UX14 - Customer Experience: Designing Beyond UX (Prachi Sakhardande)

Technology is blurring the lines between digital and offline. If a product's user experience is delightful, customers would expect to be delighted in the other aspects as well - whether its product demos, advertisements, training or support. As designers, when we define the UX strategy, should we pay attention to detailing these touch points as well? Can we use our UX strengths and tools to craft a delightful customer experience across touch points, beyond UI alone? To know more, join me as I talk about Customer Experience: Designing beyond UX, at UXINDIA 2014

Transcript

1. Customer Experience
   Designing Beyond UX
   - Prachi Sakhardande
   TATA Consultancy Services
   © 2014, Tata Consultancy Services
   

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2. Lets talk about
   Great Experiences
   

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3. Starbucks
   Customer centric in-store experience augmented by an engaging innovative digital
   experiences including “Gift a coffee”, gamification of customer loyalty and enabling users to
   buy coffee or create their own flavours using mobile devices
   

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4. Disneyland
   “The most magical place on Earth” uses digital technology heavily to enhance the magic,
   right from your hotel check-in till you step out, wanting to come to helping visitors locate
   parking spots, Memory Maker the logistics to RFID based bands that will enable characters to
   call out children by their names
   

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5. Cleartrip.com
   Seamless multi channel approach, messaging you upcoming itinerary, sending digitized
   boarding passes to your phone and going out of the way to deal with your last minute travel
   hiccups
   

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6. Kindle
   Light, portable, 4 week battery life and excellent 5-way navigation along with side buttons for
   pagination. Apart from the product features, buying books is hassle free, delivery is
   instantaneous and the whole experience is just so easy!
   

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7. What makes these Experiencesstand out?
   

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8. As digital technology transcends the real world, the line
   between real and virtual is blurring. As brands set new
   benchmarks with great user experiences, customers expect
   the same quality, speed and finesse in their offline
   interactions with these brands.
   

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9. As designers, we need to ensure that the experiences we
   design so painstakingly in the virtual world, are reflected in
   every interaction of the product.
   

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10. UX is not enough.
    

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11. Designing User Experiences
    

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12. Customer Experience
    User Experience
    Usability
    Customer = Buyer + End User
    

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13. Use
    Deploy Procure
    Evaluate
    Contract
    Pricing
    Standard Tasks
    Configuration
    Training
    Demos Sandbox
    Product Literature
    Product
    Troubleshooting
    Leave Re-engage
    Support
    Hundreds of interactions,
    sometimes called Touch Points
    make up an entire customer
    journey.
    Identify
    Search Engines
    Social Media
    Word of Mouth
    Customer Experience Lifecycle
    Troubleshooting
    

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14. Sonia visits
    site
    Happy with the broad choice Expensive. But
    shopping from
    comfort of
    home!
    Order online
    Cash on delivery
    option not there
    Can I order through mobile?
    Delivered within 2 hours!
    

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15. Designing every interaction across the CX lifecycle to be
    awesome is not sustainable.
    Identify moments that will have maximum impact for
    customer and maximum differentiation for the company.
    These are Moments of Truth.
    

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16. So, how different is CX from User Experience Design?
    

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17. •Business Goals
    •User Studies
    •Pain Points
    •Potential
    Differentiators
    CX Strategy
    •CX Maps
    •5 – Whys
    •RCA
    •Moment of Truth
    Experience Design
    •Build Prototypes
    •Test
    •Plan Rollout
    Projects
    Deploy and Test
    •Identify Metric
    •Feedback
    Channels
    •Governance
    •Monitor and
    Iterate
    Monitor
    Iterative Process
    Requirements Design
    7
    Develop Monitor
    Customer Experience Design
    

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18. CX Strategy…
    Is about taking your tagline seriously…and ensuring it
    percolates to each and every interaction with your
    customers, whether online or offline
    “Eat Fresh”
    “A to Z”
    “Expect More. Pay Less”
    “Its everywhere you want to be”
    “The world on time”
    “Because I am worth it”
    

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19. Source: http://www.cleartrip.com/about/
    We made a list of some of the things we want to be:
    Simple: Simplicity is a religion at Cleartrip. If we’re not the easiest place to
    search and book your travel, feel free to give us a piece of your mind.
    Comprehensive: Part of making travel simple is presenting you with all the
    options for your trip. We’re working closely with suppliers to add more
    airlines and hotels to our search.
    Reliable: Making travel simple implies making a travel site that just works and
    works. We still have the occasional hiccup, but being there for you, reliably, is
    very important to us.
    Responsible: We take responsibility for what we give you. You won’t hear us
    making excuses for airlines or hotels or availability or prices. If we show you a
    price, we will honour it, come what may.
    

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20. The essence of this strategy is apparent, in the website and more so, in Cleartrip’s mobile
    application. Cleartrip Mobile – currently one of the most comprehensive travel product
    available on a mobile phone today – commands 30% of Cleartrip’s transactions & 40% of
    Cleartrip’s traffic
    

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21. User studies, survey, contextual inquiries are all tools
    you can use to capture perception of overall customer
    experience beyond usability
    These are integral inputs to the next phase – Experience
    Design…
    

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22. Anita works in a software company ABC. She needs to get Photoshop installed. ABC has a digitized
    process for the same.
    This is the CX Journey Map describes how the process looks for Anita and what are her possible pain
    points.
    Anita logs
    to
    company
    intranet
    Finds link to
    log ticket
    Logs ticket
    Receives
    confirmation
    Request in infra pool
    Ticket
    Closed
    Company
    Intranet
    Ticketing
    Application
    2-days later, no
    updates
    Manu contacts
    Anita
    Happy
    Slightly Perturbed
    Unhappy
    Behind the Scene
    Ashok stuck
    with another
    issue. On leave
    next day
    Escalates to
    Infra manager
    Email
    Installation
    completed
    Allocated to Ashok
    Manually
    assigned to
    Manu as
    priority request
    Phone
    Experience Design…
    

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23. Monitoring…
    You will need to choose the appropriate metric based on your business goals.
    Metric can be of the following Types
    • Observation Metric – Captured through Analytics or CRM tool
    • Time spent on page, Average Call Time, Ticket Raised
    • Perception Metric - How customers perceive the product
    • Customer Loyalty Index, Net Promoter Score, Customer Satisfaction
    • Outcome Metric – Impact of the program on business goals
    • Wallet Share, Churn Rate
    

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24. CX Assessment – An Example
    

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25. Great customer experiences are not incidental.
    Behind them is a solid business discipline.
    Serious CX needs a strong governance structure, like any
    other business function.
    It is only by treating CX as a business discipline, can
    culture of CX be established in the DNA of an
    organization
    

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26. Creating a
    Culture of
    Customer
    Experience…
    one cup at a time
    

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27. To Wrap Up…
    As designers, we already have the tools and attitude to
    design great CX
    Push yourself outside your comfort zone. Anything that
    hinders great experiences is your problem
    Identify others in the organization who are as
    passionate about creating great experiences. More
    importantly, identify champions!
    

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28. Thank You 
    © 2014, Tata Consultancy Services
    

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