The Three lenses of innovation, CX & UX

This is a graphic I used for a poster two years ago with the addition of the words Customer  Experience and User Experience.

What I’m communicating here are the three lenses through we we can see in order to create a new product, service or experience and bring it to market (innovation). I was trying to better understand the difference between the way that user-centered designers or UXers study people and how Marketers study people. There are clear differences but it goes well beyond just the quant/qual gap and so I tried to articulate those here, based not only on my own experience but also on a study I conducted in 2009 about how people understand innovation.

As I’ve began, in the last year to study customer experience I’ve been impressed by how very complementary UX & CX is. Then I read this very interesting article on Johnny Holland  by Greg Laugero about CX & UX and it got me thinking more about this distinction. I’ve been writing my dissertation so, I haven’t devoted much time towards it right now, but I still wanted to get this out there.

If we think about UX & CX in terms of the experience itself, not all the methods and history kind of stuff, UX is about the usage of the product itself, and you can include the set-up and maintenance of that product. It’s between the users and the product. The CX though focuses on the the interactions that person has with the company and the product. While both CX and UX approach branding, it tends to be in distinctly different ways. UX branding focuses on what elements in the product/UI/experience can be designed to be in harmony with the brand. Of course some people who do that will also advise companies on creating the brand itself, but very often it’s about giving that brand life in the making of an experience. CX tends to be less about the making of the brand experience, but defining it and then bringing it about via advertising. So while there is making, it’s about the making of the brand experience as it relates to impressions, advertisements, and the brand as it stands by itself, somewhat independent from the products themselves.

I don’t believe that the main message of this graphic is anything new, but it puts it all together in one place, and allows us to think about it in a different way. In particular I think this relates to the work of Tim Brown and design thinking (from his book Change by design, see a short bit on that from the post where I borrowed this image).

So what’s next you ask? Well I’ll talk more about how important the customer experience is as it relates to product and technical support which or course is directly related to how those interfacing with people treat them. So it can’t just be marketing/CX or Design/UX that is in concerned with people’s experiences, but it has to be of concern with the entire company, every employee.

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