UX to customer experienceand back again

The Web and Beyond

26 Sept 2012

Boon Yew Chew

@boonych

A journey towards shared understanding

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You may have read things like...

Net Promoter Score

Customer Experience Management

Voice of the Customer

... all these things are not new

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What is customer experience?

3http://www.flickr.com/photos/moominmolly/385173277

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Two camps

Interaction designers

Information architects

Design researchers

Visual designers

Creative directors

Prototype engineers

...

Marketers

Analysts

Product managers

Salespeople

Customer service

Senior executives

...

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Design “silo”

Many silos

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Shared understanding comes from...

Artifacts

Processes

Leadership

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My business flow diagram story

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Layering empathy on top

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Shared understanding through artifacts

Understanding the business processes helped

Integrating the two viewpoints was a step forward

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Shared understanding through processes

Don’t underestimate amount of information that people have

Build on top of understanding that’s already there

Small groups of essential, dedicated stakeholders

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The real work happens at the intersections

DeptC

DeptB

DeptA

DeptD

DeptE

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Shared understanding through leadership

Kim Goodwin: “Managers are assigned; leaders emerge”

UX work is like being a detective and talent scout

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Shared ArtifactsIntegrate viewpoints,

encourage work in the right direction

Shared ProcessesCollaboratively building upon existing

understanding

Shared LeadershipInfluencing the work towards the

intersections of silos

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Thanks

Boon Yew Chew@boonych

http://www.slideshare.net/KimGoodwin/kim-goodwin-on-ux-

leadership-2011-04

http://52weeksofux.com/post/2403607066/building-a-shared-

understanding

“Outside In: the power of putting your customers at the center of

your business” - Manning, Bodine

References