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UX STRAT Europe 2018: Rob van der Haar, Informaat

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

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UX STRAT Europe 2018: Rob van der Haar, Informaat

  1. 1. Introductie A collaboration modelfor the customer experience driven enterprise Rob van der Haar - UX STRAT Europe - June 2018
  2. 2. 2
  3. 3. 33 Enterprise organizations are transforming
  4. 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. 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. 6. Where to start? The organization perspective
  7. 7. 77 Value Organization perspective introducing a reference collaboration model
  8. 8. 87 Value Channel Organization perspective introducing a reference collaboration model
  9. 9. 97 Value Channel Delivery Organization perspective introducing a reference collaboration model
  10. 10. 107 Value Value Channel Delivery Organization perspective introducing a reference collaboration model
  11. 11. 117 Value Value Propositions Channel Delivery Organization perspective introducing a reference collaboration model
  12. 12. 127 Value Value Propositions Channel Channel Delivery Organization perspective introducing a reference collaboration model
  13. 13. 137 Value Value Propositions Identity Channel Channel Delivery Organization perspective introducing a reference collaboration model
  14. 14. Value Value Propositions Identity Channel Channel Delivery Positioning 147 Organization perspective introducing a reference collaboration model
  15. 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. 16. 169 Organization perspective introducing a reference collaboration model
  17. 17. Where to start? The process perspective
  18. 18. Sun Mon Tue Wed 1811 Operationalprocess Thu Process perspective introducing essential experience design chains
  19. 19. Sun Mon Tue Wed 1911 May Jun Jul Tacticalprocess Thu Operationalprocess Process perspective introducing essential experience design chains
  20. 20. Sun Mon Tue Wed 2011 May Jun Thu 2018 2019 Strategicprocess Operationalprocess Tacticalprocess Jul Process perspective introducing essential experience design chains
  21. 21. Sprint Sprint Sprint Sprint 2112 2018 2019 2020 Tacticalprocess Sprint 2020 2030 Strategicprocess Operationalprocess Process perspective introducing essential experience design chains
  22. 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. 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. 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. 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. 26. 2614 Enterprise case: channel experience chain Enterprise client case mapping the existing channel experience chain
  27. 27. Identity (tactical) Delivery (operational) 2715 Positioning (strategic) Enterprise client case mapping the existing channel experience chain InterviewInterview Interview Interview Interview
  28. 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. 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. 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. 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. 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. 33. 3318 Enterprise client case mapping the existing channel experience chain
  34. 34. A collaboration model Collaborating, not reorganizing!
  35. 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. 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. 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. 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

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