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

October 10, 2014

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


October 10, 2014

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  1. Customer Experience Designing Beyond UX - Prachi Sakhardande TATA Consultancy

    Services © 2014, Tata Consultancy Services
  2. Lets talk about Great Experiences

  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
  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
  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
  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!
  7. What makes these Experiencesstand out?

  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.
  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.
  10. UX is not enough.

  11. Designing User Experiences

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

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

  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
  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”
  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.
  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
  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…
  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…
  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
  24. CX Assessment – An Example

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

  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!
  28. Thank You  © 2014, Tata Consultancy Services