ADMA Engage 2014 - bringing together UX design and CX strategy
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Bringing together user experience design with a customer experience strategy * Human-centred design as an integral part of customer experience journey * Bringing together principals of psychology, design and loyalty to work towards understanding the customer better * Designing and influencing customer perceptions of your organisation
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ADMA Engage 2014 - bringing together UX design and CX strategy
- 1. BRINGING TOGETHER USER EXPERIENCE DESIGN CUSTOMER EXPERIENCE STRATEGYKRZYSZTOF PIWOWAR SENIOR UX DESIGNER, SPARTEZ
- 2. RULES OF THE GAME 1. You won’t hear today in details what UX Design is. 2. You won’t hear today in details what CX Strategy is. 3. You will hear what is the essence of UX Design and CX Strategy and how to start using some of their techniques. 4. The theory was brought to minimum. 5. Bare with me. I’m an engineer (MSc Eng).
- 7. USER EXPERIENCE DESIGN I’m a process and I’m focused on enhancing customer satisfaction, positive emotions, perception, loyalty by improving things like usability, perceived value, desire during interaction with a product or service.
- 8. CUSTOMER EXPERIENCE STRATEGY I’m a process of applying different solutions on the path of a customer during his/hers relationship with a product or service in order to achieve desired experience.
- 10. SOMETIMES YOU SHOULD CARE
- 11. PREPARATION
- 12. STORY TIME
- 13. USER EXPERIENCE DESIGN Meet Lloyd. He thinks he has all the answers. Yeah, right. credits | elseptimoarte.net
- 14. CUSTOMER EXPERIENCE STRATEGY credits | elseptimoarte.net This is Harry. He predicted everything. At least in his opinion.
- 15. THE CHALLENGE
- 16. HOW TO BRING THEM TOGETHER? credits | i.ytimg.com
- 17. 5 KEY INGREDIENTS PATH UX Design + CX Strategy
- 18. credits | thecoolestguyeverborn.com 1ST INGREDIENT - THE HUMAN
- 19. 1ST INGREDIENT - THE HUMAN | EXAMPLE credits | wikimedia.org
- 20. 2ND INGREDIENT – THE TEAM credits | thevipconcierge.com
- 21. 2ND INGREDIENT – THE TEAM | EXAMPLE
- 22. 3RD INGREDIENT - DIALOGUE credits | thefilmstage.com
- 23. 3RD INGREDIENT - DIALOGUE User experience is often as much about communication as it is about research and design. (…) Remember, good communication is about story telling. Engage your audience and take every opportunity to educate them about the ideal process.(1) ” (1) www.humanfactors.com/newsletters/user-experience-design-in-a-non-user-centric-company.asp Satyam Patel - former Global VP of Human Factors International
- 24. credits | web2.0 EXPO, www.youtube.com/watch?v=EhqZ0RU95d4
- 25. 3RD INGREDIENT - DIALOGUE | EXAMPLE (…) listen to your users […] absolutely. But giving a s**t about your users is way better. People listen, but they don’t do anything (…) (1) ” Gary Vaynerchuk - Entrepreneur, Investor (1) www.youtube.com/watch?v=EhqZ0RU95d4
- 27. 4TH INGREDIENT – CLEAR GOALS credits | movie-infos.net
- 28. 4TH INGREDIENT – CLEAR GOALS | EXAMPLES Our goal and what gets us excited is to try to make great products. (…) (1) ” Jonathan Ive - Senior VP, Design, Apple Inc. (1) www.telegraph.co.uk/technology/apple/9438662/Apple-design-chief-Our-goal-isnt-to-make-money.html
- 33. 4TH INGREDIENT – CLEAR GOALS | EXAMPLES
- 35. 5TH INGREDIENT – COURAGE credits | i.imgur.com
- 36. 5TH INGREDIENT – COURAGE | EXAMPLE Marissa Mayer, Yahoo Steven Jobs, Apple Richard Branson, Virgin
- 37. 5TH INGREDIENT – COURAGE | EXAMPLE My Wife My Dad My Kids
- 38. 5 KEY INGREDIENTS COLLECTED THE HUMAN THE TEAM CLEAR GOALS DIALOGUE COURAGE + 3 tools
- 40. TOOL NO. 1 – INTERVIEWS
- 41. TOOL NO. 2 – STORYTELLING
- 42. TOOL NO. 3 – GUT FEELING
- 43. HOW DO I KNOW I’M ON THE RIGHT TRACK credits | yourmoviemadness.com
- 44. WHAT IF S**T HITS THE FAN? 1. Don’t paaaaaaaanic! 2. Update your knowledge. 3. Learn from it. 4. Find different solution. 5. Start again. 6. Remember you can be wrong. credits | tumblr.com
- 46. 5 KEY INGREDIENTS COLLECTED THE HUMAN THE TEAM CLEAR GOALS DIALOGUE COURAGE + 3 tools
- 47. THE PATH AND THE FUTURE
- 48. credits | phd, www.youtube.com/watch?v=P81bb0Tzwbo
- 49. KRZYSZTOF PIWOWAR SENIOR UX DESIGNER, SPARTEZ krzysztof.piwowar @ spartez.com@xysiu
Editor's Notes
- Hello everyone! I have this GREAT PLEASURE to give to you the CLOSING PRESENTATION today. I must admit that I’m slightly jet lagged, but still very excited to spent this time with you. I hope that in next 35 minutes you will find something interesting, motivating and INSPIRING.
