andrew mcgrath, orange
TRANSCRIPT
create a great experience
Andrew McGrath – Director of Design and User Experience, Orange FT Group 11 November 2010
2 France Telecom Group restricted
Orange
world-leading communications brand owned by France Telecom
181 000 employees
50.9 billion € revenues in 2009
serving over 183 million customers
operating in 32 countries Russian
Federation
Morocco Iraq
Spain
France
Turkey
GermanyPoland
UnitedKingdom
Portugal
Belarus
Italy
Ukraine
Greece
Finland
Sweden
Norway
TunisiaAlgeria
Libya Egypt
AustriaSwitz.
Estonia
Latvia
Andorra
Lithuania
AzerbaijanGeorgia
Armenia
Rep. OfIreland
BelgiumLux.
Netherlands
Denmark
Slovakia
Albania
HungaryRomania
SerbiaBulgaria
Czech republic
IsraelLebanon
Cyprus Syria
Jordan
Moldova
BosniaCroatiaSlovenia
MacedoniaMontenegro
3 France Telecom Group restricted
Orange
N°3 mobile operator in Europe
N°3 provider of broadband internet services in Europe
3.57 million digital TV subscribers in Europe
Russian
Federation
Morocco Iraq
Spain
France
Turkey
GermanyPoland
UnitedKingdom
Portugal
Belarus
Italy
Ukraine
Greece
Finland
Sweden
Norway
TunisiaAlgeria
Libya Egypt
AustriaSwitz.
Estonia
Latvia
Andorra
Lithuania
AzerbaijanGeorgia
Armenia
Rep. OfIreland
BelgiumLux.
Netherlands
Denmark
Slovakia
Albania
HungaryRomania
SerbiaBulgaria
Czech republic
IsraelLebanon
Cyprus Syria
Jordan
Moldova
BosniaCroatiaSlovenia
MacedoniaMontenegro
4 France Telecom Group restricted
innovation
innovation investment 900 million € every year
innovative services generated close to 10% of revenues in 2009, targeting 20% for 2012
5 France Telecom Group restricted
Orange provides a complete range of mass market services across multiple markets
6 France Telecom Group restricted
mobile
online
fixed & internetN°3 in Europe
124 million mobile customers
29 million using mobile broadband
first to launch HD voice on mobile
business64 million unique visitors to Group internet portals & properties
healthcare solutions for business and consumers
European leader in broadband (ADSL) with 13,5 million customers
10+ million Livebox, broadband gateways deployed in the market (consumer + business)
N°1 IPTV service provider in Europe with over 3.3 million customers
operations in 220 countries
6 million businesses users worldwide
3,700 multinationals
7 France Telecom Group restricted
taking apps seriously…
8 France Telecom Group restricted
123
a leading retailer of premium content & games with ~20 million downloads per year in Europe
an applications developer with over 35 Orange branded and published apps in leading apps stores with more than 6.5 million downloads
Orange Application Shop launched in 2010 on Java, Symbian and Android in France & UK.
Joint Ovi Store with Orange in partnership with Nokia for 2011
a widget player embedded in our low and mid-range phones
45
9 France Telecom Group restricted
123
mobile TV pioneer since 2004 with the World first TV bouquet launched on iPhone in 2008
connectivity (hotspot finder) and e-care applications (Your Orange, Back Up & Restore)
premium multimedia content (sports, events)
location services4
10 France Telecom Group restricted
11 France Telecom Group restricted
Your Orange The whole Orange universe on the iPhone. Reinforce our customer relationship, and promote contents (apps/webapps/marketing offers).
12 France Telecom Group restricted
Orange WiFi Finder You’re never far from the internet. Find the hotsport nearest to you or anywhere else in the UK.
13 France Telecom Group restricted
Orange Wednesday Combining the latest film reviews and trailers with up to date info of what's on. The app even provides you with the 2 for 1 cinema voucher.
14 France Telecom Group restricted
Jardins de Versailles An innovative way to discover Château de Versailles gardens with augmented reality. Exclusive and official information (text, audio, video, slideshows) for an unforgettable visit.
15 France Telecom Group restricted
Orange Ligue 1 A football service based on content from Ligue 1, lets fans track scores and statistics from the top teams
16 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
17 France Telecom Group restricted
how normal are you?
How many people here actually pay their phone bills?
How many people here have more than one phone/sim?
Just by being here you are a bit strange…
18 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
19 France Telecom Group restricted
vip
full
scre
en v
iew
vip
wid
get
social network scrolling updates
4 touchable areas
multiple social network views
light theme
agile user testing
20 France Telecom Group restricted
vip
full
scre
en v
iew
vip
wid
get
simple 1 touch summary
dark theme to match widget style
simple scrolling social network view
native contact method design
design, post user testingfindings delivered, design changes made and new spec issued in 48 hours
how different customers think.don’t get lazy
22 France Telecom Group restricted
example - situated interviews and segmented Personas
We conducted two rounds of ethnography interviews with a sample of 10 users across our segmentation. Various work sessions served to exploit the raw material from the interviews.
