Thursday, February 21, 2013

The user experience of user experience

Those who know me, know that I'm passionate about the optimisation of online and multi-channel customer journeys. Right from the early days of my work with the web, I noticed how the digital user experience broke when 'real' people tried to use it.

Over a decade later, everyone has got a lot more savvy about the use of user experience techniques to maximize customer acquisition, engagement, conversion and retention.

However, with all the terms that now exist around this subject, it's no wonder that even the people who are the customers of UX work (e.g. clients) can get a bit confused.

Customer experience, process flows, user stories, user journeys, user-centred design, usability improvement, swim-lanes, conversion rate optimisation, etc. are all terms that a seasoned industry person should be more than familiar with and some are pretty interchangeable. But can we honestly expect the actual users of our services to keep up with whatever the latest name for something is? Furthermore, if we don't actually have sensible, understandable and consistent names for things... how will those who want to purchase these services explain it to their bosses, purchasing terms or even to themselves?

Perhaps the user experience of user experience needs a bit of improving?

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