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Robert Schumacher

Robert Schumacher

Executive Vice President
Topic Service Design and UX: Measuring and Improving the Overall User Experience

Typical UX approaches often treat specific touch points (web, apps, kiosk, invoice, IVR, etc.) as isolated or even tactical interactions. But as users we know that these experiences are not isolated. Researching a mobile phone, ordering from the web site, opening the box, completing registration,  paying the bill, etc. are not discrete in the minds of users.  Each experience adds or subtracts, teaches or confuses, brings enjoyment or disdain.  Traditional models of Service Design focus mainly on mapping the customer journey.  In this talk, we will dig deeper; we begin with the journey map, research the weaknesses at discrete points, assess the interactions with other touch points, and then apply a user-centered design approach to strengthen the whole.


Bob has more than 25 years of experience applying usability within corporate and accademic environments. He has extensive management – level experience and has worked in telecommunications and travel – related companies. Bob has written standards for graphical user interfaces, invented a patent for a browser (with several more pending) and published dozens of technical and industry articles. He lectures frequently on user interface design. Bob has particular expertise in developing metrics for user performance and applying these metrics to financial models and business cases. He holds a PhD in Cognitive and Experimental Psychology from the University of Illinois, Urbana-Champaign.