Monday, December 15, 2014

The Year of the Customer: The UX Checklist for 2015

The coming year is shaping up to be even more centered on the consumer's experience. So to help you prepare, here is a list of things to focus on.
With 2015 just around the corner, it’s time to make sure you’re ready to tackle the challenges the year will bring. 

More and more, we see the challenges that businesses face as being driven by deficits in the end customer experience they deliver to customers. To that end, we’ve prepared a way to help you think about user experience (UX) in your own organization, along with a few tips to help you get UX ready for the new year! 

Thinking About Experience: Knowing What to Measure and Do Next 

Experience is a tricky byproduct of a business to manage. On the one hand, it’s probably the single-most important factor in acquiring and retaining customers, while on the other, impacting it and quantifying the returns of doing so are difficult tasks to master. 

When tackling this problem, we tend to think of this as a model that is comprised of three stages. Each of these stages helps you to identify where your own organization is at in terms of managing this dynamic, but also gives you a sense of what you should do next. We see this as three interlocking stages, each progressing on the one before it: 

1. Visibility

Do you have visibility over the customer experience in your business right now? Do you know where it begins, ends, the stages it is comprised of, or the knowledge of customer motivations at each point in the journey, and how these contribute to pain or delight points? 

2. Influence

Given your knowledge of the customer journey, does your organization make deliberate attempts to influence customers at different points in the journey, outside of acquiring customers to begin with? Once you have visibility over the customer experience, you are in a position to intervene selectively at distinct phases where you know you can make an impact. 

3. Control

Your organization actively and explicitly develops and deploys products and services in the context of a larger customer experience. Products and services are what you make, though experiences are what you deliver, and this is understood universally within the organization as the best way to think about your business. You actively plan for direct intervention at selected touchpoints that map back to your strategy, and aim to consistently provide a high quality experiential outcome for your customers. 

Identifying where you are at in this model will help you understand what actions you need to take in the new year in order to increase the effectiveness of experience in your business. 

No comments: