Digital is the age of customer empathy, hence, UX
(User Experience) or CX (Customer Experience) is no longer the project for a
specific team, but become both a strategic level topic at the round table and the tactical topic at the front desk. More specifically, what does it take to succeed
in UX?
A solid understanding of business is essential
to advance as a UX practitioner. This means both the (specific) business that you're in, as
well as a general understanding of how businesses are structured and the
various roles and responsibilities. The more you can align your work with the
goals of the business, learn to communicate in terms that stakeholders
understand and care about, and advocate for the ROI on crafting
customer-centered solutions, the more successful you will be. Understanding
product strategy and operating business models can directly help to align projects
and design with business strategy and customer values. Doing research is a
large investment, and the value derived from UX practitioners’ research work is
often indirect and hard to track. Therefore, the value you bring to the
organization is more based on the relationships you form and nurture, and
information and insight you bring to the table.
Develop empathy and active listening: This will help you to truly understand the
context and the business and user needs. Be curious, be passionate, and learn
by doing without fear to fail. Study a broad range of UX solutions in your
particular industry, understand your customers and the life context where
you're relevant, understand your business and what moves the needle, take time
to imagine the future, develop your own perspective, and hold your ground. You
need to hear what your customers and product specialists say the customers
want, what the customers say they want, and what the end-users really want. You
have to satisfy all of them to get it designed, sold and usable.
- Passion, to make wonderful products
- Exposure, to good URL and apps
- Research, to expand one's knowledge
- Passion, to make wonderful products
- Exposure, to good URL and apps
- Research, to expand one's knowledge
The designer’s responsibility: Your job as a designer is to help the
organization you're with make the best possible solution for customers given
all their knowledge and capabilities. The only way you can do that is by knowing
what everyone else knows, thinks, and does. Once you have a handle on that,
then you can make informed choices in your work, and get the most out of what
everyone else around you has to offer. Your
duty as a designer is to listen intently, and read between the lines so well,
that they say 'this is exactly what I've been asking for!' even if their
verbatim feedback has been asking for other features all along. You can only do
that if you've been spending time and asking the right questions.
It
takes relationships of others to be a UX advocate. If team members and product owners are advocates of UX, that makes it easier to succeed. If they are always
questioning it, it becomes an exhausting grind. Also, make sure you go into a project
with questions like What is the business strategy? Competitive Benchmarking? Is there any analytics we
can use, if appropriate? Make sure you have good behavioral scenarios and
personas mapped out; prioritized features and functionality that supports the
research and the "marketing" of business drivers. Everything you
learned about your design before real users got to use it should be categorized
correctly. Those learning are what it takes to get a product out the door at
your organization. Other than the classics for UX, it is important being able
to negotiate. The digital traits include: (a) Having a framework and b) always willing to learn. (c) Allow you to adjust from time to time accordingly.
Learn to balance the requirements against the
technical possibilities and the time and resources available. Despite, or perhaps because of, the growing
enthusiasm for customer-centered design techniques, there will inevitably be
situations where a teammate (or client, or boss, or investor) will have different
focus on customer experience design, balance
becomes the key, otherwise you'll end up pushing for solutions that will never
happen, and miss chances to fight the battles you can win. Learn to talk to developers. You don't
have to code, but you have to know how the product architecture works to design
a usable front end that will work the way you think it does, within the system
that already exists. And the more you know of how the system works and why the
deeper you can build usability into it. The front end is just the first place
most people start with this stuff.
Build a UX curriculum and knowledge is much
different from a UX only profile. Work a little bit in marketing, in design and development and
only when you have a clear view of what are the needs and the issues of these
departments than move onto UX. UX as a link between cross-functional
departments so if you haven't got any exposure to their environment, it is
almost impossible to work with them and find a solution for them that can
actually work. Now Design Thinking, Goal-Oriented Design, and many other
similarly customer-centric approaches have gained much more widespread
acceptance. It will still take patience to help clients and teammates work
their way through the right approach at the right time. You will find people
mistaking methodology for strategy, and applying techniques inefficiently to
identify and define UX/CX.
As customer evangelist,
either you are executive or strategist; UX designer or customer
representatives, you will need great people and leadership skills as you will
have to convince people and negotiate with the different party to balance the requirement, in order to deliver benefits to the business, not just the
customer. Learn to communicate
effectively, and learn to balance competing requirements so you know which
hills are worth climbing on.
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