UXmatters has published 8 editions of the column Strategy Matters.
When I talk to companies, customers, and colleagues about UX strategy and the importance of understanding the end-to-end customer experience, I often tell stories about seemingly trivial parts of an experience with a brand that can have huge impacts. Small things can have significant impacts on customer acquisition and loyalty—and companies often overlook or under-prioritize them. For example:
Welcome to Strategy Matters, my new column on UXmatters, which will focus on answering these essential questions: How should we define UX strategy today? Where is it going? As UX professionals, how can we better develop ourselves and those who have yet to find their home in this field? Building on that premise, I’d like to put out a few disclaimers as I kick off this column:
Recently, during an early scoping effort for a project with a new client who needed our help transforming their retail experience, we proposed their considering a journey-mapping exercise. Their response:
“Please! I do not want to see another journey map.”
Were we surprised? Meh. It was only a matter of time.
This response—or perhaps lament might be a better word—came from the client executive who is responsible for leading the effort. I was not at that meeting, but was curious about where this comment came from, so I probed for more detail about the context. There wasn’t much more to learn, but it was clear that this person had experienced a few journey-mapping efforts in the past and failed to see their value. And it confirmed what a lot of us have been expecting. Read More