Managers around the world are being challenged on the Attractiveness of their companies, and on Loyalty and Motivation of their employees. Most of them are looking for solutions on the same usual places, and therefore creating defragmented experiences for their collaborators. Reality shows that people are dealing with serious workload and over-communication systems; new technologies are both helping and giving additional constrains and challenges (Industry 4.0) to work routines; younger professionals have different expectations and demands, and they are all in need of better talent and assessment management. In this presentation, we will show how Employee Experience Design is helping re-inventing organisations and processes, making them more simple and where people feel happy and engaged.

1. Using Employee Experience Design
in Human Resources Management
Carla Rocha Morais | Business Designer | Busigners

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reserved
SDN | Service Design Global Conference
Madrid, November 2017

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the NEW agenda of MANKIND:
1. IMMORTALITY
2. HAPPINESS

5. HAPPINESS
=
EXPECTATIONS
-
REALITY

6. happy
high expectations
low expectations
high expectations
low expectations
good experience
bad experience
happy
unhappy
unhappy
good experience…
bad experience?

7. JOB TITLE
HAPPINESS DESIGNER

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Employee Experience
WHAT ?

9. the USER
the EMPLOYEE

10. customer experience
employee experience
business design
PRODUCTSOPERATIONSSTRUCTURECULTURE
T T T T T T T
T T T T T T T

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WHY ?

12. WHAT IS HAPPENING TODAY?
Employees fell:
• overwhelmed with the amount of work - result of the reduction of teams,
• drowned in information and e-mails,
• stuck in endless meetings or in uninteresting workshops,
• helpless with no time to do their job,
• complainant about the complexity of the processes and about having to deal with a high number of apps and
softwares,
• that clear and objective communication from leaders is missing.

13. WHAT IS HAPPENING TODAY?
In most organizations, what are we doing?
• Looking for solutions in the usual places.
• Creating defragmented experiences.

14. WHAT ARE THE CHALLENGES?
fulfilment loyalty attraction motivation

15. WHAT WILL HAPPEN TOMORROW?
The forces that are in place (Drivers and Trends) to move from actual experience to the best employee experience.

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PEOPLE
CHANGING
POPULATION
CHANGING
VALUES
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17. 1. PEOPLE
CHANGING POPULATION
• Population Expansion > Urbanisation > Migration > Smart cities and smart work environment
• Higher life expectancy > 100-Year Life > Increasing population of elderly people > Work after retirement
(multigenerational workforce)
• Millennials taking over > Changing mainstream behaviours > “Choosier” about their workplace
CHANGING VALUES
• Humanism > Individual empowerment > General egocentricity > Work-Life Balance > Ideas Above Things
• Higher demand for accountability / responsibility > Reliability and Empowerment > Less micromanagement >
Individual development > “Diversity of thought” > Engagement and Purpose
• Higher expectations concerning high ethical standards > Clear processes > Corporate Social Responsibility

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TECHNOLOGY
FAST
FORWARD
FULL
ACCESS

19. FAST FORWARD
• Hight rate of changes > Digital transformation > Different adaptation degrees
• Ever-faster technological processes > Machine learning, Automation, IOT, Data science > Tasks left to machines
• Upcoming realities > Industry 4.0 > Augmented workforce > Loss-jobs vs Jobs -to-be-created > Lew learning cycle
FULL ACCESS
• Hyperconnectivity > Ubiquity > Permanent access to large amount of information > Communication industry without
defined barriers
• “Advanced Science” on everyday life > 3D printing, Artificial intelligence, Biotechnology > An App for everything
• Overall Innovation Race > different comfort level with technology > Learning cycles > New learning methods
• Increasing global integration > Better ways for collaboration > Sharing economy > Open talent economy
2. TECHNOLOGY

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ORGANIZATIONS
BUSINESS
HUMAN
RESOURCES
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21. BUSINESS
• Globalised world > Economy stagnation > Disparity / inequality of income distribution > New business models >
New working values > Learning Organization > Intelligent Organization
• Technology drive > Artificial Intelligence > Open talent > Augmented Workforce > New Business Models
• Digital Transformation > Digital organization
HUMAN RESOURCES
• Big Data > People Analytics > Changing internal processes > Transparency, Accountability, Fairness
• 100-year life > Longer careers > Shift in jobs > Half-life of skills > New skills building > Continuous learning
experience
• Agility and Empowerment > Changing structures > Horizontal & Project based > Empowered networks > Talent
mobility > Open talent economy (gig economy)
3. ORGANIZATIONS

22. HUMAN RESOURCES (cont.)
• An App for everything > Employee net promoter scores > Recruitment and sourcing
• Innovation > Closer to people > Feedback and coaching > New leadership models
• Higher employee’s expectations > Manage Contracts > Organization's brand, structure & processes and culture >
holistic employee experience > Balanced, productive, engaging, enjoyable work experience (HAPPY)
3. ORGANIZATIONS

23. We need to innovate in HR:
It is necessary to re-invent organizations, make them simpler and where people feel good.

25. The goal:
Develop a rewarding and motivating employee experience for all employees, ensuring high
levels of engagement, greater retention of talent, and increased productivity.