- It’s a year 2012. You are living in a world full of buzzwords. The year has brought to you tons of trending and popular words. It was pure madness. Now fast forward to 2015. There are new buzzwords coming. You know that feeling. Everything goes hype!
- Think about what is happening inside your head, when you hear buzzwords like: big data, deep linking, internet of things, responsive web design, growth hacking, user experience? Do you recall a pinch inside your left brain cortex? It’s there. But you don’t know what it is? It’s a bullshit alarm calling. In most cases, when you hear empty buzzword, it should go [BIPBIP]. The strength of the sound varies from time to time. There are also good moments. When the sound changes. Changes into… [TADAM]. Or even [CHACHING].
- I hope you’ve turned on your alarms today, because I want to tell you… [CLICK] about another two buzzwords: User Experience Design and Customer Experience Strategy [BIPBIP]. This time from a different angle [TADAM]. Hopefully you will see for yourself, if there is a potential for your daily work [CHACHING].
- I’m a process and I’m focused on enhancing customer satisfaction, positive emotions, perception, loyalty by improving things like usability, perceived value, desire during interaction with a product or service.
- I’m a process of applying different solutions on the path of a customer during his/hers relationship with a product or service in order to achieve desired experience.
- By this time some of you might have questions like: Are those processes a solution for wining the market? In my opinion no. Can they boost your sales and conversion? My answer would be - yes. Will they increase your brand awareness? Maybe. So do you need to care?
- … no. You don’t. If you don’t want to. To be honest, from my experience most people actually don’t care. But in my opinion, as long as you’re building not for yourself. As long as you’re providing a product or a service, which will be used by another human being… as long as you’re not a total ignorant… you should care. I hope next slides will show you why.
- Enough with theory. When I was sitting at my home behind the desk and preparing myself to this talk, I’ve asked myself a question: How can I translate my nine-year experience and practice in UX field into simple words?
- I have two young children. If you have your own kids, you know that each evening should have the same ritual. In our case it’s a bath, supper, short cartoon and bed time story. You might don’t know that, but human brain loves stories. Stories were with us since we developed first aware communication skills. Stories are simple. Stories bring value. Stories help our brains to understand the path, the context, cause and effect. This was an answer for my question. I should put my thoughts into a story. So, I’ve prepared one for you today. This is a story of Lloyd and Harry and the five key ingredients path.
- Meet Lloyd. He will be playing a role of UX Design today. He’s a very popular guy in town. He’s funny, dynamic, all over the place. Lloyd could be your best friend. His unique powers are ability to work in cycles, good communication skill set and good sense for emotions. Especially this last is interesting. You might get the feeling that he totally understands you - even without talking.
- There is also Harry. As you probably noticed, he will represent CX Strategy concept. He isn’t a shy guy, but he stands a little in the back. He always has a plan in his head. He likes to consider different paths and options. Because of that, he can draw a straight line to the point if there is a need. The special power of Harry is ability to put different things on a timeline with milestones. Harry definitely is more organized than Lloyd. That’s for sure.
- One day Lloyd and Harry have met a stranger, who promised them a big reward after completing one task. They needed to find five ingredients from the list. The stranger informed them that a reward for that will contain some good answers for their problems. The only requirement was that Lloyd and Harry have to do this task together. As one team.
