1. Customer Experience
VS
User Experience
PARIS.YANG
User Experience Designer
@ AKQA SHANGHAI
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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
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3. METHODOLOGY
Customer Experience
User Experience
Customer understanding
User research
Strategy
Concept
Design
Structure and framework
Measurement
Test and Revision
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4. THE RELATIONSHIP
Customer Journey
different touch point:
people
product
call center
website
mobile
...
User
Experience
line of visibility
invisible to customer
Customer experience
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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
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6. CASE1
SHANGHAI LIBRARY
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7. THE PROBLEM
Scattered experience journey across
many touch point
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8. Scattered flow
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9. Scattered instruction system
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10. Scattered screen device
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11. Let’s audit the current consumer journey
map to improve the experience
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12. Read book
Borrow book
Return book
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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
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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
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15. CASE2
NIKE+ RUN CREW WECHAT
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16. Runner’s journey
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17. INSIGHT
Run together is better than run alone
OPPORTUNITY
enable runners to crew up
IDEA
NIKE+ RUN CREW WECHAT
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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
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