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CEx sells @ Bienalto

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CEx sells @ Bienalto

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In this presentation you will see expert opinions on the value of research, measuring the success of design, and design leadership.
Customer satisfaction, throughout every experience of interacting with a company, has become essential to achieving a meaningful and loyal relationship with customers.
Dr Zafer Bilda has just completed a research project to uncover best practice in Customer Experience Design involving 15 Customer Experience Experts from some of the most respected companies, both in Australia and in the US

In this presentation you will see expert opinions on the value of research, measuring the success of design, and design leadership.
Customer satisfaction, throughout every experience of interacting with a company, has become essential to achieving a meaningful and loyal relationship with customers.
Dr Zafer Bilda has just completed a research project to uncover best practice in Customer Experience Design involving 15 Customer Experience Experts from some of the most respected companies, both in Australia and in the US

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CEx sells @ Bienalto

  1. 1. CEx Sells February 2011 Confidential Information Breakfast Briefing This document is provided for client use only and is not for distribution with third parties without permission of Bienalto. What we learned from interviews with 15 experts Dr Zafer Bilda Experience Design zafer@bienalto.com
  2. 2. Interviews in USA & Australia
  3. 3. Background 15 Participants’ Job Titles UX Designer/ Architect/ Lead / Director CEx Consultant/ Manager Interaction Designer Research Scientist Service Designer
  4. 4. Interview Structure 11 Controversial Statements Agree, Disagree, Challenge
  5. 5. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  6. 6. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  7. 7. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  8. 8. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  9. 9. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher conversion or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  10. 10. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  11. 11. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher number of clicks to a site or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  12. 12. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher conversion rate or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  13. 13. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher conversion rates or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  14. 14. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher conversion rates or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10.UX practitioners should be involved in all customer service channels 11. UX is not a job, it is a way of thinking
  15. 15. 1. You may design great experiences without any user research 2. The ultimate goal of a UX practitioner is to deliver User Centred Design 3. UX was invented to stop programmers making important design decisions 4. With or without developing Personas you may end up with the same design 5. When all clients learn to practice UX, there will be no need for UX practitioners 6. Companies promote UX because it is the new trend in marketing 7. Companies can only become customer centric if a UX practitioner becomes the CEO 8. A higher conversion rates or increased sales of the product show the success of the design 9. Non-designers cannot be UX practitioners 10. UX practitioners should be involved in all customer service channels 11.UX is not a job, it is a way of thinking
  16. 16. 6 statements Companies promote UX because it is the new trend in marketing The ultimate goal of a UX practitioner is to deliver User Centred Design You may design great experiences without any user research UX practitioners should be involved in all customer service channels A higher conversion rates or increased sales of the product show the success of the design Companies can only become customer centric if a UX practitioner becomes the CEO
  17. 17. Companies promote UX because it is the new trend in marketing Would you like customer experience with that ?
  18. 18. Companies promote UX because it is the new trend in marketing Somewhat true 12 Disagree 3
  19. 19. Companies promote UX because it is the new trend in Marketing Agree Disagree “ That is quite possible. It’s a scary thing to be part of a “ Yes, the whole UX thing has become topical. But I don’t commercial organisation – think companies are doing it to stay ahead of the wave. because they want to be But I don’t care whether it’s trendy. It started 15 years a trend or not. When we get ago when we were that message to them about promoting usability; now we what difference UX will are promoting UX. In couple make, it’s not the trend of years, someone will come anymore, it’s a foundational up with another label. But ’’ thing (US) it’s all about understanding the philosophy behind that ’’ label (AU)
  20. 20. Summary of Responses UX is foundational, not a trend Companies use buzzwords, without truly understanding what they mean. UX needs to be given equal, collaborative footing within the marketing function.
  21. 21. My Conclusion Marketing and UX should work together Don’t want marketing to take over UX How about “Experience Departments” delivering experience and service design?
  22. 22. The ultimate goal of a UX practitioner is to deliver the user centric design
  23. 23. The ultimate goal of a UX practitioner is to deliver the user centric design Disagree 12 Partly Agree 3
  24. 24. The ultimate goal of a UX practitioner is to deliver the user centric design Disagree Agree “ variety of goals, such as UX practitioners have a “ For howmosttry to I agree. It’s the we part, communicating to and educating clients, differentiate ourselves from maintaining relationships, developers, marketers and creating business value, managers. We are more and efficiently delivering compassionate towards our users and what they answers. (US) ’’ are looking for in a product ’’ or its features. (US)
