Showing posts with label touchpoints. Show all posts
Showing posts with label touchpoints. Show all posts

Monday, January 13, 2014

People, Ubiquity, and the Internet of Things: The New Mobile Context

via UXmatters http://www.uxmatters.com/mt/archives/2014/01/people-ubiquity-and-the-internet-of-things-the-new-mobile-context.php

Published: January 13, 2014
“We like to distinguish between the environmental and situational contexts of people regardless of the device. … Interactions in all … contexts are important….”
In the days before the iPhone, when only a relatively few of us thought daily about mobile devices, mobile apps, and the mobile Web, we often heard the term context bandied about. Every design discussion revolved around the fact that mobile phones could go with us anywhere; therefore, anything we designed to work on them should work everywhere. The environmental context—whether indoors, outdoors, walking, or on a bus or train—mattered a lot.
Of course, all of this has changed now—and not because the context of mobile phones has stopped being ubiquitous. But we’ve moderated—though we’d hate to say forgotten—our perception of how important it is to consider the user’s environmental context. A few years ago, various industry luminaries began to say that context doesn’t matter. Their argument wasn’t quite that users don’t matter, but rather that, since people use their devices so heavily—and often so deliberately—we can often assume that people sit in chairs or lie on couches, focusing on their device. We no longer worry about the kinds of people who ride the bus to work.
We like to distinguish between the environmental and situational contexts of people regardless of the device. Sitting at a desk is different from being slouched in the living room or repairing a truck. Interactions in all of these contexts are important, whether they happen on a notebook or desktop computer, a mobile device, or bit of paper.

Context via New Technologies?

“A key tenet of our digital life is that software controls everything digital. The principle behind the Internet of Things is that we can sensorize and connect every dumb thing and, thus, reap the benefits of digital in the real world.”
A key tenet of our digital life is that software controls everything digital. The principle behind the Internet of Things is that we can sensorize and connect every dumb thing and, thus, reap the benefits of digital in the real world. Now, we’ll be able to control everything with software. If we can digitize, search for, and analyze everything, we won’t lose things anymore, and trends won’t remain undiscovered.
Despite the term’s Internet of Things (IoT) existing since 1999, only in the last few years has this been a real possibility. Now, it’s easy to get excited about the IoT, so people are waxing philosophical about its current state and the possibilities the future might bring. Robert Scoble has even written a whole book on the world of connectivity, sensors, and so forth. He refers to this trend as the Age of Context.
The technologies he mentions—such as wearables, big data, sensor proliferation, and location awareness are indeed great, revolutionary things that we should all be aware of. Such products cannot fail to impress us; products like Nest’s thermostats and smoke detectors and Apple’s iBeacon service to enable better interior-location awareness, not to mention smartwatches and exercise bands.
The Internet of Things is far enough along that we’re well into the first wave of copycats. There are now many Internet-connected light bulbs, and every big thermostat-maker has a connected, smart version. A reporter covering CES said, “I would estimate the number of fitness and data-tracking wristbands at … infinite.”
But we are still mostly disappointed by the IoT—and low consumer usage seems to bear us out. We have the technology, but we keep using it in narrow, short-sighted ways. In fact, hardly anything we see is truly Internet connected. While you really can control that light bulb from your phone, more often than not, you can’t control it from nothing else. Is this really being Internet-connected? As Liat Ben-Zur said way back in May 2013:
“So what’s the problem? Aren’t all these hot, new connected IoT devices connected up to the cloud? Well, that’s the problem. We are oversimplifying the landscape. Each specific device seems to connect to its particular cloud service. There isn’t really one cloud. Every manufacturer has their own cloud service, and often these clouds are closed, proprietary environments. Devices that live in their own siloed cloud cannot speak to one another, meaning they cannot benefit from the data, context, or control of nearby IoT devices.”
You can discover this for yourself. Find anything that connects by Bluetooth to a smartphone. Almost all products work exclusively on either iOS or Android. Check out how you can use the data on your smart, connected widget. It either connects to your phone alone or, at best, to a proprietary database with no open API. These technologies don’t define context themselves. They are enabling technologies, not the end goal. The problems that we have today are endemic.

