Programm vom 9. September 2021

«Customer Insights»

14:00

Willkommen & Intro

KEYNOTE: Five Steps to Define the Right Product (EN

Ken Sandy – Lecturer, U.C Berkeley | Fmr. VP Product, Masterclass | Exec. Product Consultant

Poor requirements definition are a common point of conflict between product managers and engineers, and between stakeholders and product. Product blames engineering for a perceived lack of delivery. Engineering blames product for prioritizing overly prescriptive, low-impact initiatives which may later be de-scoped. Priorities lacking in clear business purpose may even be overruled by stakeholders. Turn the paradigm around. Use contextually-rich, hypothesis-led, outcome-driven opportunity frameworks to create clarity of the focus problem to be solved and empower a motivated team to unleash their creativity on a solution.

Ken’s a senior technology Product Management exec from the SF Bay Area including online education companies, MasterClass and lynda.com (Linkedin Learning). He pioneered the first Product Management course offered in the Engineering school at UC Berkeley, which has over 600 PM alumni practicing in industry, and recently released “The Influential Product Manager – How to Lead and Launch Successful Technology Products” a guide to navigating the challenging collaborative aspects of the product manager’s role.

From Why to What, the lifecycle of an experience

Paulo Azevedo – Head of Client Experience

When an organization wants to deliver great new products, a strong vision is necessary to bring everyone together to achieve that goal. I will give you some insights around our internal design process, the involvement of clients when designing a solution, but also show you how the strong collaboration across UX, POs and REs, and a many other internal teams, were able to transform a vision into reality.

Paulo is a Director, Head of Client Experience at Credit Suisse. He works at the bank since 2013 and in 2017 was one of the founding members of the Client Experience team. During this time he learned a lot how to establish a UX capability in large organizations and how to foster a culture change shift to a more client-centric way of thinking and working. He and the team he leads are in charge of the topics of Design Thinking, UX Design and UX Research for the Swiss Universal Bank division of Credit Suisse.

Actionable Customer Insights with Jobs-to-be-done

Andreas von Criegern

«Jobs-to-be-done» (JTBD) verändert die Art und Weise, wie wir Kundenbedürfnisse betrachten. Der Grundgedanke ist, dass Menschen keine Produkte oder Dienstleistungen kaufen – sondern sie vielmehr engagieren, um Probleme zu lösen und Fortschritte in ihrem Leben zu erzielen. Deshalb ist es essenziell, dass Teams die den Bedürfnissen zugrundeliegenden Jobs-to-be-done verstehen und wie genau Kunden ihren Fortschritt messen. Dadurch erkennen Teams die Chancen für erfolgreiche Innovationen und können gezielte, kundenorientierte Lösungen entwickeln.

Multichannel-Stratege bei Zürcher Kantonalbank
Gründer von Copernicon Strategie & Innovation
Gastdozent an der ZHAW für CX Management
Autor von «Das JTBD Handbuch»

Remote Creativity – What we learnt (Deutsch)

Adrian Wüthrich & Oli Stein (Product Owner | Experience Designer)

Seit über einem Jahr arbeiten viele von uns aus dem Homeoffice. Das daily business funktioniert soweit gut. In vielen Fällen sogar besser. Wie aber schaffen wir es neue Ideen oder Innovationen von Zuhause aus zu erschaffen und erfolgreich auf den Weg zu bringen. Wir haben die neue My Swisscom App aus dem Homeoffice lanciert und führen regelmässig kreative Session durch, um neue Ideen umzusetzen. Sind wir damit erfolgreich? Nicht immer, aber wir haben viel gelernt. Was wir gelernt haben, zeigen wir an der Konferenz.

17:00

Closing