Tuesday, August 12, 2008

Experience Design Is The Active Pursuit Of Customer-Inspired Products/Services, Not Just Company-Defined Products/

Getting UX included in corporate strategy ...

"... The word “Experience Design” is often used by advertising and CRM people as design of touch points. They see the "Experience Design" focus is around moments of engagement between people and brands, and the memories these moments create. They seem to use the word “brand” loosely covering products, people, services and other intangibles. Experience design should not be solely brand focused; instead it should not be too branded focused. It is about designing delivery of customer needs, so naturally it should start with the customers. It should form the core of a go-to-market strategy of any products/services. It is the experience first, then the messages.

In fact, an experience model is where what we want to communicate and what we (brand) truly believe in. The brand will always be about the personality we want to be perceived and its associated values, and are by nature an ‘inside-out’ proposition — a company figures out its brand and what it means, and does what it can to communicate or otherwise impart that message to people. Brand always starts with the company. Experience design needs to be about the user. What do they want to get done? What are their concerns? What are their motivations? For any experience design to succeed, it must begin with the user, so “Experience Design” is in fact an outside-in undertaking. It is part of a business strategy that involves multi-disciplinary thinking and cross-department collaboration. It is not a designer’s job. It is not an ad agency’s job. It is not simply part of a brand communications strategy.

“Experience Design” is not a pure top down exercise, the best design often involve users to co-design or improvise some of the experience. The process begins when you design and build or buy a product or service that you think you want. When you begin to use that product or service, you quickly learn that it is not quite right, and learn more about what you do really want. Even the users may not know what they want until they see it is not what they want. User needs and the user environment are very complex, and full of sticky, costly-to-transfer information. Details and subtle interactions cannot be fully captured in requirements. These information simply do not exist."    (Continued via innovation playground, putting people first)    [Usability Resources]

Customer-Inspired Products/Services - Usability, User Interface Design

Customer-Inspired Products/Services

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