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Please tell us about your company’s experience design strategy and help us understand what makes your story noteworthy or exceptional.: 
Customer research is foundational to our experience design strategy. I have championed and we have implemented research-uncovering information about the customer experience of the end-to-end customer journey. The insights gathered continue to be used to make data driven experience design decisions aligned with business goals. This research has included Customer Journey mapping, moderated research with prototypes, best practices competitive benchmarking for Ecommerce, on-line research, and live A/B testing where we look to refine and optimize designs. The outcomes for each of these activities – the data – is reviewed in depth and heavily leveraged to drive experience design decisions. As the Experience Design Manager and Strategist, my strategic goals are two fold. First, to embed customer research into the organization in order build the Experience Design team skills set and learn best practices for customer experience strategy. Second, is to help the extended on-line organization internalize and build a greater understanding of customer design experience strategy by learning and becoming familiar with our customer segments. This includes their behaviors, their needs, and the opportunities we have to solve their business problems. By doing this we’ve created a shared language within the organization, embraced research best practices, and have the support to iterate on designs. We are continuously learning and evolving our experience design approach based on business goals and customer feedback.
By doing this we’ve engendered a customer centric mind-set within the organization. Our Creative Brief includes a section for the Experience Design Team to fill out stating the Customer Experience Design (CXD) goals. These CXD goals are written after the business owner articulates the business requirements. We work together with the stakeholders to ensure the experience design goals are articulated and aligned with the business. Measures of success are identified in terms of the customer experience as well as business metrics.
During development, the experience design team meets frequently with engineers. We discuss where technology needs to be modified to support the proposed experience. As committed CXD professionals, we research and investigate new technologies that support designs, which are innovative, usable, and desirable. This includes where the technology needs to adapt or be learned by engineers. Recently, we introduced the development team to Bootstrap in order to implement our responsive design. A team member walked them through the framework and the dev team ran with it.
We’ve gotten many accolades for our customer experience design leadership and the quality of designs that we propose. We are seen as leaders and evangelists’ organization wide. As leaders in our industry, we work collaboratively with all business partners and help enable them to embrace current customer centric experience design trends. We consistently research, look for, and propose best practices to support elegant solutions that enable success for our customers and the business.
Over four years ago, when I first got here, the design group was struggling to transition from a creative services organization to a customer experience organization. Through the use of customer research best practices, innovative processes, close collaboration, and coaching I guided the designers into a customer-centric, high performing Experience Design Team.