CX and UX – A Marriage Made in Heaven

Stu KingDirector, User Experience

Jen EckertSenior Consulting PartnerDirector, Customer Experience Consulting

Synopsis

CX and UX Defined

Digital Transformation

Who are your Customers?

Understanding the Customer Journey

Providing a Seamless Omni-channel Experience

CX and UX in Action

Call to Action

Armed with smart phones and tablets, today’s customers expect your company to have a digital presence. But designing an amazing user experience that folds into your overall customer experience is not easy. In this session, we will explore the unique challenges as we enter the era of digital transformation, and share real world examples of how to understand your customer and their journey, as well as ensure that your digital strategy enables you to provide a seamless omni-channel experience.

When was the last time you bought one of these?

Definition

“Digital transformation represents the quest to understand how disruptive technology affects the digital customer experience.”

Brian SolisAltimeter Group

Digital TransformationBabies as young as 6 months

are playing with their parents’ electronic devices.

Sources:

Digital Transformation

We are ALWAYS connected to our

electronic devices!

Digital Transformation Curve

Technology Trend Adoption

Technology Trend Decline

New Technology Trend

Technology Transformation Gap

Who are your customers?

• Born in 1948; grew up in England• Married the second time• 2 children• Successful in business• Wealthy• Spends winter holidays in the Alps• Likes dogs

Demographics are not enough

Person 1

• Born in 1948; grew up in England• Married the second time• 2 children• Successful in business• Wealthy• Spends winter holidays in the Alps• Likes dogs

Person 2

User Centered Design

A process by which design decisions are made based on the wants and needs of users.

Who are your customers?

Understanding the Customer Journey

What interactions occur during the journey?

How can/will the customer interact with you during that touch point?

How does the customer FEEL during that interaction?

Understanding the Customer Journey

CX

User Persona

Content Model

Information Architecture

Understanding the Customer Journey

CXScore Cards

Data VisualizationInformation Design

Research Design Build Deploy

User Centered Design Lean UX Methodology Responsive Design Optimization

Testing, Analytics & TrainingUser Research

Personas

Structure

Content Model

Info Architecture

Information Design

Wireframes

Visual Design

Storyboards

IMAGINE CREATE EVOLVE

Code

Responsive HTML & CSS

Single Channel Multi-Channel Cross-Channel Omni-Channel

Providing a Seamless Omni-Channel Experience

The Legacy

The Reality

The Aspiration

The Nirvana

• Customer experiences a single type of touch-point

• Organizations have a singe touch-point

• Customer sees multiple touch-points independently

• Organization’s channel knowledge and operations exist in technical & functional silos

• Customer sees multiple touch-points as part of the same brand

• Organizations have a “single view of the customer” but operate in functional silos

• Customers experience a brand, not a channel within a brand

• Organizations leverage their “single view of the customer” in coordinated and strategic ways

Omni-Channel Experience

Proactive Customer

ServiceDynamic IVRs

Store Pick-upMobile

Payment Options

Always Available

Shopping Cart

Responsive Mobile

Applications

User Centered Web

Applications

360° View of the Customer

Ideas that allow the customer to experience your BRAND, not your channel

CX and UX in Action

About the Organization

Large Technology Credentialing Organization

Certifies and Registers in 15 Modalities

7 Distinct User Personas

Considered the “Gold Standard” in Certification Programs for Industry

Challenges

Outdated Web Back End

Upcoming Additional Continuing Education

Requirements

Customer Interactions are

Highly USPS Based

Need for Customer-Centric Culture Shift

Case Study

User PersonaDefining the Characteristics of the Customer

Journey MappingHow does the Persona Interact with the Organization?

Content Model DiagramIdentifying the Web-site Pages, Access, Audience, Subject and Usage

Information ArchitectureIdentifying the Web-site Navigation

ENVISIONED “Growing in the Profession” Landing Page

STORYBOARD

Digital Transformation Curve

Technology Trend Adoption

Technology Trend Decline

New Technology Trend

Technology Transformation Gap

How do you plan to bridge the gap in your Digital Transformation Curve?

QUESTIONS?

67% of a buyer’s journey is now done digitally.