Why UX will be different in 2020
UX has always been about the quality of the user experience of a specific touchpoint.
A website.
A landing page.
An app.
Not anymore.
In 2020, UX must be bigger. User Experience as a craft must adapt to the reality that UX now encompasses the sum of the website, the app, the social media feed, the Alexa skill, the chatbot, and all the other ways users experience your brand as a series of moments across channels over time.
In other words, UX needs to be micro AND macro.
We believe UX as a profession has a responsibility to adapt to this new macro world. Journey mapping tools such as our Patient Experience Map are now critically important parts of delivering the ideal customer experience.
Here’s a high-level view of how the Klick UX team approaches the process of Experience Design:
- Map the current state of a customer experience.
The current state customer experience is essential to begin with. It’s very difficult to plan for the future when the present is unclear. A current state snapshot of how a customer experiences your brand is essential before you can embark on the next step:
2. Identify the “Moments that Matter”
Use the collective brainpower of stakeholders, strategists, and designers to identify the moments along the journey that have to be delightful. Great customer experiences happen when “design intent” is put behind critical parts of the omnichannel experience: the moments that matter. Use methods with your stakeholders such as dot voting or instant polls to prioritize where to spend effort when you:
3. Design the future together
Lean again on the collective brainpower of your extended team to workshop and iterate on new concepts that will make your experience sing. Look closely at competitors to assess what works and what doesn’t, and where there are opportunities for us to shine. Create a new journey map that reflects your vision of the future and use vignettes to visually tell the story of your future state .
In 2020, UX must adapt to the changing world in which customers experience brands as a series of moments over time across channels. UX must be able to handle both the micro details of interaction design, as well as the the macro world of experience design.
At Klick Health, we say to 2020, “bring it on!”
