it's all about the (customer) experience
Post on 11-Aug-2015
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www.ics.com
Integrated Computer SolutionsUnleashing the Power of Modern Devices
Its All About the (Customer) Experience
it’s All About the (Customer) Experience
Presented by
Jeff LeBlanc
Director of User Experience
ICS
jeffl@ics.com
About The Presenter
Jeff LeBlanc
Software developer for 20+ years
Certified Qt trainer since 2003
Human Factors team at HP Medical
Adjunct faculty at WPI teaching HCI
Agenda
• Setting the stage
• The Customer
• The Experience
• The Value
About the User ExperienceUser Experience (UX) involves creating solutions to problems that are both functional and engaging
User Experience vs. User Interface
• All software has a User Interface (UI) of some type, but how do you feel after using it?
• A positive User Experience (UX) means
• You enjoyed using the system, or at least did not dislike it
• You would use it again and recommend it to others
UX as a Competitive Advantage
Users want and will pay for a superior experience
Example: TiVo
Customers talk about experience…
User tell others about their experiences, good or bad
… and we need to listen
• 2010 Customer Experience Report from RightNow Technologies:
• 82% of users with bad experiences leave immediately and switch to a competitor permanently; 79% told others about it
• 66% wanted to discourage others from buying from that company
www.slideshare.net/RightNow/2010-customer-experience-impact
High Profile Social Media
2010 was the first year Southwest’s Customer Satisfaction Index fell, while other airlines improved 3% that year.
The Age of the Customer
• Customers not have access to more real-time data than ever before
• This data will disrupt every aspect of your business
• The Customer Experience (CX) becomes the most important strategic aspect of your business
http://forrester.typepad.com/groundswell/2011/06/welcome-to-the-age-of-the-customer-invest-accordingly.html
The Market Maturity Curve
Markets start by competing on hard goods or services but end up competing on the experience
UX and CX
• UX – digital touchpoints
• CX – all touchpoints
• Your product is often the largest touchpoint
CXUX
Brand Experience
• Your logo is not your brand
• Your customer’s experience with your company in all forms is your brand
Customer Experience Lifecycle
UX First
At ICS, we believe in putting the UX First in all efforts
A user’s experience with a digital product is the largest determinant of a positive Customer Experience
Poll Question
How important is the user experience (UX) design process, and the resulting product UX, to your company?
1. Very important
2. Somewhat important
3. Important enough
4. Not important
5. Non-existent
The Customer
• Customers buy products and services
• Customers may or may not continue to buy from you
• Customers talk to other potential customers
Customer Expectations
Demand exists everywhere for high end experiences
Anyone recognize this dining room?
Yes, really!
Value of Customer Loyalty
• Meeting expectations builds loyalty
• Zappos – 75% of their business comes from repeat customers
• Customers pay more for quality service
http://www.inc.com/inc-advisor/zappos-managing-people-uncommon-service.html
Building your Tribe
• Modern communication and collaboration tools allow like minded people to form Tribes around any topic
• “The Connection Economy”
• An amazing customer experience can turn your customers into a tribe
http://sparksheet.com/welcome-to-the-connection-economy/
The Experience
Its not just a store…
The Experience
• Creating a top notch User Experience inherently helps improve the CX
• Less frustration with product
• Fewer calls to support
• Goal of UX should be not to just reduce the negatives, but actively focus on delighting the customer
Delighters and the Kano Model
• Developed in the 80s by Dr. Noriaki Kano
• Surprising, expected or basic features
• Delightful features happen by good design
https://www.linkedin.com/pulse/heres-why-youll-hate-apple-watch-important-business-lesson-nir-eyal
Poll Question
Would you agree your organization employs a UX design process that is effective and profitable?
1. Strongly agree
2. Agree
3. Disagree
4. Strongly disagree
5. Do not have a process, but would like to
Listening to the Customers
• Customer-facing best practices, from Pragmatic Marketing 2015 survey
• Develop a user-centered design culture
• Focus on customer problems and the value for them
• Get company focused on needs of customers rather than internal issues
• Better working relationship between product management and engineering
UX First
• Understand the problem
• Understand the users
• Create a design concept
• Unify the design
• Test and validate the design
• Implementation support
Customer Problems and Needs
• UX Practitioners are trained to understand the users and their problem space
• Heuristic analysis of existing systems
• Ethnographic research
• User testing helps ensure the right customer problem is being solved
Management and Development
• Designing the UI before development actually saves time and money
• Reduces engineering re-work
• Aligns product managers and developers
• UX investments made in the conceptual phase reduce development cycles by 33-50%
SDS (Strategic Data Consulting) special report: UX Business Impacts and ROI
Poll Question
What obstacles does your organization most often face when attempting to focus on user experience design at the start of a project?
1. Securing Management buy-in
2. Lack of internal designers
3. Knowledge & skills gap
4. Other challenges
5. We don’t focus on UX design
The Value of Customer Experience
• Customer focused companies outperform the S&P by 228% over 10 years
• 2014 survey from Design Management Institute / MotivStrategies tracked an index of companies who invested in design from 2003 to 2013
• S&P grew 75%
• Index companies grew 299%
http://news.yahoo.com/video/design-centric-firms-outperform-p-194000098.html
How To Get There
• The right mindset
• Customers first
• The right process
• UX First
• The right people
ICS UX Group
We exist to design and build great products, period.
We’ve helped global companies across many industries bring their products to life and delight their customers.
To see how we work, visit www.ics.com/ux-video
For further information, contact me:
Jeff LeBlanc
jeffl@ics.com
Thanks for Attending
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