6. (LO 7.3) In this chapter, we discuss a customer journey, which is a visual representation of a customer’s interactions with a company. A new process called UX Design is basically a customer journey taken to the nth degree. The term “UX Design” was supposedly coined by Don Norman in the 1990s when he was VP of the Advanced Technology Group at Apple. UX refers to all aspects of a user’s interaction with a company’s services and products. It identifies how a person experiences everything when engaging with a product, including the person’s attitudes and emotions. It requires seamless integration of engineering, marketing, interface design, graphical design, and industrial design. Apple used UX Design to make sure that Apple computer software was not only easy to use, but also that Apple computers easily fit into a person’s life in terms of portability, size, visibility, sales experience, support experience, and other factors. UX Design builds on a customer journey to help optimize the customer’s (total) experience at all touchpoints. Marketing analytics can help improve UX design by uncovering the underlying reasons why an experience is good or bad; it can also analyze the effectiveness of implemented solutions. One company that embraces UX design is Disney. Describe how Disney is a champion of UX Design in its theme parks.
Consider a customer’s journey as it begins from a Disney hotel through a day at one of its theme parks.