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Demystifying UX, CX and Digital Transformation

I presented this talk for the WPP/Wunderman Thompson Singapore educational series.

In order to get your organisation, team and/or agency to enable digital transformation through customer experience you need to level-set definitions and get everyone on the same page on what these terms mean. This talk is meant to help you understand:
1. The difference between UI / UX / CX
2. Importance of Customer Experience Management and CX Business Strategies
3. How CX fits into Digital Transformation

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Demystifying UX, CX and Digital Transformation

  1. 1. DEMYSTIFYING CX / UX / UI AND DIGITAL TRANSFORMATION AUGUST 2017 in/melissawilfley/
  2. 2. Hello!
  3. 3. Today we're going to focus on three key areas for demystifying UI / UX / CX and Digital Transformation CUSTOMER FIRST DESIGN 3 1FINDING THE T IN CX / UX / UI 2CX AND DIGITAL TRANSFORMATION
  4. 4. FINDING THE “ T “ IN CX, UX AND UI 1
  5. 5. CX = Customer Experience UX = User Experience UI = User Interface
  6. 6. In order to leverage CX / UX / UI you need to know the difference
  7. 7. There are a lot of titles and definitions today
  8. 8. Experience Design Service Design Experiential Design Interaction Design Content UX Design CX Design Digital Service Design UI Design Visual Design Creative HCI Design Graphic Design IxD UCD XD Customer Experience Human Factors User Experience Digital Customer Experience Experience Strategy Which can be very confusing when trying to learn, hire an agency or build a team
  9. 9. A big part of this is due to the evolving nature of technology merging online channels with offline.
  10. 10. Like Amazon Go Just Walk Out Technology BRICKS & CLICKS Source: Amazon Go
  11. 11. Like Google Home SMART HOME DEVICES Source: Google Home
  12. 12. Like Fitbit and their health and fitness trackers WEARABLES Source: Fitbit
  13. 13. Like Utilities and Branchless Banks SERVICES Source: Con Edison of New York, Ally Bank
  14. 14. Let’s start with what is UX and UI
  15. 15. UI UI ≠ UX UX ALL PART OF THE USER EXPERIENCE
  16. 16. User Experience (UX) User Interface (UI) ✓ User Research ✓ Personas ✓ Customer Journey Mapping ✓ User Stories / Scenarios ✓ Information Architecture, Sitemaps & Taxonomies ✓ User flows ✓ Annotated Sketches & Wireframes ✓ User Testing ✓ Visual Design ✓ Colors ✓ Screen Mocks ✓ Typography ✓ Layouts aka ‘The Grid’ ✓ Brand elements ▪ Interaction Design, e.g. behavior ▪ Prototypes SHARED OFTEN
  17. 17. Let’s see these UI / UX differences in action
  18. 18. Usually in a project you start with UX followed by UI, even in Agile. Both are equally important and essential for success. You can’t do one without the other.
  19. 19. So now let’s talk about CX
  20. 20. The term CX has been picking up speed the last few years due to the increased importance of digital business transformation.
  21. 21. Source: UXPin, POSSIBLE It is important to note that UX is most definitely a part of CX, but CX is not UX CX UX Customer Service Advertising Brand Reputation Sales Enablement Pricing Fairness Product Delivery Loyalty & Retention, etc... Usability Interaction Design Visual Design Information Architecture Content Strategy User Research User Testing CX ≠ UX Entire relationship and perception the customer has with the organisation. The experience of a specific product, service or system
  22. 22. Leading with CX requires customer-centric business strategies embedded across an enterprise CUSTOMER- CENTRICITY CUSTOMER FOCUSED LEADERSHIP UNDERSTANDING YOUR CUSTOMER DESIGN THE EXPERIENCE EMPOWER THE FRONT LINE AND ENGAGING THE BACK METRICS THAT MATTER FEEDBACK DRIVES CONTINUOUS IMPROVEMENT UX UXUX UX / UI Source: Deloitte
  23. 23. As well as Customer Experience Management (CEM, CXM) strategy that ties into the Business Strategy Source: ClearAction Customer experience management is a strategy used to track, oversee and organise all interactions, in order to help a business focus on the needs of its customers. This practice is meant to ‘close the gap’ between the intended customer experience and the actual customer experience.
  24. 24. Both are required to effectively deliver, maintain and nurture an exceptional customer experience across the entire customer lifecycle and multitude of journeys. It’s not just about a customer journey map.
  25. 25. CX touches across all of these components and in a CX project you are generally working on more than one of these at a time. PRODUCT EXPERIENCE COMMERCE SERVICES CRM BRAND EXPERIENCE
  26. 26. So how does CX / UX / UI fit together?
  27. 27. By forming a “ T “ across an organization CONNECTING EVERYTHING SPECIALISTS WITH SPECIFIC FOCUS
  28. 28. UX and UI are different but complementary. One is not more important than the other. Customer Experience sits across forming a ‘T’ within the organisation. KEY TAKEAWAYS
  29. 29. Customer Experience is the entire relationship and perception the customer has with an organisation. KEY TAKEAWAYS
