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Operationalization in Practice

Discipline of USER

Discipline of USER EXPERIENCE Elevator Pitch Method The term “user experience”, or UX for short, is used to describe everything a person perceives and experiences when interacting with a process, a product or a service. The UX discipline is thus concerned with developing an interface between the person and the system that ensures user experiences are positive. During the digital transformation, UX experts are faced with the particular challenge of taking the latest technological features and using them to create an added benefit for the end user, as well as factors that will leave the end user excited about the experience. When designing specific user interfaces and interactions, one of the key challenges of the UX discipline is not to lose sight of the customer journey, meaning the customer’s overall experience with the product. That is because there is a direct correlation between the customer journey and the work that is performed as part of the UX discipline. The activities performed within the UX discipline can be divided into three main phases: analysis, design, and testing and evaluation. These are described in the following. Focus The customer experience (CX) and the user experience both have in common that they focus on the person and how the person experiences the product. Whereas the CX configures every area, or touchpoint, that exists between the customer and the product, the UX discipline, on the other hand, limits its focus to touchpoints where the customer uses a product and interacts with it. The user experience is thus a subset of the customer experience. However, the user experience is also divided into various aspects, one of those being optimizing usability, or to state it more simply, user friendliness. Analysis The key to an excellent user experience is a sound knowledge of the customer activities, including their needs and their skills. To that end, the following information is collected during the analysis phase: •• Work tasks: Which tasks do customers want the product to perform for them? What information do they need to do so? When? These workflows are directly related to the identified touchpoints. •• Usage context: In which environment will the product be used: on the go or in an office, at work or for personal tasks? •• User: What sort of experience, demands and skills do the users bring with them? What is the motivation behind their usage? 24 | The Method: Digital Transformation Cycle

As far as the customer is concerned, the interface is the product. Jef Raskin Design The latest user behavior described in the use case scenarios is used to develop a vision about what future use should look like. The result is a detailed description of the user interface. During this process, in-depth and frequent exchanges with other disciplines about the digital vision and about the digital experience in particular, are especially important, in order to ensure all functional and technical options are sounded out. Quickly drafted sketches, wireframes or simple prototypes allow ideas for new products or functions to be explored and experienced early on. Results The results of the user experience include a description of the use case scenarios and the properties of a typical user, as well as sketches, wireframes and prototypes for designing the user experience and the test protocols and findings from the usability tests. Customer Experience Test & Evaluate The user experience a product will offer can never be finalized at the drawing board alone; instead, the reality of it can only be ascertained by actual user testing. Thus, it is crucial to test products as early on in the development process as possible, using prototypes and representative users in real conditions as part of so-called “usability tests”. User Experience Usability Touchpoint Figure 6: Usability and UX as a Subset of the CX The Method: Digital Transformation Cycle | 25

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