User Experience Design

CHAPTER 04EXPERIENCE VALUE CHAIN: Creating business value by solving the user experience problem

As businesses focus their investment in user‐centered experience design across their digital ecosystems, they need to understand the various ways to create user and business value by understanding what I call the experience value chain.

There are three ways businesses can create value in the context of digital technologies and systems. The first is at the user interface (UI–Screen UX) level, the second is at the product user experience (Product UX) level, and the third is at the experience transformation (XT–Organizational UX) level, which represents a deliberate shift across every aspect of the organizational ecosystem.

To illustrate the differences between the three:

User Interface Design

Organizations operating at the user interface (UI) design level concentrate on value creation by designing the user interface for various digital modalities (mobile, desktop, web, over‐the‐top (OTT), interactive voice response, kiosk, tablet, etc.)

They focus on design tasks such as:

• Optimizing the screen to ensure users intuitively take the desired action;
• Designing the UI with an attractive look and feel;
• Creating consistent visuals across the system;
• Designing each screen by laying out the elements and iterating on screen hierarchy and layout;
• A/B testing the screens for better conversion. ...