Sunday, February 9, 2014

The Trend of UX, CX and Experience Design

Customer Experience design is at front-line to bridge industrial productivity with digital delight


It’s the age of customer; customer-centricity becomes strategic imperative for businesses across the sectors. However, the main problem is that Digital more than often gets viewed as a bolt-on to the business rather than an integral part of how the business should operate in a connected environment. It is about marketing, sales and customer engagement, underpinned by technology, but it's also an operational issue. So the true digital shift is upon service design, the convergence of User Experience (UX) & Customer Experience (CX), and multi-disciplinary approach to implement customer experience strategy.

Customer Experience is an integral component of business strategy. One of the future trends is for corporations to realize that Experience Design should be part of business strategy crafted by senior executives. Digitalization is not about building a website, however far too many companies think they are done when the first iteration of their website goes live. That's just the starting point. Moving on and losing focus at this point risks wasting the investment to date. Digital transformation is a holistic strategy, which needs to touch corporate culture, digitalize core business processes; and improve business maturity.

A shift to Customer Experience design with convergence of UX & CX, in lieu of UX design, a big increase in conversation about CX (customer experience) instead of UX (user experience) and much more talk about how business mobility plays a role at many different aspects and touch points of CX, and there are more UX professionals (strategists, architects, designers, researches, etc) moving beyond the perceived confines of their "traditional" practice areas and points of focus. Partnering with practitioners from of other domains (like CX) to extend and hone the design tools to better address the challenges (business, social, political, etc) that people face in their everyday lives in more meaningful and fundamental ways, to accelerate digital flow and enhance digital coherence. 

Some predict the next best thing for UX would be Persuasive Architecture, but Persuasiveness is the property which is needed to accomplish something, So there must be a higher layer above persuasiveness which identifies its need and when, where and how much of it be used. This layer above persuasion is strategic where UX is able to align with Business Strategies and is able to see UX in Whole-Part-Whole sequence but with a purpose, with a reason, under a well-thought, well-conceived strategy

  • Data Fluency. UXers will develop a comfort-level with big data and quant methods. After that, then you can contribute to data strategy, figuring out how to connect the data in a way that delivers the most impact 
  • Business Strategy. CXers typically have a business management perspective. For UX to work with CX, and just get more of a foothold in the organization, you need to develop some business strategy acumen, The next layer which a user-experience designer can add to his/her skill set is Strategic Layer of Experience 
Strategic Credibility is the challenge. The wider consistency cannot be achieved unless a Customer Experience vision was in place. Once you have a UX/CX vision, you will need a holistic customer experience strategy to reach there and under that strategy, you can have tactical and calculated deviations, special cases and exceptions, but their combined effect would push user-experience to your perceived vision. More specifically, you have to recognize the following three things:
1) Experience work is multidisciplinary by nature.
2) Any project or business challenge of scale and/or nuance typically requires a team of professionals competent across the spectrum of UX/ CX disciplines to yield solutions that hold water ( there are no silver bullets or one-size-fits-all "design" solutions).
3) UX is NOT UI, is much more than "design" AND more often than not requires discipline, rigor, deep thought and a systematic approach to deliver success. 

UX/CX is at frontline to bridge industrial productivity with digital delight. to connect customer touch points, and bring outside-in business view, in order to run a customer-centric business. 




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