Change to a Customer Driven Company The successful enterprise of today is defined by a solid Experience Strategy that enables the delivery of brilliant customer experience throughout the whole product and service portfolio. Grounded in our experience from more than 500 industrial projects we will guide you through the institutionalization of a solid, individual Experience Strategy.

2. Change to a Customer
Driven Company
The successful enterprise of today is defined by a solid
Experience Strategy that enables the delivery of brilliant
customer experience throughout the whole product and
service portfolio. Grounded in our experience from more
than 500 industrial projects we will guide you through
the institutionalization of a solid, individual Experience
Strategy.

3. A compelling experience is
a “must have” for every busi-
ness in today’s market
From the consumer products mar-
ket in the 21st century, it is known
that customer requirements of
products and services can be
summarized this way: “easy, clear,
quick, intelligent, and sophisti-
cated”. A pure technical function
should not be a “nice to have”;
customers will rather take it for
granted. Furthermore, customers
take their positive “leisure expe-
riences” with online shops, search
engines, web mailers, and social
media platforms into their work-
place and professional environ-
ment.
A well-crafted experience
avoids “me too” effects
Business providers try to combat
competitive pressure with an ex-
panded functional scope and a
longer list of features. The trend
toward “more functions than in
the last release” becomes a pro-
blem if the customers’ needs are
forgotten, when requirements in-
crease. In contrast to this, the goal
of experience management is to
connect the optimal design of
product and service experiences
with a positive customer experi-
ence from the point of view of the
future customer.
Brilliant experience leads to
customer loyalty
Especially in established market
segments, product features that
exceed standard qualities have a
significant effect on purchasing
decisions, customer loyalty, and
brand loyalty. Accordingly the fo-
cus should be on customers with
their ideas, needs and concerns.
Usability, customer experience,
and user interface design become
“business tools” that have a las-
ting influence on the success of
a product and represent a signifi-
cant differentiating feature.
86% of customers will pay
more for a better experience.
• People share their experience
• Brilliant experience grabs customers
• Just new features aren’t enough anymore
Experience
Why it’s Ubiquitous
Why brilliant customer experience is not a luxury anymore.
Source: 2011 Customer Experience Impact Report, Oracle
of CUSTOMERS
will pay more
for a better
experience
86%

4. Experience
Level
Optimum
Product & Service Portfolio
LOW Experience Performer
A B C D E
Product & Service Portfolio
Optimum
Experience
Level
High Experience Performer
A B C D E
An Experience Strategy bund-
les dispersed efforts
Practical experience shows that
a full customer-driven mindset
is rarely implemented by compa-
nies, regardless of industry and
size of enterprise. More frequently
only limited experience measures
are taken in some phases of the
lifecycle management for some
products or service of the whole
portfolio.
To design a consistent experience
for all touch points with any pro-
duct or service, it is important to
incorporate customers right from
the beginning in the development
process – as well as during the
various stages of the product life-
cycle management.
An Experience Strategy ensu-
res a consequent customer-
driven development process
To ensure a consistent experience
for the customers on the “compa-
ny frontend”, a fully implemented
Experience Strategy is crucial, es-
pecially in terms of streamlining
experience measures and the al-
location of resources. So a high-
level experience strategy on the
“company backend” is becoming
ever more important and taking
on a central role in company pro-
cesses. Therefore the develop-
ment and institutionalization of
a long-term, customer-centred
strategy pays off for the develop-
ment, implementation, and usage
of every single product or service
of your whole portfolio.
An Experience Strategy
demands customer-centred
innovation
Use your customers’ knowledge
and potential to enrich your port-
folio – turn your customers into
innovators! Modern communica-
tion, current web technologies
and the omnipresence of adverti-
sing break down the barrier bet-
ween companies and customers
and bring your customers closer
together. To keep pace with chan-
ging markets a sustainable Ex-
perience Strategy demands also
elements of customer-centred in-
novation.
Why a solid Experience Strategy is a key factor for success.
A solid Experience Strategy guarantees a consistent and
gainful product and service experience.
• Customer loyalty is based on brilliant experience
• An incomplete experience will reduce business success
• Innovation has to focus on customer experience
Strategy
Why it Matters

