Omnichannel requires omnidesign and omnidesigners. Such much for omni to do.
Disclosure: I work at Informaat experience design (The Netherlands) ~ “Forget native apps, forget responsive webdesign, and say hello to omnichannel. We have moved away from the design of a single application, product or service. Increasingly, organizations have to deal with a multitude of them. This evolution is triggered by technology and raises a number of issues, challenges, and problems. How can we create a ‘seamless’ experience between all of the channels? How can we always keep the customer at the center of the design? And are our tried and tested design methods good enough, or do we also need a new way of designing, so-called omnidesign, to meet omnichannel’s needs?”
(Jantine Geldof a.k.a. @JantineG ~ Informaat BiRDS on a W!RE) ★
Or how the middle management of Enterprise UX deals with the wicked problems of the experience landscape.
Disclosure: I work at Informaat experience design (The Netherlands) ~ “There is a growing need for UX managers in many organizations. Employees in this new role are facing big and complex challenges. Informaat organizes on a regular basis sessions of the UX Management Roundtable. In these meetings challenges are addressed and discussed UX managers are facing. Conversations of the roundtable from the past two years have now been documented in a free white paper.”
(Susanne van Mulken, Rob van der Haar, and Peter J. Bogaards ~ Informaat BiRDS on a W!RE) ★
2015 version coming soon, because ‘the results are in’.
“The 2014 Design Value Index shows us for a second year that corporations that put an emphasis on design as a strategic asset perform significantly better than those that do not. As corporate design capabilities mature, executives are able to direct this power towards their companies’ most challenging problems. This, in turn, allows design-driven companies to grow faster, and often with higher margins, due to the exceptional customer experiences they are uniquely positioned to create. Key trends identified through this work include the rise of user-experience (UX) design as a sub-discipline whose growth is expected to outpace all other design disciplines as the number of digital interfaces expand and the significant investment in internal design capabilities under way in many large U.S. companies today, as we see from DVI companies Intuit and IBM .”
(Jeneanne Rae a.k.a. @JeneanneMRae ~ Design Management Institute) ★
If CX is a journey, what’s the destination?
“The first step towards ensuring that customers are offered a delightful experience is to understand their purchase journey, from start to finish. Organisations must conduct a full evaluation to identify and understand the customer journeys by harnessing the power of data-driven analytics.”
(IT Online) ★
Omni, inter, multi, trans, or ‘what-have-you’. All better than solo, single, mono or uni.
“The omni-channel approach runs the risk of ditching humans for automated touch points, but for digital to triumph, these services must be re-humanized. Companies need to strategically consider which services are appropriate to manage via machines, and which require human interaction.”
(Mark Curtis a.k.a. @FjordMark ~ Accenture Clicks) ★
Is that all you need to know? How difficult can it be.
“Most organizations are reasonably good at gathering data on their users. But data often fails to communicate the frustrations and experiences of customers. A story can do that, and one of the best storytelling tools in business is the customer journey map.”
(Paul Boag a.k.a. @boagworld ~ Smashing Magazine) ★
Evidence-based design for the experiences of the customer. But how to get answers from a tsunami of data.
“Although big data has been a huge focus of industry discussion for quite some time, most large corporations have not yet embedded a framework into their operations that would let them harness its real potential.”
(Shefik Bey ~ UXmatters)
See how IBM is revitalizing Design in its organization.
“In a 1966 memo to all IBM employees, then-Chairman and CEO Thomas J. Watson, Jr. declared, Good design is good business. At that point in history, IBM used design to demystify technology when computing was new. Almost half a century later, IBM is using great design to create enterprise-class products that people love to use to get their work done. Scaling modern design across a portfolio of thousands of products that serve clients in more than 170 countries is much more than a two-pizza team challenge—and we like it that way.”
(Phil Gilbert a.k.a. @philgilbertsr ~ AIGA Gain conference 2014)
Search and brand, the marketeers heaven. Find and experience, the designers heaven.
“Search is a natural step in the discovery process. In a web world, search engines offer a lens into a qualified and structured view to help online consumers focus and make informed decisions. With Google dominating search, marketers concentrated on improving search ranking through tried and true techniques to ensure that what they were marketing earned a coveted position in the likely search results a customer might consider clicking.”
(Brian Solis a.k.a. @briansolis)
And all this because business has discovered experience as a significant and distinctive feature. Next, they’ll have to discover design.
“(…) many of the people attending CX conferences and subscribing to CX publications aren’t necessarily practitioners, but businesspeople whose organizations have, in some way, given them experience-related responsibilities and who must purchase consulting services to fulfill them. If we badge ourselves as strategists of any stripe in the field of experience, these are the people we need to be talking to.”
(Ronnie Battista ~ UXmatters)
Journal as a format. Online, public and to share.
