In my first post in this series, I covered why user experience design needs a customer experience strategy. In short, the functionality and design of a user interface is only part of the experience. A customer experience strategy takes into account the rest — the goals, behaviours, feelings, and environment that influences how a person interacts with your system and company.
So, now that we agree it’s important, how do we develop the strategy? I’ll review the parts of the strategy kit that I developed, although typically the end product is a mix and match the elements based on the needs of the project and client. And more importantly, I’m constantly evaluating and updating this kit based on what we learn works for different clients, stakeholders, projects, and technologies.
In this post:
User Journey Map
Summary: Applying the strategy
Each project starts with kickoff conversations and workshops to discuss the goals and objectives of the business. Some of the questions I ask in these meetings include:
Where does your company want to be in the next 1–5 years? Discuss the company’s strategic overview and future state business goals
What are the measurable goals and objectives to get there?
What tactics or initiatives have been started or are planned in the near future?
What is the vision for new system?
What are the measurable key performance indicators (KPIs), short and long term, that will determine success?
What are the pain points for the current processes and systems?
What will a change mean for the business and customers?
These questions are key to any business but are sometimes surprising hard to answer. Some stakeholders have had these discussions before and have a clear strategy, but the addition of certain functional leaders in the room offer a new perspectives and insights.
For this post, I’ll use an example of a fictional company, King’s Sandwiches (from a combination of a recent project I lead for a franchise company and other work with similar partner-based business models).
Here is the first page of the strategy, a high level representation of recommended tactics to achieve their vision and objectives.
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