I presented this talk for the WPP/Wunderman Thompson Singapore educational series. In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand: 1. The difference between UI / UX / CX 2. Importance of Customer Experience Management and CX Business Strategies 3. How CX fits into Digital Transformation

1. DEMYSTIFYING CX / UX / UI AND
DIGITAL TRANSFORMATION
AUGUST 2017
in/melissawilfley/

2. Hello!

3. Today we're going to focus on three key areas for
demystifying UI / UX / CX and Digital Transformation
CUSTOMER FIRST
DESIGN
3
1FINDING THE T
IN CX / UX / UI
2CX AND DIGITAL
TRANSFORMATION

4. FINDING THE “ T “ IN
CX, UX AND UI
1

5. CX = Customer Experience
UX = User Experience
UI = User Interface

6. In order to leverage CX / UX / UI
you need to know the difference

7. There are a lot of titles and
definitions today

8. Experience Design
Service Design
Experiential Design
Interaction Design
Content
UX Design
CX Design
Digital Service
Design
UI Design
Visual Design
Creative
HCI Design
Graphic Design
IxD
UCD
XD
Customer Experience
Human Factors
User Experience
Digital Customer
Experience
Experience Strategy
Which can be very confusing when trying to
learn, hire an agency or build a team

9. A big part of this is due to the evolving
nature of technology merging online
channels with offline.

10. Like Amazon Go
Just Walk Out
Technology
BRICKS & CLICKS
Source: Amazon Go

11. Like Google Home
SMART HOME
DEVICES
Source: Google Home

12. Like Fitbit and their
health and fitness
trackers
WEARABLES
Source: Fitbit

13. Like Utilities and
Branchless Banks
SERVICES
Source: Con Edison of New York, Ally Bank

14. Let’s start with what is UX and UI

15. UI
UI ≠ UX
UX
ALL PART OF THE
USER EXPERIENCE

16. User Experience (UX) User Interface (UI)
✓ User Research
✓ Personas
✓ Customer Journey Mapping
✓ User Stories / Scenarios
✓ Information Architecture,
Sitemaps & Taxonomies
✓ User flows
✓ Annotated Sketches &
Wireframes
✓ User Testing
✓ Visual Design
✓ Colors
✓ Screen Mocks
✓ Typography
✓ Layouts aka ‘The Grid’
✓ Brand elements
▪ Interaction Design,
e.g. behavior
▪ Prototypes
SHARED OFTEN

17. Let’s see these UI / UX differences in
action

24. Usually in a project you start with UX
followed by UI, even in Agile.
Both are equally important and
essential for success. You can’t do
one without the other.

25. So now let’s talk about CX

26. The term CX has been picking up
speed the last few years due to the
increased importance of digital
business transformation.

27. Source: UXPin, POSSIBLE
It is important to note that UX is most definitely
a part of CX, but CX is not UX
CX
UX
Customer Service
Advertising
Brand Reputation
Sales Enablement
Pricing Fairness
Product Delivery
Loyalty & Retention, etc...
Usability
Interaction Design
Visual Design
Information Architecture
Content Strategy
User Research
User Testing
CX ≠ UX
Entire relationship and perception the customer has
with the organisation.
The experience of a specific product,
service or system

28. Leading with CX requires customer-centric business
strategies embedded across an enterprise
CUSTOMER-
CENTRICITY
CUSTOMER FOCUSED
LEADERSHIP
UNDERSTANDING
YOUR CUSTOMER
DESIGN THE
EXPERIENCE
EMPOWER THE FRONT
LINE AND ENGAGING
THE BACK
METRICS THAT
MATTER
FEEDBACK DRIVES
CONTINUOUS
IMPROVEMENT
UX
UXUX
UX / UI
Source: Deloitte

29. As well as Customer Experience Management (CEM,
CXM) strategy that ties into the Business Strategy
Source: ClearAction
Customer experience management is a strategy used to track, oversee and organise all interactions, in order to help a business focus on
the needs of its customers. This practice is meant to ‘close the gap’ between the intended customer experience and the actual customer
experience.

30. Both are required to effectively deliver, maintain and
nurture an exceptional customer experience across
the entire customer lifecycle and multitude of journeys.
It’s not just about a customer journey map.

31. CX touches across all of these components and in a
CX project you are generally working on more than
one of these at a time.
PRODUCT
EXPERIENCE
COMMERCE SERVICES CRM
BRAND
EXPERIENCE

32. So how does CX / UX / UI fit together?

33. By forming a “ T “ across an organization
CONNECTING
EVERYTHING
SPECIALISTS
WITH SPECIFIC
FOCUS

34. UX and UI are different but complementary. One
is not more important than the other.
Customer Experience sits across forming a ‘T’
within the organisation.
KEY TAKEAWAYS

35. Customer Experience is the entire relationship
and perception the customer has with an
organisation.
KEY TAKEAWAYS

36. Customer Experience requires customer-centric
business strategies and customer experience
management in order to be successful.
KEY TAKEAWAYS

37. Depending on your organization's structure,
complexity of offering, size and investment these
roles may be blended or separate.
KEY TAKEAWAYS

38. This is a snapshot of today. As our industry
continues to evolve these definitions will also
evolve over the next 5 years.
KEY TAKEAWAYS

39. Not one person owns the customer, everyone in
your organization should own the customer and
be customer obsessed.
KEY TAKEAWAYS

40. CX AND DIGITAL
TRANSFORMATION
2

41. What is Digital Transformation?

42. Digital Transformation is
the integration of
digital technology into
all areas of an
organisation.
✓ Results in fundamental
changes in how an
organisation operates.
✓ Value delivered to their
customers.

