The document discusses the evolving relationship between customer experience (CX) and user experience (UX). It argues that the traditional distinctions between CX and UX are false, as organizations are becoming increasingly digital and both roles rely on similar methods. CX and UX professionals are converging in their use of insights like personas and journeys to inform strategies. Both roles also measure experiences, though metrics and qualitative research are complementary rather than distinct. The document concludes by advising professionals to stop splitting hairs over definitions and instead focus on holistic experience design, research, measurement and continuous improvement across channels.

1. Experience Design in
Business: An Evolution
UX STRAT / September 2016

2. Most people in the US own or have ready
access to multiple devices.
70%
SMART PHONE
51%
TABLET
14%
WEARABLES
9%
ALL THREE
Source: Deloitte

3. In the US, people
spend 10 hours a day
on digital media.
25% of that time is
on mobile.
Source: [INSERT]Source: ZenithOptimedia via Quartz.com; McKinsey & Company

4. Consumer spending on digital media has
surpassed spending on traditional media.
Source: McKinsey & Company, Wilkofsky Gruen Associates
US $Millions
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
Digital
Traditional

5. Just 52% of global consumers
were satisfied by their last
mobile experience with a
business. In fact, satisfaction
rates have actually
decreased 7% since 2015.
:(
Source: Smartling

6. The race is on.

7. 86% of US CEOs say
technology will transform
their organization in the
next 5 years.
Source: PWC

8. Fueled by a collision of disruptive trends.
PREDICTABILITY OF THE TREND’S TRAJECTORY
IMPACT ON
CONSUMER
INDUSTRY
WHICH TREND COULD MOST AFFECT CONSUMER COMPANIES?
Source: McKinsey & Company
Continued
Consolidation
Aging
Population
Middle-Class
ExplosionActivist
Investors
Advanced
Analytics
Increase In
Convenience
Urbanization
Women In
Workplace
Ubiquitous Internet
Mobile
WorldRich Get
Richer
Millennials
Take Over
Social Media
Driven Consumption
Digital
Profiles
Talent
Shift or
Drought
Big Data
For Ops
Demand For
Customization

9. As a result, companies need new roles.
Source: World Economic Forum
COMMERCIAL
E-business
manager
Digital account
manager
Digital product
manager
Digital business
developer
Fraud manager
TECHNOLOGY
Scrum master
Chief Data
Officer
Data scientist
Data protection
officer
Traffic manager
WEB
Web project
manager
Webmaster
Web designer
Web integrator
Developer
SEO manager
MARKETING
Digital marketing
professional/
micro-marketing
Digital
communications
manager/digital
planner
SEM/PPC
manager
Digital
copywriters
Media acquisition
manager
User experience
designer
FACILITATION
Service design
thinker
Crowd innovation
facilitator/
Fabmanager
Community
manager/social
media manager
Editorial manager
Content curator
Chief Listening
Officer
HR
Design learning
manager
Digital work
experience expert
Employer brand
director
(including social
media strategist)

10. Customer Experience is how customers
perceive their interactions with your company.
Forrester Research
User Experience is a person’s perceptions and
responses that result from the use or anticipated
use of a product, system or service.
ISO
Service Design helps organizations see their
services from a customers perspective.
PRACTICALSERVICEDESIGN.COM

11. Source: Google Trends
0
20
40
60
80
100
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
UX
CX
SD
Service design has not maintained the same
momentum.
%OFINTERESTOVERTIME

12. So I set out to learn more about the
relationship between CX and UX.

13. What did I learn?
1. Nobody really knows the difference.
2. If you believe UX is more than digital, they’re the same.
3. If you believe UX is just digital, CX is bigger.
4. A lot of people think UX is just digital.
5. But none of that matters, because if companies are becoming
increasingly digital, they’re moving closer together anyway.
6. Yet orgs expect and empower them to do different things…
7. ... Increasingly using the same methods.
8. Result: fragmented UX/CX makes fragmented experiences.
9. Service design is (probably) not the (only) solution.

