TelefónicaS.A.17.05.2016

BridgingtheUX-BusinessGap:AFrameworkforStrategicConversaIonsMichaelThompsonGlobalDirector,UX

TelefónicaS.A.2

TheUXDisciplineTeam

UXcompetency

building

Hands-onUXServices

UXEvangeliza>on

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CustomerJourneyMapsInnovaIons!

QuickWins!

Buildnewstuff!

UXDiscipline

RegionalBusinesses

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CustomerJourneyMapsFromUXperspec>ve•  ChampionsmulIdisciplinary

problem-solving•  Customer-centricity•  Providesopportunityto

demonstrateUXimpact•  YieldsinnovaIonsand

evoluIonsinprocess,contentandproduct

Challenges•  MarkeIngalready“does”them•  NoconsistentdefiniIonor

process•  DescripIvevsPrescripIve•  Understandingisa“Lean-in”task•  “Un-acIonable”oronlyShort-

termfocused

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Data-driven

Toolkit&Templates MulI-displinary

Guidelinesforpartners DescripIveèPrescripIve

Co-design&ValidaIon

CollaboraIveQual-

&QuanIaIve

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CJMsbridgetheBusinessóUXgap

Salesfunnels

Decision-trees

MarketsegmentaIon

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Awareness

Consideration

Purchase

Install/Setup

Use

Renew

1K

200

50

48

45

35

MarkeIng&Sales

Trybeforeyoubuy

“Inviteafriend”

DecisionInfluencers?

Pre-installtrade-offs

CJMdriven

LinktoCSIscores

Sell-onopportuniIes

Salesfunnels(hypothe>cal–notrealdata

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AcIvaIonissue

Buysinstore

Support

Support

Decision-trees(hypothe>cal–notrealdata)

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15%

10%

5%

20%

AcIvaIonissue

Buysinstore

Support

Support

Decision-trees(hypothe>cal–notrealdata)

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15%

10%

5%

20%

AcIvaIonissue

Buysinstore

Support

Support

Decision-trees(hypothe>cal–notrealdata)

€8.34/client

€1.87/client

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Geographic

MarketSegmentaIon(hypothe>cal–notrealdata)

Demographic

AUtudinal

Behavioral

Clients located in major urban centers, Chile, within 5km of

store X

Retirees, Parents, Millenials

Values simplicity, Seeks status on Social Networks

Degree on online self, impulse

purchaser

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Geographic

MarketSegmentaIon(hypothe>cal–notrealdata)

Demographic

AUtudinal

Behavioral

Clients located in major urban centers, Chile, within 5km of

store X

Retirees, Parents, Millenials

Values simplicity, Seeks status on Social Networks

Degree on online self, impulse

purchaser

Interviews with Millenials revealed strong behavioral

and attitudinal differences

•  Vocabulary & mental models of offers

•  Perceptions of value •  Relationships to other

demographics Implications -  Other segment attributes much

more important than demographics

-  New, clearer opportunities

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CJMsbridgetheBusinessóUXgap

AsUX/CExleaders,weneedtoconnectUXacIviIeswithbusinessacIviIes,toolsandarIfacts

BlueOceanStrategy

RFMtarge>ng M&Aduediligence

Porter’s5forces

NetPromoterScore

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QuesIons