- The ultimate question for Lloyd and Harry was how to accomplish that? They have never work together. On one side there is a guy, who like to be everywhere and with a big appetite for shifting directions. On the other side a silent man, who has all the answers, but not enough courage for fast decisions. Before Lloyd and Harry were ready to give an answer to the stranger, he was already gone.
- Lloyd and Harry decided to take the challenge. So the journey begins right here. They just needed to find 5 ingredients from the list. Piece of cake.
- The first ingredient was called Human. Lloyd and Harry weren't sure, what it should be.
- Lloyd remembered how few years back Harry invited him to play with him on the local playground. Lloyd has learned, that this neighborhood didn't knew how to build a real playground. The playground had only few regular toys and it wasn’t fun at all. It looked like no one cared to talk with people to fix this. Lloyd knew that you don’t need to spend a lot of time to ask people, what is their point of view. He has done it many times. You just need to care. Care about humans when you prepare something for them. That’s all. Lloyd told Harry about this. In one moment they said loudly: first ingredient!
- They were very happy about the progress. The next task was to find the team - 2nd ingredient. Harry wanted to go left. But Lloyd had a different plan. He wanted to go right so they started to argue. In one moment there was a huge fight. Every one wanted to convince other side to his statement.
- Harry was fed up with this. He wanted to leave. When he put his hands into his pockets he has found a baseball ball. This reminded him about one situation from his life. One time when Harry was broken because his plan didn’t worked out an old baseball player approached to him. He asked: Why are you crying mate? Harry said, that he is sad, because he tried to accomplish his plan and it didn’t worked out. He wasn’t able to do everything on time. The old baseball player took Harry’s hand and said: you should work with a team. When you have a team and all of them share the same passion and vision, you can do things, which you never imagined. With a team you will win. The old baseball player gave to Harry a baseball ball and went away. Harry found a second ingredient. He realised that Lloyd and Harry need to work together if they want to win. And it worked.
- Lloyd and Harry were driving to the next town to find next element from the list. They took with them a hitch-hiker who's name was Joe. At some point Harry and Lloyd started to argue again. Joe wanted to inform guys that Harry missed the highway exit, but guys were arguing sow loudly, that he couldn’t. Joe was frustrated. He was so frustrated that he started to shout. When Lloyd and Harry looked at him, he told them about a situation from his life.
- There was a time, when he met this guy Satyam Patel. Joe was told that a good communication is about story telling and engaging the audience. If Harry and Lloyd want to understand each other needs, they have to start communicating. Joe also had another thing to show to Lloyd and Harry. He took his cell phone and plaid a short movie.
- This guy, Gary - he build an awesome business because he was eager to listen and talk with people, who were interested in vines. He was carrying about them. He was having a dialogue with them. You can have different opinions. You can have different point of view. But you need to learn how to talk with each other - said Joe. Lloyd and Harry looked at their faces and realized- 3rd ingredient. Harry turned the wheel and took the next exit from the highway.
- Lets look on Lloyd’s and Harry’s progress. So far so good. They are on the path to success.
- Harry and Lloyd had already three ingredients. And they were after forth. They just needed to blow up the doors. But any of them didn’t know why they want to do that. It just felt legit. Suddenly Lloyd has heard in a TV next door an interview. This reminded him about one situation.
- One year ago Lloyd was reading an interview with Jonathan Ive. The guy was saying that one of the major goals of Apple company is to build great products. Lloyd never admitted this loudly, but he was a huge fan of Apple’s products. He used an iPhone and a Mac and was very excited to see the new watch that Apple recently introduced. This interview reminded to him, how Apple is capable of applying their goals into reality.
- You can notice this in newest MacBook Air…
- or in the newest 5K retina Mac…
- You can see it in a reaction of their customers i.e. queues in front of the Apple Store during newest products premiere. Pure madness! Apple is very consistent with their goal. They are really focused on building beautiful products. And this has a big impact on their income. Sales are rising each year! Lloyd has shared this story with Harry.
- Harry nodded with understanding. He stroked his chin and took a creased piece of paper from his pocket. Do you know what kind of drink is on a picture? - he asked.
