Let’s say you have a very usable website thanks to responsive design, A/B-testing and performance optimisation. Unfortunately, today customers expect more: they want great experiences. In his talk at Conversion Day 2016 in Brussels, Belgium, our UX Expert Tommy De Kimpe explained that instead of putting all your efforts in designing and testing screens, you should widen your focus: - Make your website part of the entire customer journey and optimize each interaction between your customer and your organisation. A service blueprint will help you to visualize all touch points with your customer, so you will deliver the value you promise. - Validate your assumptions during live usability testing. Discovering your customers’ personal stories is the best way to gain real insight. - And when despite all your efforts things end up wrong in a bad experience, don't despair but look for ways to set things straight and come out even stronger.

1. How to use a UX Framework to
improve conversion
Tommy De Kimpe - UX Expert
www.higroup.com

3. © 2016 Human Interface Group
CUSTOMER JOURNEY

4. 1. Investigate the customer
journey

7. “Online customers want to do everything themselves.
They don’t need us any more to do that”

9. A B

13. SERVICE BLUEPRINT

14. SERVICE BLUEPRINT

17. Inspiration: http://www.filipmuyllaert.be

18. ?
Inspiration: http://www.filipmuyllaert.be

20. 2. Go beyond data points

22. PRINTER
LABELS

26. David
filters on
price

28. DAVID, WHAT THE
HELL??!!

30. Behind every data point, there’s a
story

31. 3. Bad things happen

37. PEAK-END RULE

38. WIN!PEAK-END RULE

39. TAKEAWAYS
Investigate the customer journey
Visualize every step of the process
Go beyond data points
Listen to your customers’ stories
Bad things happen
Convert them into opportunities

40. De Regenboog 11
2800 Mechelen
Human Interface
Group
@higroup
Human Interface
Group
www.higroup.com
tommy.dekimpe@higroup.com
+32 (0)15 40 01 38