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HOW ?

27. Our Employee's Experience Design process
We combine BUSIGNERS knowledge and experience in user-centric innovation methodologies
such as Service Design and Design Thinking, the knowledge and experience in Human Resources
experts, to design HR strategies focused on the real needs of employees.

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29. EMPLOYEE LIFE CYCLE

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PROBLEM SOLUTION IMPLEMENTATION
Challenge
Definition
Research
and Insights
Ideation Employee’s
Journey Map
Experience
Blueprint
Recommendations
project overview in 6 moments

33. CHALLENGE DEFINITION WORKSHOP
Understand in order to solve the right problem.
TOOLS:
• Stakeholders map
• Personas
• Journey Map of current employee experience

34. TOOLS:
• Ethnographic Research
• Research report - stories of personas, insights, "how might we
questions"
RESEARCH +
INSIGHTS DISCOVERY WORKSHOP
Get to know your employees better.

35. IDEAS WORKSHOP
Ask «what ifs?...».
TOOLS:
• Ideation methods
• Scenario report - options and solutions of the challenges, analysis
and idea selection

36. EMPLOYEE JOURNEY MAP WORKSHOP
Prototype experiences.
TOOLS:
• Employee Journey Map

37. EMPLOYEE EXPERIENCE BLUEPRINT
Design the experience of your employees.
TOOLS:
• Employee Experience Blueprint

38. RECOMMENDATIONS REPORT
Define and plan the best human resources strategies.
TOOLS:
• Recommendations Report - description, prioritization of actions
and metrics

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TAKE OUTS

40. 1. FOCUS ON PEOLE
Make use of Human-centred Approaches like Ethnographic Research, Design Thinking and
Service Design.

41. 2. LEARN HOW TO COMMUNICATE
Be sure to understand HR concepts.
Employee life cycle > model that identifies stages in employees’ careers to help
guide their management and optimize processes.
Recruitment and Selection (R&S) > process of hiring new staff, from initial
discussions around opening a new position through to onboarding and developing
the new staff member.
Onboarding > process by which new hires are emotionally, physically and
professionally integrated into the established culture and operations of their new
employer.
Learning and Development (L&D) > process to improve group and individual
performance by increasing and honing skills and knowledge (and align with
organisation’s overall vision and goals.).
Talent Management > unified strategy designed to help organisations make the
best possible use of their human capital.
Appraisal and Performance Management > process of identifying, evaluating and
developing the work performance of employees in an organisation.
Succession Planning > procedures to develop internal talent for the purpose of
filling leadership and management positions.
Offboarding > processes surrounding the removal of an identity for an employee
who has left the organization that protest the interests of both.

42. 3. MEASURE TO MANAGE
Establish people-centred metrics and analytics methods: ideate around usual HR metrics
concerning it’s meaning and the way you collect the information:
Move from annual or biannual engagement surveys to open and ongoing feedback systems.
+
Establish an employee net promoter score, to have a “number” on the value of the employee experience
that can be regularly tracked.

43. 4. GUARANTEE THE BUY-IN
Address the needs of each internal buyer:
CEO
Win your employees loyalty, they
are your first customer.
Create an organization where employees
are the ambassadors of your vision.
HR DIRECTOR
Increase the attractiveness of your
company for potential employees.
Design innovative strategies to find, retain
and motivate employees.
LEADERS
Create teams with high levels of
motivation and productivity.
Understand the different needs and
expectations of your employees.

44. 5. TO DELIVER HAPPINESS YOU NEED HAPPY PEOPLE
To deliver a good experience, employees need to feel that the company cares about them.
+
Be holistic, think of experiences an involve HR on designing the employee’s one.
+
Re-invent organisations by making them simpler and where people feel good and HAPPY!

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thank you!

46. carla@busigners.com
www.busigners.com/EmployeeExperien
ce Design
Carla Rocha Morais
Business Design Manager
BUSIGNERS