demystifying ux, cx and digital transformation

DEMYSTIFYING CX / UX / UI AND DIGITAL TRANSFORMATION

AUGUST 2017

in/melissawilfley/

Hello!

Today we're going to focus on three key areas for demystifying UI / UX / CX and Digital Transformation

CUSTOMER FIRST DESIGN3

1FINDING THE TIN CX / UX / UI 2CX AND DIGITAL

TRANSFORMATION

FINDING THE “ T “ IN CX, UX AND UI1

CX = Customer Experience

UX = User Experience

UI = User Interface

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

There are a lot of titles and definitions today

Experience Design

Service Design

Experiential Design

Interaction Design

Content

UX Design

CX Design

Digital Service Design

UI Design

Visual DesignCreative

HCI Design

Graphic Design

IxD

UCD

XDCustomer 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

A big part of this is due to the evolving nature of technology merging online

channels with offline.

Like Amazon Go Just Walk Out Technology

BRICKS & CLICKS

Source: Amazon Go

Like Google Home

SMART HOME DEVICES

Source: Google Home

Like Fitbit and their health and fitness

trackers

WEARABLES

Source: Fitbit

Like Utilities and Branchless Banks

SERVICES

Source: Con Edison of New York, Ally Bank

Let’s start with what is UX and UI

UI

UI ≠ UX

UX

ALL PART OF THE USER EXPERIENCE

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

Let’s see these UI / UX differences in action

UX Design

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.

So now let’s talk about CX

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

business transformation.

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

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

IMPROVEMENTUX

UXUX

UX / UI

Source: Deloitte

As well as Customer Experience Management (CEM, CXM) strategy that ties into the Business Strategy

Source: ClearAction

Source: UXPin, POSSIBLE

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.

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.

Source: UXPin, POSSIBLE

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 CRMBRAND

EXPERIENCE

So how does CX / UX / UI fit together?

By forming a “ T “ across an organizationCONNECTING EVERYTHING

SPECIALISTS WITH SPECIFIC

FOCUS

UPDATE PILLARS:DATA SCIENCESPRODUCTMARKETINGTECHNOLOGYSALESCUSTOMER SUPPORT

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

Customer Experience is the entire relationship and perception the customer has with an

organisation.

KEY TAKEAWAYS

Customer Experience requires customer-centric business strategies and customer experience

management in order to be successful.

KEY TAKEAWAYS

Depending on your organization's structure, complexity of offering, size and investment these

roles may be blended or separate.

KEY TAKEAWAYS

This is a snapshot of today. As our industry continues to evolve these definitions will also

evolve over the next 5 years.

KEY TAKEAWAYS

Not one person owns the customer, everyone in your organization should own the customer and

be customer obsessed.

KEY TAKEAWAYS

CX AND DIGITALTRANSFORMATION2

What is Digital Transformation?

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.

Disruptive technologies as well as customer expectation and choice are making digital

transformation critical to organisations today.

Cloud Computing Big Data AI IoT

and technology is only going to accelerate faster...

So where does CX fit into Digital Transformation?

Source: Walker

By 2020 customer experience will overtake price and product as the key brand

differentiator

Source: Gartner

89% of businesses are soon expected to compete mainly on customer experience

Source: Walker

86% of buyers will pay more for a better customer experience

Source: Deloitte

62% of companies view customer experience delivered by the contact centers as a

competitive differentiator.

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.

CUSTOMER EXPERIENCE

DIGITAL TRANSFORMATION

UNLOCK/CREATE VALUE CHAINS

$

✓ CX differentiates winners from losers in the market.

✓ Digital Transformation enables CX.

✓ Together they drive value.

✓ Connecting people, things and organisations together with speed.

COMPANY

PEOPLE

THINGS

SPEED

Digital Transformation is the integration of digital technology into all areas of an organisation

driving operational change and value.

KEY TAKEAWAYS

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

KEY TAKEAWAYS

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

KEY TAKEAWAYS

CUSTOMER FIRST DESIGN3

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

process

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

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

approach.

Why is this important?

Can’t deliver exceptional Customer Experience or Digital Transformation

without it.

Source: Walker Customer 2020 Study

There’s always time to speak with your customers regardless of project scope, audience

type or turnaround

Friends & Family

BYOCustomer

Panels

Street Interviews

Sales & Support

ChannelsLean research strategies that can be applied to primary research

B2C B2C B2C, B2B B2C, B2B

To help you implement a UCD process in your organization you need a UCD

framework.

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

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?

IDEA

TE CREATE

TEST

UNDERSTAND

CONCEPT

DELIVER

DOES IT WORK?

In practice our framework works like an ‘onion’, cyclical and

with layers.

Source: POSSIBLE

Use an outside-in approach and ensure you talk to your customer.

Talking to some customers is way better than none.

KEY TAKEAWAYS

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.

THANK YOU!

MELISSA WILFLEYEXPERIENCE DESIGN DIRECTOR / APACMELISSA.WILFLEY@POSSIBLE.COM

In/melissawilfley