UX to customer experience and back again

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

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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!

UX to customer experience and back again

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Hinweis der Redaktion