In order to see business opportunities through the lens of customer experience, it’s critical for business leaders to see customer experience through a cross-channel, end-to-end perspective. By looking at customer experience holistically through the so-called Customer Experience Ecosystem (CXE) analysis, we can quickly identify gaps and find solutions to improve customer experience.

1. How to Discover Business
Opportunities? Through Analyzing
Customer Experience
Frank Guo, PhD
Principal, UX Strategized
frank.guo@uxstrategized.com
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2. Topic: Identifying business opportunities by looking at
customer experience as an ecosystem
Professional background – UX research & strategy

Established and managed UX research for major companies

Worked for Oracle, eBay, Barclays, BlackRock

Shaped the design of award-winning Web and mobile products

An award-winning UX paper based on peer review

Published more than a dozen of UX papers

Co-authored a book chapter

PhD in cognitive psychology, UCLA
Improved UX, product strategy, and marketing for

eBay

Yahoo!

PayPal

StubHub

Motorola

Cisco

IMVU
Discuss improving business through UX with Frank:
650.678.8061 • frank.guo@uxstrategized.com • www.frankguoblog.com
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3. Customer Experience forms a
Holistic Ecosystem
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4. What Is Customer Experience Ecosystem (CXE)?
Physical
Customer
Digital
Traditional UI
Design
Personal
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5. The Blockbuster CXE
Return & exchange
But, stores are being closed
X
No return & exchange
Problem: 1) many stores are closed, 2)
customers cannot exchange DVDs at the
kiosks
Opportunity: Let customers return DVD received from mail and exchange for
additional DVDs at Kiosk, not stores
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6. The Redbox CXE
Reserve & pick up
Many users don’t know they can browse and
reserve online, and therefore there’s a long
line in front of each kiosk
Opportunity: Encourage customers to reserve online to shorten the line in front of
the kiosks
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7. The Financial Website CXE
In-Office
Financial
advisor user
Out-of-Office:
On the Go
Out-of-Office:
Client meeting
Opportunity: Use mobile devices to bridge out-of-office and in-office activities.
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8. Customer Experience Ecosystem (CXE) Analysis

Process of CXE analysis


Step 2: Identifying gaps


Step 1: Mapping end-to-end customer journey across all touch points
Step 3: Developing solutions
Benefits of CXE analysis

Improving conversion/reducing drop-off

Increasing repeat visits

Enhancing long-term customer loyalty
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9. How to Conduct CXE Analysis
Step 1: Mapping Customer Journey
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10. Before
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11. Before
During
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12. Before
During
After
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13. Before
During
After
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14. Before
During
After
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15. How to Conduct CXE Analysis
Step 2: Identifying Gaps
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16. Before
During
After
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17. Before
During
After
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18. How to Conduct CXE Analysis
Step 3: Filling Gaps
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19. Before
During
After
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20. Before
During
After
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21. Before
During
After
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22. Case Study – Medical Device Start-Up: Bridging Digital and Physical Spaces
Digital Client Center
Web
Mobile
Social Media
Patients
Caretakers
Gym goers
Shoppers
Employees
Everybody
End Users
Cyclical Influence
Independent
Influencers
Healthcare experts
Bloggers
Celebrity spokespersons
Intermediaries
b2b Sales
Distribution network
Strategic partnership
Events & sponsorship
Hospitals & clinics
Nursing homes
Gyms
Wellness centers
Malls and stores
Company campuses
Everywhere
Building a distribution strategy that connects all touchpoints
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23. Case Study – Mobile and Web Are Inherently Connected
Leveraging mobile and Web at different points in customer
journey, and bridge the two platforms seemlessly.
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24. Case Study – Disconnection Led to Huge Drop-Offs
register
App
X
return
website
App
Poorly designed registration on the website causes huge
drop-offs on mobile app.
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25. Case Study – HR Tool: Problems
Website
Problem: Solving usability issues in the tool
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26. Case Study – HR Tool: Solutions
Dashboard
In-context,
scenario-based
tutorials
New Manager
Training
• Company philosophy
• HR policies
• Overview of tool
• Explain “why”, not just
“how”
Website
Solutions: Developing multi-touchpoint strategy
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27. Q&A
To read more about UX strategy examples and ideas, check out
my UX blog: www.frankguoblog.com
Have questions or suggestions? Feel free to email me at:
frank.guo@uxstrategized.com
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