While design is becoming ever more important in the business world, we’re at a crossroads where if we can't connect customer understanding to actionable themes or business results we’re going to lose our seat at the table. Customer Experience professionals need to become masters at blending customer, business, and technology to give teams a clear path ahead. Key Takeaways 1. CX Pros need to get really good at understanding design, business AND technology 2. CX Pros need to get good at connecting customer insights to tangible features and products 3. CX Pros need to help design teams connect to business teams in an effective way

1. Jeremy Johnson
#cxtalks
BUSINESSES WANT RESULTS,
NOT EMPATHY MAPS!

2. MORE REVENUE REDUCED COSTS TIME TO MARKET NEW CONCEPTS
Additional revenue
via better experience
which drive more
customers & sales.
Savings via improved
processes, systems, via
digital transformation.
Get to market with
the right product or
service faster, and hit
the mark the 1st time.
Identify new concepts
and revenue streams
that leverage your
brand in new services
or products.
CX is important to your business!

3. “I have enough
empathy maps to
wallpaper my
office…”
“What I need is
a plan.”

4. Many organizations don’t have a
repeatable method of revealing
customer insights and their journeys
to define the right experiences.
CUSTOMER INSIGHTS BUILD SEAMLESS EXPERIENCES

5. UNDERSTANDING, not inventing YOUR CUSTOMER’S JOURNEY
STEP #1

6. CX PROS NEED TO… get really good at understanding
design, business AND technology
STEP #2

7. CX PROS NEED TO… get good at connecting customer
insights to tangible features and products.
STEP #3
Mature
Research /
Strategy
Process
Collect
Insights &
Opportunities
Group
insights into
strategic,
actionable
categories
Tie
Categories
to Business
Drivers
Prioritize
based on
business +
customer
value, with
technology
Build out
connected
roadmap
Framework for evaluating and connecting
insights to business innovation

8. CX PROS NEED TO… help design teams connect to
business teams in an effective way.
• Validating ideas and
concepts
• Saving money by
validating with design
prototypes before more
costly development sprints
• Improving speed to market
by meeting customer
needs faster
• Incorporating feedback
• Looking to discover new
products and services for
customers
• Creating a strategy around
“How else” or “How better”
could we be serving our
customers?”
• Using insights to drive
innovation concepts, based
on customer’s needs
• Improve Employee &
Customer Experience
• Determine investment
prioritization and MVPs
• Help meet key objectives
• Build customer understanding
and value
• Feed Portfolio: Kanban, Vision,
& Roadmap
LOOKING FOR CURRENT
PAIN POINTS TO FIX
GENERATING NEW IDEAS AND
REVENUE STREAMS
VALIDATING IDEAS
WITH CUSTOMERS
Increased Revenue
Improved Conversion
Increased Self-Service
Improved User Experience
Improve Brand Image
Increase Customer Retention
Increase Share of Wallet
Validate New Ideas
Validate Vision
Understanding Customer Value
Gather Customer Feedback
Building Empathy
STEP #4

9. You must Reveal the
Reality of your
customers via
mature methods
Customer Insights
must be actionable,
not philosophical
Make sure your CX process is
disciplined & repeatable
The Customer
Experience Strategy
must plug into the
business &
technology strategy
Everything must be
tied together with a
delivery roadmap

10. VALIDATION
BACKLOGS
FOCUSED
INNOVATION DEVELOPMENT
BACKLOG
LIVE TEST
SPRINT
DEVELOPMENT
SPRINT
DEVELOPMENT
Ideas & Insights
(AKA Hypothesis)
Validated Design
Experiments
Validated Development
ExperimentsBuilding & Evolving
Make it part of your company’s DNA — it’s a continual process.
experience-driven transformations
REVEALING
REALITY
CUSTOMER
BUSINESS
TECHNOLOGY
experience-driven transformations

11. Thank you!
experience.projekt202.com
We wrote the book on helping businesses gain insight
from their customers and users — insights that lead to
effective, successful launches.
Designing Software for People:
Application Development in the Experience Age
Customer Experience is key for
organizations to stay competitive in the
age of the customer.
Jeremy Johnson
VP of Customer Experience
jeremy.johnson@projekt202.com
214-228-2894
www.projekt202.com
Hear from projekt202 CEO David
Lancashire on growing and driving your
business forward in “Ready to Transform
your Business?”
Looking to Transform your Business?.
projekt202.com/videos
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