Connected User Experience
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How might we create better end-to-end experiences for our customers through a deep understanding of their journey? A short framework presentation.
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Connected User Experience
- 1. Driving better connection with our customers through data and user journey. Pazit Kagel, Principle UX Designer @ Intuit
- 2. My Journey Framework Case Study / Examples Collaboration
- 3. My Journey
- 11. Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage by Nicolaj Siggelkow, Christian Terwiesch https://a.co/53P54Rx “At its core, a connected strategy transforms traditional, episodic interactions with customers into connected customer relationships that are characterized by continuous, low-friction, and personalized interactions.“
- 12. WHY does the customer engage with our product? HOW does the system respond? HOW does the customer engage? WHAT can we learn to improve the connection and the relationship (Feedback Loop)
- 13. CASE STUDY
- 14. Laura is a new graduate with a degree in CS. She wants to become a technical PM but feels that she is lacking some skills. While at school, she was using Coursera to complement her education so she is better prepared, she is trying to decide what courses to take.
- 15. Laura started her journey at Coursera few years ago, the platform has good understanding of Laura’s journey so far, goals, past behavior history and interests so it can recognize and translate her signals accordingly. I need to find a way to upskill myself so I can be competitive and get a job as a PM in a Fintech company.
- 16. Coach behavior Automati c execution Curated offering Respond to request Now that I know what kind of job I want, I can take some additional courses to help me get there. Laura has a latent need Laura knows what she needs Coursera platform is noticing a change in Laura’s behavior
- 17. Laura knows what she needs Laura knows what her goal is at this point in her journey, she understand how to find what she needs, she is in the driver seat. The platform provides Laura with all the tools to help her easily find what she needs so it can accurately respond to Laura’s requests. Respond to request Laura knows what she needs Curated offering
- 20. Laura knows what she needs Laura knows her goal and have been signaling to the platform about it. The platform detects the signal and upon logging in, provides Laura with curated offering to match her need. Respond to request Laura knows what she needs Curated offering
- 23. Laura has a latent need Laura is not sure what she needs to do next. The platform detects that she is looking into different courses randomly and that she might need assistance. This triggers a coach behavior to help Laura move along her journey.
- 26. Laura has a latent need Coursera is detecting signals based on Laura’s behavior and automatically signs Laura up for courses that will help her reach he goals; all she needs to do is log in and start taking the course.
- 29. Collaboration
- 30. Engage Utilize Move On RECOGNIZE the customer’s need REQUEST the desired option RESPOND and provide the desired option How does the data flow? What does the customer do? Where are the friction points? Latent Need Decide on options What does the customer see? Awareness of Need Look for options Order Pay
- 31. What does the customer see? - Visibility to ACTUAL screens, deep dive to vertices [Figma, Mural, Sketch, Miro] What does the customer do? - Visibility to customer behavior [Amplitude, Mixpanel, Heap] How does the data flow? - Data In/Out at each step, customer profile [Data Lake] Where are the friction points? - Cross teams / X-Functional workshops [Design Thinking, Design Sprints, JBD]
- 32. Latent need Awareness of need Look for options Decide on right option Order Pay Engage Utilize Move On Request the desired option to meet the need. Respond to provide the desired option. Paths to discovery Paths to acquisition Recognize the customer’s need.
- 33. Key Takeaways X-Functional collaboration requires empathy and understanding. Business frameworks can also be tools for designers. Pay attention to the E2E journey. Understanding the customer’s awareness of their need can help shape how we design the interaction. Knowing what we know / don’t know about our customers can shape how we connect with them.
Editor's Notes
- Good evening, morning and afternoon everyone! I am very excited to be talking to you from Los Gatos, CA ! Today I will be talking about driving better connection with our customers through data and user journey.
- Before I talk about customer journey, I will share a bit about my journey and what brought me to where I am today. Then I will touch briefly on the Connected strategy framework and share a use case that demonstrate how we can apply the framework when we design and lastly I will share some tactical information on how to use this framework when you design and build products in your own company.
- So let’s start with my journey
- Currently, I am a principle designer at Intuit, financial software company that develops and sells financial, accounting, and tax preparation software and related services for small businesses, accountants, and individuals working on Quickbook in product discovery and growth..
- But before we start, a little bit about my journey and how I got to where I am today…
- But before we start, a little bit about my journey and how I got to where I am today…
- But before we start, a little bit about my journey and how I got to where I am today…
- But before we start, a little bit about my journey and how I got to where I am today…
- But before we start, a little bit about my journey and how I got to where I am today…
- So why think about frameworks? Grate products are built through collaboration of many stake holders from X functional teams. In Intuit for example we work in triads of an XD – the designer, a PM – the product manage and PD – the developer. we also work very closely with data scientists and marketing. As such, it is very important that we learn to understand each others language so we can have more empathy to the specific problems that each one of us is trying to solve. So for me it means learning as much as I can about the other things that are involved in the products that I build. Whether it’s educating myself about blockchain when I build blocjchain application of education when I build platform for universities etc. I am very interested in business frameworks and methodologies that I can ad to my tool box when trying to solve business problems through design. And that’s what brought me to discover the Connected Strategy.
- The connected strategy, which was developed by Nicolaj Siggelkow, Christian Terwiesch is a great example for a framework that can help designers think about how to connect with customers in a relevant and meaningful way. The connected strategy book is really a business framework on how drive growth but what resonated most with me is how to leverage the customer’s journey to create, as they say in the book “continuous, low friction and personalized interactions”. This is just an example of one business framework and how we can integrate it into our design process.
- So if you think about the main phases of the customer journey and the steps they go through, you have 3 main phases… Recognize…..
- To demonstrate how to apply this framework to design I will share a use case from Coursera, which is a MOOC – a massive open on line course platform. I am not affiliated with them in any way and I choose them over Intuit because I like the challenge of looking at other companies and trying to understand how they apply different frameworks to design and build their business.
- She is already a customer Coursera has data about her – profile, preferences, previous courses, behavioral data, etc…
- To better understand how we can connect with Laura in a relevant and meaningful way, we need to understand where she is at her journey - Follow the journey to understand the behavior Detect signals Determine what the signals are, is she aware of her need? Does she have a latent need? How should we interact with her?
- Two things can happen with Laura, she might be aware that she has a need or she might have a need that she is not aware of yet but the platform can detect based on her behavior… and when we build the product, we need to account for all these possibilities so we are prepared to respond to Lauras need in the best personalized way that is sutibal to her at the point that she is in.
- This is a sample INTRODUCTION using the 1-Column layout. Placeholder text boxes that appear as part of the selected layout have predefined fonts, sizes and colors. To change the appearance of any line of text, on the Home tab, in the Paragraph group, click Increase Indent or Decrease Indent. The selected text will reformat to the predefined size according to its indent level. Note: Any changes to the color, size, spacing or font in the placeholder text box will break its connection to the Master style. It will no longer automatically conform when switching between layouts or when imported into another presentation.
- This is a sample INTRODUCTION using the 1-Column layout. Placeholder text boxes that appear as part of the selected layout have predefined fonts, sizes and colors. To change the appearance of any line of text, on the Home tab, in the Paragraph group, click Increase Indent or Decrease Indent. The selected text will reformat to the predefined size according to its indent level. Note: Any changes to the color, size, spacing or font in the placeholder text box will break its connection to the Master style. It will no longer automatically conform when switching between layouts or when imported into another presentation.