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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