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Helping businesses to solve a wicked problem
Getting profits from customer experience design
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Peter J. Bogaards E u r o I A 2 0 1 2 , R o m e ( I t a l y )
I N F O R M A A T e x p e r i e n c e d e s i g n
tackle
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1. Why the field of CX is important for the UX design community.
2. Approach to CX design can also be applied to other domains, like government (CiX), health (PX), and education (SX).
3. No ‘one more thing’.
Disclaimer
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ACT 1In which the speaker explores the problem space
covering framing, wicked problems, business challenges, and business & customer experience (design)
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Recognize this?
• Project has high ambition.
• Stakeholders involved each with their own agenda: ‘making profit’.
• Applications need to communicate with back-end systems.
• You have the feeling, you’re jumping on a riding train.
• Resources are limited and constraints are multiple.
• User research is in fact market research.
• User involvement is minimal.
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“Framing refers to a set of concepts and perspectives on how individuals, groups, and societies organize, perceive, and communicate about reality.”
What is framing?
Source: Wikipedia
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Framing: “Rotten apple spoils the barrel”
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Framing: “Taxpayers’ money”
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Re-framing
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Problem > opportunity
Weakness > strength
Impossibility > distant possibility
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Tamed problem: Characteristics
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1. Has a relatively well-defined and stable problem statement.
2. Has solutions which can be objectively evaluated as being right or wrong.
3. Has solutions which can be tried and abandoned.
4. Has a definite stopping point.
5. Belongs to a class of similar problems which can be solved in a similar manner.
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Tamed problem: UX example
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1. Minimal usabilityRelatively well-defined and stable problem statement.
2. Recommendations in actionSolutions which can be objectively evaluated as being right or wrong.
3. A/B-testingSolution can be tried and abandoned.
4. All recommendations implementedA definite stopping point.
5. Usability test, expert/heuristic reviewBelongs to a class of similar problems which can be solved in a similar manner.
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Super-wicked problem: Characteristics
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• Time is running out.
• No central authority.
• Those seeking to solve the problem are also causing it.
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Wicked problem: Origin
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Horst W.J. Rittel (1930-1990)
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Wicked problem: Unique
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Happy faces:
The Lorum Ipsum of visuals
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Wicked problem: No final problem formulation
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Wicked problem: Symptom of other (‘higher’) problem
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Wicked problem: No stopping rule
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Wicked problem: Only bad or good solutions
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Wicked problem: No list of ‘moves’ to a solution
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Wicked problem: Always more explanations
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Wicked problem: No solution has definite, scientific test
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Wicked problem: Designers are responsible for their actions
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Re-frame: Design for profitable customer experiences
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• Unique: Each and every business organization at large.
• No final formulation: Each time you interview somebody, you hear a different story.
• Symtom of other problem: No shared vision > immature digital strategy.
• No stopping rule: The project ends when it runs out of resources.
• No list of ‘moves’ to a solution: Growing digital touchpoints.
• Only good or bad: There is no best design of a digital touchpoint.
• Always more explanations: Talk to the silo’s and you get all the perspectives.
• No solution has definite, scientific test: Business will ask: “Proof it!”
• Designers are responsible: The tricky part of taking responsibility.
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Business challenge: Digital disruption
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Digital disruption: Mary Meeker (Kleiner Perkins Caufield & Byers)
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Digital disruption: Re-imagination of ‘nearly everything’
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Artists & concerts
Books
Business collaboration
Calling a cab
Cars
Cash registers
Communication
Computing devices
Connectivity
Coupons & local services
Crime awareness
Data
Diaries
Distribution/Monetization of 'talent'
Drawing
Education
Engagement
Focus groups
Getting food quickly
Government subsidies
Healthcare access
Home entertainment
Home improvement
Idea building & funding
Learning
Life stories
Magazines
Manufacturing
Marketplaces
Music
Navigation
News & information flows
Note taking
Personal borrowing & lending
Personal services
Pet care
Photography
Recruiting & hiring
Rewards & satisfaction
Scrapbooking
Signatures
Sound
Sports info
Television
Thermostats
Video
Video creation & production
Window shopping
Yellow pages
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Digital disruption: Upcoming stunning changes
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That’s interesting!
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Business challenge: Customer emancipation
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Customer emancipation: Paradigm shift
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Geocentric Heliocentric
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Three business drivers leading to profit
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1. Increase revenue
2. Reduce cost
3. Increase customer satisfaction
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Customer emancipation: From profit to customer
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A solid digital strategy
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• Is aligned with the business strategy and with online customer interactions.