Where Are the People?

“Some … organizations … are trying to take advantage of the new world of sensors and connectivity by gathering and exposing more information; but not always in a very consolidated, much less a user-centered manner.”
We all know that there are sensors, even if we’re amazed at what we could do with them. But how many people are building ecosystems? Are these technologies getting built because users need them or just because we can build them? What makes you choose a particular technology or platform? The CEO of the big chip maker ARM, Simon Segars, said recently, “Most IoT applications are so narrow, with one device only talking to one service.... We need these items to talk to each other more, in order to prevent an Internet of silos.”
Some of the organizations that we’ve worked with are trying to take advantage of the new world of sensors and connectivity by gathering and exposing more information; but not always in a very consolidated, much less a user-centered manner. Just as an example, one client is launching two different Bluetooth-connected devices—that is, a single company has two totally different devices that are unaware of each other and require different apps on the mobile device to connect to the Internet. Naturally, their data is stored in two different databases that don’t connect to each other either.
Every organization and many individuals want the benefits of information awareness, so they either tolerate poor solutions or come up with their own. As you can see in Figure 1, a trucking company hacked together cable from the J1939 diesel-diagnostics connector and plugged it into to a Galaxy Tab, so the driver and his company could log progress, track vehicle use, and reduce paperwork.
Figure 1—Prototype connection dongle and cable for a tablet, connecting a truck, a driver, and his company
Prototype connection dongle and cable for a tablet, connecting a truck, a driver, and his company
Such tracking systems will soon be required by law, but it’s just on the cusp of being easy to do, by adding a radio or cable. The smartness of trucks, which have been full of computers and sensors for years now, and the smartness of mobile devices can work together.

Context Is About Ecosystems

“But what people really want are seamless solutions. They don’t want to think about technology. The power of the IoT is in seamless communications….”
But what people really want are seamless solutions. They don’t want to think about technology. The power of the IoT is in seamless communications, not constant pairing with Bluetooth devices or reading the side of a light-bulb box to figure out what mobile-phone operating system (OS) it’s compatible with. Tactically, if your first design task is to decide whether to create a Web site or an app or which OS to support, you’re doing it wrong. People switch operating systems and households are mixed. Design a solution as a service, with APIs, data storage, and concepts for how people will use it before picking the colors for its buttons.
We haven’t discussed Google Glass yet—basically because for now it’s so niche and one off that it’s hard to say much about it. But one key part of Glass is really becoming a universal service. Google Now is on Glass, but is also an increasingly seamless part of Android and is available for iOS. Plus, the Google Web site makes me suspect that they are going to launch it there sometime. The primary user interface for Google Now, shown in Figure 2, is a series of cards presenting information that is based on your context and past behavior. Sometimes, it gets confused—for example, offering me a 7-hour walk home from the airport.
Figure 2—Google Now
Google Now
Google Now is a service that is embedded in the current Android OS. In one way, it’s a search-portal home page like Yahoo!—and not quite like anything Google has done before. It is even tying into other services, allowing you to send an SMS just by talking to this one voice-enabled, sensor-aware portal. But it is most interesting in the way it proactively does things based on what it knows about you.
The way it monitors all that you do using all Google services is cause for worry in some. It seems to know everything about you. But, if anything, we are disappointed that it knows so little. We are regularly enticed to go visit a favorite restaurant that is 2,000 miles away, perhaps when we’re in the middle of a meeting. Google Now’s connection to location, calendars, and users’ recent behavior is pretty tenuous, so it’s not as smart as it should be.
Steven’s wife, Alison, in a fit of nerdiness, set up IFTTT to notify her when the local weather gets near freezing—so she can be sure to seal up the greenhouse and put the heater on—despite the fact they have digital thermometers strewn about the house, not to mention many mobile phones and tablets. Even if they spent the not-inconsiderable time and effort to set up a greenhouse thermometer that connected to the Internet, it would be just one more thing that Google Now is unaware of. In an ideal world, Google would use the knowledge that we know they have: that Alison is a serious gardener and has a greenhouse and the weather data to push notices via Google Now that it’s going to be freezing tonight.
Nest thermostats connect to local utilities via the Internet and adjust automatically in sync with a demand-response scheme. Setting aside any concerns about your electrical utility rather than you having control of your house, that’s all it does. There’s little awareness or notification, and there’s not really a proactive control measure for the user to do anything about this.
Even with such coordination, why isn’t the data on the Internet tied to our accounts, so right under the Weather card in Google Now we could see a Home card with thermostat settings, trends, and the utility’s demand-response points? Nest lets you establish a relationship to their physical thermostat in the app settings and provides useful visibility to trending data. But the Nest shown in Figure 3 is not connected, as you can see on the right, and a user cannot connect it from the app.
Figure 3—This Nest is not connected, a problem which cannot be corrected from the app
This Nest is not connected, a problem which cannot be corrected from the app
Half the time anyone pulls up their Nest app in front of me, it’s in an error mode like that shown in Figure 3. Most or all connected devices such as Nest, Pebble, ChromeCast, DishEverywhere, Smart TVs, and BD players aren’t very good at staying connected, so require users to walk over to the device and push buttons or pull cords out of the wall. Wireless connections are inherently unreliable, so devices and software need to be less brittle, especially if a key reason for their existence is place shifting, or remote operation.

