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Explaining Experience Design in a Simple Way

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What's the difference between User Experience (UX), Customer Experience (CX) and Service Design? In the following slides you'll find out how I interpret the different parts.

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  • Hi Jani, a good and inspiring summary. I agree, that it is time to point out the difference between CX, UX & SD. But I disagree in this Touchpoint thing. Touchpoints are another aspect. For Example, a store is a touchpoint, a call center and a Flyer. And here, UX is not present. Only at digital touchpoints, because UX is Experiencedesign for Users (of digital Systems). So, for me, the difference is the role: In UX, you are User - in CX you are Customer (with non digital touchpoints) and so on. "Employer" might be an aditional role. So, the Experience Design or architecture depends on the role, people have in this case. Therefore, CX is bigger than UX. Servicedesign ist another aspect. It shows, how a company can connect the fulfillment great experience with its own company processes. ... Just my point of view. What do you think? :)
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  • Hi Richard, Service Design and Design Thinking offer a great foundation for innovation. With the tools and customer observation designers can find insights of human behaviors that can lead to disruptive innovations. Ad agencies are often very innovative, but often only in creating short-term campaigns that are based on copywriter, visual or motion designer's storytelling. They rarely consider a long-term product or service innovations that add value to customers. Take a look of Tom Hulme's (IDEO) speech on innovation: https://www.youtube.com/watch?v=kSLK3A1Kbl8
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  • Hi, thanks a lot for your inspiring presentation. What if the client looks for innovation suggestions, or new brand proposition, would you propose UX, CX, SD, or design thinking training, as individual options of a total package? Or would you distinguish yourself from the practices of advertising agencies or design firms?
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Explaining Experience Design in a Simple Way

  1. 1. Senior Service Design Consultant at Deloitte DigitalJani Modig – Twitter: @janimodig WHAt’S tHE DIfFerEnCe BeTweEN 
 USeR EXpEriEnCe, CUsTomER EXpEriEncE 
 anD SErVicE DEsiGn? EXPERIENCE DESIGN
  2. 2. ?? ? TERMS ARE CONFUSING There is often a debate between practitioners and studios on 
 how to define different parts of experience design - User Experience (UX), Customer Experience (CX) and Service Design? 
 
 Clients and design students repeatedly find this confusing.

  3. 3. iN tHE FoLLoWINg SlIDeS yOU’lL 
 FINd oUT hOW I InTErPREt tHE DiFFeRENt PaRTs. HERE’S MY TWO CENTS During the past seven years, I’ve moved from creating 
 User Experiences into designing end-to-end Services and Experiences. 
 Through those years my perception of the discipline has evolved
 due daily practice, industry articles, books and posts. 1 Livework Studio, Adaptive Path, Snook,
 Meld Studios, Fjord, Forrester/Kerry Bodine, 
 U1/Alysia Hill, Marc Stickdorn, Roger Martin etc. 1
  4. 4. USER EXPERIENCE User Experience (UX) primarily focuses on the design and 
 implementation of a single customer touchpoint. The aim is to 
 make the touchpoint easier and more enjoyable to use. 
 
