This presentation is an exploration into why companies that invest in user experience (UX) design have better customer experience (CX) outcomes and how the resulting overall brand experience (BX) builds the value of the brand. Today, more than at any other time, it is becoming increasingly clear there a strong link between designing for experience and the resulting value to its respective brand. Although design is often difficult to define and measure, the correlation between design investment and its resulting, extraordinary stock performance is undeniable. So, what is UX and how does it affect the CX, which in turn affects the brand BX? The difference between a customer and a user for a product is a subtle but important one, but one that business stakeholders need to keep in mind. In this presentation, we will explore the differences between the user, customer and resulting brand experience and its correlation to one another. We will present tangible results from companies who invested in design, believed in its value and succeeded. Learn more: http://www.ics.com/ux-video

1. www.ics.com
Integrated Computer Solutions
Unleashing the Power of Modern Devices
Its All About the (Customer) Experience

2. it’s All About the (Customer)
Experience
Presented by
Jeff LeBlanc
Director of User Experience
ICS
jeffl@ics.com

3. About The Presenter
Jeff LeBlanc
Software developer for 20+ years
Certified Qt trainer since 2003
Human Factors team at HP Medical
Adjunct faculty at WPI teaching HCI

4. Agenda
• Setting the stage
• The Customer
• The Experience
• The Value

5. About the User Experience
User Experience (UX)
involves creating
solutions to problems
that are both functional
and engaging

6. User Experience vs. User Interface
• All software has a User Interface (UI) of
some type, but how do you feel after using
it?
• A positive User Experience (UX) means
• You enjoyed using the system, or at least did
not dislike it
• You would use it again and recommend it to
others

7. UX as a Competitive Advantage
Users want
and will pay
for a superior
experience
Example: TiVo

8. Customers talk about experience…
User tell others
about their
experiences,
good or bad

9. … and we need to listen
• 2010 Customer Experience Report from
RightNow Technologies:
• 82% of users with bad experiences leave
immediately and switch to a competitor
permanently; 79% told others about it
• 66% wanted to discourage others from buying
from that company
www.slideshare.net/RightNow/2010-customer-experience-impact

10. High Profile Social Media
2010 was the first year Southwest’s Customer Satisfaction
Index fell, while other airlines improved 3% that year.

11. The Age of the Customer
• Customers not have access to more real-time
data than ever before
• This data will disrupt every aspect of your
business
• The Customer Experience (CX) becomes the
most important strategic aspect of your business
http://forrester.typepad.com/groundswell/2011/06/welcome-to-the-
age-of-the-customer-invest-accordingly.html

12. The Market Maturity Curve
Markets start by
competing on hard
goods or services but
end up competing on
the experience

13. UX and CX
• UX – digital
touchpoints
• CX – all
touchpoints
• Your product is
often the largest
touchpoint
CXUX

14. Brand Experience
• Your logo is not your brand
• Your customer’s experience with your
company in all forms is your brand

15. Customer Experience Lifecycle

16. UX First
At ICS, we believe in
putting the UX First in
all efforts
A user’s experience
with a digital product
is the largest
determinant of a
positive Customer
Experience

17. Poll Question
How important is the user experience (UX)
design process, and the resulting product
UX, to your company?
1. Very important
2. Somewhat important
3. Important enough
4. Not important
5. Non-existent

18. The Customer
• Customers buy
products and services
• Customers may or
may not continue to
buy from you
• Customers talk to
other potential
customers

19. Customer Expectations
Demand exists
everywhere for
high end
experiences
Anyone recognize
this dining room?

20. Yes, really!

21. Value of Customer Loyalty
• Meeting expectations builds loyalty
• Zappos – 75% of their business comes
from repeat customers
• Customers pay more for quality service
http://www.inc.com/inc-advisor/zappos-managing-people-
uncommon-service.html

22. Building your Tribe
• Modern communication and collaboration
tools allow like minded people to form
Tribes around any topic
• “The Connection Economy”
• An amazing customer experience can turn
your customers into a tribe
http://sparksheet.com/welcome-to-the-connection-economy/

23. The Experience
Its not just a store…

24. The Experience
• Creating a top notch User Experience
inherently helps improve the CX
• Less frustration with product
• Fewer calls to support
• Goal of UX should be not to just reduce
the negatives, but actively focus on
delighting the customer

25. Delighters and the Kano Model
• Developed in the 80s by Dr.
Noriaki Kano
• Surprising, expected or
basic features
• Delightful features happen
by good design
https://www.linkedin.com/pulse/heres-why-youll-hate-apple-watch-
important-business-lesson-nir-eyal

26. Poll Question
Would you agree your organization employs
a UX design process that is effective and
profitable?
1. Strongly agree
2. Agree
3. Disagree
4. Strongly disagree
5. Do not have a process, but would like to

27. Listening to the Customers
• Customer-facing best practices, from Pragmatic
Marketing 2015 survey
• Develop a user-centered design culture
• Focus on customer problems and the value for them
• Get company focused on needs of customers rather
than internal issues
• Better working relationship between product
management and engineering

28. UX First
• Understand the problem
• Understand the users
• Create a design concept
• Unify the design
• Test and validate the design
• Implementation support

29. Customer Problems and Needs
• UX Practitioners are trained to
understand the users and their problem
space
• Heuristic analysis of existing systems
• Ethnographic research
• User testing helps ensure the right
customer problem is being solved

30. Management and Development
• Designing the UI before development
actually saves time and money
• Reduces engineering re-work
• Aligns product managers and developers
• UX investments made in the conceptual
phase reduce development cycles by 33-
50%
SDS (Strategic Data Consulting) special report: UX Business Impacts and ROI

31. Poll Question
What obstacles does your organization most
often face when attempting to focus on user
experience design at the start of a project?
1. Securing Management buy-in
2. Lack of internal designers
3. Knowledge & skills gap
4. Other challenges
5. We don’t focus on UX design

32. The Value of Customer Experience
• Customer focused companies outperform the S&P by
228% over 10 years
• 2014 survey from Design Management Institute / Motiv
Strategies tracked an index of companies who invested
in design from 2003 to 2013
• S&P grew 75%
• Index companies grew 299%
http://news.yahoo.com/video/design-centric-firms-outperform-p-194000098.html

33. How To Get There
• The right mindset
• Customers first
• The right process
• UX First
• The right people

34. ICS UX Group
We exist to design and build great products, period.
We’ve helped global companies across many industries bring their
products to life and delight their customers.
To see how we work, visit www.ics.com/ux-video
For further information, contact me:
Jeff LeBlanc
jeffl@ics.com

35. Thanks for Attending