Merging the Digital and Real Worlds

“So far, sensors have mostly been about the environment, a fairly general understanding of what a user is up to, or location. But what if your mobile device could listen to your conversations?
So far, sensors have mostly been about the environment, a fairly general understanding of what a user is up to, or location. But what if your mobile device could listen to your conversations?
Actually, such technology is not new and works great. Shopkick, for example, can turn on your phone’s microphone, detect when you enter specific stores, and deliver customized offers. Other apps have listened to conversations to determine who is nearby and establish social networks based on proximity.
Once again, setting aside privacy issues, imagine such capabilities being truly integrated and presenting or hiding content to the user more natively. When you were out for dinner, your phone could hide content, making it harder to pay attention to your phone rather than your friends. When the phone heard a lull in the conversation, it could present content relating to your previous discussions or news of general interest to kick start your conversation. Do we really need to move to a world where you check your iPhone at the door of a restaurant to get a discount?
Connectivity and environmental awareness can provide opportunities to fix current digital-only problems as well. If you started reading something tedious like a spreadsheet on your mobile phone, why should you have to continue this way when you get somewhere with a bigger monitor? Why couldn’t it pop up a notice, as shown in Figure 4, and let you send the current version to your computer, a conference-room projector, or the TV in your living room?
Figure 4—A design for a mobile app that detects nearby screens and pushes your mobile content to them
A design for a mobile app that detects nearby screens and pushes your mobile content to them

Design for People

“We seem all too ready to commit wholly to design principles that are antithetical to the traditional openness of the Internet and the Web—not to mention setting aside solving real user needs with all these new, only slightly connected Things.”
Looking at most boxes that say smart on the side, we seem all too ready to commit wholly to design principles that are antithetical to the traditional openness of the Internet and the Web—not to mention setting aside solving real user needs with all these new, only slightly connected Things.
But it’s still the early days of the Internet of Things. There’s much that we need to build and time to argue for the user and what is the best use of data to ensure that everything can connect. But it is not certain how this will happen. As Matthew Drake said recently, “There are no standards for ubiquity and real-world interactions.” Things like Revolv are trying to bridge this gap and create interoperability, but they are doing it themselves. Every time another service emerges or existing ones change, they’ll have to notice and update their service.
Hopefully, things will settle down and standards will emerge, but for now, let’s try to agree on a few basic principles of contextual awareness for ubiquitous products and the IoT:
  • Users will access information according to their situation, by using whatever device is within reach.
  • Situational empathy is necessary. Don’t interrupt, intrude on, or annoy users.
  • The level of intrusiveness that is necessary or permitted should change depending on users’ context.
  • Always allow users to override device behaviors and tweak inputs or configurations to get the results they need.
  • Provide your data or service as fully as possible, everywhere, for everyone.
There’s a lot that we can do as designers of digital systems. As we make our products more ubiquitous, invisible, and connected, we must avoid getting caught up in gee-whiz technology solutions and continue to design solutions for real people.

