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Demystifying UX, CX and Digital Transformation
The document explains the differences and interrelations between customer experience (CX), user experience (UX), and user interface (UI) within the context of digital transformation. It emphasizes the importance of customer-centric strategies and highlights that while UX is a part of CX, they are not the same; CX encompasses the entire relationship a customer has with an organization. Additionally, the document discusses the need for organizations to integrate digital technologies to improve customer experience and the necessity of employing a user-centered design process.
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Demystifying UX, CX and Digital Transformation
- 1. DEMYSTIFYING CX /UX / UI AND DIGITAL TRANSFORMATION AUGUST 2017 in/melissawilfley/
- 2.
- 3. Today we're goingto 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. FINDING THE âT â IN CX, UX AND UI 1
- 5. CX = CustomerExperience UX = User Experience UI = User Interface
- 6. In order toleverage CX / UX / UI you need to know the difference
- 7. There are alot of titles and definitions today
- 8. Experience Design Service Design ExperientialDesign 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. A big partof this is due to the evolving nature of technology merging online channels with offline.
- 10. Like Amazon Go JustWalk Out Technology BRICKS & CLICKS Source: Amazon Go
- 11. Like Google Home SMARTHOME DEVICES Source: Google Home
- 12. Like Fitbit andtheir health and fitness trackers WEARABLES Source: Fitbit
- 13. Like Utilities and BranchlessBanks SERVICES Source: Con Edison of New York, Ally Bank
- 14. Letâs start withwhat is UX and UI
- 15. UI UI â UX UX ALLPART OF THE USER EXPERIENCE
- 16. User Experience (UX)User Interface (UI) â User Research â Personas â Customer Journey Mapping â User Stories / Scenarios â Information Architecture, Sitemaps & Taxonomies â User flows â Annotated Sketches & Wireframes â User Testing â Visual Design â Colors â Screen Mocks â Typography â Layouts aka âThe Gridâ â Brand elements âȘ Interaction Design, e.g. behavior âȘ Prototypes SHARED OFTEN
- 17. Letâs see theseUI / UX differences in action
- 24. Usually in aproject you start with UX followed by UI, even in Agile. Both are equally important and essential for success. You canât do one without the other.
- 25. So now letâstalk about CX
- 26. The term CXhas been picking up speed the last few years due to the increased importance of digital business transformation.
- 27. Source: UXPin, POSSIBLE Itis 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 â UX Entire relationship and perception the customer has with the organisation. The experience of a specific product, service or system
- 28. Leading with CXrequires 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
- 29. As well asCustomer 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 âclose the gapâ between the intended customer experience and the actual customer experience.
- 30. Both are requiredto effectively deliver, maintain and nurture an exceptional customer experience across the entire customer lifecycle and multitude of journeys. Itâs not just about a customer journey map.
- 31. CX touches acrossall 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
- 32. So how doesCX / UX / UI fit together?
- 33. By forming aâ T â across an organization CONNECTING EVERYTHING SPECIALISTS WITH SPECIFIC FOCUS
- 34. UX and UIare different but complementary. One is not more important than the other. Customer Experience sits across forming a âTâ within the organisation. KEY TAKEAWAYS
- 35. Customer Experience isthe entire relationship and perception the customer has with an organisation. KEY TAKEAWAYS
- 36. Customer Experience requirescustomer-centric business strategies and customer experience management in order to be successful. KEY TAKEAWAYS
- 37. Depending on yourorganization's structure, complexity of offering, size and investment these roles may be blended or separate. KEY TAKEAWAYS
- 38. This is asnapshot of today. As our industry continues to evolve these definitions will also evolve over the next 5 years. KEY TAKEAWAYS
- 39. Not one personowns the customer, everyone in your organization should own the customer and be customer obsessed. KEY TAKEAWAYS
- 40.
- 41. What is DigitalTransformation?
- 42. Digital Transformation is theintegration of digital technology into all areas of an organisation. â Results in fundamental changes in how an organisation operates. â Value delivered to their customers.
- 43. Disruptive technologies aswell as customer expectation and choice are making digital transformation critical to organisations today. Cloud Computing Big Data AI IoT
- 44. and technology isonly going to accelerate faster...
- 45. So where doesCX fit into Digital Transformation?
- 46. Source: Walker By 2020customer experience will overtake price and product as the key brand differentiator
- 47. Source: Gartner 89% ofbusinesses are soon expected to compete mainly on customer experience
- 48. Source: Walker 86% ofbuyers will pay more for a better customer experience
- 49. Source: Deloitte 62% ofcompanies view customer experience delivered by the contact centers as a competitive differentiator.
- 50. Source: Aberdeen ConsultingGroup 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.
- 51. CUSTOMER EXPERIENCE DIGITAL TRANSFORMATION UNLOCK/CREATE VALUE CHAINS â CXdifferentiates winners from losers in the market. â Digital Transformation enables CX. â Together they drive value.
- 52. â Connecting people,things and organisations together with speed. COMPANY PEOPLE THINGS SPEED
- 53. Digital Transformation isthe integration of digital technology into all areas of an organisation driving operational change and value. KEY TAKEAWAYS
- 54. CX differentiates companiesofferings from their competitors while Digital Transformation enables it. KEY TAKEAWAYS
- 55. CX and DigitalTransformation combined create new value chains for organisations at speed. KEY TAKEAWAYS
- 56.
- 57. Designing for customerfirst requires a user-centered design (UCD) process
- 58. OUTSIDE-IN INSIDE-OUT DRIVEN BY CUSTOMERS PERCEPTIONSOF 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
- 59. If you donâtspeak to your customers you are not using UCD or an outside-in approach.
- 60. Why is thisimportant? Canât deliver exceptional Customer Experience or Digital Transformation without it. Source: Walker Customer 2020 Study
- 61. Thereâs always timeto 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
- 62. To help youimplement a UCD process in your organization you need a UCD framework.
- 63. Your UCD frameworkshould: â Act as a guide â Be easy to understand by everyone in your organization to support horizontality â Can scale across all your different projects, teams, and processes e.g. Agile, 4Ds
- 64. LOOK-OUT/IN POV UNDERSTAND CONCEPTDELIVER We gain understanding and insight to the problem we are trying to solve or opportunity weâre 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
- 65. UNDERSTAND CONCEPT DELIVER DOES IT WORK? In practiceour framework works like an âonionâ, cyclical and with layers. Source: POSSIBLE
- 66. Use an outside-inapproach and ensure you talk to your customer. Talking to some customers is way better than none. KEY TAKEAWAYS
- 67. KEY TAKEAWAYS Find theright 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 youâll get 607,000 results which can help you find or create the perfect one.
- 68. THANK YOU! MELISSA WILFLEY EXPERIENCEDESIGN DIRECTOR / APAC MELISSA.WILFLEY@POSSIBLE.COM In/melissawilfley