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UX to customer experience and back again


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  • Lately, more companies are using the words “ customer experience ” . What does it really mean?
  • There ’ s books, articles, blogs... all talking about customer experience
  • Designer: what does customer experience really mean to an organisation? What does it mean for us? What really matters is the organisation ’ s perspective of what customer experience means AND the actual experience perceived by the user Everything else just has to align behind that
  • Two camps: People who understand the user perspective And the people who really understand the business To create great experiences, these two sides need to work together really well. But a lot of times we don ’ t, and it ’ s because we tend to work in silos. The question is, how do we break out of that?
  • Companies who typically talk about CX are LARGE Many silos Hard to avoid, sometimes But we need to find a way
  • The only way it was going to work >> shared understanding “ Departments are the enemy of silos ” - Eric Reis - not just for startups, and sometimes we can ’ t kill departments 1. artifacts - integrate multiple viewpoints together 2. processes - activities that promote or build shared understanding 3. leadership - people who “ get it ” and can influence others towards a common goal
  • Rigid flow diagram for a user journey? “ Why? ” “ We haven ’ t even done the IA and interaction design yet. ” Business validation - don ’ t break existing business rules. Familiar format.
  • Integrate experience with business flow Customer quotes from Voice of the Customer This helped us to integrate the viewpoints together
  • Fairly straightforward stuff. But that ’ s not enough.
  • Client: “ 500 business requirements, and an experience map please ” Pete Trainor: “ let ’ s have 6 weeks of workshops instead ” Protagonists (user types) - many scenarios, only left about 200+ requirements were used. Only involve people who contribute real value
  • You can ’ t depend to the organisation ’ s status quo and operational systems to execute the vision Individuals who can influence work at the intersection of silos Learn from each other - Share a view of the customer As designers, can we dig deep into organisation - are there leaders we can call upon who can influence the work?
  • Kim Goodwin from Cooper said it best To find those people is a bit like doing detective work and being a talent scout at the same time. And I feel that THAT is really what real design is - going beyond documents and design collaboration, and enabling real organisations to make that experience a reality.
  • Tying it back This isn ’ t about something new. It ’ s really about a journey and helping organisations get there over time. 1. integrate / realise 2. build / enable 3. influence / empower I ’ m still learning and gathering stories, so please share with me your stories and thoughts. Thanks!
  • Transcript

    • 1. UX to customer experienceand back againA journey towards shared understandingThe Web and Beyond Boon Yew Chew26 Sept 2012 @boonych
    • 2. You may have read things like...Net Promoter ScoreCustomer Experience ManagementVoice of the Customer... all these things are not new 2 @boonych
    • 3. What is customer experience? 3 @boonych
    • 4. Two campsInteraction designers MarketersInformation architects AnalystsDesign researchers Product managersVisual designers SalespeopleCreative directors Customer servicePrototype engineers Senior executives... ... 4 @boonych
    • 5. Many silosDesign “silo” 5 @boonych
    • 6. Shared understanding comes from...ArtifactsProcessesLeadership 6 @boonych
    • 7. My business flow diagram story 7 @boonych
    • 8. Layering empathy on top 8 @boonych
    • 9. Shared understanding through artifactsUnderstanding the business processeshelpedIntegrating the two viewpoints was a stepforward 9 @boonych
    • 10. 10 @boonych
    • 11. Shared understanding through processesDon’t underestimate amount ofinformation that people haveBuild on top of understanding that’salready thereSmall groups of essential, dedicatedstakeholders 11 @boonych
    • 12. The real work happens at theintersections Dept B Dept Dept E A Dept C Dept D 12 @boonych
    • 13. Shared understanding throughleadershipKim Goodwin: “Managers are assigned;leaders emerge”UX work is like being a detective and talentscout 13 @boonych
    • 14. Shared Artifacts Integrate viewpoints, encourage work in the right direction Shared ProcessesCollaboratively building upon existing understanding Shared Leadership Influencing the work towards the intersections of silos 14 @boonych
    • 15. Thanks References in/kim-goodwin-on-ux-leadership- 2011-04 7066/building-a-shared- understanding “Outside In: the power of putting your customers at the center of your business” - Manning, BodineBoon Yew Chew@boonych 15 @boonych