Notes and Further Reading

- See more at: http://www.uxmatters.com/mt/archives/2014/01/people-ubiquity-and-the-internet-of-things-the-new-mobile-context.php#sthash.ABonDC5l.dpuf

10 Commandments of UX Strategy

via UXmatters http://www.uxmatters.com/mt/archives/2014/01/10-commandments-of-ux-strategy.php

Published: January 13, 2014
“I set out to frame what I have been observing in the UX strategy industry and hearing in conversations with others in the field. My hope was to capture the core, essential elements of UX strategy….”
When considering my topic for the presentation that I gave at the UX STRAT conference in Atlanta, in October 2013—knowing that I would be speaking to an audience of respected peers and industry leaders in the emerging field of UX strategy—it was challenging to add something new or novel to the conversation. So I set out to frame what I have been observing in the UX strategy industry and hearing in conversations with others in the field. My hope was to capture the core, essential elements of UX strategy while, at the same time, not missing anything important. This article is based on that presentation.
My interest in this topic came from a few places, including the following:
  • The failed effort to create a UXPA International Certification program, which I undertook during my three years as Director of Certification for the UXPA. That was quite an eye-opening experience, given the strong and vocal opinions both for and against certification.
  • Emerging professional trends, both within and outside of user experience, that emphasize speed to market—for example Lean, agile, and “fail forward fast.”
  • The competitive challenges that we face teaching user experience at Rutgers—for example MOOCs (Massive Open Online Courses), programs like General Assembly, and the increasing number of 1- to 3-day UX intensive workshops. Is it me or are they multiplying like rabbits?
  • The continuing confusion over what user experience is and isn’t versus other UX-related disciplines that are not called user experience, such as customer experience (CX), information architecture (IA), service design (SD), and experience design (XD).
  • Getting a bit existential about what UX strategy means for us—and selfishly, for my next 20 plus working years—and for our future UX leaders.
I purloined the idea to frame this as 10 Commandments from another list of 10 that I coauthored a few years ago at my previous company—where, to better market what we did to external audiences, we created the “10 Immutable Truths of Experience Design.”
Here are some questions that I asked myself and the UX STRAT audience, which I’d like you to consider before we get to the Commandments.
  • Do you believe that UX strategy is inherently different from other UX/CX/IA/SD/XD research, design, and evaluation work? Or is it a combination of all of these? Or perhaps an umbrella that covers all of them?
  • What about service design (SD) and experience design (XD)? Are they identical to UX strategy?
  • Beyond our self-styled professional titles, do you believe there is—or should be—some criteria that qualify someone as a UX Strategist?
  • Have you worked on a UX-strategy project that did not involve a digital interface?
  • Are there deliverables that UX Strategists should employ rather than people in other roles—for example, customer journey mapping?
  • And, if this field is indeed emerging, for those at the start of their careers looking for the color of their parachute, what type of people are better suited for UX strategy? Right-brainers or left-brainers? Whole-minders?
“The 10 Commandments of UX Strategy are key areas of our profession that I think all UX Strategists must strive toward and, to the best extent possible, should try to infuse in their professional practice.”
Ultimately, the two questions that I’m constantly asking myself are:
  • How can I be the best in an emerging field that is still defining itself?
  • How can we help build this profession to grow and support those who come after us?
Three final points about the title of this article lest anyone think that I’ve used the word Commandments to mean anything prophetic or irrefutably conclusive:
  • Similar to the biblical 10 Commandments, which are a mix of the practical and the emotional—don’t kill people—and those that are a bit more cerebral in nature—don’t covet your neighbor’s ass, my UX-strategy commandments cover a broad scope.
  • Religious affiliations aside, I’d submit that, like the biblical 10 Commandments that Moses received, some of these UX strategy commandments are a bit easier to follow than others. Considering the same examples from the previous bullet point, few would dispute that “Thou shalt not kill” is not an easy commandment to check off. But not coveting your neighbor’s stuff is not so easy. (You should see the massive home-brew setup my boss has in his basement, I covet the hell out of it!) The 10 Commandments of UX Strategy are key areas of our profession that I think all UX Strategists must strive toward and, to the best extent possible, should try to infuse in their professional practice.
  • I like the definition of a Commandment: “noun—a statement of what to do that must be obeyed by those concerned.” The 10 Commandments of UX Strategy is far a catchier title than “10 Things We Must Obey,” right?
  • Commandments are nuanced. Arguably, “Thou Shalt Not Kill” should notapply to a soldier fighting in defense of his or her country.
  • And finally, as I said to the UX STRAT audience, which comprised folks who could speak to any of these commandments better than I can, I know I’m preaching to the choir. I don’t expect these commandments to strike many of you as eye-opening revelations. So, in reading this article, please consider this as my attempt at trend analysis or aggregation rather than as anything resembling thought leadership.

