ux - from the tactical to the strategic. ux brighton 2014
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@brilliantnoisebrilliantnoise.com
Jason Ryan
Brilliant Noise13th May 2014
UX Brighton
From the tactical to the strategic
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A journey from...
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Interaction design that allows users to achieve
goals.
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to...
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“A great digital experience is no longer a nice-to-have; it’s a make-or-break point for your business.”
”To a greater extent, customers’ impressions of a business are established through digital engagement forcing businesses to recognize that “software is the brand.”
Source: ‘Top technology trends for 2014 and beyond’. Forrester Research 2014
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Outside In, Forrester
Customer experience
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#1 Knowledge of the customer IS strategy.
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UX and CX
Source: Forrester Research 2012
CXUX
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UX and CX
Source: Niels Anhalt, FatDUX 2014
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CXUX
Speak more ‘CX-language’
UX
Research, design and optimisation of (digital) touchpoints
CX
Aligning business strategy and operations with the desired brand experience across all touchpoints
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#2UX methods are strategic methods.
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#3Understand your customers business. Use their language.
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Who is your customer?What are they buying?How are they buying?
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Digital (CX) Strategy
Evaluation
So
cial m
ed
ia
Co
nte
nt
UX
SE
O
PR
Cre
ativ
e
Paid
me
dia
Competition and collaboration
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The Customer Journey
From acquisitionto lifetime value
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Customer decision journey
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
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Customer centric planning - digital channels
Customer Goal: Buy a return flight to New York for a shopping trip
Search Engine
Brand website
Price Comparison
Social Media
Consider Evaluate Buy Bond Advocate
1 3
7 8
9 102
5
4 6
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Customer journey mapping - omnichannel
Source: eConsultancy
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In action
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Monitoring the customer journey
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Consider- How are people
responding to advertising / press / PR?
- How are people reacting to our website and other touchpoints?
- What is our brand share of voice?
Evaluate- How are people
evaluating us vs competitors. What questions are being asked and what conversations are happening?
- Price?
- Features?
- Post-sales support?
- Experience?
Buy- The buying
experience
- Financing options
- Customer service through all channels
- Experience across deposit, delivery and collection
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Bond- Post-sales
experience
- Product experience
- What questions are being asked?
- Troubleshooting?
- How-to’s?
Advocacy- Recommending the
brand and products
- Evidence of customer amplification of media (retweets, shared content)
- NPS
Monitoring the customer journey
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Source: ACCENT Marketing Survey 2014
What is the key to gaining repeat customers?
- 90% personalised interactions with brands drive their purchase decisions
- 86% important to have a positive experience post-purchase
- 50% interact with brands after a purchase
"CMOs today need to spend time to
understand and engage customers across the
entire lifecycle, not only pre-purchase," he
said. "What our research has uncovered is that
when CMOs consider the entire lifecycle, they
can maximize return on investment."
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#4Consider the entire customer journey.
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Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Strategic planning framework
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Return on UX investment?
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The customer experience pyramid
Source: Forrester Research 2012
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The customer experience index
Source: Forrester Research 2012
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Customer-centric evaluation framework
Awareness Action Advocacy
Tra!c
Bounce-rate
Views
Uniques
Sign-ups
Comm
ents
Downloads
Time watching
In-bound links
Recomm
endations
Mentions
Positive sentiment
Engagement
Scale and control
Returns
Purchases
Media uploads
Fans & followers
Blog posts
Engagement
Low e!ort / cost High e!ort / cost
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#5Decide what and how to measure.
And then measure it.
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The imperative
for UX Strategy
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Digital change comes in all directions…
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Customer
Competitor Employees
Channels
Company
Technology& tools
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Bolt-ons are not enough.
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Customer experience
Operational excellence
Source: Forrester Research 2014
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Interest in Digital Transformation
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Source: Forrester Research 2012
The age of the customer
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Customer experience investment
- Outperforming enterprises are 54% more
likely to collaborate with customers- C-level executives are planning to double
CX spend over the next 3-5 years
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Interest in Customer Experience
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#6The time is now.
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- Knowing the customer IS strategy
- UX methods are strategy methods
- Understand your customers business. Use their language.
- Consider the entire customer journey
- Decide what and how to measure. And then measure it.
- The time is now!
Summary
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The time is now (near and far)
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Now 0-6 months
Near 6-12 months
Far12 months +
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Thank You@jasonryan
brilliantnoise.com@brilliantnoise
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