Expanding the Value of User Experience

session / Heidi Munc

The divide between the digital and non-digital experiences blurs more each year. While apps can enable experiences, the experience itself happens in the physical world. The blurring lines have reached into the world of User Experience and Customer Experience, making it difficult to pinpoint where one ends and the other begins.User experience teams are often better at designing holistic experiences than traditional customer experience teams, who tend to focus on improving surface-level metrics. However UX isn’t usually invited to participate in the CX discussion. To get a seat at the table we need to clearly demonstrate what we can contribute. It starts by showing how we are able to uncover the “why” behind customers’ behaviors and translate those insights into actionable design criteria, resulting in better experiences both online and offline.