Tout le monde UX, abbreviated TLM UX, is the meeting UX (User Expericence – User Experience) of the Montreal scene. Offering conferences on the subject every 2 months, TLM UX organizes meetings between enthusiasts, professionals or just curious people about the field of User Experience. Having as partners the big names of Montreal agencies like (Valtech, Havas, Sid Lee, Tink or Kryzalid) these events are an opportunity to keep abreast of new UX, get feedback or simply discover new, exciting and inexhaustible speakers on the user experience.
Patrick Bracquart, designer at Savoir-faire Linux attended this edition dedicated to the customer experience and shares his feedback and impressions.
This 33rd edition, held by Daniel Lafrenière, tackled the theme of CX and the frustrations that a user could feel, whether it is about a place, a service or even during an act of sales.
The CX, or Customer Experience, is the set of interactions that a user will have regarding a brand, a sign or a company. Closely linked to emotional design, the CX’s challenge is to generate a relationship between a brand and its consumers through positive experiences with the brand.
CX and UX are different, but complementary. Where the CX will rather be at the level of the influence of the brand and the attachment of the customer, the UX is more between a digital interface and its user. Thus, the UX is more about the product, whilst the CX about the brand. In a comprehensive, user-centric approach, UX and CX together make for greater efficiency.
Daniel Lafrenière, speaker of this edition, introduced us to the CX in its little-known aspect: that of the frustration due to the wait and due to time loss. Complicated procedures, inefficient systems, incompetence, … all these faults waste valuable user time and destroy the CX.
Daniel Lafrenière lists us 10 client frustrations with for each a few relevant examples:
1. Meeting obstacles in a buying process.
2. Making efforts by lack of anticipation on the part of the system
3. Not understanding the language used (jargon too specific or too professional)
4. Unsuitable service
5. Lack of empathy and politeness
6. Anxiety (what happens if I click on this button, message not clear).
7. Repeating an action
8. Feeling imprisoned (impossible to reverse his decision)
9. Lack of trust in the service
10. Lack of surprise.
After a short break, Daniel shared his impressions with us at the SXSW 2018. The SXSW is well-known for its conferences and festivals on interactive industries, film and music. As a CX specialist he has been interested in experimental storytelling, brand marketing and artificial intelligence. He told us about the importance of AI and its place in harvesting and analyzing data for UX designers. A final point focused on the move from “mobile first” to “mobile only” as a new path for the coming years.
For more information and to participate in future conferences, visit toutlemonde-ux.com
Emotional design : https://newflux.fr/2017/10/25/connaissez-design-emotionnel/
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