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CX is not just another acronym

We often think of customer experience as linear - remember journey mapping?! In reality, it is anything but. Customers choose their own paths, so how might we meet them where they are? This is where Customer Experience (CX) Design comes in. 

On this page: 

  • My CX Design Framework

  • Case Study with Tools & Templates

  • Future Plans: Automated CX Map, Experience Library 

A customer's experience with a brand is comprised of a series of interactions over time. Each interaction triggers an emotional reaction, based on customers' context and expectations. These reactions are cumulative and become tangible opinions customers develop towards the brand.

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CX DESIGN FRAMEWORK

HOW I DEFINE CX DESIGN

The way I see experience is that it happens one way or another - with or without design. But when designed, we can influence the series of moments our customers engage with us, i.e. the cross-channel interactions they encounter every step of their journey, to promote positive and lasting impressions on our brand.

 

Thus, I define CX Design as the process of planning and solutioning how all components within a brand ecosystem should be orchestrated to deliver meaningful customer value and business strategy.

BUILDING THE CX DESIGN FRAMEWORK

Over the past two years, I have been experimenting with how CX Design can be standardized, in hopes of making it a staple process our teams at Klick Health go through for brand planning. I'm proud to present this framework as the tried and true comprehensive stepped approach that has now been widely adopted by multidisciplinary internal and client teams. 

CX Design goes well beyond Experience Mapping. In fact, Experience Mapping is only the first step to take to understand the target audience. The Design process also includes problem-solving, putting ideas to test, strategizing integration and implementation, and iteratively optimizing through data-driven decision-making.

 

The Framework is also built on the foundation of customer-obsessed culture, one that fosters cross-functional team collaborations, invests in training and supporting learners, and actively socializes successes to promote broader adoption of CX Design.

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CASE STUDY

ELEVATING CX AS DRUG X MOVES FROM LAUNCH TO NEXT STAGE IN THE LIFE CYCLE

Note. Due to NDA purposes, all information and artifacts presented in this case study will remain brand agnostic. Certain components on images will be blurred to de-identify brand. Medication will be referred to as Drug X. All content presented here reflects activities I had personally contributed to to elevate Drug X's business between January 2020 to March 2021.

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CHALLENGE

Drug X is a Chronic Idiopathic Constipation (CIC) medication that recently was launched by a U.S. pharmaceutical company. Its unique mechanism of action and efficacy can significantly improve the quality of lives of patients. 

As Drug X moves from launch to its next stage of the life cycle, how might we better understand patient and physician experiences to identify opportunities for optimized tactical delivery?

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SOLUTION

A holistic visualization of the Drug X CX to facilitate the identification of communication gaps, analysis of unmet needs, ideation of potential solutions, and creation of measurement and reporting plan that can inform ways forward for the business. 

CX Mapping and Workshopping led to a series of cross-channel activities to further ideate for optimizations, including CRM, Social, SEO, Creative, and Field Sales efforts.

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IMPACT

Enhanced usability of patient website led to improved scroll rate, higher % of visitors engaging in high value actions, higher form completion rates, and 10% increase in savings card registration.

Personalized and dynamic CRM content led to increased engagement in email communications, and stronger patient persistence in treatment (as seen in redeem rate). 

Significant wins also seen in social with a 40% increase in volume of social mentions and elevated standing among competitors by SOV.

1

BETTER UNDERSTAND CUSTOMERS

Understanding the Current Context

Audit Current State Drug X CX

To get a better understanding of Drug X's brand ecosystem and its target audience, I began by auditing all materials brand-, customer-, and competitor-related. To do so, I created a CX Audit Assets Request document to gather information from our internal and client teams. By the end of the audit, I was able to obtain a holistic view of how the brand is currently being perceived and experienced by its target audiences. 

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Create CX Map

I then contextualized Drug X's CX by visually mapping strategic & tactical components against target audience insights. The map holistically represents

  • current brand ecosystem makeup,

  • channel orchestration,

  • customer engagement paths, and

  • customer-customer intersection points.

The platforms and tools I used to create the CX map include Custellence and Miro.

