Oleg Koss design thinking breaking silos
Transcript of Oleg Koss design thinking breaking silos
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© 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
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© 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%
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Fix poor experience
Customer centricity
New product launch
Key journeys re-design
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This is ambiguous process!
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• Visit frontline
• Interview stakeholders
• Collect the team
Preparation
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• Cross-functional
• Different levels
• Good listeners
• Can speak up
• Facilitator(!)
The team
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Pla
ce
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• 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
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Diverge - converge
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• Facts
• Hypothesis
• Questions
• Benchmarks
• Paradox (!)
• Plan of research
My beloved problem
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• …observe!
• Usual and unusual(!)
• Analogies
• Surprises
• Life stories
• What does not exist
Looking for inspiration
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Map the journey:
• Main steps
• Barriers
• Emotions
Now when I know...
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• 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
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• NO perfection!
– Customer journey
– Storyboards
– Sketches
– Dialogues
Prototype
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Pass to implementation
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• CSI, CES, NPS
• Take-up rate, %
• Retention rate, %
• Re-migration rate, %
• % of digital transaction
K P I
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Introduction
1-4 weeks
Research
2-8 weeks
Prototyping
1-6 weeks
Pilots
1-6 weeks
Each stage is crucial!
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