user experience process

The Real Business Value of UX

Published on July 3, 2013

For the past few weeks, I have been the client for a discovery process to better understand the entrepreneurial mindset. It has been an eye opening exercise, and I have learned a lot from our user research team about the workings of the “entrepreneur brain”. This brain is the same one that many of our business people, even in corporations, have. It is an incredibly creative, hugely passionate, but, often times, an unable to execute on the idea brain. These folks usually just know that their ideas are good ones, that people and society need their help, and that, at whatever cost, they will succeed in making the world a better place. This brain is a noble one, however, there is just one tiny problem. This brain often doesn’t know how to build software products, and worse, it thinks that this whole UX thing, is just to make the product look good. Lastly, it thinks that if it makes the product look good, people will love it. Oh boy are they wrong.

“Can you help us make the UX better? We’re certain if we have a great design that people will like and use our product, and it will become viral.” These were the words of one startup founder that attended some recent advisory sessions that I was holding at their co-working space in NYC. This startup, like many businesses, knew they had a good idea, and they were convinced that if only someone could fix “the UX”, they would become hugely successful.

I have to admit I run into these types of people in all types of businesses. From the largest corporations to the smallest startups, there is always someone who concepted the idea and is pushing it to become reality. Thing is they don’t really know how to do that except for sweat equity. I.e. They work as hard as possible and viola their dream becomes reality (at least in their point of view this is how it “should” work). These folks are also the ones that tend to think that design can save them, and that a great interface will make their product the next Facebook (I have seriously heard this several times… in one day), and that interface they need can be found through one person, a UX person.

We are use to business people seeing UX as the interface. Famous individuals like the late Steve Jobs and Facebook CEO Mark Zuckerberg have used the term “the experience” in all the wrong ways to fail to market the real value of UX. And, to be fair, many UXers themselves still do the same thing in talking about the experience and what UX is.

However, I’m not writing today to scold UXers and business folks on using the incorrect terminology. Nor am I writing this piece to lament the failure of UXers and business folks to properly market the UX profession. Instead, I want to point out that this entrepreneurial mindset, one that so desperately needs help to see their ideas come to life, overlooks one big thing when they think about UX. It is something that is not talked about outside of UX walls, but it is probably the most valuable thing that we UX professionals can provide to our business people. That thing? Process.

Process Diagram

Yes, UX is all about Process, or at least I believe a big part of it should be. And business folks overlook this for two reasons: 1. UX doesn’t market it and 2. Most don’t know software development at all, and don’t want to. They just want their idea to save the world, and their blood, sweat and tears will get them there. Thus, they don’t NEED to know that UX is process. OK Lis, this information is all well and good, but, so what?

Well after studying business folks and entrepreneurs for a bit, I, and my teammates, have come to realize that process is the biggest gap they need to fill in order to see their dreams become reality. For years UXers have been convinced that businesses need to know their users, that they need to understand their technology, that they need personas, and card sorting and insert another UX term here. “If only the business had these things it would be successful.”, is a term we UXers often say. But, we have been looking at the tree, not the forest. All of these things are owned up to Process. What do I mean?

I mean, the business needs to know the users so that they build the right product for them and don’t waste all their resources churning on technology. This is solved with process. They need personas so that they have empathy for their user and can speed up their design and development prioritization and execution, another outptut of process. They need card sorting so that they can understand how users will find stuff on their site so that the business doesn’t, once again, spend money to fix and fix and fix the navigation. Another component of the UX process. Our business folks need process, and the outputs of it, and that is what we provide as UXers.

Because UX doesn’t sell our process we get overlooked as the process people. Thus Business people don’t hire us to help them to execute their product in total, just to design the interface. So, what tends to happen is they either 1. Spend all of their money churning on developing software that is good, but that their users don’t want. 2. They build too early, and end up losing money trying to “see” what it would look like or 3. Their product doesn’t meet user needs and, somehow, doesn’t go viral as “it should”…. Or we see a combination of these.

The point, products aren’t successful, money is wasted and the world never becomes the better place that the business person’s idea should have made it.

Person pushing failing stock arrow

However, there is good news. UX can help! How? We first need to start selling UX as a process to an end. Business people are our users, and we know what they need. That is, help figuring out the most cost efficient way to build the most successful software. That is what we UXers need to be selling.

But the onus is not just on UX. The second solution is that the business people themselves need to realize there is a new set of solutions in town and it is not all out of Tech Crunch, Harvard Business Review, and Mashable. Although these are all great sources, if you want to execute on products that are successful, are not cash drains and that meet user needs, you need the UX process. You can find the UX process by looking at other resources such as Boxes and Arrows, UX Magazine, this blog, and others like it.

The outcomes of seeing UX as a Process are simple. Business people can finally see their ideas really change the world. Why? Because the solutions include the user, are tailored towards them, and the business itself didn’t waste all of it’s money developing what it “thinks” users need. Therefore there are still resources to develop further and make the product even better.

