@cathycracks

customer experience driven services/products

Topconf Tallinn.2014

Cathy Wang@cathycracks

@cathycracks

@cathycracksCathy Wang

Nomadic Vancouverite found mostly in Europe. Based in London.

Director, User Experience at EPAM Empathy Lab Visiting Lecturer at the school of creative arts in University of Hertfordshire.

I spend a lot of time thinking about the future, systems, and the interconnectivity of world around us.

@cathycracks

Systems thinking is a discipline for seeing wholes. It is a

framework for seeing interrelationships rather than things, for seeing patterns of

change rather than static 'snapshots.'

Peter Senge The Fifth Discipline Fieldbook (1994)

@cathycracks

The Traveling Salesman the problem

@cathycracks

ant colony optimisation algorithmthe solution

@cathycracks

Always design a thing by considering it in its next larger context — 

a chair in a room, a room in a house, a house in an environment, an environment in a city plan.

Eliel Saarinen

applying systems thinking

@cathycracks

the lack of system context

@cathycracks

@cathycracks

What is customer experience? Why focus on customer experience? How to craft customer experience?

@cathycracks

how enjoyable were they to do business with?

how easy were they to do business with?

how effective were they at meeting your needs?

Customer Experience Index

enjoyable

easy

meets needs

by: Forrester Research

@cathycracks

Not just about product differentiation As customer choices increased, product advantages alone are no longer enough.

@cathycracks

“we need to do this”

“why do we need to do this?”

shifting into customer experience thinkingbringing values to offerings

@cathycracks

Values brings engagement.

Simplicity inspires trust and loyalty.

@cathycracks

“You’re not getting a refund, so fuck off.”- Michael O’Leary. Ryanair CEO

• low profit & share plummeting 13% (nov 2013)

• worst brand in the world (Siegel+gale brand simplicity index)

=

@cathycracks

• relaxed its hard-line cabin baggage allowance, • reduced penalties • allocated seating

customer needs

• online booking process from 17 clicks to 5 • dedicated mobile app

digital overhaul

and it’s working32% increase in profit 9 % increase in revenue

“Always Getting Better” plan starting with “fixing the things our customers don’t like”

• commitment to customer experience • data driven

brand voice

@cathycracks

the way we experience the world is changing

@cathycracks

how services/products reach customers has changed

@cathycracks

how services/products reach customers has changed

@cathycracks

Multi-faceted experience

before during after

multiple activities

multiple touchpoints

multiple locations

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

“That’s an interesting product”

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

look up information

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

“how is this different?”

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Ask for demo

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

purchase!

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Set up the new service

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Seek assistance

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

finish setup

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Watch video

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Read FAQ

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Live chat

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

Multi-touchpoint user journey

@cathycracks

Awareness Consideration Setup Consumption Support

Handheld

TV

Web

Human

store-clerk

Customer Service

Store

before during after

Multi-touchpoint user journey

@cathycracks

Emerging interaction in customer experience

NATURAL ADAPTIVE ANTICIPATORY

@cathycracks

stepping away from the keyboards and screensNatural

@cathycracks

stepping away from the keyboards and screensNatural

@cathycracks

stepping away from the keyboards and screensNatural

@cathycracks

stepping away from the keyboards and screensNatural

@cathycracks

Devices become what you need it to be.Adaptive

@cathycracks

Devices become what you need it to be.Adaptive

@cathycracksPrecious Studio. Multiscreen patterns

http://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/

connecting the different screensmore than just one screen

@cathycracks

Proactive and ContextualAnticipatory

@cathycracks

Proactive and ContextualAnticipatory

@cathycracks

all the information

information that matters

@cathycracks

@cathycracks

a realm of unfamiliar interactionsa new era of how we experience the world

@cathycracks

Simplicity inspires trust and loyalty.

@cathycracks

no longer about choices

@cathycracks

Trust as the base for emotion.companionship, friendship, love, agreement, relaxation, comfort.

@cathycracks

invisible threads are the strongest tiesconnecting experiences with emotion

@cathycracks

invisible threads are the strongest tiesconnecting experiences with emotion

@cathycracks

invisible threads are the strongest tiesconnecting experiences with emotion

@cathycracks

enjoyable

easy

meets needs

! the emotional experience

1 Step forward into the future

@cathycracks

http://en.wikipedia.org/wiki/Travelling_salesman_problem

Further ReadingsTraveling Salesman Problem

Emergence: The Connected Lives of Ants, Brains, Cities, and Software http://www.amazon.com/Emergence-Connected-Brains-Cities-Software-ebook/dp/B008TRUBLY/

https://www.apple.com/airplay/Apple Airplay

Multiscreen Patternshttp://previous.precious-forever.com/2011/05/26/patterns-for-multiscreen-strategies/

http://thenounproject.com/driskell

https://twitter.com/sandeepa

Credits

http://www.thedrum.com/news/2014/11/13/higher-plane-how-ryanair-refined-its-tone-voice-and-improved-customer-experience

http://www.theguardian.com/business/shortcuts/2013/nov/08/michael-o-leary-33-daftest-quotes

Ryanair Google Inboxhttp://www.google.com/inbox/

http://simplicity.siegelgale.com/2013/region/global/Siegel+Gale simplicity index

Kinder Surprisehttp://en.wikipedia.org/wiki/Kinder_Surprise

@cathycracksCathy Wang

The Artificial Pancreashttp://www.imm.dtu.dk/~jbjo/diabetescontrol.html