Great balls of fire! Everyday, customers expect more… faster… better. Marketers today must collaborate with more teams, departments and partners in fast-paced environments to maintain market share and a competitive advantage. And the importance of experience design, both customer (CX) and user (UX), is crucial to win in today’s consumer-centric world. By combining insights from user research with collaborative idea generation (using principles in design thinking), companies of all sizes can leverage the voice of the customer to grow adoption, enhance products and increase customer satisfaction. Maverick & Goose (Kyle & Scott) share how great partnerships make sure customers never lose that lovin’ feeling.

1. WE FEEL THE NEED
Kyle (Maverick) Ledbetter & Scott (Goose) Robinson
(EXPERIENCE DESIGN)

2. Direct of Experience, Teradata
I can see it’s dangerous for you, but
if the enterprise trusts me, maybe
you could.”
MAVERICK
@kyleledbetter
“

3. President & CEO, FreshForm.
The UX department regrets to inform
you that your customers are unhappy
because you ignored them”
GOOSE
@_mr_robinson_
“

4. GREAT BALLS OF FIRE!
(What’s this all about?)

5. Great Balls of Fire!
(What’s this all about?)
When faced with customer (CX) and user
experience (UX) challenges, corporations come
across some common challenges and questions:
- Should we hire an agency or build an
in-house team?
- How do we change our company culture?
- Which department should UX live in?
- Where do we start?

6. SHE’S LOST THAT
LOVIN’ FEELING
(Satisfaction declining, experience is more important than ever)

8. She’s lost the
lovin’ feeling
(Declining customer satisfaction)
When faced with customer and user experience
challenges, corporations come across some
common challenges and questions:
- Should we hire a vendor or full-time
employees?
- How do we change our company culture?
- Which department should UX live in?
- Where do we start?

9. 9
– Steve Jobs
You’ve got to start with the
customer experience and
work backwards to the
technology. You can’t start
with the technology and try to
figure out where can I sell it.

10. 10
Definition of
User Experience (UX)
1

11. ​The wholistic experience of interacting with our
company, our people, our product and our services.
UX is the primary factor influencing the perception of
overall value and brand—encompassing all touch points for all users.
UX at Teradata

12. IT’S CLASSIFIED
I COULD TELL YOU
BUT I’D HAVE TO KILL YOU
(Not really, here’s the secrets to a successful partnership)

14. It’s Classified
(Secrets to success)
There is no replacement for face-to-face
meetings, time in the office, and plenty of
workshops and training sessions.
Introduce UX to your organization face-on with
a full-court press.
- Workshops & Off-sites
- Presentations & All-hands
- Mandatory Training
- Weekly Office Hours
- Monthly Reports & Wins

16. Source: https://www.invisionapp.com/enterprise/design-genome/

17. TALK TO ME GOOSE
(Listening and truly hearing customers through research)

18. Talk to me Goose
(Voice of the customer)
Validate every decision with some form of
customer communication or representation.
- Visit the customer office as frequent as
possible
- Have quarterly customer visits in your
office
- Set up virtual interviews when in-person
interviews aren’t possible
- Start with a persona stand-in at minimum
to start, then validate with real customers

19. IT TAKES A LOT MORE THAN
FANCY FLYING
(A great UX is a lot more than a pretty dashboard)

20. It takes a lot more
than fancy flying
(UX is more than a pretty dashboard)
Don’t crash and burn by allowing UX to be
pigeonholed into UI design. UX at its core is
about every customer interaction and human
centered research.

22. REMEMBER BOYS (and girls),
THERE’S NO POINTS FOR
SECOND PLACE
(Customers rarely give you a second chance; first impressions matter)

23. You don’t want your name on the
alternates plaque.
- The onboarding process sets the stage.
- Focus on being “best to market”.
- Great user experience matters and
influences Lifetime Value (LTV).
There’s no points
for second place
(First, second, third…
impressions matter)

24. SO YOU’RE
THE ONE
(The key to a successful UX partner)

25. So you’re the one
(The key to a successful partnership)
Finding the right UX partnership is hard. There
needs to be cultural and financial alignment,
and the team leads need to share vision and
trust to divide and conquer.

28. THIS IS WHAT I CALL
A TARGET RICH ENVIRONMENT
(UX + CX with Marketing is a match made in heaven)

29. By collaborating across organizations, the 360°
customer view comes into clarity and new
personas and opportunities arise.
- Great experiences keep customers
engaged
- In the end, it’s all about solving a problem
or pain point for the user
- Joining market data and user research
paints the full picture
This is what I call a target
rich environment
(UX + CX + Marketing)

30. YOU CAN BE MY WINGMAN
ANY TIME!

31. You can be my
wingman ANY TIME!
Embracing the strengths of both in-house UX
team and UX agencies combined, your bases
are covered and timelines are accelerated.
Benefits of an agency:
- Strategy
- Scalability
- Immediate impact
Benefits of an in-house team:
- Deep institutional knowledge
- Product SME (subject matter expertise)
- Long term stability

33. Turn & Burn
Direct of Experience, Teradata
kyle.ledbetter@teradata.com
@kyleledbetter
President & CEO, FreshForm.
scott@freshform.com
@_mr_robinson_