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We got great response on our webcast last week, Design for the Big: How User-Centric Innovation and Strategy Can Move UX Up the Value Chain. We had so many good questions from viewers that we couldn't answer them all on the webcast. Here are more:

Would love to know what article was referenced re: "if you have money, buy user experience." This study is cited in many news feeds including this one: Experiences Or Expenditures?

What's Ethnography? Ethnography is the study of diverse cultures and contexts in which people live. Often an ethnographer will go and observe a community for years in order to really understand the people, values, and dynamics. We don’t usually have years. But we use methods built on ethnographic methodologies.

Can you talk about the role and responsibilities of the Chief User Experience Officer (CXO) in different types of organizations or companies? The CXO is the owner of customer experience design and is empowered to reach across verticals to ensure coordination and quality. So,there might be a problem with the layout of a bank branch, or the instructions for a cell phone. Anything that gets in the way of the overall customer experience is owned by the CXO. In addition, some CXOs are responsible for internal staff facilities as well.

Do you have examples of strategy statements that lead to innovation? All innovation projects should be based on a strategy statement. It might be “Find a way to monetize our gesture keyboard among quick service restaurant operations”.

I think UX types are challenged to get a seat at the table given the credentials that are most valued relative to product development and innovation....that is, MBAs and business majors. How do we deal with this stigma and show that design is equally competent to discuss these things. Learn the language of those discussions and you will get accepted.

I am finding that institutionalizing the definition of User Experience is needed first. UX and Usability are often used interchangeably within organizations. Would you say that "adoption" is still the ultimate goal and that a positive or negative user experience will have a direct impact on adoption? If so, are there multiple dimensions to the UX such as Design, Usability, Technology, Change Management, Training, Communication, Process Alignment, and Behavioral Alignment? Ensuring that executives, managers, and staff understand the need for UX work is important. But it is just one of a dozen different things that are all important. We have to keep a wide perspective! I often find that ‘Governance’ is the key challenge. But that does not mean I can forget the importance of standards and methods.

How can one channelize a passion towards the field to meaningful execution if one's a newbie in the field of usability, albeit with a CUA certification? Well, with a CUA, you are not a complete newbie for sure. It is often SCARY how I find people who just don’t understand the field claiming that they are competent practitioners. I was just in Germany and I was amazed! Almost all the usability firms there think that UX work is just usability testing!!! It is SO sad. So, it's always important for newer staff to work with experienced and competent people, who are willing to be mentors. That would be the best next step. But go ahead. You are already way above average if you passed your CUA. I think we still have professionals in the USA fail the CUA exam about 30% of the time.

“UX is often related to UI, what's in it, we just need to change the skin. Is it practical?” how would you approach such question? UX includes UI along with lots of other considerations. But UI is not just a skin. A skin is graphic treatment of the UI, which is always a bit important and sometimes very important. But the UI design goes deep into user taskflows, mental models, and persuasion strategies. Those things just show up in the UI.

Do you offer onsite training for the Design for the Big course? If so, when will pricing be posted on your site? Yes, we offer onsite training for the Design for the Big course. Pricing is posted here.

White paper:
Design for the Big: How User-Centric Innovation and Strategy
Can Move UX Up the Value Chain - A Conversation with Dr. Eric Schaffer

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