Dominika Babulicová

The way consumers experience the world has changed significantly over the past five years, impacting how they interact with brands. New competitors have entered the traditional purchasing journey: global marketplaces are pushing on price, AI is further accelerating giants, and social commerce is turning even consumers themselves into competitors.

To understand the change in purchasing decisions, we analyzed dozens of renowned studies on today’s customers and compared them with indicators of success of leading brands. In respondents' statements, we identified how they now develop brand affinity and created the concept of Experience identities.


Brands need to redefine their role in people’s lives

Experience identities help brand leaders (whether they are company directors or managers at the product – marketing intersection) understand how the new reality has transformed consumer purchasing behavior. They represent a model of thinking that allows us to view current expectations of future customers and spot opportunities to address them amid the mix of new competitors.

We’ve gathered dozens of examples of successful brands that define their role in people’s lives through a well-designed portfolio of services and a consistent customer experience identity. Our report offers recommendations on how to conduct a managerial reflection on your consumer brand and choose steps to take.


In this report, you will learn:

 * what the new customer journey looks like after turbulent years (COVID, war, inflation, online marketplaces, AI...);
 * how brand experience and brand perception influence purchasing decisions of today’s consumers;
 * which identities the most successful brands adopt to redefine their market position;
 * the role customer experience and service portfolios play in this mix;
 * what makes four Experience identities stand out: the Problem Solver, the Empathetic Expert, the Responsibility Enabler, and the Magic Maker.









Get The new consumer expectations report, including our Experience identities framework


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Validation handbook


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Experience identities


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Experience identities: How to react to the new consumer expectations

What is the purpose of this canvas?

The right questions don't usually pop up just like that. Especially during user research, every UX designer and researcher needs to have a process how to come up with smart questions.

Asking good questions is not just a skill for research purposes only. It is also important when we talk to stakeholders, clients and we enquire about their needs or work with them on workshops.

The ability to ask a question appears to be a uniquely human trait, one that:

 * saves us time and energy as we gather resources and information
 * allows us to develop empathy for others
 * creates bonds of trust, even among strangers.

Moreover, people who ask more questions are seen as more likable. And who wouldn't want that!


In this cheatsheet

You'll learn how to:

 * come up with good questions
 * execute the interview the right way
 * avoid mistakes and biasing the interview

Instructions for all steps can be found directly in the cheatsheet.









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User Interview Cheatsheet

What is the purpose of this canvas?

Continuous product and service development requires the ability to implement quick agile changes. In order to avoid jumping into designing ideas off the cuff or behind the doors of executive meetings, use this simple form to align all stakeholders.


Individual steps

 * 01—Problem (opportunity)
 * 02—Data
 * 03—Benefits
 * 04—Expected results
 * 05—Possible solution
 * 06—Hypotheses
 * 07—Personnel capacity

Instructions for all steps can be found directly on the canvas.









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Idea Validation

In this free webinar, we show you three different ways we took to address customer pain-points connected to difficult portfolios of our clients. You will learn about our customer research methods and CX design strategies. You'll come away with clear steps to assess the best approach for your organization – whether it is a small or medium business or a large-scale corporate.

On examples from telco, banking and insurance, which suffer by the most unrecognizable products, our UX Researcher Dominika Malejčíková and Art Director Pavol Pružinec will showcase three different levels of intervention based on organizations' maturity in approach to customer experience.









Watch the LB*Webinar on-demand


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Handout type*

Webinar: Product portfolio







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About the webinar

Many product owners are cursed with the mantra telling them: the more bells and whistles your product has, the better it is. They'd like to tackle all possible customers' wishes or competitors' benefits. However, we repeatedly see businesses going too far and overcomplicating their portfolio.

Tangled product offering is a painful experience for many customers, regardless of a phase of the customer journey they are currently in. And it does not even matter if the product belongs to a small, medium or large company or what segment it operates in.

Whether it is features or discounts, adding more frills to a bundle does not necessarily boost its value. On the contrary, it can eventually kill sales or customer's loyalty. Overly complex, feature-heavy products turn out to be counterproductive and confusing. But there is a way out – and it is based on knowing your customers as the back of your hand.


About the series

LB*Webinar is a series of 60-minute lectures followed by Q&A, where we share our expertise in helping companies design customer experience that drives their business. These events are most valuable for product managers, CX specialists and CEOs who want to make their product and services outstanding. Recordings will be available on-demand among our tools.

LB*Webinar: How to design desirable product portfolio

Albert Fourage

What is this canvas for?

The “Experiment Card” helps you frame your experiments and focus on what really matters. It’s crucial to define the success criteria so that you can decide whether or not to repeat, pivot, or implement.


