UX to customer experience and back again: A journey towards shared understanding
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UX to customer experience and back again: A journey towards shared understanding
- 1. UX to customer experience and back again A journey towards shared understanding The Web and Beyond Boon Yew Chew 26 Sept 2012 @boonych
- 2. You may have read things like... Net Promoter Score Customer Experience Management Voice of the Customer ... all these things are not new 2 @boonych
- 3. What is customer experience? http://www.flickr.com/photos/moominmolly/385173277 3 @boonych
- 4. Two camps Interaction designers Marketers Information architects Analysts Design researchers Product managers Visual designers Salespeople Creative directors Customer service Prototype engineers Senior executives ... ... 4 @boonych
- 5. Many silos Design “silo” 5 @boonych
- 6. Shared understanding comes from... Artifacts Processes Leadership 6 @boonych
- 7. My business flow diagram story 7 @boonych
- 8. Layering empathy on top 8 @boonych
- 9. Shared understanding through artifacts Understanding the business processes helped Integrating the two viewpoints was a step forward 9 @boonych
- 10. 10 @boonych
- 11. Shared understanding through processes Don’t underestimate amount of information that people have Build on top of understanding that’s already there Small groups of essential, dedicated stakeholders 11 @boonych
- 12. The real work happens at the intersections Dept B Dept Dept E A Dept C Dept D 12 @boonych
- 13. Shared understanding through leadership Kim Goodwin: “Managers are assigned; leaders emerge” UX work is like being a detective and talent scout 13 @boonych
- 14. Shared Artifacts Integrate viewpoints, encourage work in the right direction Shared Processes Collaboratively building upon existing understanding Shared Leadership Influencing the work towards the intersections of silos 14 @boonych
- 15. Thanks References http://www.slideshare.net/KimGoodw in/kim-goodwin-on-ux-leadership- 2011-04 http://52weeksofux.com/post/240360 7066/building-a-shared- understanding “Outside In: the power of putting your customers at the center of your business” - Manning, Bodine Boon Yew Chew @boonych 15 @boonych
Notas del editor
- Lately, more companies are using the words “ customer experience ” . What does it really mean?
- There ’ s books, articles, blogs... all talking about customer experience
- Designer: what does customer experience really mean to an organisation? What does it mean for us? What really matters is the organisation ’ s perspective of what customer experience means AND the actual experience perceived by the user Everything else just has to align behind that
- Two camps: People who understand the user perspective And the people who really understand the business To create great experiences, these two sides need to work together really well. But a lot of times we don ’ t, and it ’ s because we tend to work in silos. The question is, how do we break out of that?
- Companies who typically talk about CX are LARGE Many silos Hard to avoid, sometimes But we need to find a way
- The only way it was going to work >> shared understanding “ Departments are the enemy of silos ” - Eric Reis - not just for startups, and sometimes we can ’ t kill departments 1. artifacts - integrate multiple viewpoints together 2. processes - activities that promote or build shared understanding 3. leadership - people who “ get it ” and can influence others towards a common goal
- Rigid flow diagram for a user journey? “ Why? ” “ We haven ’ t even done the IA and interaction design yet. ” Business validation - don ’ t break existing business rules. Familiar format.
- Integrate experience with business flow Customer quotes from Voice of the Customer This helped us to integrate the viewpoints together
- Fairly straightforward stuff. But that ’ s not enough.
- Client: “ 500 business requirements, and an experience map please ” Pete Trainor: “ let ’ s have 6 weeks of workshops instead ” Protagonists (user types) - many scenarios, only left about 200+ requirements were used. Only involve people who contribute real value
- You can ’ t depend to the organisation ’ s status quo and operational systems to execute the vision Individuals who can influence work at the intersection of silos Learn from each other - Share a view of the customer As designers, can we dig deep into organisation - are there leaders we can call upon who can influence the work?
- Kim Goodwin from Cooper said it best To find those people is a bit like doing detective work and being a talent scout at the same time. And I feel that THAT is really what real design is - going beyond documents and design collaboration, and enabling real organisations to make that experience a reality.
- Tying it back This isn ’ t about something new. It ’ s really about a journey and helping organisations get there over time. 1. integrate / realise 2. build / enable 3. influence / empower I ’ m still learning and gathering stories, so please share with me your stories and thoughts. Thanks!