On the UX side of things we maybe, just maybe, are seen as more than interface people. Any step towards that is a good thing.

The moral of the story is, UX, we have a market that needs our help. We have handfulls of business people with great ideas, but no idea on how to not screw them up (and I’ve seen the user research on this!). Business people you have success right on the tip of your fingers, if you are humble enough to take the help. You, business people, need process and lucky for you that is what UX is. Are we all ready to admit that?

The Myth of Interaction Design

Published on March 14, 2012

One day, as I was drifting off into one of my frequent reveries, it came to me. How, I said to myself, can we really call ourselves Interaction Designers, when the majority of us aren’t really designing any new interactions? I know what you are going to say. “But Lis, surely you agree that we design interactive sites, apps and other digital products all the time!”. But we need to ask ourselves, are we really creating new interactions based on human capabilities or just reusing old digital interactions in new ways. Chance would have it that this amazing article crossed my path, A Brief Rant On the Future of Interaction Design, and it greatly helped to clarify my thoughts. In this article, the author talks about how many of the videos and hypotheses that we see of “future” interactions are really just riffs off of technology that we already have. He uses the example of touchscreens heavily throughout the article, and points out something very key; that these so called “future” touch interactions are not really based off of the gap between human capabilities (how humans are capable of interacting) and current human interaction (what people are already doing today). Instead they are based off of the fact that we have touchscreen technology and thus feel the need to figure out more interactions that people can do with it. The author’s plea is for us to “be inspired by the untapped potential of human capabilities.”, and to me, the people that do that… are the real interaction designers.

So what if my whacky theories are true? What is the big deal? Well, I’ll tell you what the big deal is. The problem with us believing that we are interaction designers without really taking into consideration human capabilities is that we are stunting the ability to design new and meaningful interactions for our users. We stunt creative and innovative design growth because we plateau and refuse to push ourselves further. “We’re already interaction designers”, we say. “We’re the creative ones, the ones that can see into the future of digital interaction, so we must be right.”. Wrong. We are a big part of the gap that users have between interactions today and their physical capability to act further. Thus, what we end up really designing for are technical advancements as opposed to human capability, and our tools are not really for use by real people, but are just pushing the limits of technology to see how far we can take it. That is not design, it is selfishness and greed.

But, I promise you this, we can solve this problem, we can make ourselves part of the solution. The first step in doing so is to take a minute, stop and think. We need to, at a minimum, take the time to understand human capabilities. That is really what user research is all about. Bret Victor, the article author above, mentions that user research is all about understanding how people are already using interactions and tools, noting user goals and needs and then noting gaps and hiccups in the interactions the user is having. We need to go back to the roots of the user, the human, in order to design for them, and not for our own technological progress.

By understanding human capabilities and the gaps in interaction between those capabilities and the user’s potential for the interaction, we become interaction designers. Real interaction designers. We can create more meaningful digital interactions (and physical if that is the space you are in) and we then come even closer to meeting and exceeding our users’ goals. Being an interaction designer means that you have taken an oath, an oath to make the world a near effortless place to interact with. So, take that first step and understand your users capabilities so that you can begin to design for them as opposed to designing for the technology. By doing that you are making this complex interactive world an easier place to interact.

The Ultimate Key to UX Success

Published on December 7, 2011

This past summer, thanks to a reference from one of my favorite blogs, Scouting NY, I got my hands on an old and interesting book entitled Sailing Around the World Alone. For those of you who grew up in this area of the country, you may have read this book as a student. But, for others of us the book is probably new, at least it was to me. In short, it was published in 1899 and is the memoir of Captain Slocum’s trip sailing around the world alone (he was the first to do so). It’s an extremely entertaining read, however it was the last page that really gripped me. In it he states “To succeed, however, in anything at all, one should go understandingly about his work and be prepared for every emergency.”. I was moved by this statement, and, naturally, my thoughts turned towards my own profession. The part that stood out to me, and what I want to talk to you about today is “go understandingly about his work”. I want to discuss what that means for me within the field of UX Design, and what I think it should mean to you.

As UXers, we are in an ever evolving profession that, although young, has begun to mature over the past couple of years. Even though we have reached a level maturity, there are many of us that don’t know the whys behind our process, the activities we do, and the outputs we create. Thus, instead of trying to understand the whys, people focus solely on the hows. When I say whys, I’m talking about the reasons why we have the phases of the design process or the reasons why we talk to users. These are in contrast to the hows which are the ways that we go through our process (i.e. persona creation, wireframing, sketching) and the ways we talk to users (contextual inquiry, ethnographic study, user interviews). These two items, hows and whys, although living along the same plane, are in sharp contrast to each other.