The 10 Commandments of UX Strategy

  • THOU SHALT FOCUS ON THE BIG PICTURE
  • HONOR YOUR COMPANY AND CUSTOMER, BUT COVET YOUR NEIGHBOR’S ASS
  • THOU SHALT NOT STEAL THY EMPLOYEE’S HUMANITY
  • REMEMBER TO KEEP HOLY THE CONTEXT
  • THOU SHALT NOT KILL THY CAREER
  • THOU SHALT NOT BEAR SPECULATIVE WITNESS
  • THOU SHALT STAY FAITHFUL TO UX GOVERNANCE
  • THOU SHALT NOT SPEAK UX IN TONGUES
  • THOU SHALT NOT WORSHIP DIGITAL ONLY
  • THOU SHALT PRACTICE UX WITH HUMAN-CENTRIC INTEGRITY

I. THOU SHALT FOCUS ON THE BIG PICTURE

“UX strategy requires a solid understanding of business goals, vision, and drivers. There willalways be strategic UX initiatives and projects, but those with the greatest chance of providing long-term sustainable business value are UX solutions that stay framed in the big picture.”
UX strategy requires a solid understanding of business goals, vision, and drivers. There will always be strategic UX initiatives and projects, but those with the greatest chance of providing long-term sustainable business value are UX solutions that stay framed in the big picture. As the title of Harley Manning and Kerry Bodine’s excellent book Outside Insuggests, we need to help our companies look outside in. Seek the UX strategy behind even the most tactical engagement. There will always be tactical engagements, and chances are that you’ll be doing a lot more of them in your career than the game-changing, C-level enterprise transformations. But you must ensure that you do everything that you do, no matter how small it may seem, with an eye toward and a focus on the bigger picture—creating the holistic experiences that we all should seek to create.
Within this big picture is an implicit understanding of value. UX Strategists have a great understanding of the human impact of business decisions, and it’s important to recognize and be prepared to articulate that human impact, as well as the value that businesses are trying to create for themselves, customers, and shareholders.

