NYC UXPA: 2014 - Bringing Together User Experience and Web Analytics (Michael Beasley)
Session 505 Bringing the Digital Experience to the Service PortalSession 505 Bringing the Digital...
Transcript of Session 505 Bringing the Digital Experience to the Service PortalSession 505 Bringing the Digital...
Session 505
Bringing the Digital Experience to
the Service Portal
MSITSM
Bringing the Digital Experience to the Service Portal
Meet today’s presenter:
Phyllis Drucker
• Senior Consultant, Linium
• Contributing Author, Support World
• Blogger, international speaker
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Session Overview
Exploring DX (aka “the digital experience”)
What does good DX require?
Your Opportunity for Great DX
The Journey Mapping Kanban
Mapping the Current State
Creating Your Future State
Wrap up and Roadmap
The roots of DX started with
• Reliance on digital channels: phones, web, social media
• Mobile devices provides location information and immediacy
• Growth of the user experience on commercial web channels, driving a need for business to improve the experience
• Amazon
• Apple
• Disruptive Innovation!
Everything in business is DX!
Everything in business is DX!
Everything in business is DX!
Everything in business is DX!
Even the Service PortalEverything in business is DX!
Your Opportunity for Great DXEven the Service Portal
Portal Innovation: This?
Portal Innovation: Or This?
What Does Great DX Look Like?
Great DX…
• Relies on simplicity, consistence and ease of the experience
• Starts with the customer’s expected journey (use case)
• Starts with the 3 Ds:
• Design your customer journey; make it consistent through all channels
• Deliver value constantly
• Develop capabilities needed to make it repeatable
Create a Great DX Experience
PERSONALITY
Modern Personality
Embraces The Digital Age
Tech Savvy
Demands Agility & Speed
Low Patience Level
High Impact on the Business
Visual & Statistical
SERVICE APPROACH
Mobile / App
Web –Based Portal
Self-Serve Kiosk
Chat
Walk Up
Phone
Chief Innovation Officer
DIMENSION 1:
Business Services
Acquired from the
Business
DIMENSION 2:
Business Services
Provided to the Business
DIMENSION 3:
Personal Services
Acquired from the
Business
Step 1: Persona Mapping
PERSONALITY
Modern Personality
Embraces The Digital Age
Tech Savvy
Demands Agility & Speed
Low Patience Level
High Impact on the Business
Visual & Statistical
SERVICE APPROACH
Mobile / App
Web –Based Portal
Self-Serve Kiosk
Chat
Walk Up
Phone
Chief Innovation Officer
Dimension 1:
Onboard a new worker
Dimension 2:
Obtain and roll out a new
software package
Dimension 3:
Get help on a benefits
issue
Step 1: Persona Mapping
PERSONALITY
Modern Personality
Embraces The Digital Age
Tech Savvy
Demands Agility & Speed
Low Patience Level
High Impact on the Business
Visual & Statistical
SERVICE APPROACH
Mobile / App
Web –Based Portal
Self-Serve Kiosk
Chat
Walk Up
Phone
DIMENSION 1:
Business Services
Acquired from the
Business
DIMENSION 2:
Business Services
Provided to the Business
DIMENSION 3:
Personal Services
Acquired from the
Business
Exercise 1: Persona Mapping
Chief Innovation Officer
Sample Personas
• When selecting personas, look for a good cross sample
• Executives
• Managers, particularly those that approve requests
• Finance department members
• HR and Benefits specialists
• Admins who submit requests for their department
• Fulfillment team members
PERSONALITY
SERVICE APPROACH
DIMENSION 1:
DIMENSION 2:
DIMENSION 3:
Exercise 1: Persona Mapping (10 min.)
