User Experience Design needs to Touch Customers' Mind and Heart.
UX should be part of
every aspect of the business. If UX is not part of the strategic effort, then the chance of
success diminishes dramatically. Delivering great experiences starts with
research and strategic insights, with the findings and ideas flowing through
conception, design, development, production and quality assurance. Without the
strategic insight that UX offers, the best you can hope for is to design the
wrong thing.
UX is all about
putting design-led thinking into a strategy. Think about how important is
contextual research and prototyping in helping think strategically. So the
question is irrelevant when you deeply understand what you are catering to the
boardroom. If UX teams have been put inside the functional silos only, it will
disassemble design approach, weakening UX effectiveness, both at the strategic
and creative levels.
Despite how the UX team
is structured in real life, the best practice is to have it connected to a
strategy/business unit. It can directly belong to that unit or at least
have a dotted line there. For some, UX is closer to commerce and strategy in
the process, in others it is closer to creative design. It’s all about board-level buy-in. Where can your UX activities gain the most support and ultimate
revenues? It is important to
remember that UX is practiced in many different guises and that fitness for the function is ultimately important.
UX is a disruptive
force in business culture, and is at odds with traditional industry model of organization, that breaks projects
into stages in a production pipeline. In digital organizations, more
cross-disciplinary teams work with Agile methodologies to develop a product or
service over its lifespan. In that model, UX would play an equally important
role throughout the life of the project.
UX needs to be well
aligned with the business side of things. Though depending on the business
model, UX belongs to different teams and has varying degrees of the strategic impact,
it needs to have well alignment with business because it provides more
opportunity for moving up the pipeline and influencing strategy and direction. The
strategic design effectiveness can be improved through a collaborative effort
to improve processes and provide visibility across the teams
UX Talent is versatile and comfortable to work cross-functionally. UXers should have a fundamental understanding of user experience and have a fundamental grasp of design principles. This means as UX professionals, either need to exist and practice within the multiple business areas or be centralized (internally or externally) and able to interface with those business areas on an equal footing, as well as to make UX strategically relevant cross-company.
Therefore, UX needs to be one of the unique ingredients in
strategy in order for businesses to transform into a customer-experience driven digital organization, UX teams need to work collaboratively
with the strategy team, and design thinking needs to be well embedded into business culture,
key business processes, and all business perspectives as well.
0 comments:
Post a Comment