Lifting off from the UX plateau: Experiences with a new CX framework
SXSW 2016: Bridging the Gap Between CX + UX
Transcript of SXSW 2016: Bridging the Gap Between CX + UX
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HUMANBRIDGING THE GAP BETWEEN
experience
the
customer experience & user experience
HUMAN#Bridge
CXUX
Director Customer Experience Strategy
SUSANNAH SULSARAs the (Fiercely Independent) Director of Customer Experience Strategy at Barkley (A Fiercely Independent Advertising Agency), Susannah's passion for data strategy and customer experience marketing means she occasionally geeks on topics like email, database marketing, and journey mapping. Susannah has 20 years experience using customer relationship marketing data to help clients like Dairy Queen, Noodles & Company, Cargill, Wingstop, Spirit Airlines, Shelter Insurance & Meritage Homes build customer insight on preferences and attitudes, optimize 1:1 communications to better engage customers, and build multi-channel customer experience strategies.
BARKLEY
@LonestarCupcake
Principal Analyst Customer Experience
LEAH BULEYLeah is an analyst at Forrester Research, researching and writing about the user experience field after 15 years living in it. Prior to Forrester she worked as a design strategist at Intuit, where she worked on the future of business and personal finance, and as an experience design lead at Adaptive Path, a pioneering user experience design consultancy. She started her career in the late 1990s as an opinionated Web developer. Through self-taught tinkering she gradually made the transition to user interface design. She spent the early 2000s as a UX team of one in a range of financial and information service companies. That experience led her to write The User Experience Team of One, a book she wished she’d had in the early days of her career.
@LeahBuley
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AGENDA CX, Marketing and UX Tools & Language Journey Maps Other types of maps Marketing, CX and UX inputs Personas Journey Map Exercises Create a Persona Document the User Story Empathy Maps & Defining the Needs Insights & Ideation Prioritization Organizational Assessment
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Welcome to
The Great Convergence
MarketingCustomer
Experience
User Experience
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They’re all trying to create the same thing‣ Controllable experiences ‣ Individualized experiences ‣ Emotional experiences ‣ Continuous experiences
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But they have different tools & language for how to do it
GOAL MARKETING CX UX
Understand customers
Segment VOC (Voice of Customer) Persona
Define strategy Brand Strategy CX Strategy UX Strategy
Define measures Brand Equity Net Promoter Scores (NPS) Analytics
Prioritize initiatives Churn Moment of Pain Usability
Customer Lifecycle Awareness, Acquisition, Retention
Service, Support, Loyalty Acquisition, Usage
Engage employees Brand Embassadors CX Champions Workshops
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Where It All Comes Together: Understanding The Journey
Explore Buy Use Ask EngageDiscover
EASY
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Explore Buy Use Ask EngageDiscover
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Where It All Comes Together: Understanding The Journey
EFFECTIVE
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Explore Buy Use Ask EngageDiscover
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Where It All Comes Together: Understanding The Journey
EMOTIONALLY ENGAGING
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JOURNEY MAPPING
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Customer journey maps are documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.
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GOAL MARKETING CX UX
Understand customers Segment VOC Persona
Define strategy Brand Strategy CX Strategy UX Strategy
Define measures Brand Equity NPS Analytics
Prioritize initiatives Churn Moment of Pain Usability
Customer Lifecycle Awareness, Acquisition, Retention
Service, Support, Loyalty Acquisition, Usage
Engage employees Brand Embassadors CX Champions Workshops
PERCEPTION
PROCESSES
NEEDS
Customer journey maps are documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.
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Source: http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
Source: http://www.matthew-simms.com/?portfolio=bupa-customer-product-offeringsSource: servicedesigntools.org: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant (Carnagie Mellon University)
http://www.garymagnone.com/blog/content-marketing-digital-touchpoints/Source: http://www.180systems.com/articles-and-research/best-practice/business-process-review/
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http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/
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Source: http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/
SXSW 2016THE HUMAN EXPERIENCE Source: http://www.180systems.com/articles-and-research/best-practice/business-process-review/
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Source: servicedesigntools.org: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant (Carnagie Mellon University)
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Source: http://www.matthew-simms.com/?portfolio=bupa-customer-product-offerings
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Maps as ToolsMAP TYPE STARTS WITH INPUTS IDEAL FOR TRADITIONAL
DOMAIN OF..Touchpoint or EngagementMap
Client + Customer
Communications Audit Communications Budgets Client KPIs
Designing media plans and communications strategies, content/messaging strategy across channels/communications based on customer need, aligning brand messaging across interactions, marketing budget allocation.
Marketing
Process Map Client Stakeholder InterviewsIdentifying opportunities for streamlining processes and creating efficiencies, aligning organizations around roles and responsibilities, organizing data and tools to support conversion processes.
CX/Marketing
Service Blueprint
Client + Customer
Communications Audit Stakeholder Interviews
This map combines some Touchpoint & some Process. It’s ideal for understanding what processes and teams support the customer interactions and identify where breakdowns can happen, creating efficiencies, removing friction and identifying areas for an experience design brief.