Step-by-step process

 * Step 1: For the assumptions you previously selected with the team, individually complete the experiment cards that you printed before hand. Tip: Check out the Experiment toolbox (15 min)
 * Step 2: Present filled-in experiment cards and write down feedback on sticky notes (10 min).
 * Step 3: For each assumption, merge your individual work into one experiment. (15 min).
 * Step 4: Wrap-up by reviewing the next steps, roles and responsibilities. (10 min).









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Experiment Card

Walter Lima

What is this guide for?

Launching a new product is extremely risky, 90% of startup ideas fail. This guide is a summary of best practices combined with our 11 years experience in bringing successful new products to market. Following our 7-step process, you will maximize your chances for success.


In this handbook

 * Complex process simply explained: No need to be an expert in product management to read this guide. We write in plain english what you should know about creating a new product.
 * 7 steps process: From your first meeting to the launch, we explain in 7 steps how to build your product for your customers.
 * Recommended tools: For each step, you can find some of our favorite tools.


The process

 * Business goals
 * Problem exploration
 * Solution development
 * Business model definition
 * Solution validation
 * Build a minimum solution
 * Continuous build & measure & learn









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Product discovery guide







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Product Discovery Guide

What is this canvas for?

We created the assumption mapper canvas to help you frame your learning goal, brainstorm assumptions and prioritise the riskiest ones.


Step-by-step process


Define your learning goal

 * Step 1: Individually write down the most important questions or problems you need answers for. Example: Will people use this feature? How should we build it? (5 min).
 * Step 2: Share your questions and problems and build on top of them (15 min).
 * Step 3: Merge your questions into one or two learning goals. If you have many of them, prioritise the most important ones and keep the others for later (5 min).


Map out assumptions

 * Step 1: Individually write down 2-4 key assumptions linked to your learning goal previously defined (10 min).
 * Step 2: Share them on the assumption mapper and build on each other’s assumptions (15 min).
 * Step 3: Rank each assumption from the riskiest to less risky ones. (15 min)
 * Step 4: Focus on the riskiest assumptions, and agree with the team which one of them you will test first (10 min).









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Assumption Mapper Canvas

What is this guide for?

Validation is the best way to make sure you're building something successful, before actually building it. Save up weeks of work by discovering which ideas are worth implementing.


In this handbook

 * Simply explained concepts: No buzzwords, we explain why you should validate your ideas before implementing them in plain english.
 * Step-by-step process: In the handbook we are introducing the assumption mapper and the experiment cards canvas. We provide you with clear steps how to use them yourself.









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Validation Handbook



At LB*, we often organize design sprints for our clients. Since the beginning of
COVID-19, we were forced to organize them remotely. We've gathered the best
practices from our experienced facilitators to create a ready template for your
own design sprint.

➡️ 4-day Remote Design Sprint
[https://www.figma.com/community/file/913771607816628383/4-day-Remote-Design-Sprint] 
⬅️

Why using Figma over Miro for a remote design sprint?
Miro [https://miro.com/] is more adapted to remote collaboration with
stakeholders who never used a design tool before. However, Figma
[https://www.figma.com/] is accessible for free. It is much more versatile. It
acts as one source of truth with both workshop insights and prototype. If you
like the template, don't forget to hit the LIKE button so the rest of the
community know you recommend 👍

What is included in this template?
 * All design sprint activities
 * Post-its
 * Timer
 * Voting dots
 * Arrows for flows
 * Ice breaker
 * Introduction
 * Parking lot
 * & lots of other useful stuff.

Need help to run remote design sprint?
Get in touch [https://www.lbstudio.sk/contact] with us, we offer a free
consultation to discuss anything. 🤗

4-day remote design sprint Figma template

What is this handbook for?

It is often hard to think about how something could be tested. The experiment toolbox gives you 30 experiments to pick from. For each experiment, there is a description as well as criteria to help you decide if it is the one you need.


In this handbook

 * 30 experiments ideas: We combined 30 experiments to help you validate your hypotheses. It goes from the traditional survey to less known techniques such as “Imposter Judo” or “Picnic on the graveyard”.
 * How to pick the best experiment: We created a system that helps you to determine what is the most suitable experiment depending on the stage you are in and what type of assumption you’re trying to validate.









