Oleg Koss design thinking breaking silos
Transcript of Oleg Koss design thinking breaking silos
© Kyivstar, 2016 | 2
Me – Oleg Koss
• Engineer in telecommunications & MBA
• 10 years of telecom experience
• Worked in Sales, Marketing and New product development
• Fixed & mobile operators, leaders and challengers
• СX team leader in Kyivstar since Dec 2014
• I love people
© Kyivstar, 2016 | 3
Kyivstar
• Market leader (subs, revenue, NPS)
• Part of VimpelCom group
• 26M mobile and 0,8M fixed customers
• 90% prepaid
• ARPU mobile ~$1,8USD
• NPS mobile 29%
• Monthly churn ~2%
Fix poor experience
Customer centricity
New product launch
Key journeys re-design
This is ambiguous process!
• Visit frontline
• Interview stakeholders
• Collect the team
Preparation
• Cross-functional
• Different levels
• Good listeners
• Can speak up
• Facilitator(!)
The team
Pla
ce
• Voice of business? – businesses!
• Voice of customer?
• What is the problem?
• Why-why-why-why-why?
• What is known and what is not?
• How does it work now?
• Frames?
Introduce the problem
Diverge - converge
• Facts
• Hypothesis
• Questions
• Benchmarks
• Paradox (!)
• Plan of research
My beloved problem
• …observe!
• Usual and unusual(!)
• Analogies
• Surprises
• Life stories
• What does not exist
Looking for inspiration
Map the journey:
• Main steps
• Barriers
• Emotions
Now when I know...
• Tap the inspiration source
• Brainstorm – build on ideas
• Quantity matters
• Do not mind limits; remember the limits
• Choose the best
• Shape them
• Throw away the rest
Diverge - Converge
• NO perfection!
– Customer journey
– Storyboards
– Sketches
– Dialogues
Prototype
Pass to implementation
• CSI, CES, NPS
• Take-up rate, %
• Retention rate, %
• Re-migration rate, %
• % of digital transaction
K P I
Introduction
1-4 weeks
Research
2-8 weeks
Prototyping
1-6 weeks
Pilots
1-6 weeks
Each stage is crucial!