Customer Experience VS
User Experience
PARIS.YANGUser Experience Designer
@ AKQA SHANGHAI
1
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
2
User Experience
User research
Concept
Structure and framework
Test and Revision
Strategy
Customer understanding
Design
Measurement
METHODOLOGY
Customer Experience
3
Customer Journey
line of visibility
different touch point:peopleproduct
call centerwebsitemobile
...
invisible to customer
User Experience
THE RELATIONSHIP
Customer experience
4
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
5
SHANGHAI LIBRARY
CASE1
6
Scattered experience journey across many touch point
THE PROBLEM
7
Scattered flow
8
Scattered instruction system
9
Scattered screen device
10
Let’s audit the current consumer journey map to improve the experience
11
Read book Borrow book Return book
12
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
13
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
14
NIKE+ RUN CREW WECHAT
CASE2
15
Runner’s journey
16
Run together is better than run alone
INSIGHT
enable runners to crew up
OPPORTUNITY
NIKE+ RUN CREW WECHAT
IDEA
17
18
19
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
20