In 1995, Apple’s resident Cognitive Scientist, Donald Norman, coined the term “User Experience.” Time flew, and this changed the way companies created products, they have adopted a more Human-centred design approach to better understand and cater to the needs, desires, and limitations of their users. The goal is to create products that are intuitive, efficient, and enjoyable to use. This approach has become increasingly popular and essential in today’s market, where customer satisfaction and loyalty are crucial for success. This also led to the emergence of dedicated User Experience departments in companies such as Amazon, where a Director of UX now leads the team.
Even though the User Experience Design industry has existed for 28 years (but designing for everyday things has been happening for millennia), it is disheartening that most people still lack an understanding of this role or its significance. Based on my observations, only those individuals who have received formal training and education in User Experience Design are cognizant of the responsibilities and expectations that come with the role of a UX Designer. Given this lack of knowledge and understanding, it may be prudent to conduct a comprehensive survey to gauge people’s general understanding of the field.
In my previous roles at two different companies, there was considerable confusion regarding the nature of my position. In both cases, my employers assumed that my role was that of a coder or programmer with an eye for design – a software developer tasked with making things aesthetically pleasing. Somehow even branding style guides and creating marketing brochures would be confused as a part of the User Experience Design process. Just recently, the role for a job posting I responded to wrote, “UX/UI Designer/Developer…”, which awfully sounds just as awkward as “Vehicle/Bus Driver/Mechanic.”
The prevailing lack of awareness among most individuals concerning the discipline of User Experience (UX) Design is a matter of considerable concern. One is inclined to question the reasons underlying this unfortunate state of affairs.
Primarily, insufficient education about UX Design across industries is a factor that has led to the current situation. The lack of comprehensive training and education in UX Design and the related areas can potentially hinder the comprehension of the intricate facets of this discipline. This situation, akin to driving a vehicle without a license, inevitably leads to flawed and inadequate understanding.
To address this lack of awareness, we must focus on enhancing education and promoting comprehensive training programs that provide a clear and concise overview of the discipline of UX Design. Educating the broader public on the importance and value of UX Design is a fundamental step in breaking down the misconceptions that often lead to underestimating its significance. A comprehensive understanding of UX Design and its applications can empower individuals to appreciate the role of UX Designers and enable them to leverage their expertise to create exceptional user experiences.
It’s not a joke to be a User Experience Designer
To be a User Experience Designer, one must comprehensively understand the principles, theories, and techniques that underlie this field. This includes a deep appreciation for the importance of human-centred design, which involves placing the user at the forefront of the design process. To create effective and engaging user experiences, it is crucial to gather extensive feedback from users throughout the design process, incorporating their insights and suggestions into the final product.
In addition to technical expertise and practical experience, a User Experience Designer must possess strong interpersonal and leadership skills. Given that the role involves working closely with cross-functional teams consisting of developers, product managers, and other stakeholders, it is essential to be able to communicate effectively and inspire confidence and collaboration among team members. As a leader in the field, a Senior User Experience Designer must also stay up-to-date with the latest industry trends, innovations, and best practices, attending conferences and workshops, and seeking out opportunities for ongoing education and professional development.
Ignore it at your own Peril.
It goes without saying, that great design does have a clear correlation to business success from the standpoint of shareholder value. Between 2005 and 2015, the large-cap companies that embodied a design-centric approach as part of their strategic priorities performed better by a whopping 211% compared to the broader S&P 500. We’re talking about the likes of Apple, Coca-Cola, Nike, Starbucks, and Disney to name a few.
uxdesign.cc
User Experience Design is crucial for companies because it directly impacts customer satisfaction and loyalty. When users have a positive experience with a company’s products or services, they are more likely to become repeat customers and recommend the company to others. On the other hand, a poor user experience can lead to frustration, negative reviews, and loss of business.
Ignoring User Experience Design can lead to several potential failures for a company. Primarily, the company may experience a lack of customer engagement or even abandonment of its products or services. Users may find the product difficult to use, or they may not understand how to use it at all. This can result in a loss of customers and revenue.
Secondly, a company may face legal issues if its product or service causes harm or injury to a user due to a poor user experience. For example, if a user is injured because of a faulty product design, the company may be held liable for damages.
Finally, neglecting User Experience Design can result in negative reviews and damage to the company’s reputation. Users often share their experiences with others through social media, word of mouth, and online reviews. If a company’s product or service has a poor user experience, it can lead to negative reviews and a damaged reputation, which can be difficult to recover from.
User Experience Design is important for companies because it directly impacts customer satisfaction and loyalty. Ignoring it can lead to a lack of customer engagement, legal issues, and damage to the company’s reputation.
Closing Statement
People often link the User Experience Process with Agile methodology, as the final two steps of the design thinking process – Prototyping and Testing – converge with Agile’s principles of Rapid Iteration and Feedback. This means that UX designers who are well-versed in Agile methodology can not only work more efficiently, but they can also collaborate more effectively with developers and other stakeholders. By embracing Agile principles, UX designers can ensure that they are not only creating beautiful and user-friendly designs but also working in a way that maximizes efficiency and communication throughout the entire design process.
In conclusion, the role of a User Experience Designer is a multifaceted and highly specialized field that requires a comprehensive understanding of both technical and interpersonal skills. While it is disheartening to note that the majority of people still lack a basic understanding of the importance of User Experience Design, it is the responsibility of those in the industry to continue to advocate for the significance of this field and to educate the broader public about the critical role that UX Designers play in creating effective and engaging user experiences.