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UX to customer experienceand back again
The Web and Beyond
26 Sept 2012
Boon Yew Chew
@boonych
A journey towards shared understanding
2 @boonych
You may have read things like...
Net Promoter Score
Customer Experience Management
Voice of the Customer
... all these things are not new
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What is customer experience?
3http://www.flickr.com/photos/moominmolly/385173277
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Two camps
Interaction designers
Information architects
Design researchers
Visual designers
Creative directors
Prototype engineers
...
Marketers
Analysts
Product managers
Salespeople
Customer service
Senior executives
...
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Design “silo”
Many silos
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Shared understanding comes from...
Artifacts
Processes
Leadership
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My business flow diagram story
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Layering empathy on top
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Shared understanding through artifacts
Understanding the business processes helped
Integrating the two viewpoints was a step forward
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Shared understanding through processes
Don’t underestimate amount of information that people have
Build on top of understanding that’s already there
Small groups of essential, dedicated stakeholders
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The real work happens at the intersections
DeptC
DeptB
DeptA
DeptD
DeptE
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Shared understanding through leadership
Kim Goodwin: “Managers are assigned; leaders emerge”
UX work is like being a detective and talent scout
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Shared ArtifactsIntegrate viewpoints,
encourage work in the right direction
Shared ProcessesCollaboratively building upon existing
understanding
Shared LeadershipInfluencing the work towards the
intersections of silos
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Thanks
Boon Yew Chew@boonych
http://www.slideshare.net/KimGoodwin/kim-goodwin-on-ux-
leadership-2011-04
http://52weeksofux.com/post/2403607066/building-a-shared-
understanding
“Outside In: the power of putting your customers at the center of
your business” - Manning, Bodine
References
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