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How to Discover Business Opportunities? Through Analyzing

Customer Experience

Frank Guo, PhD

Principal, UX Strategized frank.guo@uxstrategized.com

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Topic: Identifying business opportunities by looking at customer experience as an ecosystem

Professional background – UX research & strategy

Established and managed UX research for major companies

Worked for Oracle, eBay, Barclays, BlackRock

Shaped the design of award-winning Web and mobile products

An award-winning UX paper based on peer review

Published more than a dozen of UX papers

Co-authored a book chapter

PhD in cognitive psychology, UCLA

Improved UX, product strategy, and marketing for

eBay

Yahoo!

PayPal

StubHub

Motorola

Cisco

IMVU

Discuss improving business through UX with Frank:

650.678.8061 • frank.guo@uxstrategized.com • www.frankguoblog.com

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Customer Experience forms a Holistic Ecosystem

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What Is Customer Experience Ecosystem (CXE)?

Customer Digital

Physical

Personal

Traditional UI Design

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The Blockbuster CXE

Opportunity: Let customers return DVD received from mail and exchange for additional DVDs at Kiosk, not stores

Problem: 1) many stores are closed, 2) customers cannot exchange DVDs at the kiosks

Return & exchange

No return & exchange X

But, stores are being closed

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The Redbox CXE

Reserve & pick up

Opportunity: Encourage customers to reserve online to shorten the line in front of the kiosks

Many users don’t know they can browse and reserve online, and therefore there’s a long line in front of each kiosk

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The Financial Website CXE

Opportunity: Use mobile devices to bridge out-of-office and in-office activities.

Financial advisor user

In-Office

Out-of-Office: On the Go

Out-of-Office: Client meeting

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Customer Experience Ecosystem (CXE) Analysis

Process of CXE analysis Step 1: Mapping end-to-end customer journey across all touch points

Step 2: Identifying gaps

Step 3: Developing solutions

Benefits of CXE analysis Improving conversion/reducing drop-off

Increasing repeat visits

Enhancing long-term customer loyalty

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How to Conduct CXE Analysis

Step 1: Mapping Customer Journey

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Before

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During Before

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During After Before

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During After Before

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During After Before

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How to Conduct CXE Analysis

Step 2: Identifying Gaps

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During After Before

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During After Before

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How to Conduct CXE Analysis

Step 3: Filling Gaps

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During After Before

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During After Before During After Before

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During After

Before

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End Users

Intermediaries

Cyclical Influence

Hospitals & clinics Nursing homes

Gyms Wellness centers Malls and stores

Company campuses Everywhere

Patients Caretakers Gym goers Shoppers

Employees Everybody

Healthcare experts Bloggers

Celebrity spokespersons

Independent Influencers

b2b Sales Distribution network Strategic partnership Events & sponsorship

Digital Client Center Web

Mobile Social Media

Case Study – Medical Device Start-Up: Bridging Digital and Physical Spaces

Building a distribution strategy that connects all touchpoints

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Case Study – Mobile and Web Are Inherently Connected

Leveraging mobile and Web at different points in customer journey, and bridge the two platforms seemlessly.

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Case Study – Disconnection Led to Huge Drop-Offs

Poorly designed registration on the website causes huge drop-offs on mobile app.

App website App register return

X

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Case Study – HR Tool: Problems

Problem: Solving usability issues in the tool

Website

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Case Study – HR Tool: Solutions

Solutions: Developing multi-touchpoint strategy

Dashboard

Website

New Manager Training

In-context, scenario-based

tutorials • Company philosophy • HR policies • Overview of tool

• Explain “why”, not just “how”

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Q & A

To read more about UX strategy examples and ideas, check out

my UX blog: www.frankguoblog.com

Have questions or suggestions? Feel free to email me at:

frank.guo@uxstrategized.com