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User experience (UX) is booming: employment, salaries, and the profile of the profession are all on the rise. But are we losing sight of what really matters? Drawing parallels between the current boom in UX, Dutch tulip mania and Ireland's recent property boom, Morgan argues that UX is showing bubble-like properties, and that it needs to refocus on value and delivering meaningful results to business to remain relevant. From the UX Masterclass, Johannesburg, March 2012
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Morgan McKeagneyiQ Contentwww.iqcontent.com@[email protected]
On tulips & hubris: is UX a bubble?
UX MasterclassJohannesburg, South Africa30 March, 2012
Build it and they will come.
http://www.youtube.com/watch?v=ZdREFJnNa2M&feature=player_embedded#!
The “expert” opinion
Right. But what’s all this got to do with UX?
Source: Lanyard.com, 12th September 2011
Explosion in UX jobs & salaries
IA?
UX?iXD?
content strategist?
Misinterpreted Jobs Effect: Design Fethisism*
CooperFlow
Fjord
iQContent
Losing sight of what really matters?
“Make my life simpler & better”
“I have $10. Where do I put it?”
UX as a strategic weapon: high performance through insight & design
Results & problem-solving focus: sales, conversion, cost deflection
Move beyond reports: become problem-solvers, makers & doers
It takes all sorts: embracing technology & multidisciplinary teams
Getting serious about data: insight, reporting, ROI
6Six imperatives.....
“The strategic sweet spot of a company is where it meets customers’ needs in a way that rivals can’t, given the context in which it competes.”
Source: “Can You Say What Your Strategy Is?”,David J. Collis and Michael G. Rukstad, Harvard Business Review, April 2008
Differentiation through design, innovation and execution.
Design2
Insight1
Execution
3
Beyond design: a simple framework
Insight: 50% of calls relate to driving test
Problem: 68% of our calls go unanswered
Impact: 76% reduction in driver-test related queries in Month 1.
Strategy: Facilitate self-service & reduce calls through exemplary content & design
Insight: We need to faciliate comparisons
Problem: our plans are too complex
Strategy: Simplify product choices to eliminate confusion; streamline the purchasing funnel to drive conversions
Impact: 888% increase in online sales in Month 1.
How much money are we making or saving for our clients?
Time
Evol
utio
n / F
idel
ity o
f Del
iver
able
s
wireframes
visual design, content & html
report
prototypes & applications
Evolution: from report writers to makers and doers
+
+
MyWay: Transforming multichannel interactions
1+1=11
Design is strategy, strategy is UX.
Content is UX, content is design, content is strategy.
Visual design is UX, visual design is strategy.
Coding, testing & QA is UX
Data & analytics is UX, data is strategy & design
It’s all interconnected...boundaries are arbitrary & create problems
UX is Dead; Long Live UX.
Back, briefly, to tulips...
...and the Irish patient.
Nothing can have value without being an object of utility. If the thing is useless, so
is the labour contained in it.
