Our perspective on UX
If you know of UX maturity model, probably you have an idea of where your organization stands in terms of UX maturity. If not, there are few surveys available which will give you an idea. Check out one from Tom Callaghan. Here is the link.
However, before jumping into UX maturity, we should have a sense of why UX is important for your organization.
Some hope that UX is a new age remedy for all product adoption problems they have and some imagine it to be a feel good factor for the organization. We have seen symptomatic UX interventions into digital products as well. For example hiring a graphic designer to change the colour palette and asking the designer to give it a 2017s kind of look… whatever that means. Remedy can be effective if the symptoms are well diagnosed. That’s where the business case lies.
If you see any of the following symptoms in your organization, there is a business case to embed UX related activities into org wide initiatives.
If you are the decision maker, the above symptoms should be good enough to get started with your UX initiative. Action item: Hire a consultant who can guide you through the UX transformation process. I am sure all of us would like to understand the ROI of such an investment. Before moving towards ROI, it is important to have some UX metrics in place. Here is a sampling of some metrics that you might consider.
However ROI for UX can’t be measured all the time. There are lot of assumptions based on ROI in certain business context, which might or might not be true for others.
Follows a list of ROI contexts in which various aspects of UX is covered.
If you are suitably prepared for UX transformation, the next question is how, when and where do you start?
While reading through some blogs, I came across Liam Friedland’s blog on UX Value Chain. He has drawn analogies between Michael Porter’s Firm Value Chain and UX. A quick extrapolation on the same line gives following insights that seem relevant
Inbound logistics: Collecting information
Operations: Building product
Outbound logistics: getting the products to customers
Marketing: advertising and selling products and services
Service: providing additional, follow-on services to keep customers happy
Once you have identified the symptoms and built a case for embedding UX across firm value chain, you must consider building a solid foundation of UX leadership and train inmates in driving the organization towards seamless UX adoption.
In the next blog I will share my thoughts on how to converge on organization wide UX orchestration.