Lecture in INF5120: An introduction to usability, user experience, … · An introduction to...
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Lecture in INF5120: An introduction to usability, user experience, services, and the VISUAL language Ragnhild Halvorsrud 29. Feb 2016
Transcript of Lecture in INF5120: An introduction to usability, user experience, … · An introduction to...
LectureinINF5120:Anintroductiontousability,userexperience,services,andtheVISUALlanguage
RagnhildHalvorsrud29.Feb2016
VISUALVISUAL
Content• Introductiontousabilityanduser/customer/service experience• Thechallengesofprovidingqualityexperiences• Introductiontoservices
– Whatisaservice?– Servicedesignandcustomerjourneys
• VISUALbackgroundandbasicterms• Diagramsandexamples• Challengesinresearchingthecustomerexperience
VISUALVISUAL
Whatisanexperience?
• Cogitoergosum(Descartes)– "Ithink,thereforeIam"– WastranslatedfromFrenchtoLatin
• Moreprecisetranslation:Ihaveanexperience,therefore Iam
• Fromaneurobiologist'spointofview,havinganexperience istheimmediateconsequenceofbeingconscious
VISUALVISUAL
Perspectiveson"experience"
Customerexperience:Thecustomer’sexperiencewithacompany’s products,services,peopleandprocesses.
Usability("thebasics")
Userexperience("morethanthebasics")
Customerexperience("brand,relationship,money")
Userexperience:Aperson’s perceptionsandresponsesthatresultfromtheuseand/oranticipateduseofaproduct,systemorservice
Usability:EffectivenessEfficiencySatisfaction
Serviceexperience("thelong-termperspective")
Serviceexperience:Theend-to-endexperienceofaserviceprocess.
Complexity
VISUALVISUAL
Usability– simpledefinition
“Usabilityreallyjustmeansmakingsurethatsomethingworkswell:thatapersonofaverageabilityandexperiencecanusethethingforitsintendedpurposewithoutgettinghopelessly frustrated”.
SteveKrug:"Don'tmakemethink"(2005)
VISUALVISUAL
Usability– formaldefinition“Theextenttowhichaproductcanbeusedbyspecifieduserstoachievespecifiedgoalswitheffectiveness, efficiency,andsatisfactioninaspecifiedcontextofuse”(ISO9241-11).
Notethateffectivenessandefficiencyareobjectivefigures,whilesatisfactionisahighlysubjectivefactor.
Mostimportant:• Thereisauser• Theuserisdoingsomethingwithaproduct,systemetc• Theuserhasacertaingoal• Theuserhasacertaingoalinacertaincontext.
Thisimplies thatbeforegivingameaningfulmeasureofusability,oneneedstoaddresswhoaretheusers,whatdotheywanttodo,andinwhichcontextaretheproducttobeused.
VISUALVISUAL
U
Moredefinitions
VISUALVISUAL
Howtomeasureaproduct'susability?Example:eatingutensils
Usabilityiseffectiveness,efficiency,andsatisfaction
ExamplefromDagSvanæs,NTNU
VISUALVISUAL
Userandcontext• Whoaretheusersoftheproduct?• Whatdotheywanttodo?• Whereandinwhatcontextistheproductused?
ExamplefromDagSvanæs,NTNU
VISUALVISUAL
Matchingusers,goalsandcontext
ExamplefromDagSvanæs,NTNU
OK ? no
? OK no
no ? OK
VISUALVISUAL
Usability– thedevilisinthedetails
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Source:Christian,Dillman andSmyth:“InstructingWebandtelephonerespondentstoreportdateanswersinaformatdesiredbythesurveyor”WashingtonStateUniversity,2007
Success rate (%)
VISUALVISUAL
UsabilitymethodsThreemainapproaches• Expert-based testing
– Heuristicreview:rule-based– Cognitivewalk-through:task-based– Consistency inspection– Guidelines review(e.g.WCAG)
• User-based testing– "usability-testing"(withrealusers)
• Automatedtesting
VISUALVISUAL
UserExperience(UX)andCustomerExperience(CX)
• "Aperson’sperceptionsandresponsesthatresultfromtheuseand/oranticipateduseofaproduct,systemorservice"(ISO9241-11).
• TherearedivergingviewsontheinterpretationandscopeofUX
• However,thereseemstobeagreementonthefollowing– Anexperience issubjective– Anexperience isdynamic– Anexperience iscontextdependent
• Customerexperience(CX)isoftenusedbutseldomdefined. InprinciplethesameasUX.
