Delta CX Is About Change
If you’re reading this, then you probably need a CX transformation in your life. It could be your career, it could be your workplace, or both. You might be a change agent, business transformation consultant, or other facilitator. The best and most successful companies create time and budget for this type of change. You can’t swing a stick without hearing how another company is bringing in business transformation experts or consultants. The companies you look up to, the companies you spend your money with when opening your personal or business wallet, are pursuing and creating changes in vision, strategy, approach, processes, hiring, and culture.
For those invested in Agile, remember that agility is about continuously looking for quality feedback and correctly analyzing it, and then makes changes to the team, processes, or the project itself based on what you keep learning. Like any changes, you will have to find your sea legs. The changes we suggest may at first appear to slow things down or feel like they cost more. Once you find your groove, you will be able to measure the money you have saved by being more efficient, in employee retention, and by releasing products and services more likely to be loved by customers – products and services requiring less fixing or undoing.
There has been a shift away from quality towards releasing products and services to the public faster and cheaper. Prioritizing faster and cheaper over everything else has led to poor process, hiring mistakes, and then applying band-aids to where these didn’t work. Some companies believe that “UX didn’t work for them” or “it’s a bloated process we can reduce or eliminate” rather than seeing the errors of hiring unqualified workers or not correctly integrating CX into all areas of the business.
Delta CX is about creating change, and architecting 360 degrees of meaningful experiences. Your customers must have meaningful experiences with your product, service, and brand. Your “customers” are anybody doing business with your company, including partners, agents, procurement specialists, donors, and end-users. Your employees, contractors, and other workers want to have meaningful experiences in their jobs. Culture and ethics matter. Values and mission matter. How you follow through on these augment or chip away at our sense of workplace purpose. Placing the right people into the right jobs, and giving them the autonomy and resources they need help that job be more meaningful.
Principal Delta CX Change Agents
Angie Born, MBA
Don Hameluck, PhD
Darren Hood, MSUXD, MSIM
Angie Born has nearly 20 years of experience in UX design and user research. Before the term UX was established, she started her career in “usability consulting” and “user education,” helping clients in Switzerland reach their business goals while (and through) keeping customer needs at the center of their decisions.
She then moved to Australia for some further study, and worked at a large and famous consulting house, a small consulting house, and then in-house for a bank. She describes two of these three experiences as “awesome.”
She returned to Switzerland and joined a startup as Head of Product, but realizing that CX work is where her heart is, she now focuses on user research and consults businesses on how to improve their UX maturity.
Angie teaches at a university where students can specialize in UX as part of a three year bachelor in “Digital Ideation.”
Dr. Don Hameluck has been a Usability/UX Research & Design professional since 1990. He was a founding member of the User Centered Design group at IBM (1990-98), lead Usability Research & Analysis at an early global Internet consultancy (1998-2001) and ATI (2005), and was a professor of courses in Statistics and Advanced Research Design.
Since 2001 Don has been an independent consultant specializing in UX Research/Design of internal and public-facing Enterprise business-systems for JPMorgan Chase, Progressive Insurance, T. Rowe Price, Dun & Bradstreet, Thomson CompuMark, Iron Mountain, Abbott Labs, Procter & Gamble, Kayak, TD Canada Trust, CIBC, Canadian Securities Administrators, Direct Energy, and others.
Don has a Ph.D. in Human Factors Psychology, and is passionate about bringing evidence-based perspectives to the modern design process.
Darren Hood is a CX professional with over 20 years of experience in the discipline. Darren entered the world of UX/CX as a free-lance Web designer and an instructional designer. Being trained and focused on such detail-oriented practices as task analysis, needs analysis, and change management, he quickly fell in love with driving improvement and efficiencies across the business, as well as helping team members to be their absolute best. For the past several years, Darren had advocated for the expansion of UX to include CX within the practice.
Darren holds a M.S. in UX Design from Kent State University, a M.S. in Information Management from Syracuse University, and a grad certificate in Educational Technology from Michigan State University. He is currently pursuing a Ph.D. in Educational Leadership from Northcentral University. Darren serves as an adjunct professor for Kent State University (Kent, OH) and Lawrence Technological University (Southfield, MI) and leads UX workshops at Grand Circus (Detroit, MI).
Brass Flowers Inc. is a corporation of the State of Arizona, and is listed in the SAM database. Ptype S.R.L. is an Italian limited liability company.
Delta CX teammates work mostly remotely but can be on-site, short or long term, where needed.