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Customer Experience VS User Experience PARIS.YANG User Experience Designer @ AKQA SHANGHAI 1

Customer Experience VS User Experience

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Page 1: Customer Experience VS User Experience

Customer Experience VS

User Experience

PARIS.YANGUser Experience Designer

@ AKQA SHANGHAI

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Page 2: Customer Experience VS User Experience

Customer Experience User Experience

a customers’ interactions with a supplier of goods or services

a person's interaction with a given IT system, including the interface, graphics, industrial design, physical interaction, and the manual.

great customer experience is the key to customer loyalty

great user experience is the key to user stickiness

DEFINITION

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Page 3: Customer Experience VS User Experience

User Experience

User research

Concept

Structure and framework

Test and Revision

Strategy

Customer understanding

Design

Measurement

METHODOLOGY

Customer Experience

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Page 4: Customer Experience VS User Experience

Customer Journey

line of visibility

different touch point:peopleproduct

call centerwebsitemobile

...

invisible to customer

User Experience

THE RELATIONSHIP

Customer experience

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Page 5: Customer Experience VS User Experience

1.user experience can play a big role in customer experience’s digital element.

2.customer experience is an expanded version of user experience

SUMMARY

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Page 6: Customer Experience VS User Experience

SHANGHAI LIBRARY

CASE1

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Page 7: Customer Experience VS User Experience

Scattered experience journey across many touch point

THE PROBLEM

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Page 8: Customer Experience VS User Experience

Scattered flow

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Page 9: Customer Experience VS User Experience

Scattered instruction system

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Page 10: Customer Experience VS User Experience

Scattered screen device

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Page 11: Customer Experience VS User Experience

Let’s audit the current consumer journey map to improve the experience

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Page 12: Customer Experience VS User Experience

Read book Borrow book Return book

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Page 13: Customer Experience VS User Experience

Stages decide search borrow get

talk to staff for help

search on computer

search in library

go to the device

enter the library get the book to borrow

borrow on computer take the book

check out to borrow

arrive

find out where to borrow

doing

library’s instruction plan

library check in card

library check in system

computer system

bookshelf instruction system

book transportation system

book checkout system

staff’s working plan

expectations

clear guide to borrow book

right reply when asking questions

check in smoothly

can find the book

can instruct me how to borrow on computer

can notify me when and how to get the book

Customer experience map for borrow a book

can notify me when and how to return the book

let me know what to do if not available

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Page 14: Customer Experience VS User Experience

OPPORTUNITIES

1.help people understand where and how to borrow books clearly

2.aggregate different device into a simple one

3.provide precise on-site notification service

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Page 15: Customer Experience VS User Experience

NIKE+ RUN CREW WECHAT

CASE2

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Page 16: Customer Experience VS User Experience

Runner’s journey

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Page 17: Customer Experience VS User Experience

Run together is better than run alone

INSIGHT

enable runners to crew up

OPPORTUNITY

NIKE+ RUN CREW WECHAT

IDEA

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Page 18: Customer Experience VS User Experience

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Page 19: Customer Experience VS User Experience

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Page 20: Customer Experience VS User Experience

THANKS!

PARIS.YANGwechat: 531264929

email: [email protected]

This is service design thinking

Outside In: The Power of Putting Customers at the Center of Your Business

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