To me, the people that only concentrate on the hows are not going understandably about their work. Instead, they are go absentmindedly about their work. They are aware of what they are doing and are probably very good at it, but they do not have an understanding of why they use one method vs another, or why they use one part of the process vs the other. Thus, the problem with UX professionals only focusing on the hows and not the whys is that doing so allows us to go only so far in our profession. By relying on the hows, we will not find ultimate success in both our own individual careers as well as within our field as a whole. Further, how can we sell the idea of UX to organization executives if we don’t know the whys behind our work? If we cannot sell our work then how do we advance in our individual professions as well as as a profession in general? If you are unaware of why the UX process is what it is and/or why the methods we use were put into practice, you will find a hard time with long term happiness, and ultimately long term success, in this field. And to make matters worse UX, on the whole, suffers. (Note: I’ve written about these ideas before. See Getting to the X in UX & When Did We Forget About Behavior for more thoughts).

The solution, if you find yourself in the hows side of the coin, is to reach out and investigate the whys. Use your resources, both electronic and human, to research why you have the process you do. Make it a point to gain knowledge on why certain materials and activities exist and should be used versus others. This, in short, is the only way to begin to turn the tide in your direction. The hard part is that it involves not only a desire to be more successful in your field, but a genuine caring for your career and profession.

By figuring out and understanding the whys, you are, as Captain Slocum put it, “prepared for every emergency”, and ultimately you will be on the path to individual professional success. You’ll make huge strides in not only being the “wireframer” but in being a holistic professional UX designer. But, perhaps more importantly, you will see more success in your own work, and ultimately within the UX world. Thus, let’s all take a lesson from Captain Slocum, and “go understandably about” our work in order to progress not only ourselves, but the profession we love.

UX… Let’s Stop Being Unicorns

Published on November 16, 2011

I’ve mentioned several times before how I have the opportunity to attend many UX and technology events (mostly because I live in NYC and am a consultant, but also because I try my hardest take advantage of these situations). I’ve also mentioned before that I got to attend this year’s NY Internet Week (see UX… so you wanna work with startups for more thoughts on this event). What I haven’t mentioned here before is that I have discovered that we, as User Experience Designers, are unicorns. Meaning, we have skills and talents that technology companies want, need, but don’t truly understand, AND we are super hard to find.

Now, these technology companies, especially startups, are creating a ton of new products and updating a great deal of old products all the time, and they are going to these technology events and discussing lessons learned and tips to success from their experiences. Unfortunately, when they are doing their creating and updating and reporting back to the tech community, they aren’t talking about user needs, goals and tasks in the least. Not one company, at least in the events I’ve attended, has talked about how they went out and did user research to understand current user behavior. They do market research, at times, but that isn’t what I’m talking about. I’m talking about the real, down low, getting to know your users. Instead, these companies talk about giving users new functionality they didn’t know they wanted or giving them functionality that they should want without knowing why or how the user might use it in real life.

Of course, in the UX world, this is a problem that we are well aware of. By not taking user behavior, tasks, needs and goals into account, these companies are designing for solutions to problems they haven’t yet defined. How can they be successful in this regard? We’ll leave that discussion for another day. The problem I want to talk about today is one for our UX world. That being, these companies have no idea who we are, what value we can bring, and that we are sitting right in front of them watching, listening, and shaking our heads in disappointment. This is a problem for our community, because it means that the people and companies that need us the most have no idea how to engage us. Thus, we are unicorns. We have the power to heal these companies “sickness”, to make their products better… but they don’t know how we do it (must be magic!). Further, we can only be captured by a virgin… ok that’s a long shot but the idea is that we are really hard to find. This is something we need to change.

So, what is our solution, how do we stop being unicorns? First thing is first, we need to be in the room. We need to be around the people whom we want to help (see UX… so you wanna work with startups for more thoughts on this). Whether startups or larger corporations, we have to get out of our shell and make our presence known. We can do this by attending events local to us, participating online in conversations that are related to the work we want to do, and ensuring we are branching out, beyond UX, in our search of knowledge.

Second, when we are in the room (or online), we need to be vocal. We can’t be flies on the wall. Instead, we need to speak up and make sure we are adding the UX perspective and educating others about the value that we bring. This, of course, should not be in a condescending way (don’t say “you idiot, you aren’t even thinking about the user.” but instead “how have you integrated the user perspective into your product roadmap?”).

Third, we need to have empathy for the business and technology folks that we want to work with. We need to understand why they aren’t looking towards UX, or if they are what are they hoping to find. A lot of companies, especially startups, don’t realize that we can help them with their product definition and roadmapping. They just think we are UI! We need to gain understanding of their point of view of what UX is so that we can solve the problem of them not thinking of UX in the early stages.

By taking these steps, we stop being that unicorn. We make our presence in the technology and corporate community known, and we make sure that those involved realize all the value that we bring. We become tangible, real, but no less valuable. Once companies are better able to find us and understand us, then it becomes easier for UX to work with the businesses that we want to. This, of course, allows us to do what we do best; help define and solve problems for the betterment of our user base. No unicorn can do that.