II. HONOR YOUR COMPANY AND CUSTOMER, BUT COVET YOUR NEIGHBOR’S ASS

What are the specific business levers that enable your company to win over competitors, and how can the user experience that you create directly impact them? You should not speak the name of UX strategyunless you can articulate the competition, the company, and the customer. So, in contrast to the Biblical commandment, you should covet your neighbor’s ass if he’s making money on it. Find out why, and continually look ahead and behind you. I give the full copyright to this commandment to Paul Bryan and his UXmatters column “3 Keys to Aligning UX with Business Strategy.” He nails it.

III. THOU SHALT NOT STEAL THY EMPLOYEE’S HUMANITY

“For the up-and-coming generations, especially Generation C, the brightest … will take their skills to companies that create the work experience and environment that they have come to expect.”
There are at least two sides to every interaction, and often, both are human. You must pay attention to the mutual success of these interactions. There are optimal paths for both to be successful. As Frederick Reichheld wrote in The Loyalty Effect, “If you wonder what getting and keeping the right employees has to do with getting and keeping the right customers, the answer is everything.” This is fast becoming a need-to-have for the up-and-coming generations, especiallyGeneration C, the brightest of which will take their skills to companies that create the work experience and environment that they have come to expect.

IV. REMEMBER TO KEEP HOLY THE CONTEXT

Unfortunately, our global supply of true ‘genius design’ potential—for example, Steve Jobs—is inversely proportional to that for well-intended senior executives, Product Owners, and creative designers who get gut feelings that are unencumbered by facts. Of course, we need to know the context of interactions before we can hope to create an optimal product or service. However, I have yet to meet anyone in this field who, for even a few years, hasn’t had to compromise doing needed context-based research to meet a budget, deadline, or executive demand. And we make these decisions fully aware of the potential negative—or, if we’re lucky, just less-positive—impacts on the audience who ultimately inherits our design solutions? It is incumbent upon the UX Strategist to advocate strongly that UX research be part of any attempt to create or redefine a user experience. But pick your battles because you likely won’t win all of them. Still, fight hard to get research included in your projects.

V. THOU SHALT NOT KILL THY CAREER

“For every tried-and-true technique, tool, methodology, or belief system that we employ in user experience, there seems to be an exponential number of new and exciting ways to advance our shared cause.”
For every tried-and-true technique, tool, methodology, or belief system that we employ in user experience, there seems to be an exponential number of new and exciting ways to advance our shared cause. This is to be expected as more and more people enter the field of user experience from different industries, cultures, and educational backgrounds. As with many other professions, there are new products, tools, and methods to help UX professionals do their jobs better. Although, there are some who believe that it’s all the same stuff, just with different packaging or more efficient delivery systems.
We must resist the dogma of UX philosophy and practice that some in our field espouse. Some UX professionals are unwilling to embrace the evolution of UX design and strategy practice, which has changed and continues to change the way we conceive and deliver UX design solutions. While one need not accept every newfangled advance as gospel, UX Strategists must keep their minds open to understanding current software user experiences, processes, and services. According to NY Times columnist and Pulitzer Prize–winning author Thomas Friedman, we must always be learning. And our field has no shortage of opportunities to better ourselves and our business results.

VI. THOU SHALT NOT BEAR SPECULATIVE WITNESS

“Big data will always require UX strategy, because we askwhy something happened, interpret the data to glean valuable insights, and turn big data into big-impact solutions.”
Relying solely on either anecdotal, observed behavior or set, targeted metrics is better than having no evidence, but a true UX strategy understands, embraces, and employs both.
For those who are qualitatively minded: There are scant few in our field who would forsake direct, interactive research with people. We need our companies to understand that they need to connect with real human beings, even if we think—or they think—we already know the answers. AsWill Evans so perfectly captured the need: “If you don’t talk to your customers, how will you know how to talk to your customers?”
For the quantitatively minded: Companies like Amazon and Netflix have created game-changing customer experiences with their strong focus on analyzing user behavior through big data. The use of Web analytics will only increase in the coming years. The growing deluge of data provides infinite ways to assess, predict, and report on key insights into consumer behavior. But big data will always require UX strategy, because we askwhy something happened, interpret the data to glean valuable insights, and turn big data into big-impact solutions.