CX
Lifecycle Map Human User Stories Ethonographies
Identifying audiences or unmet needs; finding opportunities for brand interactions where need is greatest; can be a good precursor for product development.
UX
Website Site or User Flow User
Conversion Funnels Web Analytics Customer Interviews Prototyping
Understand how the system interacts with user behavior and how the pages link together. View all the details and specifics of an interaction on a user flow.
UX
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The Journey MapWHEN
Specific Need StatesWHO Customer or persona description
WHAT Narrative story with moments or truth, pain points, and emotions integrated
WHY Contextual details
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CX Samples
Quantitative Research
Customer Satisfaction Surveys Net Promoter Scores
Predictive Modeling
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Marketing Samples
Segmentation Digital Engagement ROI Calculations
Traffic Brand Index
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UX Samples
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Environmental Studies Diary StudiesContextual Interviews
Journey Analysis Co-CreationArtifact Collection
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
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The Journey MapWHEN
Specific Need StatesWHO Customer or persona description
WHAT Narrative story with moments or truth, pain points, and emotions integrated
WHY Contextual details
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“The secret to getting ahead is getting started.” —Mark Twain
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Personas are fictional characters that embody your target customers’ key behaviors, attributes, motivations, and goals. Unlike market segmentations, which typically remain nameless and faceless, personas come to life with first and last names, photographs, and vivid narratives that describe day-in-the-life scenarios. ”
“
— Harley Manning and Kerry Bodine, Outside In
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Cluster 3: Gary (29%)
Lives in a moderately-priced, but newer home, there less than 10 years.
Not distinguished by age, but likely to be under 50.
Shops in Lawn & Garden, Nursery and Outdoor, not likely to spend a lot of time in store.
Gary is not as likely to be online as other segments, but he does use his cell phone to access the internet. However, time spent on the internet is more likely to be for entertainment and social activities more than shopping.
Gary shops at Westlake occasionally for an item or two, but Westlake is not his go-to store. He is usually there for plants and gardening supplies, but does his major shopping at a big box retailer.
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SXSW Possible Segments‣ First time attendee - here to learn ‣ First time attendee - here to network ‣ First time attendee - here for the boondoggle ‣Multi-year attendee - here to learn ‣Multi-year attendee - here to network ‣Multi-year attendee - here for the boondoggle ‣ Speaker - first time speaker, past attendee ‣ Speaker - first time speaker, first time attendee ‣ (etc.)
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Example of a User Flow
L o g s i n t o web s i t e
L o ok s f o r c u s t o me r
s e r v i c e nu mb e r
C a l l s c u s t o me r
s e r v i c e
3 0 m i n u t e s
l a t e r
Ta l k s t o c u s t o me r
s e r v i c e r e p
T we e t s ab o ut t he
e x p e r i e nc e
S t e veRe c e ive s
s t a t e me nt i n m a i l
T h r o w s s t a t e me nt
o n de s k a nd i g no r e s
1 w e e k l a t e r
O p e n s i t a nd s e e s a w r o ng ch a r g e
Ne x t d a y
Customer Steps Time Intervals
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I am a __________________ (Segment).
My persona name is ___________________________
Persona’s Motives are:
_________________________________________.
When I first thought about attending SXSWi2016 I was __________________.
Then I ________________.
(etc.)
______________ and then I walked in the door to this workshop.
Exercise 1Create a persona for yourself (2 minutes).
Turn to your neighbor and say “Hi”, and draw a picture of each other (hand over your workbooks) (2 minutes).
Re c e ive s e m a i l a l e r t
Re ad s a nd t he n f i l e s aw ay f o r
l a t e r
1 w e e k l a t e r
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I am a __________________ (Segment).
My persona name is ___________________________
Persona’s Motives are:
_________________________________________.
When I first thought about attending SXSWi2016 I was __________________.
Then I ________________.
(etc.)
______________ and then I walked in the door to this workshop.
Exercise 1Then start writing your story in sequence in your own workbook, sticky-note style (7 minutes).
Re c e ive s s t a t e me nt
i n m a i l
T h r o w s s t a t e me nt
o n de s k a nd i g no r e s
1 w e e k l a t e r
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Exercise 2Use your user flow to fill in the need states across the top of a journey map and plot the emotions. (5 minutes)
Hints: ‣ Try to avoid thinking that the need
states are linear. Where you have multiple needs, consider breaking those into different sections.
‣ How will you know that a consumer is in this need stage? Will they self-identify? Can you target to find them?
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Exercise 3Turn to your neighbor again — you’re going to interview each other on one specific need state. (8 mins total - 4 each)
PHASE 1: DEFINING CONSUMER NEEDS QUESTIONS TO ASK
BEHAVIORS (Saying/Doing)
This section describes the BEHAVIORS that a consumer does.
