How user experience is evolving - real life examples. Designing an experience that really places the user at the center of it.

1. Journeying with users
Anand Dawson
Head - UX & Design | Shine.com
CX Strategy Summit 2019

2. How is CX evolving?
Let’s go through some real world examples

3. Guess which is the most popular digital
payment app in the U.S.?
Apple Pay, Google Pay or Samsung Pay

4. Starbucks has over 23 million people using its
mobile app to make payments.
It’s ahead of Apple Pay (22 million), Google Pay (11.1
million) and Samsung Pay (9.9 million) Source: eMarketer

5.  Use the app to pay in store or in advance
 Skip the line, order ahead and pickup without waiting
 Rewards are built right in, so collect Stars and start
earning free drinks and food
The Mobile Order & Pay feature accounts for over 12% of transactions
Starbucks Rewards program represents over 40% of the company’s U.S. revenues

6. CX is about a deep focus on
convenience

7. Presently, only 6 million of the 72 million diabetics in
India are screened for eye disease – which could
lead to blindness, if not treated on time.
With just 11 eye doctors for 10 million
people, how can India address
diabetic retinopathy?

8. Aravind Hospital in Madurai (Tamilnadu) is testing an
AI powered system that can help technicians initially
diagnose the condition, without the need for a doctor.
“In one look, the machine will predict the condition of the retina and
advise on the next step of action in seconds.”
– Dr. Kim | Chief Medical Officer

9. Aravind is working with Google and Verily, Alphabet’s healthcare arm who
developed the machine learning algorithm
• By using a dataset of over 100,000 retinal scans, a deep neural network
was trained to identify referable patients
• Frees up much needed time for doctors to attend to the vital needs of
patients
• Frees up time for patients, who do not need to wait for appointments with a
doctor

10. CX is about solving problems
of scale

11. Heard of a film with five endings?
How about making the choices on behalf
of the main character?

12. Having played around with interactive shows for
kids, Netflix ventured into interactive content for
adults with the film, Bandersnatch

13. • A brief tutorial, explains to the viewer how to make choices.
• They have ten seconds to make choices, or a default decision is made.
• Once a playthrough ends, the viewer is given an option of going back and
making a different choice.
• The average viewing is 90 minutes, though the quickest path ends after 40
minutes.

14. CX is about bold
experimentation

15. Jobseekers apply to many jobs, but are not
able to get one.
Recruiters post many jobs, but find it hard to
get the right candidate.

16. Shine is one of the largest job networks – with over 30 million users, and
over 300,000 jobs posted
Recruiters are looking for candidates with specific skills.
Potential candidates are many, but only few possess those specific skills.

17. • By constantly analyzing the requirements of recruiters,
Shine anticipates and is able to project skills that
prospective candidates would need now, and in the
future.
• Shine offers highly relevant courses to these candidates,
along with a certification, that’s viewable by recruiters,
increasing the chances of being shortlisted.

18. CX is about proactively
anticipating the future needs
of customers

19. I can’t see too well.
I want to know what’s around me

20. Seeing AI is a free Microsoft app that quickly and
discreetly narrates the world around you.
Designed primarily for people with low vision, it harnesses
the power of AI, to open up the visual world and describe
nearby people, text and objects.

21. • Point the app at a person to get a physical as well as
emotional description
• Point it at a product and it’ll describe the kind of product.
“One of the things we wanted to do was face recognition on
device, and we’ve done that so within a few milliseconds you’ll
hear the result. It’s all about the speed, and we try to do as
much as we can on the device.” – Sadiq Shaikh, Seeing AI

22. CX is about instant gratification

23. Should I take the red pill or the blue pill?
Is it before the meal or after the meal?

24. PillPack organizes your medication by –
• Prescription
• Date
• Time of intake

25. Neatly labeled, the medication is delivered to your
doorstep along with any other medications that cannot
be placed into packets, such as liquids and inhalers.
• Especially useful for senior citizens
• No need to visit the chemist, order online

26. CX is about going the extra
mile

27. Defining great customer experiences
Accompany customers to deeply understand their—
• Motivations (aspirational, futuristic)
• Needs (utilitarian, present)
• Concerns (doubts, anxieties)
• Context (lifestyle, cultural)
Empathize deeply — to design a customer experience
that really places the customer at the center

28. You can’t define or design product
interactions without personally interacting
with customers.
Period.

29. Interact and empathize
Interactions with the customer are key as it helps
you, get under the skin of customers, for whom
you are designing the experience.

30. Place insights in product/service
context
Products are complex to build and evolve.
So can we satisfy all the needs and desires of the
customer?
• Identify unique gaps which your product can
bridge
• Keep engaging with customers, to spot trends

31. Hear everything, do few things
• Listen to your customers, they are talking about
their whole set of problems, and not problems
specific to your product or brand
• The sweet spot is enabling your product to
bridge some of these gaps identified

32. Customers are also changing, evolving and
are full of surprises — sometimes delightful
and at times, not so delightful
This journey never ends — it’s all about being
in constant touch and keeping up with your
customers.

33. Thank you
Anand Dawson
Head - UX & Design | Shine.com