2

BETTER UNDERSTAND CUSTOMERS

Identifying Opportunity Areas

Align on Moments of Truth and Analyze Unmet Needs in Drug X's CX​

Following the creation of the CX map, I facilitated a workshop with cross-functional teams to align on the pivot points where Drug X as a brand can elicit positive reactions from customers, as well as identify any gaps the brand need to address based on

  • Intended jobs-to-be-done (JTBD) vs. brand communications & offerings 

  • Brand cross-channel marketing performance 

  • Market landscape & competitive solves 

  • Unique business challenges (e.g. COVID-19)

3

CREATE MORE RELEVANT EXPERIENCES

Explore New and Future State Concepts

Invite Creative & Disruptive Ideas

In the same workshop, I invited participants to ideate against the unmet needs identified, enabling opportunities for teams to develop innovative solutions that differentiate brand experiences from typical convention. Participants were engaged in "shark tank" style pitching for ideas to be prioritized. 

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4

CREATE MORE RELEVANT EXPERIENCES

Build a Strategic CX Implementation Roadmap

Set the CX Vision and Stay on Track 

Coming out of the workshop, we had a lot of great ideas for how to elevate Drug X's CX above launch status. To ensure the prioritized ideas don't go to waste and hold ourselves accountable for bringing them to fruition, I collaborated with the Program Manager and Activation Strategists to create a Strategic Implementation Roadmap. The roadmap provided three C's: Confidence in decisions, Clarity in direction, and Continuity of strategy.

 

I also created an ideal state Drug X CX map to ensure it becomes a living document, and can be used as a North Star for the team moving forward. 

5

CREATE MORE RELEVANT EXPERIENCES

Prototype & Test 

Rapid Prototype Concepts and Elicit Feedback Early-On​

Before investing significant amount of time and money on building the solutions, I recommended quickly prototyping the concepts for website updates and putting them in front of real patients and physicians to validate whether they actually fulfill customer needs. We leveraged tools including Sketch and Axure to create wireframes & prototypes. We also used Hotjar to get a gage on how usable the current site of Drug X is.

As we were about to begin in-person usability testing, COVID-19 hit. I guided our team to quickly adapt and pivot — we eventually provided clients with options for how we could still engage real users, adjusted our testing protocol to remote moderated testing, recruited new participants, and assembled a team of UXer's to facilitate tests. 

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In addition to website usability testing, I also collaborated with Activation and CRM Strategy to hold a CRM workshop to bring ideas pertaining to email and SMS communications to life. Participants included cross-functional internal, client, and agency partner teams. I suggested using storyboard vignettes to contextualize the patient & physician journey and thereby allow participants to empathize better with customer needs. Our clients were very impressed, and provided us with really positive feedback.  

6

FOSTER GENUINE CUSTOMER CONNECTIONS WITH BRAND

Measure & Report CX Analytics

CX Measurement Planning & Metrics​​

To measure the effectiveness of the implemented solutions, I am collaborating with multiple teams, especially with the Analytics team to work on

  • expanding existing measurement plans with metrics to evaluate CX

  • expanding measurement channels to monitor moments of delight or demerits within the CX to get a better pulse on experiences and social discussions

  • using the CX map to inform the marketing taxonomy and tagging terms, enabling journey-based activation and analytics

7

FOSTER GENUINE CUSTOMER CONNECTIONS WITH BRAND

Refine Experiences for Customer & Business Value

Test & Learn to Enable Ongoing CX Refinement​

In true Design Thinking fashion, I always strive to iteratively optimize the solutions I put forth. In this case, I want to ensure that our teams are actively listening and responding to our customers' needs to innovate better CX and drive even greater business impact. To do so, I collaborate with Activation Strategy to identify opportunities for A/B or multivariate testing using Adobe Target. Our goal is to move from one-to-all to one-to-one through omnichannel personalization.

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PLANNING AHEAD

CX design is a lengthy process, mostly because of the upfront auditing and mapping activities. As someone who values process efficiency and repeatability, I started to think about how we might be able to make CX mapping and the subsequent planning of implementation more efficient. 

CX MAP AUTOMATION

I created a prototype to envision how we can automate the CX mapping process through directly pulling marketing assets and data metrics from Adobe Experience Manager (AEM) and Adobe Target, respectively, into Airtable. This not only saves Experience Designers time and manual effort putting together extensive maps, but it also helps to keep CX maps up-to-date without having to undergo "annual refreshes".

EXPERIENCE LIBRARY

Certain experiences show standard elements, and can therefore be used as templates to be adapted for the given situation. This is why I am also currently creating an Experience Library, where users can reference and select key experiences from based on their needs to build their unique end-to-end CX more efficiently.

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Want to see an example of how I UX/UI?