5. Competence
Build on Our Knowledge
Manfred Tscheligi
Introducing Manfred Tscheligi
Prof. Manfred Tscheligi is founder, ow-
ner and Managing Director of USECON,
an internationally active usability and
user experience engineering con-
sultancy based in Vienna. Manfred is
founder and Director of CURE (Center
for Usability Research & Engineering)
and since March 2004 also Full Profes-
sor for Human-Computer Interaction &
Usability at the University of Salzburg,
ICT&S Center (Center for Advanced
Studies and Research in Informati-
on and Communication Technologies
& Society). There he also directs the
Christian Doppler Laboratory on Con-
textual Interfaces. Manfred holds a
master in Business Informatics and a
Ph.D. in Social and Economic Science
(specialization in Applied Computer
Science).
Expertise & Business Focus
Manfred has been active in the area of
Interactive Systems, Human Computer
Interaction, Usability Engineering, User
Interface Design and User Experience
Research for more than 20 years. He
has successfully managed numerous
research and industrial projects as well
as established national and internati-
onal initiatives. He is a distinguished
speaker at conferences and seminars,
has taught at several universities and
technical colleges and is (co)-author of
several publications.
Contact
E-Mail tscheligi@usecon.com
Our Experience Strategy team consists of experts originating
from different backgrounds, assuring a cross-sectional and
“out of the box” approach.
• Benefit from our experience of more than 500 industrial projects
• Draw on our profound knowledge of strategic experience management
• Build on our approach to deliver practical solutions

6. Michael Bechinie
Personal Statement
“A well-founded experience strategy
is THE new business DNA for suc-
cessful enterprises in today’s highly
competitive economic world.”
Introducing Michael Bechinie
Michael Bechinie is Senior Consultant
at USECON, an internationally active
usability and user experience enginee-
ring consultancy based in Vienna. He
has a university degree in behavioural
studies, anthropology (University of Vi-
enna).
Expertise & Business Focus
Michael has more than 15 years’ expe-
rience in the field of Usability and User
Experience in many different industries.
Web user interface design and web ap-
plications as well as strategic usability
and user experience are his main focus.
Moreover, Michael is responsible for
strategic trainings and knowledge ma-
nagement. He is also well-known as a
lecturer at events and conferences as
well as author of numerous articles in
several publications.
Contact
Phone +43 1 7435451 402
E-Mail bechinie@usecon.com
Markus Murtinger
Personal Statement
“Experience Management uncovers
the needs and behavior of the target
group and enables a customer-
driven strategy and innovation
within the company.”
Introducing Markus Murtinger
Markus Murtinger is Director Consul-
ting, Sales & Marketing of USECON, an
internationally active usability and user
experience engineering consultancy
based in Vienna. Markus studied Busi-
ness Administration at the Economic
University of Vienna with focus on en-
trepreneurship and innovation, marke-
ting, and tourism and leisure.
Expertise & Business Focus
Since 2006 Markus is responsible for
the conduction of more than 100 stra-
tegic user and customer experience
projects on a national and international
level.In his work he focuses on strategic
user experience management and user-
centred innovation. He is member in
multiple special communities (i.e. foun-
ding member of the working commitee
“User Centred Product Innovation” of
the German UPA) and lecturer at rela-
ted symposia and conferences as well
as author of numerous articles in mis-
cellaneous publications.
Contact
Phone +43 1 7435451 400
E-Mail murtinger@usecon.com