• Adds value in all phases of the business cycle of the customer.
• Offers personalized relevant content.
• Stimulates and facilitates interactions in all connections of the network.
• Uses media channels most suitable for the customer.
• Is available through relevant devices of the customer.
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Shift towards a comprehensive digital strategy 3.0
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Web pr
esenc
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Online b
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Finda
bility,
SEO
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arketin
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Compre
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Fragmented, isolated efforts Integrated,orchestrated
Digital strategy 1.0 Digital strategy 2.0 Digital strategy 3.0
'SoMoL
o'
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Shift towards a comprehensive digital strategy 3.0
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Web pr
esenc
e
Online b
rochu
re
Finda
bility,
SEO
Digital m
arketin
g
Compre
hensi
ve
digital
strat
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Advert
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Fragmented, isolated efforts Integrated,orchestrated
# of customer touchpoints
Digital strategy 1.0 Digital strategy 2.0 Digital strategy 3.0
'SoMoL
o'
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“Good design is good business.”
Business & design
“Design-focused enterprises (…) are guided by an organization-wide understanding of who their customers are and how the design of their products and services can best shape the customer experience.”
Thomas Watson Jr, 1973
Gabriella Lojacono & Gianfranco Zaccai (2005), “The evolution of the design-inspired enterprise”
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Business & design: How they relate
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Source: Roger Martin (2007) “Design and business: Why can’t we be friends?”
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Business & design: How they think
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Business & design: Core attributes of design thinking
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• Ambiguity: Being comfortable when things are unclear or when you don't know the answer.
• Collaborative: Working together across disciplines. • Constructive: Creating new ideas based on old ideas, which can also be the most
successful ideas.• Empathy: Seeing and understanding things from your customers' point of view.• Holistic: Looking at the bigger context for the customer.• Iterative: A cyclical process where improvements are made to a solution or idea regardless
of the phase.• Nonjudgmental: Creating ideas with no judgment toward the idea creator or the idea.• Open mindset: Embracing design thinking as an approach for any problem regardless of
industry or scope.
Aline Baeck & Peter Gremett (2011), in “UX Best Practices How to Achieve More Impact with User Experience”
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Business & design: Process model
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Plattner, H.et al. (2009). Design Thinking
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Customer experience (design)
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“The practices in the design discipline help organizations envision and implement customer interactions that meet or exceed customer needs. It spans the complex systems of people, products, interfaces, services, and spaces that customers encounter in offline or online digital media.”
“We define customer experience as how customers perceive their interactions with your company.”
Forrester (2012)
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Obstacles to CX: Hierarchy and complexity
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Mature CX organizations excel at six disciplines
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© 2011, Forrester Research, Inc. Reproduction Prohibited September 12, 2011
Customer Experience Maturity Defined For Customer Experience Professionals
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Figure 1 Ranges Of Customer Experience Quality Within And Across 13 Industries
Source: Forrester Research, Inc.59376
Industry Average Low High Spread
Retailers 82 75 90 15
Hotels 77 60 83 23
Parcel delivery/shipping firms 74 71 78 7
Banks 72 59 83 24
Investment firms 72 66 79 13
Insurance providers 72 64 83 19
Credit card providers 68 59 85 26
Airlines 66 56 80 24
Wireless service providers 64 54 72 18
PC manufacturers 64 58 77 19
Internet service providers 56 46 80 34
TV service providers 54 45 69 24
Health insurance plans 53 42 72 30
Base: US online consumers who have interacted with brands in these industries(numbers have been rounded)
Source: North American Technographics® Customer Experience Online Survey, Q4 2010 (US)
Figure 2 Mature Customer Experience Organizations Excel At Six Disciplines
Source: Forrester Research, Inc.59376
Discipline Description
Customerunderstanding
Measurement
Governance
Strategy
Design
Culture
The set of practices required to monitor and manage customer experience quality in aproactive way as part of the overall corporate governance system
The set of practices required to define a clear vision of the type of experience the companyseeks to deliver, linking that vision to the company’s brand and applying it to guide the activities and resources of the organization
The set of practices required to determine the exact characteristics of interactions that meetor exceed customer expectations of the brand
The set of practices required to create and maintain a culture in which delivering a greatcustomer experience is embedded in the organization’s DNA
The set of practices required to create and maintain a clear, consistent, and accurate pictureof target customers and the experiences they want, even in the face of changing customerexpectations
The set of practices required to measure customer experience quality on an ongoing basisacross the entire enterprise and the use of that data to drive continuous improvement
Missing Ad-hoc Regular Systematic
MARS: Scale of customer experience maturity
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Unify the digital experience across touchpoints
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Key findings from recent Forrester research:
• An explosion of customer touchpoints is at handDigital customer experience today is defined primarily by websites, with mobile applications on smartphones not far behind. And the future will include as many as 10 additional customer touchpoints. Deciding which channels to incorporate into your strategy is crucial to defining your organization’s future in digital customer experience.
