1. 1. create a great experience Andrew McGrath Director of Design and User Experience, Orange FT Group 11 November 2010
2. 2. 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 Russi Federation Morocco Iraq Spain France Turkey Germany Poland United Kingdom Portugal Belarus Italy Ukraine Greece Finland Sweden Norway Tunisia Algeria Libya Egypt AustriaSwitz. Estonia Latvia Andorra Lithuania Azerb Georgia Armenia Rep. Of Ireland Belgium Lux. Netherlands Denmark Slovakia Albania Hungary Romania Serbia Bulgaria Czech republic Israel Lebanon Cyprus Syria Jordan Moldova Bosnia Croatia Slovenia Macedonia Montenegro
3. 3. 3 France Telecom Group restricted Orange N3 mobile operator in Europe N3 provider of broadband internet services in Europe 3.57 million digital TV subscribers in Europe Russi Federation Morocco Iraq Spain France Turkey Germany Poland United Kingdom Portugal Belarus Italy Ukraine Greece Finland Sweden Norway Tunisia Algeria Libya Egypt AustriaSwitz. Estonia Latvia Andorra Lithuania Azerb Georgia Armenia Rep. Of Ireland Belgium Lux. Netherlands Denmark Slovakia Albania Hungary Romania Serbia Bulgaria Czech republic Israel Lebanon Cyprus Syria Jordan Moldova Bosnia Croatia Slovenia Macedonia Montenegro
4. 4. 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. 5. 5 France Telecom Group restricted Orange provides a complete range of mass market services across multiple markets
6. 6. 6 France Telecom Group restricted mobile online fixed & internet N3 in Europe 124 million mobile customers 29 million using mobile broadband first to launch HD voice on mobile business 64 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) N1 IPTV service provider in Europe with over 3.3 million customers operations in 220 countries 6 million businesses users worldwide 3,700 multinationals
7. 7. 7 France Telecom Group restricted taking apps seriously
8. 8. 8 France Telecom Group restricted 1 2 3 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 4 5
9. 9. 9 France Telecom Group restricted 1 2 3 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 services 4
10. 10. 10 France Telecom Group restricted
11. 11. 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. 12. 12 France Telecom Group restricted Orange WiFi Finder Youre never far from the internet. Find the hotsport nearest to you or anywhere else in the UK.
13. 13. 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. 14. 14 France Telecom Group restricted Jardins de Versailles An innovative way to discover Chteau de Versailles gardens with augmented reality. Exclusive and official information (text, audio, video, slideshows) for an unforgettable visit.
15. 15. 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. 16. 16 France Telecom Group restricted some golden rules to create a great UX we are all strange, the user is normal
17. 17. 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. 18. 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 dont get lazy about it
19. 19. 19 France Telecom Group restricted vipfullscreenview vipwidget social network scrolling updates 4 touchable areas multiple social network views light theme agile user testing
20. 20. 20 France Telecom Group restricted vipfullscreenview vipwidget simple 1 touch summary dark theme to match widget style simple scrolling social network view native contact method design design, post user testing findings delivered, design changes made and new spec issued in 48 hours
21. 21. how different customers think. dont get lazy
22. 22. 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. 23. 23 France Telecom Group restricted the Portrait/Persona Introduction to the participants information, their vision of areas in their life and a synthesis of the interviews and most significant quotes.
24. 24. 24 France Telecom Group restricted a day in the life The big picture of whats going on in a typical day in the participants life
25. 25. dont get lazy co-creation workshops
26. 26. 26 France Telecom Group restricted
27. 27. 27 France Telecom Group restricted
28. 28. 28 France Telecom Group restricted a service that allows you to find your way and locate points of interest on the way
29. 29. 29 France Telecom Group restricted recording what our customers draw, ask to be drawn and what they say in the process
30. 30. 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 dont get lazy about it think about the full experience, from awareness to churn
31. 31. 31 France Telecom Group restricted the customer interacts with the whole service
32. 32. 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. 33. 33 France Telecom Group restricted example user journey
34. 34. 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. 35. 35 France Telecom Group restricted segmented customer journeys
36. 36. 36 France Telecom Group restricted dont forget the widgets Orange Games & Orange World Digital Clock with Alarm My Social Life & VIP SMS & Weather
37. 37. 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 dont get lazy about it think about the full experience, from awareness to churn the device is the theatre, dont break the fourth wall
38. 38. break rules when you understand them
39. 39. 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 swipe to change view vertical scroll through view
40. 40. 40 France Telecom Group restricted new orange android homescreen
41. 41. some golden rules to create a great UX
42. 42. 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 dont get lazy about it think about the full experience, from awareness to churn the device is the theatre, dont break the fourth wall differentiation is the last refuge of a scoundrel
43. 43. 43 France Telecom Group restricted cubes
44. 44. 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 dont get lazy about it think about the full experience, from awareness to churn the device is the theatre, dont break the fourth wall differentiation is the last refuge of a scoundrel let the customer control the volume, in all its forms
45. 45. 45 France Telecom Group restricted principle : user controls the volume meet & greet facets privacy control profile auto-tag exchange details easily with people you meet, whether its 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. 46. 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 dont get lazy about it think about the full experience, from awareness to churn the device is the theatre, dont 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)
47. 47. design sustainably (for those who plan to offer converged services)
48. 48. 48 France Telecom Group restricted pattern librariesthe 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. 49. 49 France Telecom Group restricted
50. 50. 50 France Telecom Group restricted pattern library a sustainable experience Non-touch (basic devices) Basic e.g Nokia Series 30 Capable e.g Nokia Series 40 Advance e.g Nokia Series 60 Touch (advanced devices) Basic e.g LG Viewty Capable e.g Blackberry Bold Advance e.g Apple iPhone
51. 51. 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 dont get lazy about it think about the full experience, from awareness to churn the device is the theatre, dont 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)
52. 52. A few things about Orange Partner
53. 53. 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. 54. 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
55. 55. thank you