UX is no longer enough.
It used to be that designers were monomaniacally focused on user experience. Nowadays, companies are designing more holistically—beyond the product—and they consider the totality of a customer’s experience (CX). CX is still new enough that most companies are grappling with how to develop an organizational capability for it. How can organizations, and their designers, make the hero-journey from UX to CX without hurting themselves, their clients, and their business?
Emigrating from User Experience to Customer Experience
UX is no longer enough.
The Implementation Dilemma
As design thinking pervades business, ideas and customer insights are becoming commonplace. But what continues to be uncommon is the large organization that can get ideas out to the market in a repeatable and consistent way. This situation creates the Implementation Dilemma: Should leaders take these customer-focused ideas and apply their traditional method of delivery, or should they create a new environment for this work? Our recommendation is the second approach.
Medical Consumer Blur
The line between what’s considered clinical technology and what’s considered consumer technology is becoming blurred, as companies and offerings traditionally on one side of the line start to cross it, while consumers become more empowered to take control of their own health. We’ll explore what each industry can learn from the other.
Awareables: The Technology of Superhumanism
Sustain. Evolve. Amplify.
These are the three reasons customers purchase wearables and other consumer health products. They’re also short-lived use cases; once our tech gives us superhuman intuitive power, we discard it. Companies can, however, consider new business models, which will encourage longer and repeated use—and ensure more revenue in their pockets.
Consumer Products: Icebergs of Innovation
Small changes in the packaging of consumer packaged goods (CPGs) may not look like much, but underneath lie a series of consumer-imposed, design, and manufacturing constraints.
Given all of these potential difficulties, it can be daunting to approach CPG innovation, but it’s well worth it——the work will have a lasting impact both on customer satisfaction and sales. The process won’t be quick or easy, but the results will justify the investment.
Improving Patient Experience: Designing for the Whole Person
Identifying and understanding the medical needs of an individual is obviously crucial in effectively treating conditions, but it is limiting as a means of capturing who a patient is. Let’s start improving healthcare by focusing on the whole patient, looking below the surface to see these people as people.
Moving Up the Digital Health Pyramid
We’re all aware that consumers abandon digital health devices and wearables after only a few months. The consumer market is a competitive one, but we’re seeing emerging strategies for success. Those who are winning differentiate in key ways, including developing regulated healthcare products. We’ll outline what it takes for a consumer products company to thrive in the clinical environment—and why it’s a move up the value chain that’s worth considering.