A hands-on workshop catapulting your UX beyond digital to create consistent, connected and cross channel customer experiences. In three steps you’ll unleash the business changing power of UX by: * assessing the state of UX in your organisation * learning how to improve the research that you do * seeing new ‘agile' ways of working and thinking, to join it up With the business world seeing new value in user experience design, you’ll leave ready to take UX beyond digital, across channels and into the boardroom.

1. Colville
Hi.
alan@colville.cx

2. THREE STEPS TO CONSISTENT,
CONNECTED, CROSS CHANNEL
CUSTOMER EXPERIENCE

3. “High impact companies
bridge the digital divide.”
Leah Buley – Principle Analyst, Forrester

4. BEYOND DIGITAL
Digital Divide
HIGH IMPACT UX
LOW IMPACT UX
94% 94% 94%
87%
49%
39% 40% 42%
Web Mobile Desktop Employee
Tools
In store
Retail
Services Customer
Support
Print /
Packaging
Hardware
42%
16%
34%
13% 17%
6%
17%
6%
3% 3%

5. BEYOND UX TO CX
Not this Or this Or even this But this
UX &
CX UX CX UX CX UXCX

6. CUSTOMER EXPERIENCE
. . . is the sum of all experiences a
consumer has with your goods or
services, over the duration of their
relationship with you

7. Business
World sees new
value in customer
experience.

8. ‘ONLY 25% OF CUSTOMER
EXPERIENCE PROGRAMMES
ACTUALLY IMPROVE THE
CUSTOMER EXPERIENCE’
Econsultancy 2017

9. ’50% OF COMPANIES SAY THAT
PARTIAL IMPLEMENTATION OR
LACK OF UNDERTSTANDING OF UX
IN THEIR ORGANISATION AS
REASONS FOR FAILURE’
Forrester Research 2015

10. THREE QUESTIONS
1. What’s the make-up of your organisation?
2. What’s your approach to research?
3. What type of UX work is done?

11. 1. Organisation Generalists
individual
contributors only
Full teams with
research, UX and
visual design
CX at board level
2. Research Adhoc Iterative testing and
ethno research
Qual & quant drive
hypothesis driven
experiments
3. Work Digital only Go beyond digital to
end-to-end journey
CX informs
company strategy
Simply tick one box for each question

12. 1. MAKEUP OF
ORGANISATION

13. 75% OF COMPANIES SAY THAT
‘ORGANISATIONAL STRUCTURE
IS THE BIGGEST BARRIERS TO
CUSTOMER EXPERIENCE’
Econsultancy 2016

15. Transformation is
upon us.
Change is obligatory.

16. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
UXUP
a
notch

17. “TRANSFORMATION IS NOTJUST
MOVING AN ORGANISATION FROM
A TO B, BECAUSE ONCE YOU HIT B,
YOU NEED TO MOVE TO C”
ING’s COO Bart Schlatmann - McKinsey Quarterly 2017

18. "IT’S ABOUT A MORE AGILE WAY
OF WORKING TO RESPOND TO NEW
DIGITAL DISTRIBUTION CHANNELS,
CHANGING CUSTOMER BEHAVIOUR
AND EXPECTATIONS.”
ING’s COO Bart Schlatmann - McKinsey Quarterly 2017

19. COMPANIES WITH BOTH SPEED
AND STABILITY HAVE A 70%
CHANCE OF BEING RANKED IN
THE TOP QUARTILE BY
ORGANISATIONAL HEALTH
McKindsey’s – Organisational Health Index 2016

20. Backbone Structure: ‘Primary
home’ for coaching
and training
Governance:
transparency of ‘who’
and ‘how’ of decision
making, resource
allocation, and
performance insight
Process: Standard
language and shared
performance across
teams
Dynamic Team changer: Set
up, dissolve and re-
form teams
Resource allocator:
Assign people and
money to projects
teams
Process builder:
Quickly preview
standard setup and
processes, and stack
in modular way
Peer review: Offer
quick feedback to a
colleague
Team targets: Set
and reset metrics and
targets at regular
intervals
Decision convener:
Convene cross-
functional leaders to
debate decisions
Decision delegator:
Delegate decisions in
real time to those
close to the day-to-
day action

21. WHAT DOES CHANGE ASK OF US?
1. agile in the way we work
2. Comfortable with uncertainty
3. Stop thinking traditionally about marketing, UX and others
4. Multidiscipline teams with research, UX and design
5. Dynamic in team, resource and process building
6. Help clients deliver cross channel strategy
7. Understand the customer journey
8. Mentor more and work with in-house teams
9. Have common language
10. Stop dabbling in CX and get organisationally committed

22. 2. APPROACH
TO RESEARCH

23. If your research is ad-
hoc usability testing,
it’s time to change.

24. If your research is
single channel, it’s
time to change.

25. If you’re not doing
ethnographic research,
it’s time to change.

26. APPROACH TO RESEARCH
• Periodic rather than a big hit or ad-hoc
• Iterative part of your process
• Digital and non-digital
• Journey driven
• Channel, device and platform preferences
• Qualitative with quantitative data
• Collated centrally and shared widely
• Brought to life with a story – not just wordy report

27. BRING RESEARCH TO LIFE

28. Understand
&
Empathize
Educate
&
Align
Identify
&
Innovate
Test &
Pilot
Validate
&
Scale
PERSONAS
A persona is a pen portrait of a typical user of
your product or service. Personas build empathy
for users by recording their goals, needs,
motivations and behaviours.