7. Offer
What You Can Expect
Experience Strategy – Change to a Customer-Driven Company
• A systematic process leads to successful change
• We will guide you through all phases
• You will profit from an individual roadmap for your company
COMPANY
Driven
COSTUMER
Driven
Rollout
Organizational Anchoring
Sustainability
Strategic Anchoring
Setup
Methodical Anchoring
Seed & Audit
Experience Mindset Anchoring
Wake Up Calls
Process Audit and Maturity
Analysis
Experience Champion
Identification
Experience Method Toolbox
Skill Training
Experience Team Setup
Experience Strategy & Metrics
Organizational Framework
Integration of Experienc Teams,
Methods and Tools
Pilot Project 1 to n
Integration of Experience Teams,
Methods and Tools
Consider Experience
in Every Project
Keep the Momentum:
• Keep on Moving
• Check the Metrics
• Provide Support
• Market Results
• Train Your Team
1 2 3 4
Consulting
Experience Strategy Model

8. 1 Seed & Audit Phase
Within the “Seed & Audit” phase the current level and ma-
turity of your customer-centredness will be evaluated. Fur-
thermore an Experience Champion will be identified who
will promote the experience effort internally. The main goal
of this phase is to start the change towards an experience
mindset.
Available services:
Experience Strategy Awareness Workshop
• Going the way from a company-driven to a custo-
mer-driven organization
Experience Champion Identification
• How to identify an experience champion within
your organization
Experience Strategy Audit
• Analysis of product & service portfolio from a cus-
tomer experience viewpoint
• Analysis of implemented processes and used me-
thods
• Analysis of team skills
Roadmap Definition
• Definition of a phase plan to institutionalize an
Experience Strategy
2 Setup Phase
In the following “Setup” phase the strategy itself, goals and
metrics will be developed, the initial team will be staffed
and the organizational framework will be established.
Available services:
Experience Strategy Development
• Development of a modular Experience Strategy and
Customer Experiences Mindset
• Step by step institutionalization
• Alignment with business strategy
Budgeting & Controlling
• Definition of KPIs in relation to the Experience
Strategy
• Budgeting of planned measures
Identification of Quick Wins
• Identification of rapid actions that can improve the
customer experience
Setup of Customer Experience Team
• Establishment of the team within the organization
• Training of processes, methods and tools
3 Rollout Phase
In the next phase entitled “Rollout” the main focus is on
conducting a series of pilot projects. The main goal is to
validate the Experience Strategy by gathering data and Key
Performance Indicators (KPI) metrics under real world con-
ditions. This phase has a strong focus on measuring the
RoX (Return on Experience) strategy. Available services:
Available services:
Supporting Pilot Projects
• Support during the first pilot projects
• Dissemination of project results and achievements
Measuring KPIs and Goals
• Monitoring of first results
• Rolling forecast, planning and budgeting
Delivery of Updates
• Workshops, trainings to improve customer experi-
ence knowledge, skill, methods and tools
4 Sustainability Phase
The 4th phase „Sustainability“ is mainly about living the
established strategy in every project, “keeping the momen-
tum” and refining the strategy according to the business
goals in light of an institutionalized, long-term customer-
centred strategy.
Available services:
Consulting Support
• Consolidation of customer experience mindset
• Analysis of metrics and results
• Fine tuning of the Experience Strategy
Our services are grounded in a proven model to institutionalize an Experience Strategy
within your company
The USECON consulting portfolio covers four phases to institutionalize an Experience Strategy in
your company.

