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Integrating UX into 360o  “Voice of the Customer” Programs  Kathi Kaiser, Centralis   @kathikaiser@kathikaiser
“Voice of the Customer” Programs@kathikaiser
“Voice of the Customer” Programs                             = User Centered Design?               Source: SAP@kathikaiser
The User Experience View               Product Design, Use                 and Evaluation@kathikaiser
The 360o View                                        Social Media Listening      Sales & Marketing  Analytics             ...
The 360o View The Project               The “Prospect”                                  The “Customer”          The “Fan” ...
Model #1: UX is Consolidated                         Senior Leadership      Product      Sales &              Customer    ...
Model #1: UX is Consolidated                      Pros:                      • Teammates!                      • Group ide...
Model #1: UX is Consolidated                                “We believe in UX.   “We’re making that          We have a UX ...
Model #2: UX is Distributed                        Senior Leadership      Product      Sales &             Customer      I...
Model #2: UX is Distributed                       Pros:                       • We’re on the team!                       •...
Model #2: UX is Distributed   “I do UX this way.”  “I do UX that way.”  “I don’t really get to      do UX at all.”@kathika...
UX is not only a role or a department.  It should be a  cross-functional process.@kathikaiser
UX as a Cross-Functional Process UX could be like quality in hospital settings…@kathikaiser
UX as a Cross-Functional Process …or safety in manufacturing settings.@kathikaiser
UX as a Cross-Functional Process  The User Experience Council                                User ExperienceCustomer Servi...
UX as a Cross-Functional Process A UX Strategy functional area serves the Council:@kathikaiser
UX as a Cross-Functional Process                                 Senior Leadership                    360o Voice of the   ...
Keys to Success: 1. Executive–level authority for the UX Council     The UX Council needs teeth (and funding!) 2. Mutual r...
Keys to Success: 1. Executive–level authority for the UX Council    The UX Council needs teeth (and funding!) 2. Mutual re...
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Integrating UX into Voice of the Customer Programs

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Centralis' Kathi Kaiser outlines the organizational challenges that limit the participation of user experience professionals in corporate "Voice of the Customer" initiatives.

Kaiser proposes a cross-functional model for UX, analogous to quality departments in hospitals or safety functions in manufacturing. An interdisciplinary UX Council integrates each department's unique perspective on customer needs, supported by a UX Strategy function to execute the priorities of the Council.

Kaiser urges UX professionals to adopt a cooperative, service-focused mentality when working with other departments to reduce in-fighting and focus organizational energy on the pursuit of success through meeting & exceeding customer needs.

Presented at the User Experience Professionals' Association annual conference, June, 2012.

Publié dans : Business, Technologie
  • This is great. Slides articulate the points very well. I love slide 6 ... without great UX, many 'customers' won't make it to the 'fan' stage. And slide 12 on distributed UX ... so true! ... how many UX'ers aren't really doing what they consider true UX work, but it looked good on paper to have them on the product team.
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Integrating UX into Voice of the Customer Programs

  1. 1. Integrating UX into 360o “Voice of the Customer” Programs Kathi Kaiser, Centralis @kathikaiser@kathikaiser
  2. 2. “Voice of the Customer” Programs@kathikaiser
  3. 3. “Voice of the Customer” Programs = User Centered Design? Source: SAP@kathikaiser
  4. 4. The User Experience View Product Design, Use and Evaluation@kathikaiser
  5. 5. The 360o View Social Media Listening Sales & Marketing Analytics Customer Service In Store@kathikaiser Experience
  6. 6. The 360o View The Project The “Prospect” The “Customer” The “Fan” The “User” UX is usually here@kathikaiser
  7. 7. Model #1: UX is Consolidated Senior Leadership Product Sales & Customer Information Development Marketing Service Technology Product 1 Sales & Call Center IT Support Operations Operations Product 2 Market Training IT Research Applications Product 3 User Support/ Experience Help Desk@kathikaiser
  8. 8. Model #1: UX is Consolidated Pros: • Teammates! • Group identity • Potential for impact across products Cons: • Marginalization • Lack of visibility • Potential for no impact@kathikaiser
  9. 9. Model #1: UX is Consolidated “We believe in UX. “We’re making that We have a UX group!” launch date, right…?” “We don’t have time for testing – thanks anyway.” “That product needs help – let’s test it.”@kathikaiser
  10. 10. Model #2: UX is Distributed Senior Leadership Product Sales & Customer Information Development Marketing Service Technology Product 1 Sales & Call Center IT Support Operations Operations UX Market Training IT Product 2 Research Applications UX Support/ Product 3 Help Desk UX@kathikaiser
  11. 11. Model #2: UX is Distributed Pros: • We’re on the team! • Deeper product knowledge • Harder to marginalize Cons: • UX devolves into other roles • Lone wolves • Lack of consistency across products@kathikaiser
  12. 12. Model #2: UX is Distributed “I do UX this way.” “I do UX that way.” “I don’t really get to do UX at all.”@kathikaiser
  13. 13. UX is not only a role or a department. It should be a cross-functional process.@kathikaiser
  14. 14. UX as a Cross-Functional Process UX could be like quality in hospital settings…@kathikaiser
  15. 15. UX as a Cross-Functional Process …or safety in manufacturing settings.@kathikaiser
  16. 16. UX as a Cross-Functional Process The User Experience Council User ExperienceCustomer Service Marketing Product IT Development@kathikaiser
  17. 17. UX as a Cross-Functional Process A UX Strategy functional area serves the Council:@kathikaiser
  18. 18. UX as a Cross-Functional Process Senior Leadership 360o Voice of the Customer! UX Council User Experience Product Sales & Customer Information Strategy Development Marketing Service Technology Analysis & Product 1 Sales & Call Center IT Metrics Support Operations Operations UX Market Training IT Product 2 Research Applications UX Support/ Product 3 Help Desk UX@kathikaiser
  19. 19. Keys to Success: 1. Executive–level authority for the UX Council The UX Council needs teeth (and funding!) 2. Mutual respect and cooperation across disciplines A 360o view needs all perspectives – they all have something to offer. 3. UX must serve the organization, not battle with it We’re all trying to accomplish the same thing. Let’s do it together.@kathikaiser
  20. 20. Keys to Success: 1. Executive–level authority for the UX Council The UX Council needs teeth (and funding!) 2. Mutual respect and cooperation across disciplines A 360o view needs all perspectives – they all have something to offer. 3. UX must serve the organization, not battle with it We’re all trying to accomplish the same thing. Let’s do it together. Kathi Kaiser Thanks!@kathikaiser @kathikaiser @Centralis_UX

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