VISUALVISUAL
Thechallengesofprovidingqualityexperiences
VISUALVISUAL
Customersatisfactionandstockprices
Happy customers do correlate with increased revenue
Fornell, C.,Mithas, S.,Morgeson III,F.V.,& Krishnan, M.S.(2006). Customer satisfactionand stock prices: High returns, lowrisk.Journal ofMarketing, 70(1), 3-14.
Topcompanies,AmericanCustomerSatisfactionIndex
VISUALVISUAL
Themessageisclear..
• WelcometotheExperience Economy(1998)– B.JosephPineII,JamesH.Gilmore
• UnderstandingCustomerExperience (2007)– ChristopherMeyer,AndreSchwager
• TheTruthAboutCustomerExperience (2013)– AlexRawson,EwanDuncan,ConorJones
..butitremainsaglobalchallengeacrossallindustries
Paradigm:FromMomentstoJourneys
Highsatisfactioninindividualinteractions
However,a50%dropinjourneyexperience
Stone,D.,&Devine,J.(2013).FromMomentstoJourneys:AParadigmShiftinCustomerExperienceExcellency.McKinsey&CompanyConsumerandShopperinsights.
Customer Journeys are better predictors of value than touchpoints. • Willingness to recommend • Retention rate• Churn prediction
VISUALVISUAL
Fromtouchpointstojourneys• Companiesexcelinindividual
interactionswithcustomers,butfailtopayattentiontothecustomerjourney
• Companiesneedsto– identifykeyjourneys– engagetheentireorganizationin
redesigningthejourney• Thisrequires shiftingfromsiloed to
cross-functionalapproachesand• changingfromatouchpointtoa
journeyorientation
"Therewardishighercustomerandemployeesatisfaction,increasedrevenue,andlowercosts"
"Shiftingorganizationalprocesses,culture,andmind-setstoajourneyorientationisstrategicandtransformational"
VISUALVISUAL
Thebarrier
Everyorganizationhassilosthatarebasedon• functions(finance,marketingandsales, forexample)• channels(web,callcenter andretail)• otherdepartmentalororganizationalscheme
Widelyrecognizedasoneofthebiggestbarrierswhenitcomestodeliveringaconsistentend-to-endcustomerexperience
VISUALVISUAL
Services
VISUALVISUAL
What isaservice?
• Theservicesectorisdominatingtheworld'seconomy• Agrowingrecognitionoftheservicesector
• Problem:thereisadiverseunderstandingofwhatconstitutesaservice, andscopingofthetermservice itselfhasbeenmuchdebatedovertheyears.
• Consensus:– aservicehasaprocessnature– itconcerns"exchangeofvalue"
VISUALVISUAL
Understandingservices throughthegoods-services continuum
Serviceorganizations
Goods– "athing" Service– "anact"
MudieandPirrie (2006)
Serviceispartoftheoffer Serviceistheoffer
VISUALVISUAL
Characterizingaservice• TheIHIPframework
– I:Servicesareintangible– H:Servicesarecharacterizedbyheterogeneity– I:Servicesareco-producedwithcustomers(inseparability)– P:Servicesareperishable
• TheIHIPframeworkhasbeencriticizedbyEdvardsson etal.(2005):– seeserviceasaperspectiveonvaluecreation(ratherthanacategoryof
marketofferings),wherethefocusisonvalue-in-usethroughthelensofthecustomer.
VISUALVISUAL
"Aunifiedservicetheory"
Source/Supplier
Productionprocess
User/Customer
input outputtraditionaloperationmodel
Supplier Productionprocess Customerinput output
unifiedservicetheory
Customersarebothsuppliersofinputandconsumersofoutputs
Sampson(2010)
Servicesareproductionprocesseswhereineachcustomersuppliesoneormoreinputcomponentsforthatcustomer'sunitofproduction
VISUALVISUAL
ServicedesignEarlyyears(80's):- introducedbyresearcherinservicemarketing- usedtodenoteaphaseintheservicedevelopmentprocess- gainedmomentumwhenthedesigndisciplineshowedinterest
init
Thenlater:- prettymuch"everything"
- businessmodels- sustainability- evenimprovingpeopleslife(!)
