Most CX initiatives fail in organizations

The CX pyramid model explains why

Most companies view customer experience as a task (or chore) rather than a mission. They assign a couple of employees to focus on customers while the rest of the company goes about its business focusing on efficiency, acquisitions and margins. As a result, many CX initiatives and activities fail in the long run. The CX Pyramid model explains how to do it better.

Are you happy now?

Why happiness matters for experience designers

Happiness is a mental or emotional state of well-being characterized by positive or pleasant emotions ranging from contentment to intense joy. Besides creating products and services which are usable, useful and desirable, experience designers can design up into the value chain and focus on happiness as an necessary objective to design for.

Design languages and systems

How enterprises create consistent digital experiences

Design languages and systems are a hot topic these days. They are a response to the challenge of creating consistent, seamless, and compelling digital experiences in the context of an increasing number of devices, channels and touchpoints. Within the design constraints presented by responsive and adaptive design, libraries of experience principles, (visual) design elements and sometimes even code examples for enterprise digital experience design are emerging.

Coming up: World IA Day 2015 (21 Feb)

Architecting Happiness

For the fourth time in a row, The Information Architecture Institute is organizing World IA Day to celebrate the practice of Information Architecture (IA) on a global scale. With the tagline ‘Local connections. Global impact.’ events will take place in 24 countries and 38 cities on Saturday 21 February. Because Informaat strongly supports the importance, value and role of IA in designing for excellent experiences, we will participate in a local Dutch event.

Top 5 BiRDS posts from 2014

B!RDS on a WiRE has had another successful year. Regularly, we managed to publish relevant, interesting and valuable content. Content created by CX professionals from within Informaat and curated content by others from outside. This year our focus has been on the interaction of design thinking and systems thinking, design for login/security and CX excellence.

The brand experience and user experience alliance

The necessary step towards customer experience excellence

This is a plea for a tight cooperation of brand experience (BX) and user experience (UX) professionals in the financial sector. It’s my conviction that such an alliance contains opportunities for financial organizations to improve their customer experience in general and their credibility in particular.

The discovery of brand experience by UX professionals

Informaat has a rich history in bringing a human-centeredness to technology. Disciplines and practices such as human-computer interaction, user interface design and design for user experiences are long-established and deeply ingrained in our DNA. We consider ourselves competent in outside-in thinking, and experts in experience design. As the breadth of our offering has expanded to encompass the design of digital touchpoints in entire service ecosystems, we start to encounter another professional area of experiential thinking: brand experience. So – we wondered – how do we relate?

Where we are and what awaits us in 2015

Collecting new year trends from crystal ball readers

At the end of every year, analysts, thinkers and watchers provide their view on where we stand and what’s ahead of us in the coming year. These crystal ball readers predict our future with lots of statistical materials, like diagrams, charts and other nifty visualizations. Applied to various domains such as the internet, mobile or (social) media, they all agree on one thing: Digital disruption of society is getting stronger and stronger. So, what’s their predictions for 2015?

Some things marketing can learn from design

The connection between marketing and design is increasingly intensifying in organizations. The forces of digital, the communication power of the customer and the value of experience are driving the two disciplines towards each other. Marketing has been a long-time proponent of connecting with customers, from the inside-out. Now, design brings a perspective, culture and mindset on problem-solving that marketers can learn from.

Digital CX improvement requires a systematic approach

A Forrester paper commissioned by Informaat

To consistently meet or exceed customers’ expectations, firms must take a systematic approach to digital customer experience management. In conducting in-depth interviews with 16 business professionals, Forrester found that several of these companies had adopted some best practices for digital design.

What all UX designers should know about login and security

The more secure you make something, the less secure it becomes. Why? Because when security is too much in the way, people will think up short-cuts, work-arounds and hacks to get the job done. As UX designers, we can (and must) do something about it. In this post, I’ll try to explain the security process of digital access and what single sign-on, multi-factor and adaptive authentication mean. I’ll outline the theory with a few cases, one of which is a security-related project I worked on for an insurance company.

From customer service to brand experiences

“Every business is a service business in some sense these days,” says Mark Di Somma in a recent post on customer brand experience. For that reason, customers expect “customer service” as a pre-condition in their relationship with a company. It’s only the customer experience that brands deliver that makes the big difference.