UX to customer experience and back again
description
Transcript of UX to customer experience and back again
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