demystifying ux, cx and digital transformation
TRANSCRIPT
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.