What are they doing to ensure their needs are met? Are they thinking, researching, taking action (what do they do), talking, considering, evaluating, seeking input, etc.? Who are they talking to and what are they saying outloud?
PLACESThis section describes WHERE a consumer is exhibiting the behavior.
Are there multiple places where a consumer is engaged in this activity? (Place can be physical and/or digital — think in terms of times of day where they may be in this state/thinking of it, physical location: home casual, home office, work office, while driving.) Is there a single primary/most influential place?
THINKING & FEELING
This section describes the MINDSET and considerations of a consumer during each need state and the CONTEXT around their attitudes.
What is the consumer considering at this point in time? What must happen in the consumer’s mind for their need to be met? If the consumer had a checklist for this stage, what would be on that checklist? When a consumer is in this phase, what mood are they in? If they move to the next phase, does that mood change? (Think of having to call a plumber because you have a leak vs calling a plumber because you’re finally remodeling your kitchen.)
CUSTOMER EXPECTATION
This section describes what the consumer expects from the experience.
What is the customer expecting— either based on previous experiences, based on market circumstances, or based on competitor? From a rational perspective, what does the consumer believe about the experience? This will be similar to Thinking/Feeling, but may describe specifically how the consumer expects the experience to meet or fail their needs.
PAIN POINTSThis section describes any decision points or negative outcomes
What are go/no-go decision factors in moving forward (assuming there is a forward path, even if non-linear)? What are the specific barriers that kept the customer from moving forward?
MOMENTS OF DELIGHT
This section describes any positive outcomes or surprises during the experience.
What unexpected things happened that made this a better experience than anticipated? What were the emotional highlights during this experience?
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Exercise 4Pick an insight and craft the POV statement (4 minutes)
Then ideate and draw quick “How Might We” solutions. (4 minutes)
Rewrite the Brief/Define the challenge ‣What are the main themes and insights ‣Reframe those insights into the opportunity for experience design. What is the POV?
Ideate/Go Wide ‣Answer “how might we…” statements ‣Anything goes (cost, time, technology)
Description of the user using empathetic, evocative language.
User Need
Insight
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Fast ForwardFill out the rest of the customer need documentation.
Repeat the Define & Ideation Stages for each need state.
This is a good time to compare to the inventory of what experiences, content, touchpoints you have at present and note gaps, inefficiencies or unnecessary touchpoints.
Before prioritizing, conduct internal stakeholder meetings and ensure that you’ve defined what the company WANTS to have happen at each of those need states (and how you will measure/track success).
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Sample Prioritizing Matrix
‣How important is it to the customer (value)?
‣How often does it occur (frequency)?
‣Is there an untapped market opportunity?
‣ How many people, teams or systems involved?
‣ How long to build and implement?
‣ How much will it cost?
Explore & Ideate
Potential Business Cases
High value
Don’t botherInvestigate for strategic alignment, ROI
Value to Organization
Valu
e to
Cus
tom
er
Low High
Low
Hig
h
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‣ How much money or time can it save?
‣ Does it makes spend more efficient?
‣ Does it reduce barriers to conversion?
Ease of Implementatio
n
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On PrioritizationA few notes on Prioritization:
‣Repair problems that are your fault. ‣Prevent future problems by creating Ongoing Feedback Loops. ‣Optimize against CSAT/NPS Scores — where can you create the most value? ‣Differentiate: EMOTIONS as filter; what are your unique brand opportunities to address negative emotions and/or amplify positive ones?
Modified from: Fig 4: The Path to Customer Experience Maturity, Forrester Research, Inc.
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Phase 1: Repair Adopt practices to find broken customer experiences, improve them, and measure the results.
Phase 2: Elevate Adopt practices that make good customer experience behavior the norm.
Phase 3: Optimize Adopt practices that give the organization a more sophisticated customer experience toolkit.
Phase 4: Differentiate Adopt practices that reveal unmet customer needs, reframe problems, and re-think the experience ecosystem.
How experience-centric is your culture?
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The answer lies in your practices.
Phase 1: Repair Adopt practices to find broken customer experiences, improve them, and measure the results.
Phase 2: Elevate Adopt practices that make good customer experience behavior the norm.
Phase 3: Optimize Adopt practices that give the organization a more sophisticated customer experience toolkit.
Phase 4: Differentiate Adopt practices that reveal unmet customer needs, reframe problems, and re-think the experience ecosystem. Practices
Customer Understanding
Measurement
Governance
Strategy
Design
Culture
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Exercise 5Assessment (Same idea, shorter version) (5 minutes)
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Are your practices mostly…‣Missing? Start by finding the most broken experiences; prioritize fixes; measure results. ‣Ad Hoc? Highlight bright spots as success stories; start to make value-to-customer a discussion/criteria in business decisions. ‣Repeatable? Do more rigorous driver analysis; sharpen experience-centricity among all employees. ‣Systematic? Conduct deeper ecosystem analysis; incorporate customer-centric framing and vision into strategy.
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QUESTIONS?QUESTIONS?