UX STRAT USA: Leah Buley, "The Role of UX / CX in Business"
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The document discusses the evolving relationship between customer experience (CX) and user experience (UX). It argues that the traditional distinctions between CX and UX are false, as organizations are becoming increasingly digital and both roles rely on similar methods. CX and UX professionals are converging in their use of insights like personas and journeys to inform strategies. Both roles also measure experiences, though metrics and qualitative research are complementary rather than distinct. The document concludes by advising professionals to stop splitting hairs over definitions and instead focus on holistic experience design, research, measurement and continuous improvement across channels.
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UX STRAT USA: Leah Buley, "The Role of UX / CX in Business"
- 1. Experience Design in Business: An Evolution UX STRAT / September 2016
- 2. Most people in the US own or have ready access to multiple devices. 70% SMART PHONE 51% TABLET 14% WEARABLES 9% ALL THREE Source: Deloitte
- 3. In the US, people spend 10 hours a day on digital media. 25% of that time is on mobile. Source: [INSERT]Source: ZenithOptimedia via Quartz.com; McKinsey & Company
- 4. Consumer spending on digital media has surpassed spending on traditional media. Source: McKinsey & Company, Wilkofsky Gruen Associates US $Millions 900,000 800,000 700,000 600,000 500,000 400,000 300,000 200,000 100,000 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 Digital Traditional
- 5. Just 52% of global consumers were satisfied by their last mobile experience with a business. In fact, satisfaction rates have actually decreased 7% since 2015. :( Source: Smartling
- 6. The race is on.
- 7. 86% of US CEOs say technology will transform their organization in the next 5 years. Source: PWC
- 8. Fueled by a collision of disruptive trends. PREDICTABILITY OF THE TREND’S TRAJECTORY IMPACT ON CONSUMER INDUSTRY WHICH TREND COULD MOST AFFECT CONSUMER COMPANIES? Source: McKinsey & Company Continued Consolidation Aging Population Middle-Class ExplosionActivist Investors Advanced Analytics Increase In Convenience Urbanization Women In Workplace Ubiquitous Internet Mobile WorldRich Get Richer Millennials Take Over Social Media Driven Consumption Digital Profiles Talent Shift or Drought Big Data For Ops Demand For Customization
- 9. As a result, companies need new roles. Source: World Economic Forum COMMERCIAL E-business manager Digital account manager Digital product manager Digital business developer Fraud manager TECHNOLOGY Scrum master Chief Data Officer Data scientist Data protection officer Traffic manager WEB Web project manager Webmaster Web designer Web integrator Developer SEO manager MARKETING Digital marketing professional/ micro-marketing Digital communications manager/digital planner SEM/PPC manager Digital copywriters Media acquisition manager User experience designer FACILITATION Service design thinker Crowd innovation facilitator/ Fabmanager Community manager/social media manager Editorial manager Content curator Chief Listening Officer HR Design learning manager Digital work experience expert Employer brand director (including social media strategist)
- 10. Customer Experience is how customers perceive their interactions with your company. Forrester Research User Experience is a person’s perceptions and responses that result from the use or anticipated use of a product, system or service. ISO Service Design helps organizations see their services from a customers perspective. PRACTICALSERVICEDESIGN.COM
- 11. Source: Google Trends 0 20 40 60 80 100 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 UX CX SD Service design has not maintained the same momentum. %OFINTERESTOVERTIME
- 12. So I set out to learn more about the relationship between CX and UX.
- 13. What did I learn? 1. Nobody really knows the difference. 2. If you believe UX is more than digital, they’re the same. 3. If you believe UX is just digital, CX is bigger. 4. A lot of people think UX is just digital. 5. But none of that matters, because if companies are becoming increasingly digital, they’re moving closer together anyway. 6. Yet orgs expect and empower them to do different things… 7. ... Increasingly using the same methods. 8. Result: fragmented UX/CX makes fragmented experiences. 9. Service design is (probably) not the (only) solution.
- 14. • Background in design, HCI, cognitive psychology or anthropology. • Speaks in insights. • Likely to reside in product, tech, or a separate design organization • Background in operations, quantitative analysis, often with an MBA. • Speaks in NPS. • Likely to reside in marketing, or a separate CX function. THE CX PRO THE UX PRO Sources: Forrester Research, Tandem Seven, Leah Buley Co.
- 15. THE CX PRO THE UX PRO Source: Adapted from Forrester Research CUSTOMER UNDERSTANDING STRATEGY DESIGN MEASUREMENT GOVERNANCE CULTURE • Manage VOC program • Lead journey mapping • Conduct quantitative analysis • Develop experience strategy • Prioritize work • Drive/deliver on KPIs • Define CX success metrics • Collect and analyze CX data • Develop processes, standards, guidelines, and policies • Lead CX training and learning initiatives • Foster a customer-centric culture • Plan and conduct user research • Develop customer insights models (e.g., personas, flows) • Set experience “vision” • Prioritize work • Gather design requirements • Drive design solutions • Prototype and test experiences • Know about design trends • Develop processes, standards, guidelines, and policies
- 16. ! False Distinctions "
- 17. CX and UX set different strategies. FALSE DISTINCTION #1
- 18. CORPORATE STRATEGY BRAND STRATEGY CX STRATEGY CHANNEL STRATEGY CHANNEL STRATEGY CHANNEL STRATEGY CHANNEL STRATEGY CHANNEL STRATEGY DIGITAL CHANNELS UX STRATEGY SERVICE DESIGN STRATEGY
- 19. The strategy is delivery. Mike Bracken, UK Government Digital Service Source: MikeBracken.com
- 25. Source: LVMH.com
- 26. CX and UX seek different insights. FALSE DISTINCTION #2
- 27. Segments vs. Personas Buyers vs. Users VOC vs. Ethnography Journeys vs. Tasks
- 28. Source: WeWork
- 34. Source: WeWork
- 35. Source: WeWork
- 36. Source: WeWork
- 37. Source: WeWork
- 38. Source: WeWork
- 39. Source: WeWork
- 40. Source: WeWork
- 41. Source: WeWork
- 42. Source: WeWork
- 43. Source: WeWork
- 44. CX and UX measure different things. FALSE DISTINCTION #3
- 45. NPS vs. Usability Surveys vs. Behaviors Quant vs. Qual
- 46. Metrics and user experience are not locked in an eternal struggle against each other. Make sure you don’t say things that imply that they are. Julie Zhuo, Facebook Source: Medium, ‘Metrics Versus Experience’
- 47. 1. What problem are we trying to solve for people? 2. How do we know this is a real problem? 3. How will we know if we’re successful? Facebook asks… Source: TheNextWeb Conference, ‘Building With Creative Confidence’
- 48. Source: Medium, ‘Designing Facebook Collage’
- 50. Source: Medium, ‘Designing Facebook Collage’
- 51. Source: Medium, ‘Designing Facebook Collage’
- 52. USE MEASURES TO SPOT A NEED SAY HOW YOU’LL MEASURE IMPROVEMENTS MEASURE TESTS ALONG THE WAY MEASURE IMPROVEMENTS (AS PLANNED)
- 53. What this means for you.
- 54. 1. Stop splitting hairs over UX and CX. (Note to self). 2. Focus instead on experience design for a digital world. 4. Radically rethink your research and data sources. 3. Strategy is no longer a ‘do over’— your job is to ‘build upon.’ 5. It’s time to make measurement standard operating procedure. 6. Hang on. Have fun. We’re just getting started.
- 55. Web: leahbuley.com Email: leah@leahbuley.com Twitter: @leahbuley DOWNLOAD AT BULEY.CO/UX-STRAT-2016