- Stickdorn's bookonServiceDesign:havingnodefinitionisgood
Problem:Servicedesignerscan'tagreeonwhatitis- "bringingdesignperspectivestothedesignofservices"- Changenameto"DesignofService"?
Wikimanifesto:ServiceDesignaimstocreateservicesthatareUseful,Useable,Desirable,Efficient&Effective.
BirgitMager (2011)ServiceDesignaimstoensurethatserviceinterfacesareuseful,usable,anddesirablefromtheclient'spointofviewandeffective,efficientanddistinctivefromthesupplier'spointofview
VISUALVISUAL
ThefieldofServiceDesignServiceDesignarticlesarebyfardominatedbyhospitalityservices"bringingpleasureandmemorableexperiences"
hotelstayrestaurantvisitcoffeebaramusementparks
Experiences seemstostartfrom"neutral"to"optimal",andseldomencompass"boring"orinherentlynon-positiveexperience.
MinistryofJustice,BritishColumbia
"Weareinthebusinessofdesigningservicesthatpeopleprefertoavoid"
VISUALVISUAL
servicedesignservicemanagementservicemarketingserviceresearchservicemarketingmanagementservicemarketingresearchoperationmanagementmarketingresearchserviceengineeringservicescience
..userexperienceuser-centred design
aclearprocessperspective
theuserexperienceissubjective,dynamicanddependonthecontext
VISUALVISUAL
Customerjourneys• Customerjourneyisametaphorfor"walkinginthecustomershoes"• Commondenominator
– Alwaysthecustomer'sperspective– Atimedimension– Dividedintosteps
VISUALVISUAL
Whatdoweactuallydowhenwetravel?
Check-in Lounge Gate In-
flightBaggage
Claim
“Moments of Truth” by Jan Carlzon (1989)29
VISUALVISUAL
Whatdoweactuallydowhenwetravel?
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Servicemoments
Bookcheck-insecurity boarding on-board
Koivisto,M.(2009).Frameworksforstructuringservicesandcustomer experiences.InS.Miettinen&M.Koivisto (Eds.),DesigningServiceswith InnovativeMethods (pp.136-149).Helsinki:Univeresity of ArtandDesign,Helsinki
VISUALVISUAL
OtherCJMresources
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• Originatedinconsultancypractice• Goodfor"wake-up-calls"andforengagingemployees
• NoclearconnectiontoUXandusabilitypractice
• Basedon"anticipatedexperience"
VISUALVISUAL
Whatisatouchpoint?
• Thetermismostoftenusedasanevent– instanceofdirectcontacteitherwiththeproductorserviceitselforwith
representationsofitbythecompanyorsomethirdpartyMeyerandSchwager (1987)"UnderstandingCustomerExperience"–Harward BusinessReview
– instanceofcommunicationbetweenacustomerandaserviceproviderHalvorsrudandKvale(2014)submittedmanuscript
• Butalsoasacommunicationchannel– sometimesusedinterchangeablywithservicedeliverychannel
• Widerinterpretations,comprisingtangibleobjectsandperceptions– Touchpointsaredividedintochannels,objects,processesandpeople.
Koivisto,M(2009),"Frameworksforstructuringservicesandcustomerexperiences"inDesigningServiceswithInnovativeMethods
• Synonyms– serviceencounter– episodes– incidents– interactionpoint– momentoftruth– contactpoint– service touchpoint
VISUALVISUAL
VISUALbackgroundandbasicterms
AbouttheprojectVISUAL• VISUALgoal
– developavisuallanguagefordocumentationandanalysisofservices– servingasa"bridge"fromaserviceconcepttoservicespecification
• VISUAL"products"– terminologyandnotationtospecifyservices– methods,tools,prototypes
• AboutVISUAL– Innovationproject(BIA)runninguntilJune2016– partners:Halogen,FINN.no,DIPS,Hafslund,SINTEF,UniversityofLinköping– Themaincomponentsofthevisuallanguagehavebeenmadepublicly
available,seewww.visualproject.org
VISUALVISUAL
TheVISUALlanguage• VISUALisadomainspecificlanguageformodellingandvisualizingaserviceprocess
• VISUALdiffersfromotherdiagrammaticlanguagesintwoprincipalways– Itmodelstheserviceprocessfromthecustomer'spointofview– Itaimsatbeingintuitiveforallusers,anddoesnotrequireatechnicalbackground
• VISUALisimplacablytargetingthepartofaserviceprocessthatcanbeencounteredbythecustomer(orend-user,consumer,citizen)
• VISUALbuildsontheconceptofcustomerjourneysandtouchpoints.Ingeneral,thetermcustomerjourneyisusedbothasametaphorandasamethodintheservicedesigndomain.
