NUX Manchester – 30 January 2017 – How not to do CX – A Northern Rail case study

NUX Manchester meet-ups are kindly sponsored by logo

The next NUX Manchester event is taking place on Monday 30th January in our regular home at the office of, at 35 Fountain Street, just behind Primark in Manchester City Centre.

Join us from 6:30pm for food, drinks and networking. The talk will start at 7:00pm.

How not to do CX – A Northern Rail case study

Frank Fenten

Learning from great customer experiences is easy, but what can we learn from the worst? What if the entire customer journey is deliberately awful? This is my experience of Northern Rail.

In this talk, I’ll deconstruct the customer journey, and look at basic and advanced optimisations based on tools and data already available to Northern. I’ll also look at why any company would optimise for failure and how we could alter that in an environment that we cannot change. What is the psychology of making it bad? What effect does that have on customers and how could we improve the experience even if we can’t change reality Finally, I’ll look at the things that they could do if they actually wanted to be smart.

About Frank

Frank Fenten

Frank’s been doing web stuff for 20 years. In that time, he’s seen it go from a platform for weird hobbyists into a multi-billion pound industry that your mum uses to do her shopping. Along the way he’s delivered around 700 projects for the likes of Adidas, Coke, Yahoo, GSK and an alphabet soup of government departments. In short, Frank’s been doing UX since before the term existed. He is now Head of Digital for Manchester agency Dinosaur and continues to be driven mad by bad functional design: wherever he finds it.

Follow Frank: @welovetheweb
Check out Dinosaur:




Running order

6:30 – 7:00 Free pizza, beer, soft drinks & refreshments provided by our sponsors
7:00 – 9:00 Frank’s talk
9:00 onwards Open discussion and networking (with more free beers)



Places are limited. Please only reserve a ticket if you are able to attend.


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