CUSTOMER EXPERIENCE
PROJECT OVERVIEW
As a UX designer in this team, our goal is to transform all bank products to increase perceive of customer-centricity culture during product/service development. The CX team has strong actions on the improvement of customer experience in bank products and touchpoints along the whole journey together with educating Design Thinking workshop to improve products and processes based on studying targeted users.
ROLES
WORKSHOP FACILITATOR | UX RESEARCHER | MENTOR
To graduately build customer centricity culture in the banking organization. The result of the workshop will be relied on the purpose of the stakeholders.
THE GOAL
WORKSHOP
The CX team uses the Design Thinking process as a workshop structure. After we get the requirements and expected results from the stakeholders. The first thing the team need to explore is the knowledge and expertise of stakeholders related to their target customers, and products. Because it seems that they may have a bias on the final solutions during the ideation stage.
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| Stages of building a culture
PREPARATION
Plan and prepare the workshop details, steps, and potential results for each internal stakeholders with various requirements
RUN WORKSHOP
Using Design Thinking for running the workshop and focusing on empathizing with customers to develop the final solutions
RUN dffd
FOLLOW UP
Based on the final solutions, the CX team will follow the progress of applying the solution and running the project along with a customer-centric thought
I use these 3 stages to build the customer-centric culture in each department.
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Preparation : The team start with analyzing the requirements to revise each workshop step and the consequences to adjust the activities based on the various experience of each participant group and the application of the empathy principle. And then we will catch up with a key stakeholder to agree on the outcomes.
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Run workshop : We use the Design Thinking process to run the workshop and have the CX facilitator to manage each group to empathize with user needs, pains, feelings, and journeys along with the workshop activities. Due to a new workshop process, the facilitators also support the participants to clarify the motives of each activities to increase an engagement.
During running the crazy's 8 for generating various ideas
Follow up : After the workshop, the participants will get the expected results such as concepts to initiate the internal project for process development to improve employees' work-life or the initial concepts for developing existing products for the targeted customers. The team will then consult the stakeholders after the workshop to start the project with the proper methods to continuously empathize with customer-centric along with the project development, and keep monitoring the results.
UX RESEARCH
I support other UX team to plan, select appropriate methods for various objectives, prepare the questions, and also conduct the user research such as contextual inquiry and usability test. During planning phase, I analyze the requirements about what UX designers want to know and business expectations. And then, I walk though persona, the existing journey and user flow of the deliverables to understand the users and the products. So I discuss with UX on user segment, the method selection to fulfill all objectives, prepare the questions and tools. before running the interview. After all session end, I catch up with other UX designers to analyse the data before they will use for their works. The product that I take is iFin, branch development
During conducting usability test at bank branch
MENTOR
I get an opportunity to be the mentor for the internship student. My role is providing a small project to learn about working as a UX designer in the agile environment for a feature in the internal mobile application as well as consulting another project that she works with other students.
For the UX project, I guide her to understand the purpose of this role, the reason for doing each step in the design process especially empathy with users. She needs to plan her design process in each sprint and provide expected results and we have weekly a retrospective session to reflect on the past actions in terms of my advice needed and her working process closely. As a result, she delivers the final design based on the current design problems along with a group project of bank project to improve the customer product (a winner group) completed with other internship groups.
Celebrated her project success
comparing the existing results between using
our application and others
MY LEARNING
| Facilitate
Found : For the workshop, it was a challenge to facilitate some activities, such as crazy's 8, concept testing and etc.
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Consequence : I always presented the examples before the team doing and explained the consequences with benefits in each activity to be more valuable. and then letting them "do by themselves"
| Bias
Found : The more stakeholders know about products, the more biased stakeholders become on the solutions. This leads to missing on solving the real customer pains. The stakeholders, sometimes, put personal feelings and needs instead of being the user representation when there is on voting solution stage.
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Consequence : I try to catch up some thoughts/opinions from each stakeholder, convert the meanings to be more useful for ideation, and keep monitoring to slightly change their thought process to be more customer-centric.