Unexpected UX: Streamlining CX with design thinking

Abstract

As a User Support Officer with a background in UX Design (Masters-level education and prior  practitioner experience), I’ve discovered that the moments users seek help are not just points of  friction, but invaluable opportunities for UX insight.  

This talk will dive into the ‘Unexpected UX‘ found on the front lines of user support,  demonstrating how Design Thinking principles can be applied to streamline CX and  fundamentally ‘redesign’ the user’s experience within the support ecosystem. 

In this 25-minute talk, I will share my personal journey and insights, offering a fresh perspective  on how seemingly conventional support interactions are a goldmine for understanding user  behavior and informing design.  

I’ll illustrate this through 2-3 compelling and concise case studies from my daily work,  highlighting: 

1. Empathy on the Frontline: How actively listening to and analysing frustrated users’  queries allows for a deeper understanding of their emotional state and underlying needs,  informing more empathetic design choices or even product discovery.

2. Uncovering Hidden Friction ‘Places’: How applying UX methods like User Journey  Mapping to support flows and Usability Testing principles to self-help resources has  revealed critical points of confusion and frustration, leading to tangible improvements in  the user’s journey to resolution. 

3. The Proactive Feedback Loop: How channeling these support-derived insights back to  product and design teams helps to ‘redesign’ aspects of the product itself, making the  core user experience more seamless and reducing the need for future support. 

This session aims to challenge traditional views of user support, inspiring UX professionals to  recognize it as an integral, strategic partner in ‘redesigning’ the entire customer journey and  creating truly user-centric digital “places.”

About

Eniola Ayedun | User Support Advocate

Eniola Ayedun brings a distinctive lens to the world of user experience, leveraging a Master’s in UX Design and prior experience as a UX Practitioner. Currently a User Support Officer at a data consultancy in Brighton, she has discovered that the front lines of user support are an invaluable, often overlooked, source of deep user insights. 

Eniola is passionate about translating user pain points into actionable design improvements and advocates for a more integrated approach to CX, demonstrating how design thinking can proactively streamline support interactions and enhance the entire user journey. 

She is committed to fostering more empathetic and efficient digital “places” for users. Outside of work, Eniola enjoys exploring art exhibitions by local artists and curating playlists for fun.