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presentation about user experience (UX) and customer experience (CX) held at the UXcamp 2013 in Berlin ( uxce13 )
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Copyright © 2006-2013 The FatDUX Group ApS, Copenhagen, Denmark
User Experience vs Customer Experience
same, same but different
Niels Anhalt
niels.anhalt@fatdux.com
UXcamp 2013, Berlin
vs CX UX
User Experience vs Customer Experience
UX vs CX
same, same but different
Source: http://www.flickr.com/photos/oxborrow/
How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CX UX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
How is it defined?
"a person's
perceptions and
responses that result
from the use or
anticipated use of a
product, system or
service"
CX UX
ISO 9241-210
"The sum of all
experiences a
customer has with a
supplier […], over
the duration of their
relationship with
that supplier"
Wikipedia
How is it defined?
CX UX
http://en.wikipedia.org/wiki/Customer
customer
is the recipient of a
good, service, product
or idea, obtained from
a seller, vendor or
supplier for a monetary
or other valuable
consideration.
http://de.slideshare.net/ericreiss/users-experience-and-beyond
user
a person who makes
use of a thing;
someone who uses
or employs
something
What they both have in common?
CX UX
Empathy
Interested in people and their needs
What do they do?
CX UX
User Research
Persona
User Journey
Usability Testing
Prototyping
Information Architecture
Interaction Design
Design Principles
Styleguides
…
Customer Research
Persona
Customer Journey
Prototyping
Design
Business Cases
KPIs (NPS, CSI)
Business Strategy
…
Who are they and where do they come
from?
CX UX
Usability Engineer
Usability Researcher
Information Architect
Interaction Designer
Interface Designer
Developer
Marketing Manager
Product Manager
Market Researcher
Business Analyst
CRM-Manager
Customer Manager
What is their main approach?
CX UX Analyze users needs
Identify touchpoints
Design touchpoint
Test and prove design
Understand customers
Identify touchpoints
Find business cases
Establish strategy
Establish KPI
Establish governance
Establish culture
What is their main approach?
CX
http://www.ecew.co.uk/ecew/programme.html
vs CX UX
What is their main approach?
„Management“
What is their main approach?
Source: http://blogs.forrester.com/kerry_bodine/13-04-19-you_asked_forrester_answered_questions_about_customer_experience_design
vs CX UX
What is their main approach?
„Design“
What would a CEO say?
UX
Mike
CEO of
„the big company“
Hi, I am your User Experience Consultant!
Ah, great! I will schedule a meeting for you with my internet guy. Perhaps he is interested.
What would a CEO say?
CX
Mike
CEO of
„the big company“
Hi, I am your Customer Experience Consultant!
Ah, great! You can give me advice how to earn more money with my customers?
Who are the market drivers?
CX UX
?
Microsoft
Digital Agencies
Digital Plattform Owner
Adobe
Oracle
SAP
Forrester
What to do?
CX UX
Come together
Learn from each other
Support each other
for the sake of you, the users and good business
provides strategic framework and business approach
provides concrete optimatization and design knowledge
Next event?
UX camp
Next event?
CX UX camp
Next event?
CUX camp
CX UX
same, same but different
I’ll be happy to discuss with you!
You’ll find us (even) in Cologne!
Niels Anhalt Director UX Consulting/UX Strategist, FatDUX Cologne, Germany
FatDUX Cologne
c/o nexum AG
Maarweg 149-161
50825 Cologne, Germany
niels.anhalt@fatdux.com
+49 176 17476600
www.fatdux.com
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