UX STRAT Europe 2017: Nico Weckerle, "Shifting the Deutsche Telekom Mindset to Ecosystem Design Thinking"

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

1

2

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

UNDERSTAND

CREATE A VISION

DISTRIBUTE & EDUCATE

UNDERSTAND & IDEATE

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

1

2

3

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

UNDERSTAND

CREATE A VISION

DISTRIBUTE & EDUCATE

UNDERSTAND & IDEATE

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

DISTRIBUTE & COACH

1

2

3

4

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

UNDERSTAND

CREATE A VISION

DISTRIBUTE & EDUCATE

UNDERSTAND & IDEATE1

2

3

4

5

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

1

2

3

4

V

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

1

2

3

4

V

V

SHOW, DON‘T TELL

SEEING IS BELIEVING

EXPERIENCING IS BELIEVING

UNDERSTAND & IDEATE

DEVELOP A FRAMEWORK

MAKE IT TANGIBLE

DISTRIBUTE & COACH

1

2

3

4

V

V

V

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!