UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design...
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SHIFTING THE MINDSET FROM SILO TO ECOSYSTEM THINKING Nico Weckerle, VP Experience Strategy – Deutsche Telekom AG
Transcript of UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design...
SHIFTING THE MINDSETFROM SILO TO ECOSYSTEM THINKING
Nico Weckerle, VP Experience Strategy – Deutsche Telekom AG
HOW I GOT HERE
BOOKINGTRAVEL
TAXITO MAIN STATION
TRAINTO AMSTERDAM
UBERTO HOTEL
HOTELIN AMSTERDAM
REALLY?
...NOT REALLY?
MULTIPLE PLAYERS
BOOKING TAXI SHUTTLE TRAIN UBER HOTEL
NO INTERLINKAGE
NO SHARED DATASET
NO HOLISTIC PERSPECTIVE
SIMILAR CHALLENGEDIFFERENT CONTEXT
COUNTRIES
50>
EMPLOYEES
218,341
PRODUCTS & SERVICES
200>
STRATEGIC GOALSDEUTSCHE TELEKOM AG
INTEGRATEDIP NETWORKS
WIN WITH PARTNERS
BEST CUSTOMER
EXPERIENCE
LEAD IN BUSINESS
6 MAIN PRODUCT CATEGORIES
ENTERTAINMENT COMMUNICATION SMART HOME CLOUD SECURITY SERVICE
ENTERTAIN
SMART HOME
INTERLINKAGE?
HOLISTIC PERSPECTIVE?
COHERENT ECOSYSTEMOUR OBJECTIVE
APPROACH
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
UNDERSTAND
CREATE A VISION
DISTRIBUTE & EDUCATE
UNDERSTAND & IDEATE1
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
UNDERSTAND
CREATE A VISION
DISTRIBUTE & EDUCATE
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
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DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
UNDERSTAND
CREATE A VISION
DISTRIBUTE & EDUCATE
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
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DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
UNDERSTAND
CREATE A VISION
DISTRIBUTE & EDUCATE
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
DISTRIBUTE & COACH
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DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
UNDERSTAND
CREATE A VISION
DISTRIBUTE & EDUCATE
UNDERSTAND & IDEATE1
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DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
DISTRIBUTE & COACH
GAIN INSIGHTS FROMMULTIPLE PERSPECTIVES
• Status quo analysis• Future roadmap• Strategic goals
PERSPECTIVE
INSIDE OUT, OUTSIDE IN
• Customer insights• Trends & drivers• Competitive analysis
PERSPECTIVE
INSIDE OUT, OUTSIDE IN
• Increased reach• Customer retention• Efficiency through standardization• Scalability for future services
VALUE-ADD
FOR BUSINESS, FOR CUSTOMERS
• Discoverability of products• Continuity and convergence• Personalized experience• Simplicity
VALUE-ADD
FOR BUSINESS, FOR CUSTOMERS
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
DISTRIBUTE & COACH
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ONE SIZE TO FIT ALL
BUILDING BLOCKS
CONSISTENCYBOOST TRUST & BRAND PERCEPTION
EXPERIENCE PRINCIPLESVITALIZE THE ECOSYSTEM
ENABLERSTECHNOLOGICAL CAPABILITIES TO INTERCONNECT
FRAMEWORK
BUILDING BLOCKS
CONSISTENCYBOOST TRUST & BRAND PERCEPTION
EXPERIENCE PRINCIPLESVITALIZE THE ECOSYSTEM
ENABLERSTECHNOLOGICAL CAPABILITIES TO INTERCONNECT
FRAMEWORK
BE CONSISTENT,NOT UNIFORM
APPEARANCESTRUCTURE BEHAVIOUR TONE OF VOICE
s
CONSISTENCYDIMENSIONS
CONSISTENCYCENTRAL DISTRIBUTION PLATFORM
BUILDING BLOCKS
CONSISTENCYBOOST TRUST & BRAND PERCEPTION
EXPERIENCE PRINCIPLESVITALIZE THE ECOSYSTEM
ENABLERSTECHNOLOGICAL CAPABILITIES TO INTERCONNECT
FRAMEWORK
A COMMON MINDSETFOR BEST CX
WHAT THEY DO• Address customer pain points and needs• Enable seamless and convergent experience • Support business objectives• Relate to the entire customer journey
EXPERIENCE PRICIPLES
HOW TO DEFINE THEMEXPERIENCE PRICIPLES
• Correlate pain points across products• Decide on growth levers• Match with customer expectations• Verify through customers and stakeholders
BUILDING BLOCKS
CONSISTENCYBOOST TRUST & BRAND PERCEPTION
EXPERIENCE PRINCIPLESVITALIZE THE ECOSYSTEM
ENABLERSTECHNOLOGICAL CAPABILITIES TO INTERCONNECT
FRAMEWORK
INFRASTRUCTUREFOR A COHERENT ECOSYSTEM
• Empower holistic view of customers• Facilitate seamless experience• Support efficiency in development• IT-driven, often not user centred
WHAT THEY AREENABLERS
• Derive from Product Target Pictures• Prioritize by impact and scalability• Analyse existing capabilities• Co-create with PO and IT
HOW TO DEFINE THEMENABLERS
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
DISTRIBUTE & COACH
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SHOW, DON‘T TELL
SEEING IS BELIEVING
EXPERIENCING IS BELIEVING
UNDERSTAND & IDEATE
DEVELOP A FRAMEWORK
MAKE IT TANGIBLE
DISTRIBUTE & COACH
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BE A FACILITATOR,NOT AN OWNER
DISTRIBUTEACROSS ALL POSSIBLE CHANNELS
Web Coaching
Book Projects
Newsletter Word of mouth
BELIEVE – LEARN – DO• Get management commitment• Engage stakeholders• Demonstrate tangible vision• Create one mindset
• Convey building blocks• Train principles• Touch base with customers• Coach facilitators
BELIEVE – LEARN – DO
• Offer interdisciplinary workshops• Apply principles to customer journeys• Use design thinking methods• Integrate framework into actual projects
BELIEVE – LEARN – DO
• Governance• Roadmap priorities• Fixing Enablers • Company size
MAJOR CHALLENGES
• Top-down & bottom-up approach• Make your vision tangible• Facilitate, don‘t own – co-create • Persistence
KEY TAKEAWAYS
THANK YOU!