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Experiment Toolbox

![Frame 161580.png](https://slite.com/api/files/fBLVhHD6_fxV4c/frame%20161580.png?apiToken=eyJhbGciOiJIUzI1NiIsImtpZCI6IjIwMjMtMDUtMDQifQ.eyJzY29wZSI6Im5vdGUtZXhwb3J0IiwibmlkIjoidEdubC1XekI0Wk5yZ3EiLCJpYXQiOjE3MzI3OTkwOTgsImlzcyI6Imh0dHBzOi8vc2xpdGUuY29tIiwianRpIjoiNlFyd0t1ODJnY0dwSGkiLCJleHAiOjE3MzUzOTEwOTh9.bDrZhkZGKZDk-9yfiEQHdu71byjT-rw4j-ith94qOlE)

# Contact person

Peter Meluš, Head of Digital Transformation

+421 903 559 670, melus.peter@dovera.sk

# Dodávané

január 2018 – (aktuálny kontrakt)

# Summary

Dôvera je najväčšia súkromná zdravotná poisťovňa na Slovensku. Regulované prostredie poskytuje len limitovaný priestor na súťaž o zákazníka. Preto sa Dôvera rozhodla stať sa digitálnym lídrom na trhu a poskytnúť zákazníkovi obsluhu, ktorá ďaleko presahuje trhový štandard.

Našou úlohou bolo popri prebiehajúcej digitálnej transformácii zabezpečiť, aby organizácia bola plne sebestačná v tvorbe zákaznícky-orientovaných produktov a služieb. Od investora sme dostali zadanie na 3 roky, pričom po uplynutí tohto obdobia mala organizácia ďalej fungovať bez našej podpory.

# Description

Trojročný CX program sme zložili zo štyroch paralelných iniciatív: Delivery, Governance, Culture a Competence.

Hlavným pilierom našej práce bolo zavedenie zákazníckeho výskumu, práce so spätnou väzbou, experimentovaním a validáciou do plánovania a rozhodovania. Zaviedli sme nové manažérske prístupy (OKR), agilný prístup v delivery, lean UX a produktový manažment. V rámci tréningového programu sme školili Design thinking nad väčšinou zamestnaneckej bázy. Vyškolili sme 11 CX expertov.

## Governance

Na zastrešenie internej komunikácie sme spolu s top manažmentom vybudovali “Víziu pre Dôveru”. Počas série workshopov sme spolu zadefinovali kam organizácia smeruje a akú rolu v živote zákazníka má zohrávať. Vznikli komunikačné materiály (plagáty, brožúry), ale aj rámec pre manažment na jednoduchšie objasnenie iniciatívy.

Governance tím pozostával z 3 ľudí na strane LB\* a 3 ľudí na strane Dôvery. CX program sme riadili prostredníctvom strednodobej (3r) a krátkodobej (1r) stratégie, schvaľovanej CEO. Praktické vykonanie stratégie v jednotlivých iniciatívach bolo zabezpečené OKR frameworkom.

## Competence

Veľkou výzvou bola priorizácia projektov. O kľúčových projektoch rozhodovala IT committee zložená z členov boardu a pár kľúčových stakeholderov (IT riaditeľ). Svoje rozhodnutia committee zakladala na svojom najlepšom odhade, no chýbali im objektivizované vstupy. Významným posilnením kompetencie organizácie bol DesignOps tím. Ten využíval lean UX metodiku na validáciu nápadov pre nové alebo rozšírenie existujúcich projektov. Vybudovali rýchly prototyp, overili správanie zákazníka a zmerali jeho dopad na zákaznícku cestu. Súčasťou predloženej správy pre IT committee od DesignOps tímu bola aj CBA analýza, ktorá hlbšie skúmala nákladovosť inciaitívy a dopad na obchodné metriky. Už za prvý rok sa nám podarilo ušetriť 100 tis. EUR na projektoch, ktoré neboli realizované vzhľadom na svoju neefektívnosť.

DesignOps mal na starosti aj zber a anlalýzu dát o zákazníckom správaní. Analyzovali sme zákaznícke dáta o správaní v digitálnom prostredí, na pobočkách a z call centra. Počas realizácie projektu sme zákaznícke dáta sprístupnili prostredníctvom PowerBI, no vybudovali aj framework na aplikáciu poznatkov o zákazníkovi v rámci dizajn systému Dôvery. Tu bol dostupný dátový sklad o personách, hlavných zákazníckych cestách atp.

## Delivery stream

Počas realizácie projektu sme in-sourcovali dizajnový tím o 15 ľuďoch, ktorý bol priamo prítomný na realizovaných projektoch. Dôležitým pre mBank je však fakt, že sme na týchto projektoch zaviedli produktové riadenie cez OKR metodiku, priniesli agilné riadenie tímu a vyškolili produktový manažment. Počas 3 rokov sme zredizajnovali 4 hlavné digitálne kanály a priniesli 1 inovačný projekt.

Kľúčovým výstupom projektu bol Operačný systém Dôvery (ukážka obsahu v prílohe 5) – framework na riadenie iniciatív vnútri organizácie. Pre ilustráciu prikladáme na záver dokumentu screenshot z 1 strany obsahu dokumentu.

