Notable companies are building massive UX teams, but I’m 95% sure it’s because people don’t know what the heck User Experience really is. It sounds good on paper, but it’s more than a line item on a budget, it’s a holistic way of thinking.
User Experience Design puts customers at the top of the frontal lobe.
But, the way most companies define it is wrong. When hiring managers are looking for a UXD, they likely want a kick ass Product Designer. At least, this is how their job ads sound. Users are (should be) the reason our companies exist, and good Product Designers already think a lot about these folks during the entire product life-cycle. Even before building stuff.
Yes, before building.
User Experience Design is good at pushing designers, developers, product owners, and other roles in your company to a customer-centric way of thinking, which is great! It’s just not a department or singular team.
We are told a UX team should include people from many disciplines: User Research, Information Architecture, Content Specialty, Interaction Design, Front-end Dev, Product Management, and Online Marketing.
But, most of these disciplines should already be found on your product teams. Oh, don’t forget about Business Analysis and make sure your teams are constantly talking with Customer Service.
That’s how this should all work, nimble product teams creating solutions for your users’ problems.
For Enterprise Experience Security, there should be oversight making connections between all teams. This is were your User Experience Architect should sit. There needs to be coherency between all teams. Customers experience a company every time they see a billboard ad above Micky D’s golden ‘M’, hear a 15 second spot on NPR, Yelp another customer’s review, call support lines, or touch their brand in any other way. Make sure someone is keeping the touch points in sync.
Sometimes customers even use our products! This feedback is already influencing a good product team (fingers crossed).
We are all User Experience Designers, unless the only thing you do at work is crush it on Clash of Clans. Organizations exude their culture and employees define what that is.
Please, make your culture user-centered and don’t separate User Experience into another isolated department. Bake the importance of creating stellar experiences into everything your company does. The results will be deliciously rewarding.
Define your company culture.