VII. THOU SHALT STAY FAITHFUL TO UX GOVERNANCE

“An ongoing UX governance program that measures and optimizes the user experience is vital to the long-term viability of a UX strategy.”
I believe governance remains one of the most talked about yet underserved and undelivered elements of UX strategy. Experience is fluid, with periods of evolution and revolution. An ongoing UX governance program that measures and optimizes the user experience is vital to the long-term viability of a UX strategy. Regrettably, companies are littered with great UX strategy work that ended with a shiny deliverable, a slap on the back, and UX projects that died on the vine. Too often, business conditions—which are too numerous to list—cause great ideas to wither or be abandoned altogether as soon as a project gets deployed in production.
One of the most popular and fastest emerging UX strategy tools is the customer experience journey map; but this tool can take you only so far. As I’ve personally experienced, intricate customer journey maps can offer tremendous business value. They can track conversion metrics, decipher strengths and weakness in acquisition and retention, provide core insights to business investment in systems, people, and processes—the list goes on. But our use of this tool is powerful only to the extent that our work is actually integrated into business execution. Without an ongoing UX governance program to measure and optimize the user experience, a journey map is likely just a cool-looking diagram that someone has put up in his cube.
Whenever possible, avoid embarking on strategic UX efforts until you can get clarity and commitment on how your team will iterate, maintain, report, and prioritize the work. We need to infuse this approach into the company’s program or portfolio management infrastructure. That’s where business leaders manage their investment. When businesses give the same respect and authority to an Experience Management Office as to the Project Management Office (PMO), UX strategy will have reached an important evolutionary milestone.

VIII. THOU SHALT NOT SPEAK UX IN TONGUES

The business intent gets lost in translation because executives who weren’t involved in the generation of journey maps have neither the time nor the inclination to figure out what they’re supposed to do with them.
At heart, a UX Strategist understands that user experience and the practice of user experience are ultimately matters of communication. This communication can take a few different forms:
  • advocacy for the human audience by an empathetic translator or proxy
  • communication of the utility and inherent value of products and services through our design work
  • and last but not least, the ability to convey to business leaders the experience implications of why to choose or not choose a particular path—and the value of ongoing investment and growth in user experience
Ironically, we continue to struggle on this last one. It’s certainly been a work in progress for a while now.
For example, consider the communication challenges of the aforementioned journey map. Oftentimes, UX teams create elegant, intricately detailed maps that do a great job of convincing those who view them that a lot of thought and research went into their creation. But the business intent gets lost in translation because executives who weren’t involved in the generation of journey maps have neither the time nor the inclination to figure out what they’re supposed to do with them. A journey map—which might perhaps be better named a business destination map—that you intend to speak for itself can quickly become a dead-end if you’re not conveying its value in a way that businesses can digest and act on.

IX. THOU SHALT NOT WORSHIP ALL THINGS DIGITAL

“Keep real people in mind when designing digital products and services. However, as UX Strategists, our work should and must extend far beyond what, for some, is slavish, fetishized devotion to all things digital.”
UX professionals have played a significant role in making digital user interfaces and technology easy to use, accessible, and for some, seemingly irreplaceable. We can and should continue to keep real people in mind when designing digital products and services. However, as UX Strategists, our work should and must extend far beyond what, for some, is slavish, fetishized devotion to all things digital.
The majority of UX professionals make their living doing work specifically for digital user interfaces and devices, so I’m not suggesting that anyone stop doing anything they’re doing or that digital is in any way bad. However, in conversations with colleagues and peers, I’m not alone in thinking that the human element of interaction—absent devices and technology—is an area that, ironically, is underserved. We must remain mindful of the lives and interactions that we experience offline in the services our companies and clients deliver—not to mention cities, museums, non-profits, and a host of other entities that could use our help. The emergent Service Design is a welcome profession that we should look to for guidance and techniques in approaching our work.
Venturing into somewhat murkier moral waters, this isn’t simply about looking at physical connections and services through a wider lens. As UX Strategists, we should try to take on the voice of a human advocate when considering the impacts and consequences of the digital world that we’ve helped to create, as well as how we can help shepherd the inevitable move toward a more digital existence. If you haven’t read Nic Carr’s The Shallows or Sherry Turkle’s Alone Together, read them. Both present quite detailed and fascinating studies on the seismic impacts technology is having on our brain’s structure, our ability to process information, and our basic emotional connections and relationships.