• A unified experience requires the right people, process, & technology foundationsCustomers expect consistency across the devices and apps they use. Unified experiences that cross touchpoints demand improved yet common designs, consistent content assets and application code, and delivery processes tuned for speed and harmonized skills and roles.
• Investments in unified experience foundations will pay off nowInvestments in foundations for unified customer experiences will pay dividends in the short term. Firms typically run dozens of different and uncoordinated web sites. Unified experience foundations will drive efficiency into these situations while setting the stage for unified experiences across web, mobile, and other touchpoints in the future.
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Unify the digital experience: Orchestration and choreography
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Local heuristics
Global heuristics
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Two strategies to connect the UX & CX communities
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1. Connecting with the business community to evangelize the added value of Design in general and CX design in particular.
2. Connecting with the user experience (design) community to evangelize the field of CX in general and CX design in particular.
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ACT 2In which the speaker explores the solution space
covering focus on CX, collaboration, ways of working, visual communication, prototyping & connected design
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Full focus on the customer EXPERIENCE
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Attractive
Relevant
Usable
Trustworthy
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Customer experience & technology
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“In changing their focus, managers must also learn to view
existing and emerging technologies not as enhancers of
products, features and functions, but as facilitators of
experiences.”
C.K. Prahalad & Venkatram Ramaswamy (2003)
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Collaboration: Multi-disciplinary teamwork
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Collaboration: Shared understanding
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Collaboration: Designer as facilitator
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Ways of working: From ad-hoc to systematic
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Ways of working: Process characteristics
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• IterativeInitial design and life-cycle evolution
• RepeatableEfficiency and ‘predictable’ outcome.
• SystematicA set of interacting or interdependent components forming an integrated whole.
Do I hear lean?
Ries, E. (2011). The lean startup
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Ways of working: Creativity in a systematic setting
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Visual communication
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“Visual communication via diagrams, sketches, charts, photographs, video, and animation is fundamental to the process of exploring concepts and disseminating information.”Maneesh Agrawala et al. (2011)"Design Principles for Visual Communication"Communications of the ACM
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Visual communication: Business topics
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Visual communication: Complexity
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Fabian Segelström (2010), Visualisations in Service Design
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Prototyping
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Prototyping: Rationale
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• Prototyping lets you fail sooner to succeed faster.
• Prototyping facilitates a continuous evolution of digital touchpoints.
• Prototypes give all stakeholders a clear understanding of the touchpoint to be created.
• Prototypes prevent misunderstandings and misinterpretations that typically arise with elaborate written requirement documents.
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Prototyping: Low-fidelity & high-fidelity
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• Low-fidelity prototypes offer a great way to explore and test touchpoint ideas without investing a lot of time and money up front.
• High-fidelity prototypes give downstream organizational units such as quality assurance, sales and marketing a head start for their activities, decreasing the overall time-to-market.
• High-fidelity prototypes provide developers with a rich, interactive definition of the functionality and design envisioned for a specific touchpoint.
• High-fidelity prototypes let you test and validate overall design concepts and the granular details of the experience.
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Prototyping: Re-use
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Prototyping: Library
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Prototyping: Tooling inefficiencies
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1. Using different prototyping tools for different iterations of the prototype.
2. Using different prototyping tools for different aspects of the prototype.
3. Using different prototyping tools for different platforms.
4. Using different prototyping tools to do exactly the same task.
5. Inherent limitations and inefficiencies of the prototyping software.
Ritch Macefield, “(Why) Is UXD the Blocker in Your Agile UCD Environment? Thinking”, UXmatters (2012)
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Prototyping: Tooling 4th generation
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1. Seamlessly handle all aspects of the prototyping activity.
