In the article, he ties the broad the user experience concept to product and user research. He advises design managers on how to enable an understanding of experience instead of simply observing it.
“Analysing customer needs and market trends are essential competencies for managing complex design projects. However, after confirming user needs through market research, design teams often focus on the product, neglecting users until completing the product, or at best, usability testing. From consumer goods to websites, many design-driven projects limit front-end analysis to market research, focus groups or concept demonstrations. While these approaches are necessary, they overlook the opportunity for designing from understanding the userâ€™s authentic experience.”