© 2010 IBM Corporation I B M I N T E R AC T I V E IBM Interactive Customer Experience Innovation June 2010 IBM / CSOB Confidential
© 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
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
3
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Where is IBM Interactive?
6
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Where is IBM Interactive?
7
Boston / NY
Financial and Insurance
Chicago
Industrial
Atlanta
Communications
DC
Public Sector
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
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
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
12
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
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Understand your customer
↘ User Intelligence — Demographics-based needs
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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
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A new type of customer has emerged
Dramatically enhance Customer
Experience across all channels
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‘Generations Forward’ or
‘Smarter Customer’
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
A new type of customer has emerged
↘ Who is the ‘Smarter Customer’?
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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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Smarter Customer Personas
Tech Savvy
Driven
Experiential
Engaged
Progressive
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� 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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Target the future
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SMARTER
CUSTOMER
OTHER
SEGMENTS
OTHER
SEGMENTS
Tec
hnol
ogy
Use
+ E
xpec
tatio
ns
Now 2012 2020
OTHER
SEGMENTS
OTHER
SEGMENTS
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
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
UX imperatives
↘ Keep it simple
↘ Guide, don’t educate
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Seamless transitions between channels
↘ Merger of offline &
online experience
(banking: online,
mobile, phone, branch)
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Make the complex easy to understand
↘ Manage the entire
picture
↘ Analytics – the next
frontier
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Explore Rich Internet Applications
↘ Rich user experiences
are expected
↘ Value to the user,
value to the provider
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Engage the Social Web
↘ Engage the social web
– blogs, wikis,
podcasts, tagging –
with sincerity and
transparency
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Look past the competition
↘ Look outside the
industry for inspiration
and best practices
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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
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Mobile Banking
↘ Be mobile, be
paperless:
USAA app is leading
the way
↘ Tap into native mobile
capabilities
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Emerging Trends & Best Practices
Evolution of Banking Experience
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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
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Evolution of Banking Experience: Customer Ecosystem
Future State
� Holistic
� Tailored
� Consumer controlled
� Empowering
� Anytime
� From anywhere
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
35
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
36
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
37
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Emerging Trends & Best Practices
↘ 360° Customer View
↘ Analytics
↘ Transactions
↘ Contextual
↘ Hyper-personalization
↘ Community
38
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 Customer
4 Emerging Trends & Best Practices
5 Interactive Demos
6 IBM Interactive Method
39
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
Internet Banking Demos
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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
41
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IBM Interactive Method
↘ How do we help you to get there?
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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
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I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
I B M I N T E R A C T I V E IBM / CSOB Confidential © 2010 IBM Corporation
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
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The Changing Consumer
↘ Who are your customers?
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User Needs Assessment / Personas
↘ A representation of a typical user segment
↘ Number of personas often correlates to primary user segmentation
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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
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Comparative Site Review
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Information Architecture: Wireframes
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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.
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Visual Design Studies 3x3s
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1 2
3
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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.
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Wrap up
Thank you!
56
Daniel Song
Associate Partner
IBM Interactive