This is the slide deck of my session at Agile India 2021 conference. The session recording will be published by Agile India 2021 team.

2. Agenda
▪ Context Setting
▪ Five Considerations
▪ Case Studies
▪ Parting Thoughts
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3. It is about customer obsession
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4. Desirability is what helps users bond continuously with the product/
service and exult in what they perceive to be a worthy experience.
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5. Desirability
Best-in-class usability ensures effectiveness, efficiency and
satisfaction. It also enhances the power of desirability,
which delivers a meaningful, enjoyable and memorable
experience.
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6. Case 1: Reimagining Employee-Centric UX for
an Enterprise Services Portal
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Human-centric design to deliver a
consistent, innovative and intuitive user
experience (UX).
▪ Design thinking workshops
▪ Employee-centric approach
▪ Design theme with guiding principles
▪ Early release and adoption
▪ Personalized dashboards/chatbots
▪ Living UI toolkit
80% increase user adoption,
Serves more than 7000 employees.
Source: https://www.cognizant.com/us/en/thought-leadership/documents/reimagining-service-portal-design-codex4016.pdf

7. Fanatical devotion to desirability leads to tangible outcomes
(increased customer retention, revenue growth)**
** 1. The business value of design | McKinsey, 2. Why Invest In Customer Experience? | Forrester Europe
TOP OF MIND QUESTIONS
▪ What makes digital products go viral?
▪ What are the key success factors?
▪ How can we make digital business
thrive?
▪ How can organizations transform
monolithic systems into sleek, modular
digital products or platforms?
Digital is creating new business opportunities, but at the same time presenting
challenges and risks to IT executives.
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8. Androids and iPhones evolved to become the
most desirable phones
▪ One reason is the richness of feature set and
underlying platform
▪ Communications,
▪ Entertainment (media streaming, games that serve
multiple personas, etc.),
▪ Information services (news, dictionary/ thesaurus, etc.)
▪ Utilities (calculator, clock, etc.),
▪ HD camera, and
▪ Access to payment solutions.
With intuitive interfaces, slick packaging and
upgrades/new versions delivered in a timely on-
demand fashion.
▪ Consumers are on average engaged with their
mobile devices a quarter of their waking time
daily!
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9. 9
5 Considerations

10. 10
Empathy &
Experimentation
Understanding the big picture
Human-centric design and design thinking
Pilots to gather insights on UX and usability
Continuous experiments
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11. 11
Being Fast, Frequent
and Predictable
Hyper-Agile, DevOps and engineering rigor
Effective tools usage and productivity
accelerators
Extensible and flexible architecture
Reusable patterns and components
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12. Case 2: Real-Time, In-store Fraud Detection Saves
Money, Improves Customer Experiences
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A cloud-native application integrates
with an external credit agency and other
services for real-time fraud assessment.
▪ Scalable architecture/design
▪ Microservice based implementation
▪ Integration with legacy systems
▪ Agile Coaching
▪ Test Driven Development
▪ CI/CD
Can scale up to 70K transactions/week,
99.9% availability
Source: https://www.cognizant.com/us/en/thought-leadership/documents/real-time-fraud-detection-in-mobile-operators-stores-improves-customer-experience-codex5739.pdf

13. 13
Inclusion,
Relationships,
Retrospectives &
Results
Success-critical stakeholders
Inclusive Sprint and release retrospectives
Cross-functional teams with SMEs from
business
Commitment reliability and predictability
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14. Case 3: Leading Insurer’s Digital Journey
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Large-scale digital transformation across
multiple service lines for a property &
casualty insurer
▪ Outcome-based approach
▪ Synergy between IT and business
▪ Focus on consulting and execution
▪ Strong relationships
▪ Collaborative governance
▪ Transparency and Trust
20% TCO reduction across IT landscape,
>$55 M savings
Source: https://www.cognizant.com/us/en/thought-leadership/documents/leading-insurer-partners-with-cognizant-on-digital-transformation-journey-codex5022.pdf

15. 15
Attention to
Internal and External
Quality
KPI-driven architecture/design quality
Focus on nonfunctional requirements
Continuous everything
Feedback loops and perpetual learning
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16. Case 4: Redefining the Mobile Banking
Customer Experience
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Personalized digital banking experience
helped customers better manage their
finances and grow their assets.
▪ Mobile app for Android and iOS
▪ Focus on internal & external quality
▪ Agile lifecycle
▪ DevOps practices
▪ Innovation
3.5M active users, 2X traffic (30 to 65%),
Among top 3 in a well-known mobile
app satisfaction study.
Source: https://www.cognizant.com/us/en/thought-leadership/documents/redefining-the-mobile-banking-consumer-experience-codex5977.pdf

17. 17
Attitude of
Elegance,
Tenacity &
Courage
Product-centricity
Autonomy and “failing fast and failing early”
Rewards and recognition, and
result-orientation
Communities-based networks
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18. Case 5: Mobile Channel Sparks 150% Growth
in Use
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Delivering modern CX through a mobile
app that serves as a primary channel for
customer engagement
▪ Alignment with business KPIs
▪ Cross-functional teams
▪ ‘Fail-fast, fail-early’ culture
▪ Outcome-based model
▪ Continuous improvement
App’s rating rose to 4.5 from 3.3 in one
year in Google Play Store & 4.3 from 3.3
in Apple App Store.
Source: https://www.cognizant.com/us/en/thought-leadership/documents/mobile-app-makeover-sparks-150-percent-growth-in-use-codex5500.pdf

19. Summary
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Source: https://www.cognizant.com/us/en/whitepapers/documents/enhancing-desirability-five-considerations-for-winning-digital-initiatives-codex6797.pdf

20. Parting Thoughts
• Several highly publicized failed IT projects have highlighted the need
to get experience right. (Ref: Why So Many High-Profile Digital
Transformations Fail (hbr.org)). The lessons from these failures have
one thing in common: the absence of focus on desirability.
• Enhancing desirability is an opportunity to course-correct, and deliver
the right products. To begin with,
1. Focus on nurturing the right talent, culture and mindset to deliver on
this promise.
2. Ensure a proper balance between workforce enablement and hands-on
experiments.
3. Promote continuous learning and operational improvements for
tangible business outcomes.
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21. Any Questions?
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22. Thank You!
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