UX is often referenced as a buzzword. In a world where Digital strategy is on every lip, where can we fit UX? Is it the ultimate solution for IT departments? Can it make our products better, faster, stronger without being harder?
I came around UX about three years ago when I started working for Ad Hoc Global. Because of my dyslexia, I continually made reference to User Experiment rather than User Experience for UX (It would agitate my managing director). However, the more knowledge on UX I acquired, the easier it was for me to justify it.
Throughout life, a human being has both good and bad experiences. One thing that triggers these experiences are experiments. A risky action that moves one individual from a comfort zone to the unknown. Once you get there, the unexplored land becomes your experience, a unique selling proposition for most of the companies. “We have to improve our customer experiences.” How many times have you heard this during a pitch? Iterations through carefully designed experiments give fine-tuned insights into creating experiences. It can be browsing through your latest application or reading signs while driving.“What if I experiment following a sat nav rather than planning my trip ahead? Will my experience become more positive?” UX will make your experiments a success and your experience powerful.
Renowned psychologist Daniel Kahneman writes that part of our brain makes quick decisions without using intense reflex efforts. Based on this, I see UX as a way to better utilize this part of the brain. To quote another successful writer, and another Daniel, D.H. Pink, we are in a caveat information situation where the user and the product have the same information at a precise instant. We perform actions knowing what to expect. We are no longer lost with a product and prepared to make the next step in the unknown. Hence, users become the center of discussions. The focus shifts from what the technology allows us to do, to what we want to do in a particular situation. Features are optimised and through end eyes paths toward final goals are defined. The world becomes a two-way communication system with inputs from both sides.
In the end, heuristic reviews are performed, usability is improved, architectures become more intuitive, returns of investments maximise, strategies are in adequation with audiences, risks are managed. Your experiment is an achievement and experiences become memorable.
This is the power of UX.