Tuesday, June 2, 2015

Digital Experiences Are About People, Not Technology

By Nathaniel Davis Published: May 4, 2015 “Buzzwords are double-edged swords that both validate successful practices and can become the bane of thoughtful UX professionals who must manage the unrealistic expectations that emerge along with the hype and misinformation.” Lately, I’ve been writing columns that are not specifically about information architecture (IA), but more about how the cultures of business and technology can challenge our ability to do good work. For example, my last column discusses how to make progress in agile team environments. And my column before that walks through three steps for putting bad ideas to rest before they get off the ground. This month’s column confronts another formidable challenge: buzzwords. Buzzwords are double-edged swords that both validate successful practices and can become the bane of thoughtful UX professionals who must manage the unrealistic expectations that emerge along with the hype and misinformation. Buzzwords often become so popular that people co-opt them for distinctly different purposes—thus, disconnecting them from their original value proposition.

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