2. Enable everyone to use the same software tools.
3. Provide support for multiple platforms.
4. Allow designers to embed specifications in prototypes.
5. Support multi-user prototyping.
Ritch Macefield, “(Why) Is UXD the Blocker in Your Agile UCD Environment? Thinking”, UXmatters (2012)
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Connected design: User experience (design) platform
63
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Connected design: Top-down & bottom-up
64
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
Service (blueprint) Dialogue Touchpoint Component Element
![Page 66: Helping businesses to solve a wicked problem: Getting profits from CX design](https://reader034.vdocument.in/reader034/viewer/2022042813/5442b69eafaf9fef098b470f/html5/thumbnails/66.jpg)
Connected design: Top-down & bottom-up
64
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOPCustomer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
Service (blueprint) Dialogue Touchpoint Component Element
![Page 67: Helping businesses to solve a wicked problem: Getting profits from CX design](https://reader034.vdocument.in/reader034/viewer/2022042813/5442b69eafaf9fef098b470f/html5/thumbnails/67.jpg)
Connected design: Top-down & bottom-up
64
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOPCustomer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
Mobile app
START
iOS
Calculate premium based on vehicle id
Provide Vehicle IDYes
Refer call centreNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Customer portalRESPONSIVE WEB
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Service (blueprint) Dialogue Touchpoint Component Element
![Page 68: Helping businesses to solve a wicked problem: Getting profits from CX design](https://reader034.vdocument.in/reader034/viewer/2022042813/5442b69eafaf9fef098b470f/html5/thumbnails/68.jpg)
Connected design: Top-down & bottom-up
64
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOPCustomer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
Mobile app
START
iOS
Calculate premium based on vehicle id
Provide Vehicle IDYes
Refer call centreNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Stap 1 voer uw kenteken in.
- - -
Volgende
Customer portalRESPONSIVE WEB
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Service (blueprint) Dialogue Touchpoint Component Element
![Page 69: Helping businesses to solve a wicked problem: Getting profits from CX design](https://reader034.vdocument.in/reader034/viewer/2022042813/5442b69eafaf9fef098b470f/html5/thumbnails/69.jpg)
Connected design: Top-down & bottom-up
64
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
- - -
Customer portalRESPONSIVE WEB
Employee portal
Mobile appiOS
T o
u c
h p
o i
n t
sU
s e
r a
c t
i o
n s
Other @
INQUIRE CALCULATE PREMIUM
Reference dialogs
TOUCHPOINT AGNOSTICProvide premium determinants
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Search for address without
postal code?
Yes
INTERNAL WEB DESKTOP
Mobile app
START
iOS
Calculate premium based on vehicle id
Provide Vehicle IDYes
Refer call centreNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Stap 1 voer uw kenteken in.
- - -
Volgende
Customer portalRESPONSIVE WEB
START
Calculate premium based on vehicle id
Provide Vehicle IDYes
Select vehicle characteristicsNo
Review and tune object
characteristics
Provide birthdate
Vehicle identified? Yes
No
Vehicle price higher
than €75K?No
Service (blueprint) Dialogue Touchpoint Component Element
![Page 70: Helping businesses to solve a wicked problem: Getting profits from CX design](https://reader034.vdocument.in/reader034/viewer/2022042813/5442b69eafaf9fef098b470f/html5/thumbnails/70.jpg)
Connected design: Customer experience design platform
65
Services
Dialogs
Touchpoints
Unified Experience Foundation
Met
hodo
logy
Mod
eling
Inte
grat
ion
Colla
bora
tion
Enterprise layer
Touchpoint/channel-specific layer
Core library
• Comprehensive UCD methodology.
• Reference processes for accelerated implementation.
• Standards-based integrated modeling tools on all levels.
• Cloud-based collaborative environment.
• Enterprise integration.
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Ingredients to tackle this wicked problem
66
1. Focus on customer experience (‘Know thy customer’).
2. Collaborate with multi-disciplinary teams.
3. Work iteratively and systematically with repeatable steps.
4. Communicate visually.
5. Sketch, mockup, and prototype.
6. Connect design...
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Resources
67
Wicked Problems in Design ThinkingRichard Buchanan (1992)http://tinyurl.com/8wmfvts
Why Horst W.J. Rittel MattersChanpory Rith and Hugh Dubberlyhttp://www.dubberly.com/articles/why-horst-wj-rittel-matters.html
Internet Trends 2012Mary Meeker (D10 conference)http://tinyurl.com/7lpbocz
Customer experience: The natural ally for UX in businessPeter J. Bogaards (2012)http://informaat.com/blog/customer-experience-the-natural-ally-for-ux-in-business.php
Design & Business: Why can't we be friends?Roger Martin (2007)http://www.rotman.utoronto.ca/rogermartin/designandbusiness.pdf
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About me...
68
about.me/peterbogaards