The document discusses creating a joyful customer journey by aligning business and user goals through user experience design. It recommends starting with small UX projects to gain buy-in, understanding user goals through research, mapping user journeys to identify friction points, and optimizing the customer funnel based on enhancing the user experience. The overall message is that a good user experience leads to higher conversion rates and satisfied customers.

1. Title Text
Creating a Joyful Customer Journey
with your Business Goals in Mind
Karen Reilly, Director of User Experience
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karen.reilly@iterate.ie
!
@iterate
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2. Who is this person?
hello@iterate.ie | www.iterate.ie | 01 524 1346
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• BSc Psychology applied to IT
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• MSc Cyberpsychology
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• Director of User Experience at
iterate.
!
Passionate about UX, design,
usability.

3. hello@iterate.ie | www.iterate.ie | 01 524 1346
Talk Overview
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• What is UX?
• What is CRO?
• User experience as an organisational goal
• Aligning organisational and user goals
• Designing user journeys
• Optimising your customer funnel

4. hello@iterate.ie | www.iterate.ie | 01 524 1346
Here we go…
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Adaptive Path run a 4 day workshop on UX.
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It takes 1-2 years to get a Masters in a UX related field.
!
100s of 1-5 day conferences on UX.
You have me for 20 minutes.

5. 1. UX, Actually
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6. What Actually is UX?
hello@iterate.ie | www.iterate.ie | 01 524 1346
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The totality of a visitors’ experience with a company or brand
It’s subjective and it’s dynamic.

7. The Icing on the Cake?
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“Any company that has not yet realised making the customer
successful is the key to profit and survival is either delusional or
on its way out of business”
Greg Nudelman, UX Matters
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“Every dollar invested in UX yields a return between $2 and $100”
Charlie Claxton, UpTop

8. Conversion Rate Optimisation… What is CRO?
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Making improvements to your website based on analysis and
user research
• Identify your website’s unique
objectives and needs (KPIs)
• More visitors
• More purchases
• Fix the issues
• Engage with the traffic you
already have
CRO is a product of well defined UX strategy

9. Step 1: UX as an Organisational Principle
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10. Where do you Start?
In the beginning… it takes money, time and effort
Start small
• Move towards customer centric
• Encourage empathy for your users
• Get everyone involved - collaborate
• Create low fi personas
• Sketch low fi ideas
• Share UX ownership
hello@iterate.ie | www.iterate.ie | 01 524 1346
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“90% of the work of being a UX designer is evangelism”
David Malouf

11. Try it… the Results will Speak for Themselves
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• Increased internal communication
• Increased idea generation
• Increased empathy
• Increased investment and buy-in
• Boost in team efficiency and trust
• Save time
• Long-term monetary savings

12. Step 2: Understanding and Aligning Goals
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13. User Goals versus AND Organisational Goals
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“Wow, basing the design and structure of this website on your
own assumptions and monetary goals has made such a unique
and engaging experience.”
Said no user ever.

14. Organisational Goals as Product Features
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Organisational goals
• Profitability
• Recognition
• Exceptional customer service
• Team efficiency
• Enhanced user performance
• Satisfied customers
Potential features
Advanced shopping cart
Thought leadership
Live chat / help
Better deployment process
More payment options
Intuitive design

15. The User is Always Right
Identify your users and really get to know them.
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User goals
• Get shopping delivered once per
week
• Repeat purchase
• Find / request other products
• Pay with cash on arrival
• Faster process
If it ain’t broke, don’t fix it.

16. Well… the User is Usually Right
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“Throw in a kitten too… everyone loves kittens.”
theoatmeal.com

17. How to Align Goals
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Don’t make assumptions - ask your users
Clearly define the value of your organisational goals to users
What does exceptional customer service mean? How can it be achieved?
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Some tools / strategies:
• KANO model
• Linking Elephants
• MoSCoW
• Experience principles
• Experience maps - User Journeys

18. Step 3: Design Your User Journeys and Flows
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19. hello@iterate.ie | www.iterate.ie | 01 524 1346
User Journeys
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A user journey is the path towards the user’s goals. It includes
all experiences with your brand. It is based on your user
research (personas, archetypes)
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Mapping the journey can:
• Help identify more goals
• Help to align goals
• Allow you to conceptualise and structure your website or product
• Enhance user experience

20. The Journey to Success
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21. 5. Enhanced User Experience — > Optimised Customer Funnel
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What we’ve covered…
• UX as an organisational principle
• Align your goals
• Map out the user journey

22. What is the Customer Funnel?
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The typical path a user takes before converting
Point A (sees a deal) to point B (completes your business goal)
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• Discovery - emotions, opinions, thoughts
• Trigger - decision to make a purchase
• Search - process while deciding to purchase
• Buy - making the purchase
• Stay - remains for loyalty, account

23. Where does UX fit in?
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Customer conversion funnels are maximised ONLY when you
test your users and their interactions with your website in order
to improve their user experience.
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• User experience enhances CRO
• User experience leads to maximum conversions
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• Focus on friction and cognitive overload reduction
• Remember not every user is optimal and it’s not about tricking the
user

24. Targeting your Users
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User flow: from Google Ad to your site
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• User has their own needs, expectations, level of knowledge
• Ad copy needs to attract the right person
• What problem are they trying to solve?
• How can I best catch their attention?
• How can I articulate the solution effectively?
• Refer to your user research to ensure your ad speaks to the
specific user type

25. User Flow in Action
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User clicks on your site via Google ad
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• Low information source - your flow must fill the gaps
• Make the user feel comfortable
• Give them a reason to keep moving…
• Articulates the benefits of this product
• Support the user with proof
• Support your call to action with content and design
• Remove friction at every step - ask as little as possible of the user
• Create a compelling headline or hook - anticipation

26. 6. (T)ask Yourself
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Put yourself in your user’s position and consider their concerns.
What’s holding them back from making that purchase?
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What could motivate them to move through the funnel and past
their concerns?

27. The road to success…
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Optimal user experience + ideal customer funnel
= higher conversions and happier customers

28. Any questions?
Address:
iterate.
28 Frederick Street South
Dublin 2
Dublin
Thank you!
Email:
karen.reilly@iterate.ie
!
@iterate
!
@hereiamagain
Phone:
+353 1 524 1346
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