Thank you to everyone who came to my talk at this year’s IA Summit. What a warm and wonderful response.
As a consultant, I’m always interested in new ways to win interesting engagements. By interesting, I mean the opportunity to do research based design, measure the ROI and perhaps even have a publishable case study. UX designers are consistently plagued with situations that shut the door on research and KPIs. “We can only afford the time and budget for wireframes.” and “If only we would have brought you in at the beginning of the project you could have had more impact.” Are frequently heard when I to dig into a new project. I love Leisa Reichelt’s great presentation Strategic User Experience at UX Cambridge 2011 discusses the state of typical UX engagements.
User Experience has had considerable time to mature as a discipline. Heck, we even have a cryptic acronym with an ‘X’! It’s surprising that we haven’t broken through the roadblocks that we were fighting a decade ago. At the same time, iterative, user centered methodologies like Lean Startup are gaining significant momentum. The message is the same; make informed decisions about your product based on empirical information. From this we can see that the value proposition is not what businesses don’t embrace. It’s the packaging and delivery of that value. The way that UX presents itself to the market is in need of a pivot.
Stephanie Sansoucie and I have been discussing the shared ideals of UX and Lean Startup. Eric Ries doesn’t make much of a mention to user experience even though UX strategy is the core of what he is presenting. Stephanie and I have concluded that it’s time for User Experience to heed its own message and become more accessible to those we work with and serve. How do we do that?
User Experience has centered itself around design activities, always hoping to get the budget and time to do research first. What would happen if our defacto deliverable was research, and design was what got done with copious time and budget? Think about it. The UX resource focuses on doing the research necessary to develop a UX strategy to fulfill the product vision. He ensures that the project team is exposed to the information they need about users in order for the team to make informed interface and workflow choices. What would happen if our primary role was providing that information and we left the bulk of the designing to those with their hands in the code? I have a theory that the world would become more user friendly.
Which produces the better experience? A skilled designer making assumptions about what will work for users based on experience and no data, or developers making design decisions armed with ample information about their users? We have a world full of digital products produced using the former process. I’d like to see us try a new way rather than banging our heads against the same brick walls. I think it will be the first step to finally gaining wide adoption and having a better way to deliver on the promise of UX.
I’m very excited to publish my first article with UX Booth! Leveraging User Research for More Effective Feature Prioritization Hopefully it is the first of many. Those of you who know me will be familiar with my flexible and pragmatic approach to user experience. In this article, I discuss how you can stabilize a project’s scope and prioritize your features based on what you know about your users. Another tool for you to nail down that moving target. I look forward to reading everyone’s comments and reactions.