Persona:
Step 2: Create a Journey Map
• A Kanban-style approach to documenting the user experience
• Documentation includes:
• On-stage experience: the user’s experience
• Back-stage experience: the fulfillers experience
• Analysis of the current experience
• Transformational opportunities to improve the experience
• “Reality Check” to determine which opportunities will be leverage
• Creation and testing of the Journey Map hypothesis
Step 2: Create a Journey Map
Create Initial Map Evaluate Explore Brainstorm Design New Experience
Persona, Company Attributes, Key Trends
Behavior Line
On Stage Experience
Back Stage Support
Attitudes &Emotions
Prioritize Focus
“Moment that Matters”
Determine Impact
Evaluate Attitudes
Readout
“We focused here, because…”
Clarify Needs & Drivers
Examine Capabilities(Roles & Processes)
Desired Transformation
Build EX Design Canvas
Brainstorm Innovation
Redesign Experience
Reality Check
Build DX Hypothesis
Useableeffortless
Meaningfulemotional
Usefulfunctional
Desirable
ViableFeasibl
e
Journey mapping Kanban used courtesy of the Linium Digital Experience team
Step 2: Journey Mapping CIO Experience
On stage experience, behavior line
No useful info found Call for
information
Journey 1:
Onboard a new worker
No useful info found Call for
information
This represents a typical portal experience:
• Map the current state
• Gather feedback from the “persona”
• Map a better future state
• Analyze what goes/what stays (hypothesis)
Step 2: Journey Mapping CIO Experience
On stage experience, behavior line
Journey 1:
Onboard a new worker
Update comments in
ticket
Create the same type of map for the
fulfillers, documenting the back stage
experience.
Step 3: Journey Mapping
Back stage support
Exercise 2: Create the On-Stage
Journey Map (15 min.)
• Select a request that doesn’t work well in one of your organizations
• Using the “stickies” and paper, document what the typical user journey experienced when completing and submitting the request
• Go back and add the emotion lines
Exercise 3: Create the Back-Stage
Journey Map (15 min.)
• Go back to the example you selected
• Using the “stickies” and paper, document what the fulfillers’ experience when they are working the request
• Go back and add the emotion lines
Step 4: Journey Mapping the Future State
On stage experience
See access is ready
Equipment is being
configured
This represents an improved portal experience:
• Improved taxonomy
• Similar form completion experience
• Better updates due to improved workflow
stages
Step 4: Journey Mapping the Future State
On stage experience
See access is ready
Equipment is being
configured
This represents an improved portal experience:
• Addition of BOT technology
• Added cart functionality
• Better updates due to improved workflow
stages
Experience moves from negative to positive!
Streamlining and improved process
also improve the fulfiller’s journey
Step 4: Journey Mapping the Future State
Back State Experience
Serial # to pull and ID are in the
ticket
Exercise 4: Create the Future-State
Journey Map (15 min.)
• Repeat exercises 2 and 3 for your future state
• Remember to use the Linium reference map during your design process
• Brainstorm your results and test your hypothesis:• Does the new process honor existing policies?
• Is the amount of change able to be absorbed?
• What type of communication and training plan will you need?
Journey Maps
• Converting your journey maps to use cases:• Their portal search and how they find a subset of items (use the same samples)
• How they submit and follow up on incidents
• How they interact with request forms
• The approval process
• Checking status
• With IT, their fulfillment process(es) for the sample items
• What capabilities will you need in your organization?• Do you have them or where will you find them?
• Do you have the tools you need?• Prototyping
• Service Portal
Taking this home
• Communication and facilitation skills to work with business personas and gather their feedback
• Ability to document the persona profile sheets and design
• Ability to artistically render story boards or click-through demos of the solution
• Development capabilities within the portal
Capabilities You’ll Need
• Digital Experience Platform
• Class of new tools that enable organizations to design the “wire-frames” – the click through demos needed to prototype the experience
• Some of these provide customer portals and may eventually replace current portals
Tools/Platforms You’ll Need
• A service management platform that supports an enterprise approach
• Strong integration capabilities to enable a single on stage experience but work with multiple back stage tools
• Must provide or integrate with tools that can provide security and analytics
Tools/Platforms You’ll Need
• Prototyping tools that enable you to measure “click-throughs”
• Ability to leverage IoT and robotics to improve the on stage experience
Tools/Platforms You’ll Need
Lessons Learned
• What did you learn when doing these exercises?
• What would you bring back to your organization from this experience?
KEY TAKEAWAYS
Identify stakeholders
Create your DX vision
Gather teams with the right capabilities
Create current state Kanban
with focus group
Create future state Kanban
with focus group
Create click-through
prototypes
Review, tweak prototypes with
focus group
Document & sign off on
requirements
Build the new experience
Select another use case
Repeat the process
Be agile:
“rinse & repeat”