  30. 30. Customer Experience requires customer-centric business strategies and customer experience management in order to be successful. KEY TAKEAWAYS
  31. 31. Depending on your organization's structure, complexity of offering, size and investment these roles may be blended or separate. KEY TAKEAWAYS
  32. 32. This is a snapshot of today. As our industry continues to evolve these definitions will also evolve over the next 5 years. KEY TAKEAWAYS
  33. 33. Not one person owns the customer, everyone in your organization should own the customer and be customer obsessed. KEY TAKEAWAYS
  34. 34. CX AND DIGITAL TRANSFORMATION 2
  35. 35. What is Digital Transformation?
  36. 36. Digital Transformation is the integration of digital technology into all areas of an organisation. ✓ Results in fundamental changes in how an organisation operates. ✓ Value delivered to their customers.
  37. 37. Disruptive technologies as well as customer expectation and choice are making digital transformation critical to organisations today. Cloud Computing Big Data AI IoT
  38. 38. and technology is only going to accelerate faster...
  39. 39. So where does CX fit into Digital Transformation?
  40. 40. Source: Walker By 2020 customer experience will overtake price and product as the key brand differentiator
  41. 41. Source: Gartner 89% of businesses are soon expected to compete mainly on customer experience
  42. 42. Source: Walker 86% of buyers will pay more for a better customer experience
  43. 43. Source: Deloitte 62% of companies view customer experience delivered by the contact centers as a competitive differentiator.
  44. 44. Source: Aberdeen Consulting Group Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% with weak or no strategy.
  45. 45. CUSTOMER EXPERIENCE DIGITAL TRANSFORMATION UNLOCK/CREATE VALUE CHAINS ✓ CX differentiates winners from losers in the market. ✓ Digital Transformation enables CX. ✓ Together they drive value.
  46. 46. ✓ Connecting people, things and organisations together with speed. COMPANY PEOPLE THINGS SPEED
  47. 47. Digital Transformation is the integration of digital technology into all areas of an organisation driving operational change and value. KEY TAKEAWAYS
  48. 48. CX differentiates companies offerings from their competitors while Digital Transformation enables it. KEY TAKEAWAYS
  49. 49. CX and Digital Transformation combined create new value chains for organisations at speed. KEY TAKEAWAYS
  50. 50. CUSTOMER FIRST DESIGN 3
  51. 51. Designing for customer first requires a user-centered design (UCD) process
  52. 52. OUTSIDE-IN INSIDE-OUT DRIVEN BY CUSTOMERS PERCEPTIONS OF RELATIONSHIP AND VALUE. FEATURES AND CONTENT IS FOCUSED ON CUSTOMER OUTCOMES. DRIVEN BY COMPANY PERCEPTION OF RELATIONSHIP AND VALUE FEATURES AND CONTENT IS DRIVEN BY PRODUCT PERSPECTIVE. One that uses an outside-in strategy
  53. 53. If you don’t speak to your customers you are not using UCD or an outside-in approach.
  54. 54. Why is this important? Can’t deliver exceptional Customer Experience or Digital Transformation without it. Source: Walker Customer 2020 Study
  55. 55. There’s always time to speak with your customers regardless of project scope, audience type or turnaround Friends & Family BYO Customer Panels Street Interviews Sales & Support Channels Lean research strategies that can be applied to primary research B2C B2C B2C, B2B B2C, B2B
  56. 56. To help you implement a UCD process in your organization you need a UCD framework.
  57. 57. Your UCD framework should: ✓ Act as a guide ✓ Be easy to understand by everyone in your organization to support horizontality ✓ Can scale across all your different projects, teams, and processes e.g. Agile, 4Ds
  58. 58. LOOK-OUT/IN POV UNDERSTAND CONCEPT DELIVER We gain understanding and insight to the problem we are trying to solve or opportunity we’re trying to uncover. Develop a POV that answers both the business and user needs. Generate ideas and concepts quickly and iteratively in varying degrees of fidelity that meet the identified opportunity spaces. Validate concepts and further refine. Finalize design, produce and deliver required documentation, guides and assets. Scale solution and continuously improve experience. IMPLEMENT IMPROVE Source: POSSIBLE DOES IT WORK? IDEATE CREATE TEST
  59. 59. UNDERSTAND CONCEPT DELIVER DOES IT WORK? In practice our framework works like an ‘onion’, cyclical and with layers. Source: POSSIBLE
  60. 60. Use an outside-in approach and ensure you talk to your customer. Talking to some customers is way better than none. KEY TAKEAWAYS
  61. 61. KEY TAKEAWAYS Find the right UCD framework for your organization to ensure it gets implemented and used for project estimates, planning, etc. Mine is just an example. If you google UCD process you’ll get 607,000 results which can help you find or create the perfect one.
  62. 62. THANK YOU! MELISSA WILFLEY EXPERIENCE DESIGN DIRECTOR / APAC MELISSA.WILFLEY@POSSIBLE.COM In/melissawilfley

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