SXSW 2016: Bridging the Gap Between CX + UX

44
SXSW 2016 THE HUMAN EXPERIENCE #Bridge CXUX HUMAN BRIDGING THE GAP BETWEEN experience the customer experience & user experience HUMAN #Bridge CXUX

Transcript of SXSW 2016: Bridging the Gap Between CX + UX

Page 1: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

HUMANBRIDGING THE GAP BETWEEN

experience

the

customer experience & user experience

HUMAN#Bridge

CXUX

Page 2: SXSW 2016: Bridging the Gap Between CX + UX

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

Page 3: SXSW 2016: Bridging the Gap Between CX + UX

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

Page 4: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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

Page 5: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Welcome to

The Great Convergence

MarketingCustomer

Experience

User Experience

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 6: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

They’re all trying to create the same thing‣ Controllable experiences ‣ Individualized experiences ‣ Emotional experiences ‣ Continuous experiences

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 7: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 8: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Where It All Comes Together: Understanding The Journey

Explore Buy Use Ask EngageDiscover

EASY

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 9: SXSW 2016: Bridging the Gap Between CX + UX

Explore Buy Use Ask EngageDiscover

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Where It All Comes Together: Understanding The Journey

EFFECTIVE

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 10: SXSW 2016: Bridging the Gap Between CX + UX

Explore Buy Use Ask EngageDiscover

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Where It All Comes Together: Understanding The Journey

EMOTIONALLY ENGAGING

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 11: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

JOURNEY MAPPING

© 2016 Forrester Research, Inc. Reproduction Prohibited

Customer journey maps are documents that visually illustrate customers’ processes, needs, and perceptions throughout their relationships with a company.

Page 12: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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.

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 13: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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/

Page 14: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

http://bigdoor.com/blog/2013/11/01/a-quick-guide-to-customer-journey-mapping/

Page 15: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

Source: http://adaptivepath.org/ideas/the-anatomy-of-an-experience-map/

Page 16: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE Source: http://www.180systems.com/articles-and-research/best-practice/business-process-review/

Page 17: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

Source: servicedesigntools.org: Melissa Cliver, Jamin Hegeman, Kipum Lee, Leanne Libert, Kara Tennant (Carnagie Mellon University)

Page 18: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

Page 19: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Source: http://www.matthew-simms.com/?portfolio=bupa-customer-product-offerings

Page 20: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Barkley. Reproduction Prohibited

Page 21: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 22: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

CX Samples

Quantitative Research

Customer Satisfaction Surveys Net Promoter Scores

Predictive Modeling

Page 23: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

Marketing Samples

Segmentation Digital Engagement ROI Calculations

Traffic Brand Index

Page 24: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 25: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 26: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

“The secret to getting ahead is getting started.” —Mark Twain

Page 27: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 28: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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.

© 2016 Barkley. Reproduction Prohibited

Page 29: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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.)

© 2016 Barkley. Reproduction Prohibited

Page 30: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 31: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Barkley. Reproduction Prohibited

Page 32: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Barkley. Reproduction Prohibited

Page 33: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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?

Page 34: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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?

© 2016 Barkley. Reproduction Prohibited

Page 35: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

Page 36: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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).

© 2016 Barkley. Reproduction Prohibited

Page 37: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

Source: Modified from © 2016 Forrester Research, Inc. Reproduction Prohibited

‣ How much money or time can it save?

‣ Does it makes spend more efficient?

‣ Does it reduce barriers to conversion?

Ease of Implementatio

n

Page 38: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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.

Page 39: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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?

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 40: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

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

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 41: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

© 2016 Forrester Research, Inc. Reproduction Prohibited

Exercise 5Assessment (Same idea, shorter version) (5 minutes)

Page 42: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

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.

© 2016 Forrester Research, Inc. Reproduction Prohibited

Page 43: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

Page 44: SXSW 2016: Bridging the Gap Between CX + UX

SXSW 2016THE HUMAN EXPERIENCE

#BridgeCXUX

QUESTIONS?QUESTIONS?