Expert interview: UX or CX – The customer journey matters

It’s all about the user

Interview partner of the cxomni Academy is Hannes Robier, CEO of UX design agency youspi and Chairman of the World Usability Congress. He talks about sustainable approaches for smooth user experiences, why UX and CX need a customer journey mindset and to what extent the right software matters.

Hannes Robier, CEO youspi

What distinguishes the UX designer from the customer experience manager? Who has the greatest business impact on positive customer experiences? We discussed these topics with Hannes Robier who has been involved in user experience and customer experience for more than 20 years. Hannes is CEO and founder of the digital agency youspi in Graz and initiator of the renowned World Usability Congress. At this event, UX and CX experts from different industries come together for discussing the latest developments in UX Strategy, UX Engineering and UX Research on an annual basis. So Hannes is familiar with the current trends. In this interview, Hannes Robier provides best practices and strategic insights for setting up sustainable and efficient UX and CX strategies. He talks about current trends and explains why UX and CX ultimately belong together.

The customer journey mindset is essential

Understanding and analyzing what customers need, is important for both user and customer experience. Hannes Robier says: “If companies want to evaluate and optimize CX or UX, they have to know what users really experience. Therefore, mapping the real user journey via transaction data or research results is important.” And according to Hannes, implementing the right software is essential: “Software makes workflows more efficient. So decision-makers have access to all journey data and can preserve the status quo of a journey workshop. In addition, software allows the implementation of changes immediately and in real time. With whiteboard, Excel or PowerPoint solutions, information is quickly lost.”

Hannes also explains why internal silos are often the biggest hurdles for holistic CX or UX strategies and whycustomer journey maps can solve this problem. “Journey maps help to think from the customer‘s point of view and to understand, visualize and communicate the individual user journey within the team. A good visualization helps internal stakeholders to see how complex journeys can be. They recognize for example that their department is also part of a customer journey and therefore understand which touch points work well or which have to be improved. Interestingly, department silos then quickly become irrelevant and stakeholders begin to consider how CX and UX can be improved holistically.”

Other topics
  • to what extent the right software makes the difference for UX designers and CX managers
  • why there is no perfect experience without knowing the ecaxt customer journey
  • the main differences and similarities between user experience, customer experience and usability
  • which industries are leading the way in UX and where there is still a need to catch up



Hannes Robier is organizer of the World Usability Congress and editor of the UX Trend Report. He is also founder of the usability and user experience consulting agency youspi. He has been working in the field of user experience, customer experience, usability and service design for more than 15 years. With youspi he consults organizations of all sizes and different industries. Hannes earned the Customer Experience Management certification in the US in 2007 and was a successful participant in the BETA phase of the Certified Professional for Usability and User Experience (CPUX) – F (2013). Together with the University of Vienna, he founded the global UX Quality Certification Center and the first UX Foundation Certification of UXQCC. Last but not least, Hannes developed and leads the first Design Management course in Europe.


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