CEx sells @ Bienalto

1. CEx Sells February 2011 Conﬁdential InformationBreakfast Brieﬁng This document is provided for client use only and is not for distribution with third parties without permission of Bienalto.What we learnedfrom interviewswith 15 experts Dr Zafer Bilda Experience Design zafer@bienalto.com

2. Interviews in USA & Australia

3. Background15 Participants’ Job Titles UX Designer/ Architect/ Lead / Director CEx Consultant/ Manager Interaction Designer Research Scientist Service Designer

4. Interview Structure11 Controversial StatementsAgree, Disagree, Challenge

5. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher number of clicks to a site or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10. UX practitioners should be involved in all customer service channels11. UX is not a job, it is a way of thinking

9. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher conversion or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10. UX practitioners should be involved in all customer service channels11. UX is not a job, it is a way of thinking

12. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher conversion rate or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10. UX practitioners should be involved in all customer service channels11. UX is not a job, it is a way of thinking

13. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher conversion rates or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10. UX practitioners should be involved in all customer service channels11. UX is not a job, it is a way of thinking

14. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher conversion rates or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10.UX practitioners should be involved in all customer service channels11. UX is not a job, it is a way of thinking

15. 1. You may design great experiences without any user research2. The ultimate goal of a UX practitioner is to deliver User Centred Design3. UX was invented to stop programmers making important design decisions4. With or without developing Personas you may end up with the same design5. When all clients learn to practice UX, there will be no need for UX practitioners6. Companies promote UX because it is the new trend in marketing7. Companies can only become customer centric if a UX practitioner becomes the CEO8. A higher conversion rates or increased sales of the product show the success of the design9. Non-designers cannot be UX practitioners10. UX practitioners should be involved in all customer service channels11.UX is not a job, it is a way of thinking

16. 6 statementsCompanies promote UX because it is the new trendin marketingThe ultimate goal of a UX practitioner is to deliverUser Centred DesignYou may design great experiences without any userresearchUX practitioners should be involved in all customerservice channelsA higher conversion rates or increased sales of theproduct show the success of the designCompanies can only become customer centric if aUX practitioner becomes the CEO

17. Companies promote UXbecause it is the new trendin marketing Would you like customer experience with that ?

18. Companies promote UXbecause it is the new trendin marketing Somewhat true 12 Disagree 3

19. Companies promote UX because it is thenew 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. Summary of ResponsesUX 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. My ConclusionMarketing and UX shouldwork togetherDon’t want marketing to takeover UXHow about “ExperienceDepartments” deliveringexperience and servicedesign?

22. The ultimate goal of a UXpractitioner is to deliverthe user centric design

23. The ultimate goal of a UXpractitioner is to deliverthe user centric design Disagree 12 Partly Agree 3

24. The ultimate goal of a UX practitioner isto 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. Summary of ResponsesThe goal of a UX practitioneris to deliver: a good design, a loveable design a design that lends itself to “use in practice” business value

26. My ConclusionThis 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. You may design greatexperiences without doingany user research

28. You may design greatexperiences without doingany user research Disagree 7 Agree 8

29. You may design great experienceswithout 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. Summary of ResponsesPossible 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. My ConclusionDetailed insights into humanbehaviour is essential Good design decisions to create great user experiences Informed decision OR gamble on your intuition?

32. UX practitioners should beinvolved in designing allcustomer service channels

33. UX practitioners should beinvolved in designing allcustomer service channels Agree 12 Disagree 3

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. Summary of ResponsesThree 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. Summary of ResponsesThree different views 2 UX can be a resource at any of the touch points because each one is a design opportunity.

37. Summary of ResponsesThree different views 3 UX practitioners’ strategy and approach may not be suitable for customer services.

38. My ConclusionUX should go where theproduct 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. Higher conversion ratesand increased sales showthe success of the design

40. Emotional Connection

41. Higher conversion ratesand increased sales showthe success of the design Disagree 10 Agree 5

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. Summary of ResponsesThere are other factors economy, price, market competition overall customer satisfaction social currency comfort and aesthetics brand aspects & awareness eco-social responsibility

44. My ConclusionDesign is successful when it istaken up by the people. evaluation is complex and psychological success is multi dimensional: business, marketing, services, technology and design

45. Companies can onlybecome customer centricif the UX practitionerbecomes the CEO

46. Chief Experience Ofﬁcer

47. Companies can onlybecome customer centricif the UX practitionerbecomes the CEO Disagree 11 Partly Agree 4

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. Summary of ResponsesUX is a leadership ﬁeld CEO with an understanding of UX can be quite successful

50. Summary of ResponsesBut UX is not enough... Leaders have to value design and be open to changeEven CEO is not enough... UX needs to carry weight at all levels of the organisation

51. My ConclusionThis 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. 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. Executive Summary Good design requires collaboration at all levels Experience designers should get involved with service design