• VISUALaimsatbeinganinstrumentforaprecisedescriptionandmodellingofaserviceprocess.Itprovidesaconceptualframework,terminology,andavisualnotation.
• VISUALisparticularlytargetingserviceprocessesthatare– technology-driven,standardized,andrepeatedinhighvolumes– serviceprocessesextendingovertime,beingmediatedbydifferentcommunicationchannels
• Thelanguageislessappropriateformodellingin-sessionsequencesofinteractionwithasystem,e.g.completingawebform
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VISUALVISUAL
Targetgroup
• ThecoreofVISUALtargetsawideusergroup,inprinciple"everyone"inaservicecompany
• TheadvancedandanalyticfeaturesofVISUALtargetsserviceowners,businessdevelopers,analysts,andtechnologists
• TheVISUALlanguageaddressesinteractionsbetweenacustomerandoneormoreserviceproviders.Itdescribesserviceprocessesbothinitshypotheticalstate,andasitisexperiencedinarealcontext.
• VISUALtargetsonlythepartofaservicethatisencounteredbythecustomerorend-user.
• TheserviceprocessesdescribedbyVISUALmayinvolvemorethanonecustomer/user,andalsomorethanoneserviceprovider.
• VISUALshouldappealtopeopleworkingwithservicedeliveryorserviceinnovation,independentontheirroleandbackground
VISUALVISUAL
Thestatesofaservice
TheVISUALlanguagedistinguishestwostatesofaservice:Thehypothetical,plannedservice(theory),andthereal-timeexecutionofaservice(reality).
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Theory:theplannedservicedelivery• asintendedbytheserviceprovider• canbedescribedandmodelled• maybranchintosub-journeys,
accordingtochoicesorconditions
Reality:theactualservicedelivery• italwaysresultsinanindividual
experience• theexperienceissubjective,context
dependent,andchangesovertime• theexecutionofaservicemaydeviate
fromtheplan
Plannedjourney Actualjourney
"Servicesexistintwodifferentstatesofbeing.."LynnShostack (1982).Howtodesignaservice.Eur.J.Marketing16,49-63.
VISUALVISUAL
Whatisacustomerjourney?
Asamethod,customerjourneymappingispracticedinvariousways,butthereareafewcommonfactorsacrossallapproaches:1. Thejourneyisbasedonthecustomer'spointofview2. Thejourneyhasatimedimension- oraprocessnature3. Thejourneyisdividedintosteps
Exampleofahospitalityservice:Goingtothecinematowatchamovie.Theserviceprocesscompriseorderingandpayingtheticket,retrievingtheticket,andseveralproceduresatthemovietheatre.
Exampleofahealthservice:Havingaknee surgery.Theserviceprocesstypicallycompriseavisittothegeneralpractitioner,anMRimagingservice,visittoaspecialist,andfinallythesurgery.The customerhasarelationtomorethanoneserviceproviderduringacustomerjourney.
AboutcustomerjourneysThetermcustomerjourneyisgenerallyusedasmetaphorfortakingacustomer's(orauser,consumer,citizen)perspective.
Customerjourneysorcustomerjourneymappingalsodenoteamethod inservicedesign.Themethodisusedtoexpress aservice user'sexperience.
Althoughthemethodiscommonlyusedintheserviceindustry,itlacksatheoreticalfoundationandaformalization.
Acustomerjourneyisoftendividedinto"before", "during"and"after" theservice.Sometimes,thebordersbetweenthese phasescanbehardtodefine.
TheCustomerJourneyModellingLanguage(CJML)isadomainspecificlanguageformodellingandvisualizingaserviceprocess.
CustomerjourneyAcustomerjourneyisdefinedasasequenceorconstellationoftouchpointsinvolvedforacustomertoachieveaspecificgoaloradesiredoutcome.Thestartandendofthejourneymustbeseen incontextwiththepurposeoftheanalysis
Customer
VISUALVISUAL
Whoareinvolvedinacustomerjourney?
Example:Inthecinemacase, thisisthecinemacompany.Iftheyhaveoutsourcedtheonlineticketingsystem,asubcontractorisalsodirectlyinvolved.
