Summary
In this session, you will learn about Verizon’s model for transforming and scaling our CX operations and design practices, and how establishing a set of Experience Principles has played a critical role in elevating and democratizing CX across the organization.
Key Insights
-
•
Verizon’s design group is positioned under marketing, which influences design advocacy and resource allocation.
-
•
A company’s design maturity level dictates whether the focus is on evangelism or operationalization of design.
-
•
Distinguishing CX (customer experience) from UX (user experience) allows for a broader omni-channel approach.
-
•
Verizon created three core experience principles—meaningful, human, and responsible—with three attributes each to guide CX efforts.
-
•
Experience principles must align with company values, customer needs, and industry best practices to be effective.
-
•
Using familiar language tailored to a broad audience maximizes adoption beyond just design teams.
-
•
Leadership buy-in, especially from executives like the CMO, is crucial for promoting and embedding experience principles.
-
•
Collecting customer feedback via surveys based on experience principles enables quantitative measurement of design impact.
-
•
Experience principles act as high-level guiding stars, with product teams potentially needing more prescriptive, project-specific design principles beneath them.
-
•
Cross-functional collaboration and cultural readiness around customer-centricity are essential for successful CX transformation projects.
Notable Quotes
"Customer experience refers to the collection of interactions someone has with the brand, agnostic of channel or touchpoint."
"Our design group is positioned under marketing, which tells us a lot about who our design influencers are."
"Design maturity means the level of impact that design has across the organization, not just within design teams."
"We needed a set of experience principles as our North Star to define what customer experiences we are aspiring to deliver."
"The goal for experience principles was to align business goals with customer needs, not just create how-to design principles."
"Using familiar language from our company values like reliability made the principles feel more natural and adoptable."
"Getting leadership buy-in from our CMO was a lucky break that helped promote and amplify our experience principles at the brand level."
"We’re piloting customer surveys asking if experiences were honest, simple, and reliable to translate principles into metrics."
"Experience principles sit at the top and product teams create prescriptive design principles that ladder up to them."
"Culture that values customer focus is key before expecting widespread adoption of experience principles outside the design team."
Or choose a question:
More Videos
"A 101 conversation over coffee yields better insights than written reviews in 360 assessments."
Adam Cutler Karen Pascoe Ian Swinson Susan WorthmanDiscussion
June 8, 2016
"Middle managers are responsible for the how—process, coordination, and communication—and you don’t see the value of that until it’s missing."
Peter MerholzThe Trials and Tribulations of Directors of UX (Videoconference)
July 13, 2023
"Governance frameworks can facilitate whatever an organization wants to do, fast or slow, loose or tight."
Lisa WelchmanCleaning Up Our Mess: Digital Governance for Designers
June 14, 2018
"Sustainable practices are not just a luxury; they are a necessity for our survival."
Vincent BrathwaiteOpener: Past, Present, and Future—Closing the Racial Divide in Design Teams
October 22, 2020
"It matters what you build, but it matters more if you learn."
Brenna FallonLearning Over Outcomes
October 24, 2019
"Factory owners manipulated people’s time so much that workers were afraid to carry a watch."
Tricia WangSpatial Collapse: Designing for Emergent Culture
January 8, 2024
"We aimed for research that is actionable, not just insightful or pretty to look at."
Edgar Anzaldua MorenoUsing Research to Determine Unique Value Proposition
March 11, 2021
"The toy shouldn’t be the goal of play, but a tool or a process that unlocks the unlimited possibilities set forth before a child."
Designing Systems at Scale
November 7, 2018
"Design is the rendering of intent — bringing ideas into a form people can interact with to solve problems, as Jared Spool said."
Erin WeigelGet Your Whole Team Testing to Design for Impact
July 24, 2024