 ToUChPoINt
  5. 5. Today, touchpoints typically mean website, mobile app and in-store 
 experiences, but they can also appear in form of paper invoice, kiosk 
 or interactive voice response system experiences. 
 WHAT IS A TOUCHPOINT?
  6. 6. NEEd: BOOk A HoTEl ROOm Touchpoints often get conflated with channels (website, in-store etc.), 
 although touchpoint is only a single point of interaction. In the touchpoint, 
 an organisation seeks to fulfil customer’s needs with products or services. TOUCHPOINT ≠ CHANNEL
  7. 7. ToUChPoINt: HoTEl BoOKinG CHANGING BEHAVIOURS A well designed touchpoint allow customers to fulfil their needs 
 and complete desired tasks with ease and joy in a specific time and space. 
 Some experiences can even change behaviours, like an online hotel booking. THIs aPP iS GrEAt! 
 I dON’T HAVe tO ViSIt A 
 TrAVeL AgENt AnYMorE.
  8. 8. To create great User Experiences, you or 
 your team need to have different competences. BROAD SKILL SET
  9. 9. COMPETENCES OF UX Content Strategy:
 Planning for the creation, delivery and 
 governance of usable content. Visual Design:
 Designing the interface’s visual qualities 
 in an aesthetically pleasing way. Front-End Developer: 
 Responsible for creating a functional 
 implementation of a product's interface. User Research and Analytics: Understanding users through 
 observations and data. Information Architecture:
 Organising information in a product or website in a usable way. Interaction Design:
 Designing interactive behaviours that allow users to complete their goals and tasks. aS WELl aS PrODucT MaNAgeRS, AgILe aND LEAn CoACheS.
  10. 10. WHAT IS CUSTOMER 
 EXPERIENCE?
  11. 11. CUSTOMER EXPERIENCE Customer Experience focuses on the design 
 and implementation of all touchpoints across the 
 entire customer journey and channels. 3.ToUChPoINt: ChECk-iN 1.ToUChPoINt: ExPLorE 5.ToUChPoINt: ChECk-oUT 2.ToUChPoINt: BOOk A ROOm 4.ToUChPoINt: EnTEr ROOm WITh 
 A MoBIlE kEY HoTEl ReCEpTIOn WEbSitE MoBIlE aPP ChANneLS:
  12. 12. OMNI-CHANNEL As customers don’t see the difference between channels and 
 touchpoints, they tend to jump from one touchpoint to another 
 and expect the seamless experience everywhere. Thus, it is important to understand how customer interacts in 
 different touchpoints; what is done in each touchpoint and when. Omni-channel experiences allow customers 
 to communicate through their preferred medium. Omni-Channel has evolved from multi-channel 
 and means that the customer experience is seamless 
 through all channels. 2 2
  13. 13. CONSISTENCY IS KEY Customer Experience aims to deliver good experiences 
 consistently on every channel that are aligned with with the brand perception. 
 Single ‘WOW’ moments and misleading communication or advertising can 
 be destructive if they set the bar too high for further interactions. ToUChPoINt: HoTEl ChECk oUT AaRGgH! BUT tHE ConCiErgE
 SAId THAt ThERe wON’T bE 
 aNY AdDItIoNAl ChARgeS!!!
  14. 14. WHAT IS SERVICE DESIGN?
  15. 15. Like Customer Experience, Service Design is a holistic 
 approach to improve existing and to innovate new service experiences. This multidisciplinary approach combines customer experience, 
 operational model design and design thinking methodologies and tools. 
 It considers the end to end service journey across all channels and touch points not only from a customer, but also from organisational perspective. LOOKING THROUGH TWO LENSES CuSTomER OrGAnIsATioN
  16. 16. BACKSTAGE PASS This perspective enables organisations to enhance their strategies, 
 business models and operations breaking through silos. It aims to 
 improve behind-the-scenes activities and processes that enable 
 organisations to deliver great services and experiences.
  17. 17. HOTEL VISIT EXAMPLE CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN MaRKeTINg 
 PLAns PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm WeLComE 
 CuSTomER CuSTomER FeEDbaCK 
 aND BiLLinG SySTemS SeCUriTY aND AcCEsS
 SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs aSK BoOKinG aND 
 CrEDiT CARd DeTAilS StAFf AlLOcAtIOn BoOKinG 
 SySTemS aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR 
 PrINt InVOicE ArRIvE tO 
 DeSTiNaTIoN BOOk A 
 HoTEl ROOm ChECk oUTChECk iN EnTEr 
 ROOm PuRChaSE oN DeMAnD MoVIe oN DeMAnD tV SySTeM
  18. 18. Service Design connects various fields of research, strategy and design, 
 and sometimes even engineering, architecture or human resources etc. WHO ARE SERVICE DESIGNERS? = MuLTiDiSCiPlINarY TeAMs
  19. 19. COMPETENCES OF SERVICE DESIGN Strategic Management:
 Responsible for dealing with the decisions how 
 organisations can improve and differentiate their service and product offerings, and business models. Product and Industrial Design: 
 Through rapid prototyping designers can create artefacts and concepts cheaply and quickly which improves later phases of product development. + Industry experts: 
 As a multidisciplinary approach, service design benefits from project specific industry experts, 
 who bring knowledge and experience from their 
 respective industries. Ethnography and Research: Understanding the users and their needs through observations, contextual inquiries 
 and other research methods. Visual and Information Design:
 Designing the visual elements that support 
 customers emotionally, and makes complex and 
 abstract content accessible in a simpler way. Operations Management:
 Improving processes through which an organisation’s products and services are delivered. SOMe oF tHE
  20. 20. 4 KEY TAKEAWAYS
  21. 21. Focuses on the design of a single customer touchpoint.
 
 1/4 USER EXPERIENCE CuSTomER AcTIonS BOOk A 
 HoTEl ROOm
  22. 22. ArRIvE tO 
 DeSTiNaTIoN Focuses on orchestrating all touchpoints through all channels. BOOk A 
 HoTEl ROOm ChECk oUT 2/4 CUSTOMER EXPERIENCE CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm ChECk iN WeLComE 
 CuSTomER EnTEr 
 ROOm aSK WhETheR CuSTomER EnJOyeD tHE STAy PuRChaSE oN DeMAnD MoVIe aSK BoOKinG aND 
 CrEDiT CARd DeTAilS SENd oR 
 PrINt InVOicE
  23. 23. 3/4 SERVICE DESIGN CuSTomER AcTIonS EmPLoyEE AcTIonS/fRonTStAGe SuPPorT PrOCeSSEs/BaCKsTAGe LINe oF ViSIbIlITy LINe oF InTErAcTIoN PrOMotE HoTEl ClEAn aND 
 SeTUp ROOm WeLComE 
 CuSTomER aSK BoOKinG aND 
 CrEDiT CARd DeTAilS Considers all channels and touchpoints, 
 also from organisational perspective. aSK WhETheR CuSTomER EnJOyeD tHE STAy SENd oR 
 PrINt InVOicE ArRIvE tO 
 DeSTiNaTIoN BOOk A 
 HoTEl ROOm ChECk oUT CuSTomER AcTIonS ChECk iN EnTEr 
 ROOm PuRChaSE oN DeMAnD MoVIe MaRKeTINg 
 PLAns CuSTomER FeEDbaCK 
 aND BiLLinG SySTemS SeCUriTY aND AcCEsS
 SySTemS aND PrOToCOLs ReSErVaTIoN SySTemS TrANsPoRTaTIOn AlLIaNCEs StAFf AlLOcAtIOn BoOKinG 
 SySTemS oN DeMAnD tV SySTeM
  24. 24. 4/4 HUMAN CENTRED DESIGN All three parts apply human-centred approach 
 which focuses on the human experience and the quality of 
 product or service encounter as the key value for success.
  25. 25. THANKS About me 
 Jani Modig is an Experience and Service Design specialist, working within Deloitte Digital’s Experience Design Practice in Melbourne. Before moving to Australia he finalised his Master Level Studies at Hyper Island in Manchester, UK.
 
 Hyper Island’s new MA in Experience Design Programme produces specialists with the skills 
 and talent to design products and services at 
 every touchpoint of a customer’s life cycle. Jani Modig – Twitter: @janimodig REAd MORe AbOUt tHE PrOGrAMMe: HttP://hPr.Is/cHanGe Senior Service Design Consultant at Deloitte Digital

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