
guidelines
UX patterns &
com ponents
Specification or
prototype
Application or
feature
Vision &
strategy
Enterprise client case mapping the existing channel experience chain
Creative director

32. 3217
Communication
concept
Communication
campaigns
Communication
library
Brand
positioning
Digital
identity
Product
concept
Brand
identity
Design
system
Product
delivery
Brand & Communication UX design team Agile teams
Brand strategist Brand designer Visual designer UX designer
UX engineer
UX designer UX engineer
Art director
Company
strategy
Board
Chief strategist
Brand values &
principles
Brand
guidelines
Digital
guidelines
UX patterns &
com ponents
Specification or
prototype
Application or
feature
Vision &
strategy
M arketing designer
Enterprise client case mapping the existing channel experience chain
Creative director

33. 3318
Enterprise client case mapping the existing channel experience chain

34. A collaboration model
Collaborating, not reorganizing!

35. 3520
Acquisition Service Retention
Omni
channel
concepts
Branches
Support
Sites
Design
system
Proposition concepts
Brand positioning &
Experience strategy
Company strategy
Apps
Delivery
A collaboration model for the customer experience driven enterprise

36. 36
Acquisition Service Retention
Omni
channel
concepts
Branches
Support
Sites
Design
system
Proposition concepts
Brand positioning &
Experience strategy
Company strategy
Apps
Delivery
20
Product design
Touchpoint design
Service design
Design architecture
Service design
Touchpoint design
Touchpoint design
Touchpoint design
Brand design
Concept design
Content strategist
Journey design
Strategic design
A collaboration model for the customer experience driven enterprise
Content design
Business design

37. 1. Adopt an enterprise perspective on design
21
2. Focus on the essential experience chains
3. Get the collaboration going
Starting points for the experience transformation

38. Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57 3743 AP Baarn
@informaat
Creatief. Systematisch. Duurzaam.
info@informaat.nl
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn
@informaat
Creative. Systematic. Sustainable.
info@informaat.com
+31 35 543 1222
Jacob van Lenneplaan 57, 3743 AP Baarn (NL)
@informaat