We know a user experience focus improves sites, systems, services, products, places, and processes. However, when the UX is divorced from the overall CX (customer experience) even a great UX can lose its strength, its impact, its voice, its power, its income-generating potential, and even its self-worth. UXs and CXs are sometimes so disparate that the CX isolates the UX from its intended users.
It can be challenging to bring about a functional union between these Xs. It can seem downright impossible when these Xs are separated and siloed. How do we bring these often distant, sometimes warring Xs to the same table, focused on the same goals?
In this presentation, we will turn a user experience research lens on overall CX (customer experience) and learn to create a union between these Xs. By navigating the separations, opening paths between silos, negotiating cross-functional responsibilities and identifying shared goals, we can reduce the dysfunction and move beyond creating great user experiences, to delivering great customer experiences.
About the speakers
Alesha Arp is the Marketing & Communications Lead for IAC22. She is a Senior UX Researcher and CX Strategist whose work has informed the design of software platforms, digital and physical spaces, and business processes. Alesha has volunteered for this conference since 2016, presented at IAC19 on the convergence of UX and CX, and conducted a workshop at IAC21 on Usage Maturity Matrices™. She loves the learning and the community at IAC!