This column is the second in our series that highlights our insights on what it would take for companies to go from producing dreary, overly complex user experiences to producing truly great user experiences that differentiate their products from those of competitors in their marketplace. In our first column, we stated that producing great, highly differentiated user experiences should be the goal of every UX leader. But in many companies, UX leaders face challenges that force them to approach leading User Experience in a less than optimal way. If, as a UX leader, you find yourself stuck in a situation where you and your team cannot do great work—that is, you are unable to produce user experiences that solve people’s problems, inspire, and delight—you’re working for the wrong organization and should find a better job. In that column, we also discussed how to position User Experience for optimal impact. Read More
When your organization’s goal is to differentiate on the experience, you must start every product-development project by defining the experience that you want people to have with your product or service. Companies that differentiate on the experience do not begin by defining feature sets. They first define a vision for the experience outcome that they intend to deliver to their users and customers. Only once your team fully understands the experience outcomes that you want users to have can you make good decisions about what features and technologies would optimally support that vision.
This is the fourth column in our series about what companies must do if they want to stop producing average user experiences and instead design great experiences. As we have already stated in our previous columns, great UX teams focus on differentiating their companies through design. If that’s your goal, you need to work for a company that shares your aspirations. Read More
This column is the first in a series that will offer insights on how to help companies progress from delivering mediocre user experiences, as is all too common, to producing truly great experiences that differentiate their products and services in the marketplace. Doing so requires a radical transformation in the way business executives and UX teams engage in creating user experiences.
This series is not about making incremental improvements to the way UX teams work. It is about taking a different approach and driving radical transformation within organizations. No major changes in history have ever come about by playing it safe. Having said this, all of the ideas that we’ll share in this series have proven effective in one business context or another. Read More