Over the past 10-15 years, the practice of user experience within organisations has matured significantly. But why do some organisations get more benefit from UX than others?
The answer stems from how UX is positioned within the organisation, how the organisation measures the success of its investments, and how UX groups seek impact. Those who report having a high degree of impact behave differently to those with low impact.
Leah Buley – once of Adaptive Path and Forrester Research – shares her recent study of how user experience (and its associated disciplines of customer experience and service design) is being employed by organisations.
Using a sample of 266 professionals across a range of industries, largely focussed in the US and Northern Europe, Buley’s findings provide renewed evidence for the strategic value of UX.
The most important takeaway for senior leaders is that to have high impact with user experience, you need to operate differently.
A differentiator that struck home with me is to deploy UX beyond purely digital customer touchpoints. The organisations with higher impact in Buley’s survey also worked on emerging technologies such as the Internet of Things, as well as designing services that bring together both online and offline experiences.
Furthermore, it’s important that the learnings from these initiatives, and the impact they create is widely shared with the organisation at large.
The video and presentation gives those inside organisations the ammo to position user experience as a strategic differentiator in their businesses. There’s also a series of actions to take to get UX higher up the strategic agenda in your company.
This is powerful, well-researched and presented work. Bravo Leah!