Example:Thiscouldbethenewspaperthatmadethecustomerawareofthefilm,orafriendwhorecommendedthefilm.
DirectlyinvolvedactorsTheactorsontheleftsidearedirectlyinvolvedindeliveringtheservicetothecustomer.Theyareresponsiblefor(partsof)thecustomer'sjourney.
ExternalactorsTheactorsontherightsidemayinfluencethecustomer'sjourney,althoughtheyarenotresponsibleforanypartoftheservicedelivery.
Serviceprovider
Sub-contractor
Friend
Newspaper
Customer
Customerjourneysinvolveacomplexcombinationsofproducts(tangibles),services(deeds), spaces andinformation.
Thecustomeroftensee thesetofserviceprovidersas"oneentity,"anddoesnotdistinguish(orcare)abouttheirinterrelation.
VISUALVISUAL
Touchpoints– the"atoms"ofthejourneyTouchpointAcustomerjourneyismodelledassequences ofstepsandeventsthatwerefer toastouchpoints.Atouchpointisthe"atom"ofacustomerjourney.
Asub-classoftouchpointsrepresentinstancesofcommunicationorinteraction betweenthecustomerandtheotheractors.These stepsarecalledcommunicationpoints,andareassociatedwithasender,areceiver,andacommunicationchannel.
Communicationpointsareassociatedwith• asender• areceiver• acommunication
channel
InCJMLtherearedifferenttypesoftouchpoints:• communicationpoint• action
Thiswillbeexplainedinthefollowingslides.
Sub-contractor
Friend
Newspaper
CustomerServiceprovider
VISUALVISUAL
Touchpoints
Thecustomersends ane-mailtotheserviceprovider
Touchpointsthatinvolvecommunicationorinteractionarereferredtoascommunicationpoints.Theymakeupthebackboneoftheserviceprocess,andhasseveralimportantattributesthatarecodifiedinthevisualnotation.
Boththedirectionofthecommunication,andthecommunicationchannelitselfaremadevisuallydistinct.Forexample,thetouchpointsthatareinitiatedbythecustomerhasadifferentcolorcomparedtotheonesinitiatedbytheserviceprovider.
Theserviceprovidersendsane-mailtothecustomer
Sub-contractor
Friend
Newspaper
CustomerServiceprovider
VISUALVISUAL
TouchpointtypologyDirectlyinvolvedactorsTheactorsontheleftsidearedirectlyinvolvedindeliveringtheservicetothecustomer.Theyareresponsiblefor(partsof)thecustomer'sjourney.
ExternalactorsTheactorsontherightsidemayinfluencethecustomer'sjourney,althoughtheyarenotresponsibleforanypartoftheservicedelivery.
Communicationwithserviceprovider.Partoftheplannedjourney.
Action Externalaction
Communicationwithexternalactor(notinvolvedinserviceprovisioning)
Lisa grabsashopping cart
Lisawritesashopping list
Communicationpoint External communicationpoint
Actioninvolvingtheservicesystem.
Actionnotinvolvingtheservicesystem.
TOUCHPOINT INVOLVINGTHESERVICE SYSTEM
TOUCHPOINTOUTSIDETHESERVICE SYSTEM
DirectcommunicationStepsinvolvinga"sender"anda"receiver" inthecontextofthecustomer'sjourney.
Acommunicationchannelisalwaysinvolved.
NocommunicationStepswithoutcommunicationarecalledactions.Theymayormaynotinvolveinteractionwiththeservicesystem.
Thesearethetouchpointsthatcanbecontrolled(tosomeextent)bytheserviceprovider.
VISUALVISUAL
Diagramsandexamples
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VISUALVISUAL
Sequentialdiagram:forvisualizingplannedandactualcustomerjourneyswithfewactorsinvolved
OverviewofVISUALdiagrams
Deviationdiagram:forvisualizingactualcustomerjourneys
Swimlane diagram:forvisualizingplannedandactualcustomerjourneyswithmanyactorsinvolved
Customerjourneydiagram Swimlane diagram
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TherearetwomaindiagramtypesinVISUALfordescribingservicedelivery:
VISUALVISUAL
Customerjourney• Acustomerjourneyismodelledasasequenceoftouchpointsinvolvedforacustomerto
achieveaspecificgoal.
• Thescopeofacustomerjourneyshouldbedefinedinrelationtothepurposeofthejourneymapping– Whatisthestartofthecustomerjourney?– Whatistheendofthecustomerjourney?
