User Experience Design

CHAPTER 05BUSINESS INSANITY: Doing the same thing and expecting a different result

The following insanity plays out every day in the business world: In their pursuit of the best user experience, organizations are making the same mistakes over and over again, without realizing what they are doing wrong.

It’s not uncommon to consistently see businesses hiring a couple of designers or a design agency or bring in a speaker and assuming they are on the right path of unlocking the business value that the business data is referring to. It takes a lot more than that, but to start with they need to understand the following.

User Experience Design: The Secret Is in the Semantics

“User experience design” (UX Design) is a deliberately structured term. “User” precedes “experience,” and “design” is at the end. This ordering reflects best practices. However, most organizations jump to designing around the capabilities of their technology before considering either their users or their experiences.

Forty percent of products are developed without any input from end users. Not coincidentally, 35% of new ideas and start‐ups fail due to poor product‐market fit. Organizations burn through billions of dollars with no clear outcome, a waste compounded by lost time and opportunity cost. The modus operandi needs to change quickly if organizations are to be relevant and grow shareholder value.

Developing ...