## Výsledky

Dôvere sme pomohli vybudovať CX tím o 11 expertoch. To zahŕňalo hiring alebo rekvalifikáciu, tréning a mentoring. Knowledge transfer sme urýchlili účasťou našich expertov na projektoch a shadowingom zamestnancov Dôvery.

Vybudovali sme Dizajn systém Dôvery, ktorý pomohol urýchliť vývojový čas o 25%.

Zaviedli sme Quality Assurance proces.

Spolu s HR sme riadili internú komunikáciu okolo CX: tréning 200 zamestnanov v Design Thinkingu, semináre, knižné kluby atp.

Zavedený priorizačný proces (idea validation) a ušetrnených 100 tis. EUR v prvom roku používania.

Zavedené riadenie vízie cez OKR framework a vybudovanie sebestačnej organizácie v horizonte 3 rokov.

Posun na NN/g CX maturity z úrovne 2 na úroveň 4.

Nerelevantné pre mBank:

vybudovaný 11-členný tím CX expertov

25% zrýchlenie time-to-develop

35% zrýchlenie time-to-design

5 redizajnovaných digitálnych kanálov

250% zvysenie prepoisteni (redizajn prepoistovacieho formularu).

# Team

Governance transformácie: 3 ľudia

Design ops: 3 ľudia

Produkčné tímy: do 15 ľudí"

- Juraj Blichár – člen Governance tímu, zodpovedný za zavedenie OKR frameworku
- Marek Hrabovský – člen DesignOps tímu, zodpovendý za vzdelávanie a tréning
- Kristína Malíková – riadila DesignOps tím, zodpovedná za validáciu nových projektov a prípravu podkladov potrebných na prorizáciu projektov na IT committee
- Michal Blazej – člen Governance tímu, zodpovedný za stratégiu
- Adam Mockoř – riadil Design systém, zodpovedný za štandardizáciu a dokumentáciu procesov

# Option 2

S Dôverou spolupracujeme už viac ako 4 roky na rozvoji ich zdravotníckeho portálu. Začiatkom tohto roka sme získali rámcový kontrakt a začali sme realizovať komplexnejšie úlohy v rámci ich digitálneho portfólia. Naše operácie sa dajú rozdeliť do 3 línii:

1. **Zlepšenie elektronických služieb Dôvery** – Dôvera,  je inovátorom na trhu. Vytvorila mnohé inovatívne služby ako Dôvera Genio (kontrola symptómov na základe AI), Dôvera Linka 24 (nonstop dostupnosť lekárov) alebo Dôvera Pomáha (manažment zdravia diabetikov). Tieto služby sú síce uvedené na trhu, no často nie sú navzájom integrované a majú nízku používateľskú základňu. Našou hlavnou úlohou v tejto línii prác je:

- zosúladiť produkty navzájom, prepojiť ich do “seamless customer experience”,
- rozhodnúť, ktoré produkty by už nemali byť rozvíjané, a ktoré naopak majú byť ďalej podporované,
- tvoriť nové služby, ktoré zákazníci skutočne potrebujú.

V rámci tejto aktivity sme v úvode predizajnovali akvizičnú časť web stránky Dôvery a podporili online predaj. Zároveň sme v Dôvere spustili aj podporný tím, ktorého úlohou je optimalizovať existujúce služby na základe dátovej analytiky.

Redizajn akvizičnej časti web stránky sme robili agilne. Keďže našim cieľom bolo splniť KPI prepojistených klientov, sústredili sme sa len na customer journey prepoistenia a ostatné stránky webu sme nechali v pôvodnom stave. V čase písania tohto textu sme presvedčení, že sa nám KPI podarilo splniť.

1. **Zmena spôsobu tvorby služieb v Dôvere** – pomáhame oddeleniam zmeniť spôsob, akým tvoria produktové portfóliá a služby. Pripravili sme proces na validáciu nových ideií, ktoré zástupcovia oddelení navrhujú; realizujeme vnútrofiremné aktivity spojené s výskumom používateľov, do ktorých zapájame top manažment; spájame IT dodávateľov do spoločných agilných tímov.
1. **Vytvorenie jednotného digitálneho kanálu** – v Dôvere sme nastavili stratégiu jednotného digitálneho kanálu. Teda nerozlišujeme či ide o web, mobil, POS alebo elektronickú pobočku. Všetky požiadavky zákazíkov obsluhujeme cez mikroslužby integrované v jednotnom digitálnom ekosystéme s priamimi presahmi do offline. Konzistentný interkčný model je zabezpečený Dôvera Design Language – dizajnovým jazykom, ktorý postupne staviame.


CX Transformation

Problem solved.

This is how we do it

1

2

3

Still unsure?
Here is what you only get from us

Dedication

Team work

Complexity

Case study

Making a leading insurance organisation customer-centric and future-capable

Ready to embark on your CX journey?
Start with CX maturity assessment