Join Stephen on an epic journey analysing the Gordian knot of over 400 customer centred design projects for Westpac. Learn about the journey, the challenges and the insights that come from such a task. Help start the discussion how consultants and CX teams can build stronger relationships through ongoing research that crosses the boundaries of individual projects.

1. New blood from old
stones
A tale in five or six steps

2. Science is cumulative, knowledge
can be tested and questions are
open and never finally settled –
these three characteristics
combine to give the potential for
the development of reliable
knowledge. – Alan McFarlane (2005)

3. About me

4. The journey

5. The big picture

6. Building
relationships

7. Show of hands
1. You want advice on how to go about
analysing old data
2. Help build long term research
relationships
3. Interesting talk to see how a CX
design practice within a big org works
4. Couldn’t find a seat next door, or
thought Iain’s topic wasn’t as
interesting?

8. Where it all began

9. The insights framework
CX insights track CX design track
Higher
level
research
Project Learning stuff Doing stuff
level
research

10. The insights framework
CX insights track CX design track
Higher
level Strategic (prediction)
research Operational (observation)
Project Learning stuff Doing stuff
Tactical (tasks)
level
research

11. The insights framework
CX insights track CX design track
Strategic (direction) Strategic (prediction)
Operational (practice) Operational (observation)
Tactical (doing)Learning stuff Doing stuff
Tactical (tasks)

12. Opening the door

13. Step 1 – find your questions
• How have people’s perception
of online banking changed
over time?
• Have we seen behavioural
changes, what were they and
can we predict any that are
coming up?

14. Step 2 – find your data

15. Step 3 - Triage

16. Step 3 - Triage
Key insights
Type
Who Usefulness
When
Location

17. Step 4 – rest and review

18. What we learnt
We aren’t good at record
keeping

19. What we learnt
The landscape is changing
Number of different CX research partners
16
14
12
10
8
6
4
2
0
1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

20. What we learnt
Where the gaps are

21. Step 4 – getting stuck in

22. Start with the big questions

23. Some good stuff (finally)
1. What data makes life
easy?
2. How did we identify
change and patterns?
3. What would we do
differently?

24. Looking for Mr. right
Quantitative Qualitative
data data
What and How Why

25. Tiers of information
Strategic
–Cultural trends
–Segment changes
–Brand changes
Operational
–Design research
–Channel promises
–Interface / interaction trends
Tactical
–Usability testing
–Impact measurements

26. Raw data For The Win (FTW)
• Raw data is well worth the effort to
review
• Framed in the context of a timeline
it makes your interpretation of data
different
• We are asking for more raw data
from our providers so we can
reframe responses in the future

27. Identifying patterns
1997 2000 2003 2006 2009
Is there a change?
What was it caused by?

28. Doing it better?
Excel and hard work
Codes
Years
Details

29. Doing it better?
How we should have done it
Social science research apps
e.g. Atlas.ti

30. Benefits

31. Learning what you don’t know
All gaps are…
opportunities!

32. Setting the way forward
What longitudinal studies
could you be doing NOW?

33. The insights framework
CX insights track CX design track
Higher The gap Strategic
level
research Operational
All research
Project Learning stuff Doing stuff Tactical
level
research

34. Jumping the gap
Enforced review and expiry dates

35. Collaboration

36. Did we get new blood?

37. Sharing the love
Steps to success
1. Ask your questions
2. Find your data
3. Triage
4. Reflect on the process
5. Work through the detail
6. Plan for the future

38. Science is cumulative, knowledge
can be tested and questions are
open and never finally settled –
these three characteristics
combine to give the potential for
the development of reliable
knowledge. – Alan McFarlane (2005)

39. Thanks
Donna and Lilly
Natalie, Jodie, Ruth
Ian, Anthony, the other guys & gals in Westpac CX
Everyone for coming along
(enjoy lunch!)
UX Australia
Stephen Cox
@S_Cox
A Westpac production MMX