Which are the biggest challenges for large corporations today?
The big challenge right now lies in getting leaders to see UX as a strategic matter, as a way to innovate and grow business. To dare to change the entire company’s orientation if necessary. Many organizations need to adapt to customer’s needs, and dare to experiment and do what’s necessary to give people what they want – and that might be something else than we knew about 6 months ago. Corporations need to explore new, creative ways to innovate on business modell, user experience and tech to meet customer demands – many organizations today only innovate in tech, missing out on the huge potential of customer experience and business model. Look how Spotify and the majority of today’s In-game payments work. They offer their service for free but earn money for added value.
What’s your view on UX and the future?
I believe that UX soon will evolve into something I call HX (Human Experience). HX will integrate all areas of experience into one single experience – the human one. With HX, there will be a more human-centric approach, a so-called human-to-human experience instead of business-to-consumer. What we measure and value will also evolve into something different. Instead of measuring KPIs like TimeOnSite or Avg.Revenue the goal will be to encourage collective well-being. Examples of future KPIs would be: SocialValue, PersonalValue, EnvironmentalValue, WorldHappinessImpact, Memorable, HealthImpact, etc. The more a company influence the world in a good way, the greater chance of surviving and strengthen its brand. When leaders realize the potential of User Experience as a differentiator and driver of business value, we as UXers will be able to set these new KPIs and drive this change. (more…)