IBM Interactive Customer Experience Innovation

© 2010 IBM CorporationI B M I N T E R A C T I V E

IBM Interactive

Customer Experience Innovation

June 2010

IBM / CSOB Confidential

I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation

Agenda

1 IBM Interactive (IBMi) Overview

2 User-Centered Design (UCD)

3 Understand Your Customers

4 Emerging Trends & Best Practices

5 Interactive Demos

6 IBM Interactive Method

2


Agenda





5 Interactive Demos


3


Who is IBM Interactive?

4

Advertising Age:

• Top 50 Digital Agencies

(US) 2008/2009/2010

• Top 3 highest rated

agency

Forrester:

“IBM Interactive. The interactive arm of

technology giant IBM leverages resources

around the globe in a variety of IBM

practice areas and industries. This allows it

to deliver unique designs that are both

usable and on brand. … its consistent

process for research, design, and

measurement helped push it into the

Leader category.”

The Forrester Wave™: Interactive

Marketing Agencies — Web Design

Capabilities, Q2 2009

www.forrester.com

↘ 2010 AdAge ranks IBM Interactive #3

US Digital Agency

↘ IBM Interactive (IBMi) – a major

contributor to the advancement of User

Centered Design (UCD) and User

Experience (UX)

↘ Forrester Research ranks IBM

Interactive in the "Leader Category" in

Transactional Web


Who is IBM Interactive?

5

BUSINESSBUSINESSBUSINESSBUSINESS

INTELLIGENCEINTELLIGENCEINTELLIGENCEINTELLIGENCE

Aligns the solution to the objectives

of the business needs

USERUSERUSERUSER

EXPERIENCEEXPERIENCEEXPERIENCEEXPERIENCE

Places the user at the

center of the solution to

deliver value

TECHNOLOGYTECHNOLOGYTECHNOLOGYTECHNOLOGY

Grasps the possibilities

of technology and

brings it to execution

� Business Consultants

� Creative Practitioners

� Solution Architects


Where is IBM Interactive?

6


Where is IBM Interactive?

7

Boston / NY

Financial and Insurance

Chicago

Industrial

Atlanta

Communications

DC

Public Sector


Agenda





5 Interactive Demos


8


Customer Experience is an area of opportunity for Banking

9

80%of CEO’s

believe their brand provides

a superior customer

experience

8%customers agree

44%of customers

say the majority of their

experiences are “bland”

Source: Bain & Company


User-Centered Design

This user-based process

places the user at the center

of all design decisions in

relation to all aspects of an

offering

Why this shift?

� Exponential increase in the amount of

information users consume

� Increased reliance on automated

systems

� Mature technologies (increasing

expectations and intensifying

competition)

10

Business

Requirements

Business

Requirements

Business

Transformation

Business

Transformation

Technical

Constraints

Technical

Constraints

Financial

Constraints

Financial

Constraints

customer


UCD requires a different way of thinking

11

Traditional Approach

Technology driven

Component focus

Focus on internal architecture

Siloed business operations

Competitive benchmark focus

“Product Defect View” of quality

User-Centered Approach

Customer driven

Solution focus

Focus on external design

Cross-disciplinary team work

Look beyond the competition

“User View” of quality


Agenda





5 Interactive Demos


12


Principles of achieving User-Centered Design

↘ Know the customer

Knowledge, skills and abilities (KSA’s) as well as

prior experience and expectations

↘ Know what the customer does

How they perform tasks and what are their goals

↘ Know what makes the customer

successful

Understand selfish value

13


Understand your customer

↘ User Intelligence — Demographics-based needs

14


Understand your customer

↘ Technology is changing the way customers interact,

obtain information, and make financial decisions

↘ A new approach is shaping up

15

Branch

Web

Mobile

Immersive

Customer Interactions


A new type of customer has emerged

Dramatically enhance Customer

Experience across all channels

16

‘Generations Forward’ or

‘Smarter Customer’


A new type of customer has emerged

↘ Who is the ‘Smarter Customer’?

17

Instrumented

Have instantaneous access to information about products, services, and independent research and opinions

+Intelligent

Have clearly defined expectations of what they want from their banks now and in the future

+Interconnected

Use multiple technologies to interact with other consumers and with institutions


Smarter Customer Personas

Tech Savvy

Driven

Experiential

Engaged

Progressive

18

� Look for efficient ways

to bank

� Get relevant

information quickly and

easily

� Get a quick overview of

the “big picture”

� Understand and take

advantage of products

and services

� Appreciate UX that fits

their specific needs

� Time constrained

� Deal with many

variables

� Inability to find the

right product or

service

� Lack of tools to

help solve

problems

� Overwhelmed with

irrelevant

information

Needs & Wants Roadblocks


Target the future

19

SMARTER

CUSTOMER

OTHER

SEGMENTS

OTHER

SEGMENTS

Tec

hnol

ogy

Use

+ E

xpec

tatio

ns

Now 2012 2020

OTHER

SEGMENTS

OTHER

SEGMENTS


Agenda





5 Interactive Demos


20


UX imperatives

↘ Keep it simple

↘ Guide, don’t educate

21


Seamless transitions between channels

↘ Merger of offline &

online experience

(banking: online,

mobile, phone, branch)