“As patient experience continues to emerge as an area of research and practice in healthcare, the need for standard consistent definition becomes even more critical. Without a common foundation or at least a cornerstone on which to build or adapt, the efforts that follow are set on shaky ground. We offer these ideas not in the promotion of one idea over another, but in recognizing that in existing work and in the shared themes we uncovered there is a strong set of related concepts from which to grow. This will be critical to ensure patient experience remains a viable, respected, and highly embraced part of the healthcare conversation, as we believe it should.”
(Jason A. Wolf et al ~ Patient Experience Journal Volume 1 – Issue 1)
Design and designer as change agents, their best versions.
“Change in an organization is really hard. This is especially true when a company that was once on the forefront of innovation finds itself having lost that luster through its own growth and success. The last couple of years there has been a transformation happening at PayPal that is touching every part of the organization to make it innovative again. At the heart of this change is a new, close partnership between design and engineering. Can your organization be changed? From Bill’s experience at Yahoo!, Netflix, PayPal and consulting with numerous companies he believes there are some core principles you can employ to drive transformation that are all centered around the customer. The question Bill will explore is ‘How can design be the catalyst for that change?” While this talk will be inspirational, it will take an honest (and humorous) look at what has worked and what hasn’t worked so well in trying to scale change.”
(Bill Scott a.k.a. @billwscott ~ Adaptive Path‘s Managing Experience Conference 2014)
Obsessed with customers, always good?
“Customer Experience is now accepted as a key driver for business growth, regardless of industry. This view is supported by research showing that customer experience leaders have significantly, consistently out-performed the S&P 500 in recent years — but understanding the value of customer experience and transcending engrained organizational processes that hinder it are different matters. Digital strategy has unleashed new, creative ways to engage customers throughout every step of their journey; it’s now time to consider the strategic role community plays in harnessing the value of digital interactions to inform long-term customer relationship and loyalty goals.”
(Wendy Lea a.k.a. @WendySLea ~ Adaptive Path‘s Managing Experience Conference 2014)
PX (‘patient experience’) following close to CX (‘customer experience’). Upcoming new kid on the block soon, LX (‘learner experience’).
“For us this not only gave us an opportunity to leverage and diversify methods, like storytelling, to gather insights, but also brought us closer to the heart of the new face of healthcare, the patient.”
(Anel Muller ~ Adaptive Path)
The future of design lies in the organization.
“Every organization has its own goals, processes, techniques, and teams – each with special characteristics. They are all important to consider when incorporating user experience, but it’s also crucial to gauge the maturity level of an organization.”
(Juan Manuel Carraro a.k.a. @carrarojm ~ UX magazine)
Galaxies and Copernicus, doesn’t that ring a bell.
“So with three different starting points – UX from product development, service design from service delivery, and customer experience from marketing and customer support – we’ve all arrived at the same place: the realization that by consciously crafting the experiences people have with those products, services, or organizations, we can help those people be more successful and find more satisfaction. Oh yeah, and it’s good for business too.”
(Jesse James Garrett a.k.a. @jjg ~ Adaptive Path)
Will they then become CX consultants?
“UX is a broad field and designers are increasingly playing a strategic role in many companies. Be that designer. Businesses are increasingly adopting user-centered approaches to create experiences, moving UX design to be one of the core activities driving the company strategy and operations. This is an incredibly valuable opportunity that we designers can take to step up and contribute to create the great experiences and services they envision, taking our vision, tools and understanding to a different level. But we need to learn the new skills to play at this table, a table that’s often speaking a different language with a lot of politics and different stakeholders. This talk will cover exactly these extra skills that are required to make this strategic jump: understanding the business needs, educating the client, understanding the hidden request, managing the various party involved in a project, defining the right process, understanding the internal impact and more.”
(Davide Casali a.k.a. @Folletto ~ Interaction14 videos)
This time, the C is Citizen and not Customer. Citizens are entitled to great CXs too.
“The past decade has brought enormous and growing benefits to ordinary citizens through applications built on public data. Any release of data offers advantages to experts, such as developers and journalists, but there is a crucial common factor in the most successful open data applications for non-experts: excellent design. In fact, open data and citizen-centered design are natural partners, especially as the government 2.0 movement turns to improving service delivery and government interaction in tandem with transparency. It’s nearly impossible to design innovative citizen experiences without data, but that data will not reach its full potential without careful choices about how to aggregate, present, and enable interaction with it.”
(Cyd Harrell a.k.a. @cydharrell ~ Beyond Transparency)
Unfortunately, no design or Design mentioned whatsoever.
“Enabling great customer experiences and optimizing them across all touchpoints in a consistent and human, customer-centric way leads to marketing success. And it increasingly revolves around personal, personalized and at the same time connected and integrated approaches.”
(J-P De Clerck a.k.a. @conversionation ~ i-Scoop)
The outside-in perspective creates a lot of empathy among designers.
“Many people think that good Customer Experience costs a lot of money but the reality is that when you address the right area the benefits always outweigh the costs.”
(Zhecho Dobrev a.k.a. @Zhecho_BeyondP ~ Beyond philosophy)