43. Disruptive technologies as well as customer
expectation and choice are making digital
transformation critical to organisations today.
Cloud
Computing
Big Data AI IoT

44. and technology is only going to accelerate
faster...

45. So where does CX fit into Digital
Transformation?

46. Source: Walker
By 2020 customer experience will overtake
price and product as the key brand
differentiator

47. Source: Gartner
89% of businesses are soon expected to
compete mainly on customer experience

48. Source: Walker
86% of buyers will pay more for a better
customer experience

49. Source: Deloitte
62% of companies view customer experience
delivered by the contact centers as a
competitive differentiator.

50. Source: Aberdeen Consulting Group
Companies with the strongest omnichannel
customer engagement strategies retain an
average of 89% of their customers, as compared
to 33% with weak or no strategy.

51. CUSTOMER
EXPERIENCE
DIGITAL
TRANSFORMATION
UNLOCK/CREATE
VALUE CHAINS
✓ CX differentiates winners
from losers in the market.
✓ Digital Transformation
enables CX.
✓ Together they drive value.

52. ✓ Connecting people, things
and organisations together
with speed.
COMPANY
PEOPLE
THINGS
SPEED

53. Digital Transformation is the integration of digital
technology into all areas of an organisation
driving operational change and value.
KEY TAKEAWAYS

54. CX differentiates companies offerings from their
competitors while Digital Transformation enables it.
KEY TAKEAWAYS

55. CX and Digital Transformation combined create
new value chains for organisations at speed.
KEY TAKEAWAYS

56. CUSTOMER FIRST DESIGN
3

57. Designing for customer first requires
a user-centered design (UCD)
process

58. OUTSIDE-IN
INSIDE-OUT
DRIVEN BY CUSTOMERS
PERCEPTIONS OF
RELATIONSHIP AND VALUE.
FEATURES AND CONTENT IS
FOCUSED ON CUSTOMER
OUTCOMES.
DRIVEN BY COMPANY
PERCEPTION OF
RELATIONSHIP AND VALUE
FEATURES AND CONTENT IS
DRIVEN BY PRODUCT
PERSPECTIVE.
One that uses an outside-in strategy

59. If you don’t speak to your customers
you are not using UCD or an outside-in
approach.

60. Why is this important?
Can’t deliver exceptional Customer
Experience or Digital Transformation
without it.
Source: Walker Customer 2020 Study

61. There’s always time to speak with your
customers regardless of project scope, audience
type or turnaround
Friends &
Family
BYO
Customer
Panels
Street
Interviews
Sales &
Support
Channels
Lean research strategies that can be applied to primary research
B2C B2C B2C, B2B B2C, B2B

62. To help you implement a UCD process
in your organization you need a UCD
framework.

63. Your UCD framework should:
✓ Act as a guide
✓ Be easy to understand by everyone in your
organization to support horizontality
✓ Can scale across all your different projects,
teams, and processes e.g. Agile, 4Ds

64. LOOK-OUT/IN POV
UNDERSTAND CONCEPT DELIVER
We gain understanding and
insight to the problem we are
trying to solve or opportunity
we’re trying to uncover.
Develop a POV that answers
both the business and user
needs.
Generate ideas and concepts
quickly and iteratively in varying
degrees of fidelity that meet the
identified opportunity spaces.
Validate concepts and further
refine.
Finalize design, produce and
deliver required
documentation, guides and
assets.
Scale solution and
continuously improve
experience.
IMPLEMENT IMPROVE
Source: POSSIBLE
DOES IT WORK?
IDEATE
CREATE
TEST

65. UNDERSTAND
CONCEPT
DELIVER
DOES IT
WORK?
In practice our
framework works like
an ‘onion’, cyclical and
with layers.
Source: POSSIBLE

66. Use an outside-in approach and ensure you talk
to your customer.
Talking to some customers is way better than
none.
KEY TAKEAWAYS

67. KEY TAKEAWAYS
Find the right UCD framework for your
organization to ensure it gets implemented and
used for project estimates, planning, etc.
Mine is just an example. If you google UCD
process you’ll get 607,000 results which can help
you find or create the perfect one.

68. THANK YOU!
MELISSA WILFLEY
EXPERIENCE DESIGN DIRECTOR / APAC
MELISSA.WILFLEY@POSSIBLE.COM
In/melissawilfley