ux strat usa: leah buley, "the role of ux / cx in business"
TRANSCRIPT
Experience Design in Business: An Evolution UX STRAT / September 2016
Most people in the US own or have ready access to multiple devices.
70% SMART PHONE 51%
TABLET
14% WEARABLES 9%
ALL THREE
Source: Deloitte
In the US, people spend 10 hours a day on digital media. 25% of that time is on mobile.
Source: [INSERT] Source: ZenithOptimedia via Quartz.com; McKinsey & Company
Consumer spending on digital media has surpassed spending on traditional media.
Source: McKinsey & Company, Wilkofsky Gruen Associates
US $Millions
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Digital
Traditional
Just 52% of global consumers were satisfied by their last mobile experience with a business. In fact, satisfaction rates have actually decreased 7% since 2015.
:( Source: Smartling
The race is on.
86% of US CEOs say technology will transform their organization in the next 5 years.
Source: PWC
Fueled by a collision of disruptive trends.
PREDICTABILITY OF THE TREND’S TRAJECTORY
IMPACT ON CONSUMER INDUSTRY
WHICH TREND COULD MOST AFFECT CONSUMER COMPANIES?
Source: McKinsey & Company
Continued Consolidation
Aging Population
Middle-Class Explosion Activist
Investors
Advanced Analytics
Increase In Convenience
Urbanization
Women In Workplace
Ubiquitous Internet
Mobile World Rich Get
Richer
Millennials Take Over
Social Media Driven Consumption
Digital Profiles
Talent Shift or
Drought
Big Data For Ops
Demand For Customization
As a result, companies need new roles.
Source: World Economic Forum
COMMERCIAL
E-business manager Digital account manager Digital product manager Digital business developer Fraud manager
TECHNOLOGY
Scrum master Chief Data Officer Data scientist Data protection officer Traffic manager
WEB
Web project manager Webmaster Web designer Web integrator Developer SEO manager
MARKETING
Digital marketing professional/micro-marketing Digital communications manager/digital planner SEM/PPC manager Digital copywriters Media acquisition manager User experience designer
FACILITATION
Service design thinker Crowd innovation facilitator/Fabmanager Community manager/social media manager Editorial manager Content curator Chief Listening Officer
HR
Design learning manager Digital work experience expert Employer brand director (including social media strategist)
Customer Experience is how customers perceive their interactions with your company. Forrester Research
User Experience is a person’s perceptions and responses that result from the use or anticipated use of a product, system or service. ISO
Service Design helps organizations see their services from a customers perspective. PRACTICALSERVICEDESIGN.COM
Source: Google Trends
0
20
40
60
80
100
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
UX
CX
SD
Service design has not maintained the same momentum.
% O
F IN
TERE
ST O
VER
TIM
E
So I set out to learn more about the relationship between CX and UX.
What did I learn? 1. Nobody really knows the difference. 2. If you believe UX is more than digital, they’re the same. 3. If you believe UX is just digital, CX is bigger. 4. A lot of people think UX is just digital. 5. But none of that matters, because if companies are becoming
increasingly digital, they’re moving closer together anyway. 6. Yet orgs expect and empower them to do different things… 7. ... Increasingly using the same methods. 8. Result: fragmented UX/CX makes fragmented experiences. 9. Service design is (probably) not the (only) solution.
• Background in design, HCI, cognitive psychology or anthropology.
• Speaks in insights. • Likely to reside in product,
tech, or a separate design organization
• Background in operations, quantitative analysis, often with an MBA.
• Speaks in NPS. • Likely to reside in marketing,
or a separate CX function.
THE CX PRO THE UX PRO
Sources: Forrester Research, Tandem Seven, Leah Buley Co.
THE CX PRO THE UX PRO
Source: Adapted from Forrester Research
CUSTOMER UNDERSTANDING
STRATEGY
DESIGN
MEASUREMENT
GOVERNANCE
CULTURE
• Manage VOC program • Lead journey mapping • Conduct quantitative analysis
• Develop experience strategy • Prioritize work • Drive/deliver on KPIs
• Define CX success metrics • Collect and analyze CX data
• Develop processes, standards, guidelines, and policies
• Lead CX training and learning initiatives
• Foster a customer-centric culture
• Plan and conduct user research • Develop customer insights
models (e.g., personas, flows)
• Set experience “vision” • Prioritize work
• Gather design requirements • Drive design solutions • Prototype and test experiences • Know about design trends
• Develop processes, standards, guidelines, and policies
! False Distinctions "
CX and UX set different strategies.
FALSE DISTINCTION #1
CORPORATE STRATEGY
BRAND STRATEGY
CX STRATEGY
CHANNEL STRATEGY
CHANNEL STRATEGY
CHANNEL STRATEGY
CHANNEL STRATEGY
CHANNEL STRATEGY
DIGITAL CHANNELS
UX STRATEGY
SERVICE DESIGN STRATEGY
The strategy is delivery. Mike Bracken, UK Government Digital Service
Source: MikeBracken.com
Source: MalikaFavre.com
Source: HerCampus.com
Source: Pinterest
Source: Google Maps
Source: SF Chronicle
Source: LVMH.com
CX and UX seek different insights.
FALSE DISTINCTION #2
Segments vs. Personas Buyers vs. Users
VOC vs. Ethnography Journeys vs. Tasks
Source: WeWork
Source: BuildLLC.com
Source: BuildLLC.com
SPACES
Source: BuildLLC.com
BUILDINGS
Source: BuildLLC.com
SYSTEMS
Source: BuildLLC.com
CITIES
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
Source: WeWork
CX and UX measure different things.
FALSE DISTINCTION #3
NPS vs. Usability Surveys vs. Behaviors
Quant vs. Qual
Metrics and user experience are not locked in an eternal struggle against each other. Make sure you don’t say things that imply that they are. Julie Zhuo, Facebook
Source: Medium, ‘Metrics Versus Experience’
1. What problem are we trying to solve for people?
2. How do we know this is a real problem?
3. How will we know if we’re successful?
Facebook asks…
Source: TheNextWeb Conference, ‘Building With Creative Confidence’
Source: Medium, ‘Designing Facebook Collage’
Source: TheNextWeb.com
Source: Medium, ‘Designing Facebook Collage’
Source: Medium, ‘Designing Facebook Collage’
USE MEASURES TO SPOT A NEED
SAY HOW YOU’LL MEASURE IMPROVEMENTS
MEASURE TESTS ALONG THE WAY
MEASURE IMPROVEMENTS (AS PLANNED)
What this means for you.
1. Stop splitting hairs over UX and CX. (Note to self).
2. Focus instead on experience design for a digital world.
4. Radically rethink your research and data sources.
3. Strategy is no longer a ‘do over’—your job is to ‘build upon.’
5. It’s time to make measurement standard operating procedure.
6. Hang on. Have fun. We’re just getting started.
