Here’s the view of Ray McCune, managing partner at Flow, on some of the peaks we still have to climb if experience design is to become a mainstream business discipline.
It’s quite excellent.
1. Targets and incentives within businesses must be aligned with long-term value
As long as business managers are incentivised only to deliver against short-term goals in narrow areas of business performance, companies will struggle to make significant improvements in their relationships with customers.
2. We need to stop designing experiences based on company structure
We’re already seeing a rush by individual business units within large organisations to launch their own individual mobile offerings, often with little thought for the overall experience.
3. The User Experience community needs to get out more
We are talking to ourselves more than anyone else. […] We need to seek out opportunities to speak with politicians, business owners, executives and managers on their own ground and use a vocabulary that resonates with them: tying UX to social benefit, improved business performance and new marketing opportunities.
4. Improve the user experience of boxed products
All too often the out-of-the-box experience offered by third-party products simply isn’t flexible enough to create a valuable, differentiated experience for customers.
5. Most digital agencies are charlatans
Ten years ago, few digital agencies had any user experience offering, so it should seem like progress that today the majority of agencies make the vocabulary of UX central to their pitch and their proposition. Or perhaps not.
6. Pitches are a uniquely bad way of finding a good design agency…
…but they remain a very good way of finding a bad design agency. The traditional pitch process is flawed because it requires agencies to begin the process of making decisions about creative ideas and complex interactions in the absence of insight and understanding.
7. NPS is a blunt tool
While Net Promotor Score (NPS) is good at telling a company what is happening, it’s less good at telling a company why. What influences advocacy is subtle, and NPS lacks the subtlety to help inform experimentation and optimisation of customer experience.
8. The cult of data
Even if data is infallible, the high priests interpreting the data are not. In almost every company we know, data analysts find patterns in the numbers and then guess at their meaning. That guesswork is passed up the line, sometimes to board level, but it masquerades as fact because its source is ‘the numbers’.
9. Still not enough investment in solving basic usability issues
While companies have increasingly employed usability testing to improve their sales and service processes there is still a clear tendency to act only on the issues which are easiest to fix.
10. Too much disrespect for customers
Henry Ford still gets quoted by people who want to marginalise the opinion of customers. There’s a lazy acceptance by many in business that user research is futile.
We are an international experience design consultancy helping companies and organisations to innovate their products, services and processes by putting people and their experiences first.
Can behavioral change address local energy issues, raise people’s awareness energy consumption issues, and directly support non-profit organizations at the same time? With the Nice pilot of the CITYOPT project, we have seen strong suggestions that it can. It also suggests that the sense of belonging to a local community is a strong motivation for […]
Patient-centricity is one of the defining issues facing clinical trials in the pharma industry. The past few years have seen a growing awareness by pharmaceutical companies of the importance of patient-centricity – but they have also illustrated that not everyone is clear on just what patient-centricity is, or how to achieve it. After using UX […]
Every year, the Energy-efficient Buildings (EeB) Public Private Partnership (PPP) publishes the EeB PPP project review – a round-up of energy-efficiency projects that have been co-funded by two European Commission schemes. This year, the print and digital booklet design was done by Experientia, in particular by our talented visual and interaction designer Dohun Jang. Experientia […]
One of the things we do here at Experientia that really sets us apart from other UX agencies is behavioral modeling. Our cognitive and behavioral models go beyond the standard customer journeys and personas (both useful tools, and often preliminary steps to behavioral modeling) to create frameworks that can be used to make people more […]
Arti Mulchand reports in the Straits Times, Singapore’s main newspaper, on Experientia’s “Design for Ageing Gracefully” project: Putting faces to end-users early in the design process is changing the way designers and organisations are approaching products aimed at Singapore’s growing elderly demographic. Experientia’s ethnographic study, which was commissioned by DesignSingapore Council in a collaboration with […]
Experientia is pleased to announce that we’ve started 2016 with a brand new website. Experientia’s now officially 10 years old, and we decided that the best way to celebrate is by building a new website that showcases our growth – with new projects, new people in the staff, and two new locations in Lausanne and […]