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© 2014, Confidential, Pegasystems Inc.
Beyond UI
Building Successful
User Experiences with CPM
Shannon Hall, Director, User Experience, TSYS
Michael Hughes, User Experience Designer, TSYS
Baruch Sachs, Senior Director User Experience,
Pegasystems
4 4 © 2014, Confidential, Pegasystems Inc.
What is Surround?
Multi-year, multi-phased business and IT strategy to support the latest generation of financial technology
• Two major components:
Technology framework and open ecosystem
Next generation of consumer servicing products
5 5 © 2014, Confidential, Pegasystems Inc.
Issuer Needs and Consumer Demands
ISSUER NEEDS
Differentiate through customer experience
Retain and acquire customers through trust, loyalty and value
Know what consumers value as well as their preferences and behaviors
Redefine service channels
• Access real-time information
and self-service capabilities via
any channel and any device
• Benefit from a consistent user
experience no matter where
they are in the process
CONSUMER DEMANDS
6 6 © 2014, Confidential, Pegasystems Inc.
Why Pega?
Pega
• One solution for “multi” scenarios
• Leverage CPM for prebuilt industry frameworks
• Client configuration of rules, policies, and processes that are most commonly changed by a client or TSYS
• Framework layer for reusable components and rules
7 7 © 2014, Confidential, Pegasystems Inc.
Focus on the User Experience
User experience is a key differentiator
84% of retailers believe creating a
consistent customer experience across
channels is the most important factor
for success (TeleTech)
Trust, loyalty and value are keys
to retention and acquisition
8 8 © 2014, Confidential, Pegasystems Inc.
UX Mission for Surround
User-Centered Design (UCD) approach that extends
beyond good UI design
UX professionals within the design teams during the
requirements elaboration sessions.
Foundational User Interface (UI) design standards
Reduce complexity and data on the UI
Information Architecture work with an additional portal for
client configuration
9 9 © 2014, Confidential, Pegasystems Inc.
Organizational Complexity
BPM
Development
Partner
TSYS IT
Staff
TSYS Business
Process
Owners and
SMEs
Project managers
Business analysts
Developers
Testers
Pega
Consultants
DBAs
Testers
Developers
Business analysts
Trainers
UX Designers
User Researchers
Technical Architects
UX/UI Developers
Business Drivers (TSYS)
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11 11 © 2014, Confidential, Pegasystems Inc.
TSYS Components of User-centered Design
Field Observations
Scenario-based Design
Usability Testing
12 12 © 2014, Confidential, Pegasystems Inc.
Field Observations
TSYS personnel and Human Factors International
consultants observed call center personnel first hand in
order to understand the problem space.
TSYS UX staff periodically observe users in the field to
maintain an awareness of the context within which its
products are used.
13 13 © 2014, Confidential, Pegasystems Inc.
Scenario-based Design
Scenario is a short narrative that visualizes the product
within a typical user context.
Three elements:
Trigger. What occurs in the user’s world that initiates the interaction,
e.g., event, message, time of day, etc.
Problem. What is the problem as it would be stated by the user?
Solution. How would the product be used to resolve the problem? (In
essence, this is the design.)
Formal or informal
15 15 © 2014, Confidential, Pegasystems Inc.
Interactive Prototypes
UX Designer can get a sense of the flow and interaction of a
design he or she is contemplating.
Work Stream team can collaborate on design ideas.
Users can help the design team assess the user experience
and compare design options.
18 18 © 2014, Confidential, Pegasystems Inc.
Outcomes
When interactive scenario-based prototypes are introduced
during elaboration:
The team discovers new requirements that were missed in Use Case
definitions.
The team collaborates on the user experience—drawing on multiple
sources of expertise within the team.
Disagreements are more easily resolved by testing competing ideas
with actual users.
21 21 © 2014, Confidential, Pegasystems Inc.
Traditional Customer Service Solutions:
Are too hard to use
Cannot adapt
to change
Deliver poor
operational visibility
Costs NPS
23 23 © 2014, Confidential, Pegasystems Inc.
Deliver a Seamless Cross-Channel Experience
Customer-centric
design:
• Start interactions in
any channel and
move to others with
full context
• Build service
process once and
leverage across all
channels
STOP BUILDING CHANNEL SILOS
24 24 © 2014, Confidential, Pegasystems Inc.
R E P L A C E D ATA O V E R L O A D W I T H T H E R I G H T I N F O R MAT I ON AT T H E R I G H T T I ME
Intelligently Guide the User Through Each Conversation
• Context Sensitive
- Policies and
Processes
- Dialog/Coaching
- Knowledge
• Single view of the
customer and the
process