ux strat europe, kees moens, “haarlem oil: ux strategy at ing”
TRANSCRIPT
Haarlem oil,UX Strategy at INGKees Moens, Chapter Lead UX
Amsterdam, 9 June 2016
Kees Moens
More than 15 years of experience in interaction design, web development, UX
strategy and internet management in the financial sector.
Previously I worked at LogicaCMG and ABN AMRO. In September 2008 I started at
ING Wholesale Banking.
In January 2016 I joined the UX team of ING The Netherlands as Chapter Lead UX.
About
ING• Global financial institution, more than 40 countries
• Strong European base
• Retail-, business banking and wholesale banking services
• 52.000 employees
ING in The Netherlands• 9 million customers
• 16.000 employees
About
• Introduction | Haarlem oil
• ING - Why change?
• Adopting the Spotify model at ING
• UX from Team to Chapter
• (UX) Strategy
• Case
• Conclusions
About this presentation
Haarlem oil
Haarlem oil, invented in 1696 by Claes Tilly.
Panacea (plural panaceas or panaceæ)
1. A remedy believed to cure all disease and prolong life that was
originally sought by alchemists; a cure-all
2. Something that will solve all problems
Introduction
Haarlem oil, invented in 1696 by Claes Tilly.
Panacea (plural panaceas or panaceæ)
1. A remedy believed to cure all disease and prolong life that was
originally sought by alchemists; a cure-all
2. Something that will solve all problems
Introduction
Haarlem oil, invented in 1696 by Claes Tilly.
2. Something that will solve all problems
Introduction
ING - Why change?
ING - Why change? Disruption and unbundling
35-40%
Revenueat riskfrom
fintech
Existential choice - Tracks or train?
or
0102030405060708090
100
AUS AUT BEL FRA DEU ITA LUX NED POL ROM ESP TUR
Mobile Web Assisted (Phone + Branch)
Digitalisation has greatly increased customer contacts
Average # of contacts per active customer (annual)
Belgium
> 90 digital contacts per
customer
Poland
> 80 digital contacts per
customer
# of contacts
Source: ING internal data, as at end-2015
Fintech partnerships
For small businesses we’ve partnered with Kabbage For consumers we’ve invested in WeLab
We’re also looking for the right opportunities & partners in:Money Management | Aggregation | Payment services | Customer onboarding
Adopting the Spotify-model at ING
Adopting the Spotify model doesn’t mean there is a direct fit
• Becoming Agile or being Agile?
• Spotify vs ING
• New roles, responsibilities and skills
• Lingua franca
• You’re free!
Making the change, personal observations
UX from Team to Chapter
To reduce handovers, avoid monoliths and create ownership, teams and departments are redistributed into multidisciplinary squads with a single purpose.
• Applies to UX: formerly head of UX, traffic, UX lab
• Some projects or teams were Agile | Scrum others more traditional
After the change• Initially allocated to a single squad (single purpose, operational)
• Adapting towards design team per Tribe (multiple squads, tactical)
UX from Team to Chapter
The role of Chapter Lead
• Responsible for the “how”
• Developing our people and our trade
• Organising to keep up the speed
• 3 Chapters, 3 Chapter Leads
• 10-15 UX-ers per Chapter
• Overall working for 15 Tribes
UX from Team to Chapter
(UX) Strategy
Think Forward - Creating a differentiating customer experience
Empower people to stay a step ahead in life and in business
• We make all our touch points, content and designs empowering, personal,
easy to use and relevant. We design processes that are effortless and
seamless
• We make an impact by working on strategic projects
• Data and research are the basis for our designs and review and testing
improve them
• We will always explore the future but we live in the now by making real
products for real users and customers
Ownership | Impact | Data driven | Future proof
UX Strategy - How
UX Strategy - Where?
No designer
Few designers
Embedded designers
Design as a team
Independent team
Design is leading
We are here
We want be here
Developing towards a distributed agency model.
• Tactical overview on Tribe level based on the purposes of all squads
• Building a knowledge hub (product or channel based)
• Be architects of the user experience
• Champions in UX / peer to peer coaching
• More effective use of the different UX fields of expertise
• Single person dependency versus team availability
UX Strategy - Taking ownership, making design leading
Using the Spotify model to our advantage
Applying Design Thinking and Visual Thinking in the right places.
• StrategicAcross and within Tribes > Service Design | Blueprints
• Tactical
Across and within Squads > Customer Journeys | Maps
• Operational
Within Squads > User Stories | Application Floorplan | Detailed
Designs | Prototypes
UX Strategy - Where can we make an impact?
From a practical point of view: Anywhere strategic and visible.
Participate in:
• PACE projects (the ING Lean/Agile way to innovate)
• Innovation bootcamps
• Hackathons
UX Strategy - Where else?
In order to be a partner at operational, tactical and strategic levels we need to
develop as individuals and as a team.
Individual• Medior and senior hires only
• Focus on coaching, building champions in UX
Collective
• Develop Design Thinking and Visual Thinking capabilities
• Further develop design principles
• Improve and formalise internal review process
UX Strategy - Develop
Tools
• The Guide• Capability matrix
• Portfolio wall for UX across Tribes
• Digital design project portfolio
Training• Internal training and knowledge sharing
• Support development of organisation through CJE training
UX Strategy - Develop further
The Guide
ING's UI framework for building all browser based applications
• Started in The Netherlands in 2013
• ING own AngularJS component library
• Quick Guide-wide implementation of the new corporate identity in 2015/2016
• Releases scheduled every two weeks
• Growing number of participating ING countries
UX Strategy - The Guide
OmnichannelDelivers consistent UX across all channels &
devices. An online experience that is seamless
across all channels and device agnostic
UX Strategy - The Guide
EfficiencyEnables squads to focus on excellence instead
of reinventing the wheel. With the re-use of
components, webpage development has
become quick and easy
QualityDelivers off-the-shelve and ready to use building
blocks. With a definition of done that includes
quality, responsiveness, accessibility and
performance
UX Strategy - The Guide
A single point of truthEvery instance of a component has a single
point of truth. All instances have a live
connection to that point and can therefore
easily be updated. All at once
Designing a talkThanks to Eva Vriezenkolk and Stefan Witte
Conclusions
As UX designers at ING we recognise ourselves in our organisational purpose,
share the strategic priority and operate in the heart of our new organisation.
Unique perspective and role• UX is an established team, maturity in Agile development
• Being present in all Experience Tribes provides us with an overview
• Basic tools, techniques and design principles are in place
Initiative and opportunity• Take a leading role, become UX architects
• Quantify design as a business asset
Conclusions
Questions & answers
Thank you