X. THOU SHALT PRACTICE UX WITH HUMAN-CENTRIC INTEGRITY

“As a UX Strategist, I believe that we have a moral and ethical imperative to ensure that what we create, both within and outside our profession, should ideally improve the lives of others—and at the very least, do no harm”
This last commandment is perhaps an extension of the previous one. (In fairness, coveting stuff got stretched out to two commandments in the Bible.) What I’m talking about here is something akin to taking the Hippocratic Oath. As a UX Strategist, I believe that we have a moral and ethical imperative to ensure that what we create, both within and outside our profession, should ideally improve the lives of others—and at the very least, do no harm. Here’s the point: as strategic UX advisors, we are in the vanguard of the technological revolution that has already irrevocably changed human interactions over the last two decades. Possessing the tools and skills to capitalize on human behavior in particular contexts is a powerful thing. We translate business and technology for the human condition, and this noble charge begets great responsibility. The emergence of methods and tools to support these ideals are numerous and growing. For example, the promise of big data is a force multiplier that we’ve only just begun to crack. Targeted neuromarketing is as exciting a concept as it is frightening.
I strongly believe that the field of user experience continues to be a beacon of integrity. We’ve helped provide countless examples of positive human advancement—especially in areas like accessibility and third-world product solutions. But I’m also aware that, as UX professionals, we need to make a living, and when it comes to business, things get more complicated.
In commerce, there’s nothing morally wrong with up-selling or cross-selling products, featuring your product over a better one on an end-cap in a supermarket, and so on.
But things like the institutionalization of FUD (Fear, Uncertainty, and Doubt) as business strategy concern me. For example, a colleague and friend of mine quit her job at a firm in part because she was asked to create cartoon storyboards to convince teen-aged young women who wore glasses that they were not pretty, and that popularity was reserved for those who wore contact lenses. That’s just wrong. We must adhere to our core principles of helping others as best we can and have the courage and moral integrity to push back on businesses when there is clear intent to cause harm, in any form, to elicit a purchase or transaction.

Conclusion

“How can we build this profession to ensure that it grows to support those who come after us?”
So, what do you think? Did I get these commandments right? What shouldn’t be here? What did I miss? And back to my original point, help me to answer these questions:
  • How can I be the best in an emerging field that’s still defining itself?
  • How can we build this profession to ensure that it grows to support those who come after us?
  • Do we, as UX professionals, think we should provide more concrete criteria for success in living up to these commandments?
  • Agile has its “Manifesto.” Is there or should there be one for UX strategy?
I’ll end with a quote from Sherry Turkle’s Alone Together that has stuck with me. I used it as a touchstone when considering these 10 Commandments of UX Strategy:
“Technology reshapes the landscape of our emotional lives, but is it offering us the lives we want to lead? … What are the responsibilities here? … What do we have, now that we have what we say we want—now that we have what technology makes easy. This is the time to begin these conversations, together. It is too late to leave the future to the futurists.”
Sherry Turkle’s prescience in delivering this challenge makes it seem that she was speaking to UX Strategists. We are well-positioned to tackle this challenge. I’d love to be part of the conversation about how we can do this together—for both ourselves and the next generation who will take this profession forward.
- See more at: http://www.uxmatters.com/mt/archives/2014/01/10-commandments-of-ux-strategy.php#sthash.1r082bbN.dpuf