SXSW 2016: Bridging the Gap Between CX + UX

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

Director Customer  
Experience Strategy
SUSANNAH
SULSAR
As 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 BULEY
Leah 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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CXUX
Welcome to
The Great
Convergence
Marketing
Customer
Experience
User  
Experience
© 2016 Forrester Research, Inc. Reproduction Prohibited

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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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CXUX
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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EFFECTIVE

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EMOTIONALLY
ENGAGING

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

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CXUX
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.

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/

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/

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

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

Maps as Tools
MAP TYPE STARTS WITH INPUTS IDEAL FOR
TRADITIONAL
DOMAIN OF..
Touchpoint or
Engagement 
Map
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 Interviews
Identifying 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

The Journey Map
WHEN
Speciﬁc Need States
WHO
Customer  
or persona
description
WHAT
Narrative
story with
moments or
truth, pain
points, and
emotions
integrated
WHY
Contextual
details

CX
Samples
Quantitative Research
Customer Satisfaction Surveys Net Promoter Scores
Predictive Modeling

Marketing
Samples
Segmentation Digital Engagement ROI Calculations
Traﬃc Brand Index

UX
Samples
Contextual Interviews Environmental Studies Diary Studies
Artifact Collection Journey Analysis Co-Creation
Environmental Studies Diary StudiesContextual Interviews
Journey Analysis Co-CreationArtifact Collection

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

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
Lo gs in
to web site
Lo oks for
customer
serv ice
numb er
Calls
customer
serv ice
30  
minutes
late r
Talks to
customer
serv ice
rep
Twe et s
ab out the
exp er ience
Steve
Re ceives
statement
in mail
Throws
statement
on desk and
ig nores
1 week
late r
Op ens it
and se es
a w rong
charge
Next day
Customer Steps Time Intervals

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 1
Create 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 ceives
email
aler t
Reads and then
f iles away for
later
1 week
late r

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 1
Then start writing your story in
sequence in your own workbook,
sticky-note style (7 minutes).
Re ceives
statement
in mail
Throws
statement
on desk and
ig nores
1 week
late r

Exercise 2
Use 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?

Exercise 3
Turn 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?
PLACES
This 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 POINTS
This 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?

Exercise 4
Pick 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 Forward
Fill 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).

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 bother
Investigate 
for strategic
alignment, ROI
Value to Organization
ValuetoCustomer
Low High
LowHigh
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 Implementation

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On Prioritization
A 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?

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 5
Assessment (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?

SXSW 2016: Bridging the Gap Between CX + UX

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