UX: Putting People First
User experience (UX) is the interaction between humans and products and services. The term has generally been appropriated to mean digital interactions, but therein lies the problem. All user experience issues are people issues not technology issues.
Solving UX issues is always about determining user needs, and therefore, the skills of empathy, curiosity, and storytelling as important, or even more important, than any other technical skills like wireframing, prototyping or design. Before we get to wireframing, first and foremost we must explore and research how users see and understand the transaction. How vested are they in the decision? What do they need? Information, assurance, support?
One size does not fit all
We know humans come in all different shapes and sizes and we’re aware of generational shifts in attitudes and aptitudes so we must also design experiences that are flexible as well as intuitive. And, this is why you should always start with research, and build out tools like personas and user journey maps that remind us of who the humans are behind the transactions you are designing.
Forget the jargon
Is all user experience actually customer experience – if UX only refers to digital experiences then Customer Experience (CX) is surely the far more experienced big sister. But then what about omni-channel, or maybe we just forget all the jargon and focus on the people? People often experience an organisation through multiple touchpoints which is why connected experiences are so important.
Us versus them
Here’s a real-life example of a disconnected customer experience – I booked three tickets for a large UK cinema brand using their online booking system, I chose the larger premium seats because these days my Mum suffers from arthritis. When we arrived in the foyer I reached for my phone to show the tickets I realised I hadn’t been sent a confirmation email, although I had a notification of the sale via my banking app. The attendant he shrugged he just scanned tickets, I asked to speak to the manager who was equally non-plussed, it was not his problem it was their [brand name] issue. In vain, I explained that he also worked for [brand name] and so he should be able to help me. I ended up having to buy three more tickets, standard seats as all the premium seats had gone, and then spend time chasing up a refund for my original purchase after the show. At no time did I get an apology or understanding that my experience had been challenging. This siloed us versus them approach to in person and digital experiences is unforgiveable.
Planning and plotting
So spending time plotting user journeys and exploring possible scenarios for different personas to understand the user/customer experience both on and offline. Use the user journey as a roadmap for creative thinking and help plan for multiple possible outcomes to avoid disappointing disconnected experiences.
Time for design
And when all this is said and done, then it’s time for UX design, for planning information architecture, creating wireframes and developing prototypes. And time to apply design theory, layout, colour, type, imagery, buttons, and icons with flair.