Communicationpointsareinstancesofcommunicationorinteractionbetweenacustomerandaserviceprovider
Actionsarenon-communicativeeventsoractivitiesconductedbyacustomerorserviceprovideraspartofacustomerjourney
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VISUALVISUAL
Communicationpoint– basics• Communicationpointsarerepresentedascircles• Thecircle'sboundarystylecarriesinformationabout
– theactor initiatingthetouchpoint– thestatusofthetouchpoint
• Thesymbolareacarryinformationaboutthechannelcarryingthecommunicationpoint,orthedevicebeingused
• Thesymbolsareintroducedinseparateslides
Communicationpointboundary
symbolarea
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serviceprovider customer
completed missingonlyusedfor
actualjourneys
failingonlyusedfor
actualjourneys
Actor
Status
otheractor
Thecolouroftheboundaryindicatestheactorinitiatingthecommunicationpoint• green:serviceprovider• orange:customer• purple:otheractor
Theboundarystyleindicatesthestatusofthecommunicationpoint• solidboundary:completed• dashedboundary:missing• crossedtouchpoint:failing
serviceprovidersendsane-mailtocustomer
customerfailstoretrieveticket
Examples
VISUALVISUAL
Sequentialdiagramexampleplanned journey
• Plannedcustomerjourneyconsistingofasequence ofcommunicationpointsinchronologicalorder.
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Note:Thisexamplejourneyisusedasanillustrationthroughoutthissection.Itrepresentsasimplifiedversionoftheserviceprocessforgoingtothemovies.
VISUALVISUAL
Deviationdiagram– description
• Touchpointsareshownintwodifferentlayers.Seedescriptions ininfigure.
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Expectedelements
Deviations
E1
M1
E2 E3
F1
A1
Alltheexpectedelementsareshownintheupperlevel
Allthedeviations(ad-hoc,missingandfailingtouchpoints)areshowninthelowerlevel
Missingandfailingcommunicationpointsthatarepartoftheplannedjourneyappearasgrey"ghost"symbolsintheupperlevel
Missingandfailingcommunicationpointsthatarepartoftheplannedjourneyappearinthelower"deviations"levelshowingstatusandinitiator
Whenadeviationfollowsasadirectconsequenceofanad-hoc,missing,orfailingelement,itisdisplayedverticallybelowthetouchpointitoriginatedfrom(asshowninthisvisualization)
Whenandeviationtouchpointfollowsanad-hoc,missing,orfailingtouchpoint,butisnotdirectlyconnectedtotheprevioustouchpoint,itisdisplayedhorizontallybesidethistouchpoint
VISUALVISUAL
Challenges
VISUALVISUAL
PitfallsinresearchingUX/CX• Pitfall1:Uncleartermsandlackofdefinitions• Pitfall2:Unclearboundariesbetweenhypotheticalandrealexperiences• Pitfall3:Challengesinmeasuringthecustomerexperience• Pitfall4:Loosingtrackoftheuniquenessofexperiences• Pitfall5:Overlookingtimeandcontext
VISUALVISUAL
Pitfall1:Uncleartermsandlackofdefinitions• Thephenomenon"experience" iscomplex• Conceptualizationof"experience" varygreatlyacrossandwithin
academicdisciplines• “Theterm‘customerexperience’hasbeensowidelyused,and
abused,thatapotentiallyimportantconstructisindangerofbeingdismissedbecauseoftheambiguousmannerinwhichithasbeenapplied.”
• Thecircumplexmodel– Valence(low– highpleasure)– Arousal(low– highactivation)
Palmer,A."Customerexperience management:acriticalreviewofanemergingidea."(2010)
Russell,J.A."ACircumplexModelofAffect"(1980)
VISUALVISUAL
Pitfall2:Hypotheticalvsrealexperiences
Importanttodistinguish"intended"or"target"experiencefromactualexperience.
VISUALVISUAL
Pitfall3:ChallengesinmeasuringCX
Anexperience isoftencomplextoaddress.
VISUALVISUAL
Pitfall4:Loosingtrackoftheuniquenessofexperiences
Anexperience isuniqueforeachindividual.
VISUALVISUAL
Pitfall5:Overlookingtimeandcontext
Experiencechangesovertimeforanindividual.
VISUALVISUAL
Moreinformationcanbefoundhere:www.visualproject.org
