customer experience vs user experience

Customer Experience VS

User Experience

PARIS.YANGUser Experience Designer

@ AKQA SHANGHAI

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Customer Experience User Experience

a customers’ interactions with a supplier of goods or services

a person's interaction with a given IT system, including the interface, graphics, industrial design, physical interaction, and the manual.

great customer experience is the key to customer loyalty

great user experience is the key to user stickiness

DEFINITION

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User Experience

User research

Concept

Structure and framework

Test and Revision

Strategy

Customer understanding

Design

Measurement

METHODOLOGY

Customer Experience

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Customer Journey

line of visibility

different touch point:peopleproduct

call centerwebsitemobile

...

invisible to customer

User Experience

THE RELATIONSHIP

Customer experience

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1.user experience can play a big role in customer experience’s digital element.

2.customer experience is an expanded version of user experience

SUMMARY

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SHANGHAI LIBRARY

CASE1

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Scattered experience journey across many touch point

THE PROBLEM

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Scattered flow

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Scattered instruction system

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Scattered screen device

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Let’s audit the current consumer journey map to improve the experience

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Read book Borrow book Return book

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Stages decide search borrow get

talk to staff for help

search on computer

search in library

go to the device

enter the library get the book to borrow

borrow on computer take the book

check out to borrow

arrive

find out where to borrow

doing

library’s instruction plan

library check in card

library check in system

computer system

bookshelf instruction system

book transportation system

book checkout system

staff’s working plan

expectations

clear guide to borrow book

right reply when asking questions

check in smoothly

can find the book

can instruct me how to borrow on computer

can notify me when and how to get the book

Customer experience map for borrow a book

can notify me when and how to return the book

let me know what to do if not available

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OPPORTUNITIES

1.help people understand where and how to borrow books clearly

2.aggregate different device into a simple one

3.provide precise on-site notification service

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NIKE+ RUN CREW WECHAT

CASE2

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Runner’s journey

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Run together is better than run alone

INSIGHT

enable runners to crew up

OPPORTUNITY

NIKE+ RUN CREW WECHAT

IDEA

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THANKS!

PARIS.YANGwechat: 531264929

email: parisyxc@gmail.com

This is service design thinking

Outside In: The Power of Putting Customers at the Center of Your Business

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