31 July 2016

Can ‘user experience’ experts become ‘customer experience’ experts?

Be the first to share

For those of us who are puzzled about what exactly the difference is between UX and CX, Toby Bottorf, principal at continuum, situates the difference as one of scale:

“The difference is one of scale. You’re not designing a thing. You’re trying to design what happens as a result of many things you directly designed, which is very different from UX. UX is bound technically by a clear and limited use case: It always involves someone interacting with a device.

Service experiences, however, are broad and ephemeral. They happen in time, and might involve the design of spaces as well as spontaneous interactions between people. UX work is often focused on optimizing something that has already been defined, not necessarily generating something new.

The biggest change for me personally in making this transition has been in the approach to quality. The definition of a great service depends on whether it is an open or closed system. Most digital systems are closed. Software should work the same every time. For software, improving quality means fewer deviations from how things should be.

But for open-service systems, standardization can set the bar for quality at only a mediocre level. A standard for consistency defines the floor, the lowest level of acceptable service. To deliver great service, people need to be themselves, and represent their organization with good judgment and real agency. That will inevitably be delivered with a lot of variability.

Designing for unanticipated-use cases, then, is the unique challenge of CX work.”

Besides that the author’s definition of UX is quite narrow, we must also that to us at Experientia, this sounds very much like a definition of service design, be it applied to a corporate context, and further narrowed down to customers only. What about work for governments and social innovation design? What about non-customers (knowing them can make the experience better for customers as well and can open up organizations to new customers)? In short, we are not yet convinced that CX is broad enough as a term.

Be the first to share
20 November 2018
Journal of Business Anthropology devoted to design anthropology
The Journal of Business Anthropology is an Open Access journal which publishes the results of anthropological research in business organizations and business situations of all kinds. The theme of the latest issue - Vol 7, …
17 November 2018
[Book] Uberland: How Algorithms Are Rewriting The Rules Of Work
Uberland: How Algorithms Are Rewriting The Rules Of Work by Alex Rosenblat University of California Press October 2018, 296 pages Silicon Valley technology is transforming the way we work, and Uber is leading the charge. An American startup that …
10 November 2018
Design education’s big gap: understanding the role of power
George Aye, co-founder and director of innovation at Greater Good Studio and adjunct full professor at the School of the Art Institute of Chicago, argues that for all the talk about being human-centered, one very …
10 November 2018
Experiential Futures: A brief outline
Stuart Candy (@futuryst), an award-winning foresight practitioner, Director of CMU Situation Lab and Associate Professor at Carnegie Mellon School of Design, recently wrote a short intro to Experiential Futures (XF) for designers interested in transition-oriented …
24 October 2018
How do we make smart cities civic?
Engagement Lab, an applied research and design lab associated with Emerson College that investigates and creates media and technology to reduce disparities in civic participation, announced via a twitter thread the launch of Making a …
24 October 2018
[Book] Challenging the City Scale
Challenging The City Scale: Journeys in People-Centred Design Ed. by Cité du Design (Saint-Etienne) and Clear Village (London) Birkhäuser, 2018, 176 pages (free ebook) This 176 pages book is released by the famous international publisher Birkhäuser, and co-edited …
12 October 2018
[Book] Changing Things: The Future of Objects in a Digital World
Changing Things: The Future of Objects in a Digital World by Johan Redström and Heather Wiltse Bloomsbury Publishing September 2018, 192 pages In their new book, "Changing Things: The Future of Objects in a Digital World", assistant professor Heather …
10 October 2018
How SAP’s SuccessFactors used anthropology to understand its customers
As part of a new approach to user interfaces, Amy Wilson, Head of Product at SAP SuccessFactors, pulled designers together with behavioral scientists with backgrounds in cultural anthropology. The goal was to help the designers …

We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.

4 October 2018
Bringing​ ​patients into focus at the Roche Innovation Summit

Experientia is proud to have been a key participant at the Roche Innovation Summit, held at Roche headquarters in Basel Switzerland on 19 June 2018. Themed “​Transforming the Healthcare Experience Together​”, the summit aimed to galvanize the Roche community around the future transformation of healthcare and diagnostics. With 800 attendees from Roche and Genentech global […]

13 June 2018
Invito: DesAlps design thinking workshop per la tua startup

Hai una startup? Hai mai pensato ai benefici che potrebbe trarre dal Design Thinking? Questa è l’opportunità per scoprirlo! DesAlps Workshop #2: Il Design Thinking per la tua startup! Giovedì 28 giugno 2018 – dalle 9:30 alle 17:00 @ I3P | Corso Castelfidardo 30/a, Torino —– Nell’ambito del progetto europeo DesAlps, un team di esperti […]

3 May 2018
Invito: DesAlps innovation workshop per le PMI del territorio piemontese

Experientia è lieta di invitare le piccole e medie imprese del territorio piemontese al: DesAlps Workshop #1: Il Design Thinking per le PMI Venerdì 18 maggio 2018 – dalle 9.00 alle 17.30 @ Rinascimenti Sociali | via Maria Vittoria 38, Torino Scopri i vantaggi che il Design Thinking può portare al tuo business per prepararvi […]

27 April 2018
Impact through Design – Event in Turin, Italy

(Scroll down for English) Come può il design generare impatto? In continuità con il summit International Days of Deans and Experts: Impact Through Design (Barcellona, aprile 2018) Torino ospita il primo evento dedicato alla prospettiva italiana sull’impatto generato attraverso il design in riferimento ai Sustainable Development Goals definiti dalle Nazioni Unite. Attori dell’ecosistema territoriale ed […]

26 February 2018
Designing Patient Solutions with Meaning: Review of technology and health apps for a better patient experience

Technology is radically changing the world of healthcare and acts at different levels in support of different stakeholders. There are several digital tools on the market (e.g. wearables, virtual reality, robotics, etc.), many of which work in integration with each other, for example, wearables connected to IOT applications. Experientia’s report provide an overview of some […]

22 December 2017
Happy new year 2018!
See all articles