The result is a set of four visualizations per participant that conveys the key information for the project and can be used as user input to work with stakeholders. bullet point list
23 France Telecom Group restricted
the Portrait/Persona
Introduction to the participant’s information, their vision of areas in their life and a synthesis of the interviews and most significant quotes.
24 France Telecom Group restricted
a day in the life
The big picture of what’s going on in a typical day in the participant’s life
don’t get lazy…co-creation workshops
26 France Telecom Group restricted
27 France Telecom Group restricted
28 France Telecom Group restricted
‘a service that allows you to find your way and locate points of interest on the way’
29 France Telecom Group restricted
recording what our customers draw, ask
to be drawn and what they say in the
process
30 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
31 France Telecom Group restricted
the customer interacts with the whole service
32 France Telecom Group restricted
“service design looks at the whole service
ecosystem and the connections
necessary between the products, people, communications and
infrastructures to deliver high quality
end to end customer service experiences”
33 France Telecom Group restricted
example user journey
34 France Telecom Group restricted
full customer journeys
5. Touch-point detail
6. Products & reviews
7. Identified barriers
1. Customer need
2. Step
3. Experience
4. Illustration
35 France Telecom Group restricted
segmented customer journeys
36 France Telecom Group restricted
don’t forget the widgets…
Orange Games & Orange World
Digital Clock with Alarm My Social Life & VIP SMS & Weather
37 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
the device is the theatre, ‘don’t break the fourth wall’
break rules when you understand them
39 France Telecom Group restricted
orange homescreen
vertical scrolling is major navigation
navigation within a panel is horizontal, which can also be used to switch views
Touch HS Shortcut View Touch HS VIP View
left/right swipeto change view
vertical scroll through view
40 France Telecom Group restricted
new orange android homescreen
some golden rules to create a great UX
42 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
the device is the theatre, ‘don’t break the fourth wall’
differentiation is the last refuge of a scoundrel
43 France Telecom Group restricted
cubes…
44 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
the device is the theatre, ‘don’t break the fourth wall’
differentiation is the last refuge of a scoundrel
let the customer control the volume, in all its forms
45 France Telecom Group restricted
principle : user controls the volumemeet & greet
facets privacy control profile auto-tag
exchange details easily with people you meet, whether it’s at a noisy nightclub or a conference. Select the level of information you want to give before the event and touch phones to transfer the important info.
46 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
the device is the theatre, ‘don’t break the fourth wall’
differentiation is the last refuge of a scoundrel
let the customer control the volume, in all its forms
design sustainably (for those who plan to offer convergence)
design sustainably (for those who plan to offer converged services)
48 France Telecom Group restricted
pattern libraries…the goal
help drive implementation of portals, web apps and apps as defined by design team and by strategy team
increase productivity and the reach of your design
make “success” available for re-use
removal of ‘re-inventing the wheel’
to increase the consistency, predictability and usability across all interfaces from non-touch to tablet
49 France Telecom Group restricted
50 France Telecom Group restricted
pattern library – a sustainable experience
Non-touch (basic devices)
Basice.g Nokia Series 30
Capablee.g Nokia Series 40
Advancee.g Nokia Series 60
Touch (advanced devices)
Basice.g LG Viewty
Capablee.g Blackberry Bold
Advancee.g Apple iPhone
51 France Telecom Group restricted
some golden rules to create a great UX
we are all strange, the user is normal
actually consult the customer and don’t get lazy about it
think about the full experience, from awareness to churn
the device is the theatre, ‘don’t break the fourth wall’
differentiation is the last refuge of a scoundrel
let the customer control the volume, in all its forms
design sustainably (for those who plan to offer convergence)
A few thingsabout Orange Partner
53 France Telecom Group restricted
Orange Partner, an active player to foster an open eco-system since 2004
community services
online and one to one support
events, newsletter,
alliances network
developer centers
rich offer of network and personal APIs exposed since 2008
SMS, MMS, click to call, location
Orange identity, address book, contacts…
active member in WAC (Wholesale Application Community)
Open Source Widget Platform available to all industry player
online service platform for developers: Orange Partner Connect
54 France Telecom Group restricted
What do you get as application partner to Orange ?
Access to trusted relationship with Orange customers
Benefits of Orange billing and customer support service
Application promotion and retail marketing opportunities in local markets
Single entry point to multiple countries
Application requirement information & in depth technical support
Account management and technical support with Orange Partner Services
Plus.. potential reach toward 123 million mobile customers.. 25 millions already active data users
thank you