- Lloyd knew that it was Coca Cola bottle. In the begging of XX century Coca Cola wanted to be unique. They decided to design a bottle, which when broken, still will be reminding about the brand. Since than the shape of a bottle hasn’t change much. You can still recognize the brand, even when you don’t have a label on a bottle. So it’s important to have a clear goal said Harry. And be consistent with it, so everyone in the company will know why they are doing certain things - Lloyd added. In a short moment guys realized that they have found another ingredient. They were so happy, that Harry stood up and pushed the door handle. The doors were open! They went in.
- It looks like Lloyd and Harry have only one ingredient left. Let’s see how they deal with it.
- Their search was nearly over. The last ingredient. To collect it, they had to drink a strange potion. Unfortunately, it required a lot of courage from them. Harry was very scared and not convinced to take the necessary risk. Lloyd decided to share one last story with him.
- There are many people who are eager to take brave or unpopular decisions. Marissa Mayer from Yahoo, who decided to heal a huge company, which was an icon in the past. Steve Jobs, who pushed people over their limits. And was brave enough to say no, when product had even tiny flaws. Richard Branson, who proposed unlimited holidays for Virgin employees.
- Let me put a story of Lloyd and Harry on hold for a minute to share my own point of view. In my opinion you don’t need to be popular person to be extremely brave. We all are capable of making brave decisions. Unfortunately most of us are forgetting about that! Why is that? Let me introduce few examples from my own live. First example is my wife, who decided to be with our children until they will be ready to go to kindergarten. This decision demanded a lot of courage! Risking her job and carrier. Second example is my dad, who decided to start his own business after his 50th birthday. People are saying that being 25 is to late to start your own business. Come on! Third example are my kids. Their curiosity, flexibility and ability to take things as their are. How many of us have the same courage as children have? If those people can be so brave in their lives, why we’re not the same in our daily decisions? Why in most cases we’re taking easy compromises? Why usually we are taking the easy path? I will live you with those questions.
- So going back to our story. Lloyd managed to convince Harry to drink the potion. They’ve collected the last ingredient and done an awesome job. One might ask, what was the reward? It was knowledge. Lloyd and Harry have learn a lot during their journey. They realised that in a business you need interactions with humans (customers). You need a team to help you win. You need to define clear goals to align the team for success. You need to have a dialogue with your customers and with the team to have better understanding. No fancy assumptions. Real live talk. At the end, you need to have courage do take tough decisions. Sometimes they will be unpopular. But you can’t run away from them.
- The final question: What I can take from this story to use tomorrow in my work?
- First of all talk to your customers. Do the interviews. It’s the best tool to meet people and have a dialog with them. A real face to face talk. There’s no need to structure it. When you want to collect feedback, be flexible and adjust the structure an interview to your current needs.
- Second. The best way to introduce the plan is to tell a story. There are plenty ways how you can achieve that. Choose whatever will be suitable for you. This can be a real narrative story, a drawing, a graph with a flow. Finally this can be a movie or recording. Whatever will help you move forward.
- Third thing that you can take from this story is gut feeling. Sometimes there are no easy solutions and answers. Sometimes you need to guess or follow your hunch. Which is also good. Your need to allow yourself and your team to make these kind of decisions. It might bring more risks. You might be wrong. But this is also the best opportunity to learn and pivot.
- When you will be using those tools, how you will know that you’re on the right track? You won’t. At least in a short term. As long as you will be aware what is happening. As long as you will have open mind and be ready to make a shift, you will notice some symptoms that you’re all good. Look for happy faces, less negative feedback from your customers, better communication in a team, increasing sales, new groups of customers.
- But what if there will be a problem? If there will be a mess? What then? [CLICK] (1) Don’t paaaaaaaanic! (2) Update your knowledge. (3) Learn from it. (4) Find different solution. (5) Start again. (6) Remember you can be wrong.
- As you can see, Lloyd and Harry have found their way to work together. They have found a common language with a little help of a stranger and his five ingredients path.
- To remind you. Here are your takeouts from this presentation. The human. The Team. Clear Goals. Dialogue. Courage. And three tools: interviews, storytelling and gut feeling. These things are the essence of User Experience Design with Customer Experience Strategy. These things will help you in bringing them together. Without them, you will be just struggling in a competition for answering the human needs and making a value from it.
- At the end I want to leave you with a short message. Without diving dipper into it.
- My name is Krzysztof Piwowar. I’m a Senior UX Designer in Spartez. It’s was a great please to be here today with you. Thank you.