29. Persona template
“
”
Name
Age Location
colville.cx

30. ANATOMY OF A PERSONA
1. Goal - like buying a sofa
2. Scenario – considered purchase with decision more than 30 days
Typical info types you would have on an e-commerce persona?
+

31. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
ITUP
a
notch

32. MULTI DEVICE PATH TO PURCHASE

33. 20% MORE
TOUCH POINTS ANNUALLY
McKinsey 2016

34. +
What additional info types would you add to your persona?

35. DISCUSSION

36. JOURNEY DRIVEN PERSONAS
1. From end-to-end: this means from when the user starts trying
to achieve a goal to when they finish
2. In every channel: digital, phone, post, face to face and physical
elements
3. But not all at once: focused on key moments
4. With channel preferences: when, where and why
5. Digital and non-digital: showing where both matter most
6. Others involved: who they are talking to, when and why

37. • Trigger: why and how
journey starts
• Moments: digital, phone,
post, face to face and
physical elements
• Crucial content: irrespective
of channel
• Preferences: device, channel,
platform
• Business need: linking UX to
business strategy
JOURNEY
Trigger Research Select Purchase Receive Use Recommend
Key moment
Pain point
Brand moment

38. 3. TYPE OF
WORK YOU DO

39. Seamless, low effort,
engaging cross-channel
journeys are the new
minimum for increasingly
sophisticated customers.

40. Truly customer-centred
design starts with
journeys users take and
the flow they follow to
complete their objectives.

41. Understand
&
Empathize
Educate
&
Align
Identify
&
Innovate
Test &
Pilot
Validate
&
Scale
CUSTOMER JOURNEY MAP
…visually illustrates what customers do,
their needs, & perceptions throughout
their interaction and relationship with
an organisation.

42. CUSTOMER JOURNEY MAP
Scenario Goals
Trigger Research Select Purchase Receive Use Recommend
DOINGTHINKINGFEELING
+
-
1
2
3 4
5
6
7
Opportunities Opportunities Opportunities Opportunities Opportunities Opportunities Opportunities
TYPICAL JOURNEY MAP

44. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
ITUP
a
notch

45. ANATOMY OF A JOURNEY MAP
1. Goal - like buying a sofa
2. Scenario – considered purchase with decision more than 30 days
Thinking about what you have learned today,
what new info types would you add?
+

46. DISCUSSION

47. • Pain points – as well as moments that matter
• Movement between channels – store locator, product
reservation etc.
• Human versus digital – where human interactions are desired
• Approach to content – same product info, content across
channel
• From end-to-end: when the user starts trying to when they finish
• In every channel: digital, phone, post, face to face & physical
elements
• Preferences - channel, device and platform
• Digital and non-digital: showing where both matter most
• Others involved: who they are talking to, how and why
CROSS CHANNEL CONSISTENCY

48. 1. Join the dots

49. CX vision
Journey
Personas
Statement describing the core of the experience customers to support the brand promise
Research
ELEMENTS OF CUSTOMER EXPERIENCE
Periodic Ethnographic Competitor CSAT Analytics Other
Primary
Secondary
Tertiary
Brand promise Promise made to customers that connects your purpose, strategy, people and experience

50. 2. Gather your thoughts

51. GATHER YOUR THOUGHTS
1. Rationale – for decisions you made
2. Stories – that come from your decisions
3. Principles – to unite people
4. Vision – to guide the business

53. 3. Bring it to life

54. DETAILED VERSION

55. 1. Google present throughout
2. Visual inspiration is key
3. Subconsciously multichannel
LITE VERSION

56. 4. Share widely

57. ‘A SHARED VISION IS A STAKE IN THE SAND ON
THE HORIZON. YOU CAN’T GET THERE TODAY,
BUT YOU CAN CLEARLY SEE IT IN THE DISTANCE.
YOU CAN SEE THE STEPS YOU TAKE IN EITHER
BRINGING YOU TOWARDS THE VISION OR
TAKING YOU AWAY’.
Jared Spool

59. C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
TAKE
UXUP
a
notch

60. Use UX is not just a
design tool, it’s a
business tool.

61. 1. Embrace new ways – of thinking and working
2. Go beyond digital – to design end-to-end experiences
3. Be journey driven – in research, personas, maps & strategy
4. Galvanise – people around the journey
5. Join the dots – team’s knowledge, data, research & channels
6. Tell a story – to connect your work to business strategy
7. Share widely – and openly
8. Mentor and empower – teams, clients, your organisation
9. Take your rightful place – in the boardroom
10. Measure effectiveness – show what’s been improved
WHAT’S REQUIRED OF US

62. There’s no silver bullet
Just ongoing commitment to
observation of the journey,
insight and improvement.

63. BE A CX REVOLUTIONARY!
C o n s i s t e n t – C o n n e c t e d – C r o s s c h a n n e l
Colville

64. THREE STEPS eBOOK
Free download
http://www.colville.cx/newsletter/

65. WORKSHOPS
THREE STEPS WORKSHOP
• Bristol, UK – 19 October 2017 – Places Available
IN-HOUSE WORKSHOP
• I’ll also come and work with your team at your offices and show you
how to create impactful, successful and sustainable customer
experience improvements.

66. MY PUBLICATIONS
Econsultancy – Three steps to a consistent cross channel customer experience
UX Magazine – Shared Vision
UX Magazine – Creating a Shared Vision That Works
True Thinking – Crossing the Digital Divide
True Thinking – Untangling the Complex Purchase Path
UX Booth – Taming Goliath: Selling UX to Large Companies (part 1 of 2)
UX Booth – Taming Goliath: Collaborating with Large Companies (part 2 of 2)