22


Make the complex easy to understand

↘ Manage the entire

picture

↘ Analytics – the next

frontier

23


Explore Rich Internet Applications

↘ Rich user experiences

are expected

↘ Value to the user,

value to the provider

24


Engage the Social Web

↘ Engage the social web

– blogs, wikis,

podcasts, tagging –

with sincerity and

transparency

25


Look past the competition

↘ Look outside the

industry for inspiration

and best practices

26


Mobile Banking

↘ ‘By 2013, mobile

phones will overtake

PCs as the most

common Web access

device worldwide’(Gartner Top End User Predictions for 2010)

↘ In the next few years

most banking will be

done via mobile

devices

↘ Basic functions are

not enough, Context

Awareness is the next

mobile frontier

27


Mobile Banking

↘ Be mobile, be

paperless:

USAA app is leading

the way

↘ Tap into native mobile

capabilities

28


Emerging Trends & Best Practices

Evolution of Banking Experience

29


Evolution of Banking Experience: Customer Ecosystem

Current State

� Vast

� Fragmented

� Confusing

� Multiple institutions

� Mobile banking is primitive

� Third-party apps fill in

mobile banking gaps

� High-maintenance

30


Evolution of Banking Experience: Customer Ecosystem

Future State

� Holistic

� Tailored

� Consumer controlled

� Empowering

� Anytime

� From anywhere

31



↘ 360° Customer View

↘ Analytics

↘ Transactions

↘ Contextual

↘ Hyper-personalization

↘ Community

32




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

33




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

34




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

35




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

36




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

37




↘ Analytics

↘ Transactions

↘ Contextual


↘ Community

38


Agenda



3 Understand Your Customer


5 Interactive Demos


39


Internet Banking Demos

40


Agenda





5 Interactive Demos


41


IBM Interactive Method

↘ How do we help you to get there?

42


IBM Interactive Method

Accelerated Visioning (AV)↘ 8-10 week creative process

↘ Design a shared future-state vision

↘ Develop an interactive prototype

↘ Develop a high-level roadmap

43


Our Approach – Set Goals First

44

�

how?

where?

time

capa

bilit

ies

2

3

1

4

means to measure progress

defined future state

taking the first step forward

understanding where you are


Our Method

45

� understand

contextual interviews

personas

feature map

� envision

site map

visual design

wireframes

� build

prototype

design guide

front-end tech

collaboration[phone, im, face-to-face]

understandunderstand

envisionenvision

buildbuild

evolveevolve

accelerated visioning


A typical UCD team consists of multi-disciplinary roles

46

BusinessBusiness AnalystUX Strategist

BusinessBusiness AnalystUX Strategist

CreativeCreative DirectorInformation Architect

CreativeCreative DirectorInformation Architect

TechnologySolution ArchitectRIA Developer

TechnologySolution ArchitectRIA Developer

Project ManagerProject Manager


Teams

47

Core Team Membersare dedicated to the work to drive process

and document the results: Project

Management, UX, BI, Application Architect

Extended Team Membersresources for the core team and arbitrate

the project findings: PM Architecture

Architects, Business Specialists, IBM

Industry SMEs

Thought Leadersare on call to review and validate and align

findings: Product/Service SMEs, Technical

Leaders, System SMEs, Infrastructure

SMEs


Joint Requirements Development Session

� Series of interviews

� A facilitated workshop, where stakeholders participate in discussions to elicit user centered

requirements, analyze their details and uncover cross-functional implications

48


The Changing Consumer

↘ Who are your customers?

49


User Needs Assessment / Personas

↘ A representation of a typical user segment

↘ Number of personas often correlates to primary user segmentation

50

John Sweeney

John is single a newly hired IT Technician with little savings and lives paycheck to paycheck. New websites, website features, and technology appeal to him and he stays current with all of them. He has a savings account and a credit card with the bank.

Name: John Sweeney Age: 39 Occupation: IT ProfessionalName: John Sweeney Age: 39 Occupation: IT Professional

Key Attributes

� Self-starter attitude

� Adapts to change

� Lives on a tight budget

Needs / Motivations

� Account inquiries

� Understand banking

� Learn to build wealth

� Research products & services

� Social networking in finances

Aspirations

� Professional advancement

� Financial success

� Have a nice house

� Travel the world

Frustrations / Roadblocks

� Feels that current site lacks the content

and demos he needs to really understand

banking

� Cannot communicate as freely as he wants

with the bank


Comparative Site Review

51


Information Architecture: Wireframes

52


Feature Map

↘ A Feature Map is a master list of elements with potential value to users including

business functions and content areas that may be selected for inclusion in a finished

web site.

53


Visual Design Studies 3x3s

54

1 2

3


Customer Experience Prototype

� The prototype is a deliverable which represents

the business’ thought leadership which were

developed during the Accelerated Visioning

engagement.

� It helps present the ideas, concepts features and

guiding principles in a more intuitive and easily

understandable way.

� The prototype allows the business to explain the

concept to key decision-makers, and also it

allows the technical staff to understand the level

of effort required to carry the new vision forward.

� Also it provides a test-worthy experience of the

new compelling user interface that will be offered

to the end users.

55


Wrap up

Thank you!

56

Daniel Song

Associate Partner

IBM Interactive

[email protected]

IBM Interactive Customer Experience Innovation

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