Customer Experience VS User Experience

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Customer Experience VS User Experience

  1. 1. Customer Experience VS User Experience PARIS.YANG User Experience Designer @ AKQA SHANGHAI 1
  2. 2. DEFINITION Customer Experience User Experience a customers’ interactions with a supplier of goods or services a person's interaction with a given IT system, including the interface, graphics, industrial design, physical interaction, and the manual. great customer experience is the key to customer loyalty great user experience is the key to user stickiness 2
  3. 3. METHODOLOGY Customer Experience User Experience Customer understanding User research Strategy Concept Design Structure and framework Measurement Test and Revision 3
  4. 4. THE RELATIONSHIP Customer Journey different touch point: people product call center website mobile ... User Experience line of visibility invisible to customer Customer experience 4
  5. 5. SUMMARY 1.user experience can play a big role in customer experience’s digital element. 2.customer experience is an expanded version of user experience 5
  6. 6. CASE1 SHANGHAI LIBRARY 6
  7. 7. THE PROBLEM Scattered experience journey across many touch point 7
  8. 8. Scattered flow 8
  9. 9. Scattered instruction system 9
  10. 10. Scattered screen device 10
  11. 11. Let’s audit the current consumer journey map to improve the experience 11
  12. 12. Read book Borrow book Return book 12
  13. 13. Customer experience map for borrow a book Stages arrive find out where to borrow decide search borrow get go to the device search on computer borrow on computer take the book enter the library search in library get the book to borrow check out to borrow talk to staff for help doing library check in card library’s instruction plan computer system book transportation system library check in system bookshelf instruction system book checkout system staff’s working plan can find the book clear guide to borrow book check in smoothly expectations let me know what to do if not available can instruct me how to borrow on computer can notify me when and how to get the book can notify me when and how to return the book right reply when asking questions 13
  14. 14. OPPORTUNITIES 1.help people understand where and how to borrow books clearly 2.aggregate different device into a simple one 3.provide precise on-site notification service 14
  15. 15. CASE2 NIKE+ RUN CREW WECHAT 15
  16. 16. Runner’s journey 16
  17. 17. INSIGHT Run together is better than run alone OPPORTUNITY enable runners to crew up IDEA NIKE+ RUN CREW WECHAT 17
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  20. 20. THANKS! This is service design thinking Outside In: The Power of Putting Customers at the Center of Your Business PARIS.YANG wechat: 531264929 email: parisyxc@gmail.com 20

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