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2-Year Prediction for CX/UX Professions

  • Customer Experience, Design, Design Theory, Usability, UX Education, UX Magazine

The divide between UX/UI Designers and CX Designers has started and it will deepen and widen before settling into a very new normal. Learn what future holds for CX/UX professions.

Article by Debbie Levitt
IDEAS IN BRIEF
2-Year Prediction for CX/UX Professions
  • Debbie Levitt gives 2-Year Prediction for CX/UX Professions where there are and will be 2 groups:
    • UX/UI Designers, UI/UX Designers, UX Designers, and Product Designers are often (but not always) visual designers who make wireframes
    • CX Researchers, CX Architects, CX Visual Designers, CX Content Strategists, and CX Data Scientists
  • UX/UI Designers are often visual designers who make wireframes and rarely have extensive knowledge of cognitive psychology, human behavior, and the true foundations of User Experience.
  • The CX Visual Designers believe in User-Centered Design, Human-Centered Design, in complete customer-centricity and put it into practice in every phase and every step of every task.
  • In the course of the next 2 years the world will keep fighting and trying to explain “the value of design” and “reasons to be customer-centric” in order to “save” CX and UX.
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12 min read
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How To Measure Success as a Designer?

  • Customer Experience, Design, Design Theory, Usability, UX Education, UX Magazine

The true definition of success for every designer is in the satisfaction of your customer and testimonials of its impact on their end-users. Here are 2 primary methods you can use to measure your success as a designer.

Article by John Olarinde
IDEAS IN BRIEF
How To Measure Success as a Designer?
  • John Olarinde suggests 2 primary methods to measure designers’ success:
    • Net Promoter Score (NPS)
    • Google’s HEART Framework
  • NPS measures customer satisfaction through three metrics:
    • Promoters
    • Passives
    • Critics
  • The HEART framework aims at measuring user experience on a large scale with the following five categories:
    • Happiness (the way people feel about your product)
    • Engagement (the way people use your product)
    • Adoption (this metric focuses on the increase in product adoption, i.e., the acquisition of new users)
    • Retention (this category deals with the number of users returning to use the product)
    • Task Success (the number of complete actions is an important metric)
  • In order to measure the success of the design, you need to put into consideration the level of stakeholder’s satisfaction as well as the time taken to design and implement the product without any additional costs and time overruns
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4 min read
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Design in business

  • Customer Experience, Design, Usability, UX Education, UX Magazine

No one has perfected design down to a tee and many organisations face challenges in how they design. This can often be frustrating. Aren’t we supposed to have this design thing sorted by now?

Article by Andy Thornton
IDEAS IN BRIEF
Design in business
  • Between 2005 and 2015 such organizations as the Design Management Institute (DMI) creating the Design Value Index (DVI), made an experiment in measuring how much value design creates for businesses by investing $10,000 dollars in design-centric companies.
  • Andy Thornton, a strategic design consultant and ex-Strategy Director at UK design studio Clearleft, suggests looking at 3 made-up companies with real problems:
    • The first organisation, Hooli has a problem with design efficiency – everything is done so fast, nobody has time to worry about whether or not they’re shipping things the customers want or need
    • Wayne Enterprises came across the problem of design profitability – nobody is interested in committing the budget unless they can quantify the returns.
    • Cyberdyne are facing the issue of design effectiveness – for them design is the aesthetic surface layer and nothing more.
  • There are 3 factors considered vital ingredients to the success of any product or service:
    • Feasibility – ways the company can make something happen
    • Viability – economic profit for the company
    • Desirability – users’ and customers’ needs
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8 min read
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Glimpses of War from a UX Designer in Irpin, Ukraine

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

War is the worst horror of all. Some flee, some fight, some stay. Read one UX designer’s story, a resident of a Ukrainian city, Irpin.

Article by Guido Baratta
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3 min read
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A case study: Uncover the user’s world with systems thinking

  • Behavioral Science, Customer Experience, Empathy, Usability, UX Education, UX Magazine

The power of secondary research series, II. Secondary research reveals the world in which our current or future users live. Without having a clear view on this system one can end up solving the wrong problems.

Article by Xenia Avezov
IDEAS IN BRIEF
A case study: Uncover the user’s world with systems thinking
  • Systems thinking can help scope a secondary research for both scale and depth using a health-tech case study.
  • If UX people don’t have a clear view in this system, they might end up with a shallow understanding of user challenges that can lead us to solving the wrong problems.
  • Xenia Avezov, User researcher & Insight Leader, gives a few examples of applying systems thinking to the case study:
    • System 1: The health care system
    • System 2: The patient’s system biology
  • It’s essential to be able to find the right product goal that depends not only on your knowledge of patients’ attitudes and behaviors but also on a clear view of the worlds that affect your users.
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6 min read
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Stop Being Customer-Centric

  • Behavioral Science, Customer Experience, Design, Usability, UX Education, UX Magazine

The massive success of companies like Apple has helped to propel designers into the boardroom. Today we have that seat, and we have a voice. Yet we are not using it properly.

Article by Sebastian Mueller
IDEAS IN BRIEF
Stop Being Customer-Centric
  • Designers used to have an honest ambition to make a meaningful difference in people’s lives but, sadly, design has taken a wrong turn.
  • The toolkit of Design Thinking seeks to find a union between:
    • Desirability – what customers want
    • Feasibility – what can be done with current technology
    • Viability – what adds value to the business
  • To design in this century means to be cognisant of all the problems, to have all the information, and to make deliberate choices in that context.
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5 min read
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