9. This workshop will provide you with fundamental informa-
tion about Usability, User Experience and Customer Expe-
rience. Furthermore the workshop will impart prerequisites
for building a sustainable Experience Strategy for your
business.
Why book the workshop?
• Raise the awareness for your customer-drivenness
• Learn what usability, user experience and customer
experience is about
• Get to know what makes a product or service desi-
rable
• Notice why experience management is a major
success factor for your company
• Learn the fundamentals about institutionalizing an
Experience Strategy
• Discover how to proceed with next steps
Topics covered
• The “What, Why and How” about usability, user
experience and customer experience
• Fundamentals about experience management
• Implementation of this knowledge in practice
• Best practices
Format
• Lecture with group exercises
• 2 day in-house workshop
• Supported by 2 instructors
Target audience
• Chief executive officers or equivalent
• Directors or vice presidents, e.g. marketing, product
management, development, customer service
• Executives involved with customer experience initi-
atives (companywide or within a channel)
Pricing
• EUR 6.500,- (excl. VAT)
• Travel and accommodation expenses not included
To ensure a consistent experience for the customers on the
“company frontend”a fully implemented Experience Strate-
gy at your “company backend” is crucial, especially in terms
of streamlining experience measures and the allocated re-
sources.
The Experience Strategy Audit delivers a 360° view on the
current level and maturity of your customer-centredness.
The results will build a stable base for the development
and institutionalization of a long-term and customer-cen-
tred strategy.
Method & Service
• Analysis workshops
• Stakeholder and employee interviews
• Questionnaires
• 2 consultants at client’s site for 5 working days
• Preparation of analysis report
Covered aspects
• Processes behind product and service portfolio
development
• Usage of customer-centred design methods, tools
and standards
• Level of integration of methods
• Existing knowledge and skills of employees /user
interface design, service design etc.)
• Current mindset (employees, stakeholder) concer-
ning usability, user experience, design etc.
• Development of Experience Strategy Roadmap and
definition of goals
Pricing
• EUR 20.000,- (excl. VAT)
• Travel and accommodation expenses not included
“360 Degree”
Experience Strategy Audit
“Eureka!” Experience Strategy Essentials
Workshop

10. About USECON
USECON is the Austrian market leader in User Experience
Consulting, Research and Training. With the mission of
making the (business) world a user friendly place rich in
positive user and customer experience, we support com-
panies in sustainably shifting their focus on the users,
their needs and requirements. USECON was founded in
2001 as a spin-off of the research institute CURE (Center
for Usability Research and Engineering). Since then, we
have grown constantly to become a renowned, internati-
onally active company. USECON’s core competence lies in
the successful combination of scientific research methods
and economic hands-on mentality. We excel in the fields
of usability, user interface design, user experience and ex-
perience management. Our key physical facilities consist
of one of Europe’s largest and most modern User Expe-
rience lab and our state-of-the-art technical equipment,
including for instance stationary and mobile eye tracking
devices.
Do you have any questions
about experience management
or our experience strategy
approach? Contact us! And
let’s RoX!
Claudia Past
Please feel free to contact me.
Claudia Past, MA
Sales & Marketing
Phone: +43 17435451 412
Fax: +43 1 7435451 30
E-Mail: past@usecon.com
Contact USECON GmbH
Businesspark MARXIMUM
Modecenterstraße 17 / Objekt 2
1110 Vienna, Austria
Tel.: +43 1 7435451
Fax: +43 1 7435451 30
E-Mail: office@usecon.com
Keynote Speakers
You are looking for a
renowned speaker for your
conference or business event?
Our Experience Strategy team will be happy to present
their knowledge of Experience Management, Experience
Strategy and related topics. Let them answer why expe-
rience management counts, how a sustainable customer
experience can be accomplished or how a customer-cen-
tred product and service development is possible. For
more information, please contact Claudia Past.
Contact
Experience Management
Usability
User
Interface
Design
User
Experience

11. Impressum Company details
Information according to ECG § 5
Abs.1
USECON – The Usability Consul-
tants GmbH
Address:
Businesspark MARXIMUM, Mode-
centerstraße 17 / Objekt 2, 1110
Vienna, Austria
Email: usecon@usecon.com
Web: www.usecon.com
Tel: +43 1 l 743 54 51
Fax: +43 1 l 743 54 51-30
Object of the company:
Usability Consultancy – Consulting
for usability and usability deve-
lopment of devices (hardware),
programs and systems; analysis,
conception, testing of interacti-
ve systems; market and opinion
research.
Director and owner:
Univ.Prof. Dr. Manfred Tscheligi
Member of Wirtschaftskammer
Wien (Viennese Chamber of
Commerce)
Registered Office:
Gaisbergstraße 34,
5310 Tiefgraben-Mondsee, Austria
Commercial Register:
FN 205343 a
VAT-Number: ATU 52777400
DVR-Nr.: 4008509
Court: Handelsgericht Wels