  25. 25. Summary of Responses The goal of a UX practitioner is to deliver: a good design, a loveable design a design that lends itself to “use in practice” business value
  26. 26. My Conclusion This statement is a myth UX expert has to convince, balance, and compromise It is not only to deliver good design but also the politics of design that a UX practitioner has to deal with.
  27. 27. You may design great experiences without doing any user research
  28. 28. You may design great experiences without doing any user research Disagree 7 Agree 8
  29. 29. You may design great experiences without doing any user research Partly Disagree Agree “ There are some applications “ I agree. It’s possible if the person who is doing the we built for general use (internally) – because we are design has amazing insights users ourselves. It gets and is a great visionary. Just harder when the application take Apple – they don’t is used by a special small seem to be listening a lot. group of people. We don’t Sometimes, listening to know anything about their users may limit thinking lives – so we need to talk to outside the box… (US) ’’ them, yet sometimes we don’t get to. We need to pick up all the things they hate and do.” (US) ’’
  30. 30. Summary of Responses Possible on the condition that: You are highly familiar with the domain or product You are an expert or visionary You know your users – you, as the designer, are the user of the product.
  31. 31. My Conclusion Detailed insights into human behaviour is essential Good design decisions to create great user experiences Informed decision OR gamble on your intuition?
  32. 32. UX practitioners should be involved in designing all customer service channels
  33. 33. UX practitioners should be involved in designing all customer service channels Agree 12 Disagree 3
  34. 34. UX practitioners should be involved in designing all customer service channels Agree Disagree “ Yes. Every touchpoint is a design opportunity, and “ Certainly not. Most UX practitioners I know do not each should be coherent understand what it really and support each other. means to engage in That is the goal. ’’ customer service, or to maintain a customer relationship and add value to the company at a strategic level. ’’
  35. 35. Summary of Responses Three different views 1 UX cannot stop with one channel, because it encapsulates the overall experience for the product - “UX should go where the product goes”.
  36. 36. Summary of Responses Three different views 2 UX can be a resource at any of the touch points because each one is a design opportunity.
  37. 37. Summary of Responses Three different views 3 UX practitioners’ strategy and approach may not be suitable for customer services.
  38. 38. My Conclusion UX should go where the product goes It is a UX expert’s preference whether to transition to service design or not. I believe service design should become part of what we do.
  39. 39. Higher conversion rates and increased sales show the success of the design
  40. 40. Emotional Connection
  41. 41. Higher conversion rates and increased sales show the success of the design Disagree 10 Agree 5
  42. 42. Higher conversion rates and increased sales show the success of the design Disagree “ Customers may buy the Agree product, but they may not use it. The UX metrics “ I agree. I believe that design has to be tied to business should be whether it is useful, usable, and strategy, or at least desirable. After that, it is designing towards a profit. So it is dangerous to business strategy. Design is define success with such a for a purpose. It’s not just high level goal. It is also ’’ art – it’s business (US) affected by marketing, engineering and management (US) ’’
  43. 43. Summary of Responses There are other factors economy, price, market competition overall customer satisfaction social currency comfort and aesthetics brand aspects & awareness eco-social responsibility
  44. 44. My Conclusion Design is successful when it is taken up by the people. evaluation is complex and psychological success is multi dimensional: business, marketing, services, technology and design
  45. 45. Companies can only become customer centric if the UX practitioner becomes the CEO
  46. 46. Chief Experience Officer
  47. 47. Companies can only become customer centric if the UX practitioner becomes the CEO Disagree 11 Partly Agree 4
  48. 48. Companies can only become customer centric if the UX practitioner becomes the CEO Disagree “ No, not at all. You need the vision from the top. But just Agree having the CEO is not going to guarantee anything. It has “ I think it is a very good idea that a CEO cares and to be at all levels – from the bottom as well. People who are in the trenches doing the knows about UX, or they have a flair for it. Steve Jobs work have to have the definitely does. As long as appreciation, just as the they trust somebody who people managing those does UX. (US) people. Likewise, the project ’’ managers who do the planning have to learn about UCD, as do the product designers (AU) ’’
  49. 49. Summary of Responses UX is a leadership field CEO with an understanding of UX can be quite successful
  50. 50. Summary of Responses But UX is not enough... Leaders have to value design and be open to change Even CEO is not enough... UX needs to carry weight at all levels of the organisation
  51. 51. My Conclusion This is obviously a myth And of the question, how can companies become customer centric? It almost needs magic at all levels to achieve this feat – which no company has yet truly mastered.
  52. 52. Executive Summary UCD and research are only tools to help us create a good design Everyone in your team have the potential to make good design decisions.
  53. 53. Executive Summary Good design requires collaboration at all levels Experience designers should get involved with service design

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