14. • Background in design, HCI,
cognitive psychology or
anthropology.
• Speaks in insights.
• Likely to reside in product,
tech, or a separate design
organization
• Background in operations,
quantitative analysis, often
with an MBA.
• Speaks in NPS.
• Likely to reside in marketing,
or a separate CX function.
THE CX PRO THE UX PRO
Sources: Forrester Research, Tandem Seven, Leah Buley Co.

15. THE CX PRO THE UX PRO
Source: Adapted from Forrester Research
CUSTOMER
UNDERSTANDING
STRATEGY
DESIGN
MEASUREMENT
GOVERNANCE
CULTURE
• Manage VOC program
• Lead journey mapping
• Conduct quantitative analysis
• Develop experience strategy
• Prioritize work
• Drive/deliver on KPIs
• Define CX success metrics
• Collect and analyze CX data
• Develop processes, standards,
guidelines, and policies
• Lead CX training and learning
initiatives
• Foster a customer-centric culture
• Plan and conduct user research
• Develop customer insights
models (e.g., personas, flows)
• Set experience “vision”
• Prioritize work
• Gather design requirements
• Drive design solutions
• Prototype and test experiences
• Know about design trends
• Develop processes, standards,
guidelines, and policies

16. ! False Distinctions "

17. CX and UX set
different strategies.
FALSE DISTINCTION #1

18. CORPORATE STRATEGY
BRAND STRATEGY
CX STRATEGY
CHANNEL
STRATEGY
CHANNEL
STRATEGY
CHANNEL
STRATEGY
CHANNEL
STRATEGY
CHANNEL
STRATEGY
DIGITAL CHANNELS
UX STRATEGY
SERVICE DESIGN STRATEGY

19. The strategy is delivery.
Mike Bracken, UK Government Digital Service
Source: MikeBracken.com

20. Source: MalikaFavre.com

21. Source: HerCampus.com

22. Source: Pinterest

23. Source: Google Maps

24. Source: SF Chronicle

25. Source: LVMH.com

26. CX and UX seek
different insights.
FALSE DISTINCTION #2

27. Segments vs. Personas
Buyers vs. Users
VOC vs. Ethnography
Journeys vs. Tasks

28. Source: WeWork

29. Source: BuildLLC.com

30. Source: BuildLLC.com
SPACES

31. Source: BuildLLC.com
BUILDINGS

32. Source: BuildLLC.com
SYSTEMS

33. Source: BuildLLC.com
CITIES

34. Source: WeWork

35. Source: WeWork

36. Source: WeWork

37. Source: WeWork

38. Source: WeWork

39. Source: WeWork

40. Source: WeWork

41. Source: WeWork

42. Source: WeWork

43. Source: WeWork

44. CX and UX measure
different things.
FALSE DISTINCTION #3

45. NPS vs. Usability
Surveys vs. Behaviors
Quant vs. Qual

46. Metrics and user experience are not
locked in an eternal struggle against
each other. Make sure you don’t say
things that imply that they are.
Julie Zhuo, Facebook
Source: Medium, ‘Metrics Versus Experience’

47. 1.
What problem
are we trying to
solve for
people?
2.
How do we
know this is a
real problem?
3.
How will we
know if we’re
successful?
Facebook asks…
Source: TheNextWeb Conference, ‘Building With Creative Confidence’

48. Source: Medium, ‘Designing Facebook Collage’

49. Source: TheNextWeb.com

50. Source: Medium, ‘Designing Facebook Collage’

51. Source: Medium, ‘Designing Facebook Collage’

52. USE MEASURES TO SPOT A NEED
SAY HOW YOU’LL MEASURE IMPROVEMENTS
MEASURE TESTS ALONG THE WAY
MEASURE IMPROVEMENTS (AS PLANNED)

53. What this means for you.

54. 1.
Stop splitting hairs
over UX and CX.
(Note to self).
2.
Focus instead on
experience design
for a digital world.
4.
Radically rethink
your research and
data sources.
3.
Strategy is no
longer a ‘do over’—
your job is to ‘build
upon.’
5.
It’s time to make
measurement
standard operating
procedure.
6.
Hang on. Have fun.
We’re just getting
started.

55. Web: leahbuley.com
Email: leah@leahbuley.com
Twitter: @leahbuley
DOWNLOAD AT BULEY.CO/UX-STRAT-2016