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.
Which ways of working do you prefer and why?
I’ve always preferred Learning-By-Doing, because in real-time you have the possibility to create the most relevant and ”up-to-date” solution. By sandboxing the test environment and working with small releases (MVP) the risk is minimal, that’s why I’m a great advocate for methods like Lean UX. Recently, I did an assignment for Electrolux where our goal was to improve the lunch experience in the Electrolux HQ canteen. My role was Agile UX/CX designer (I did all the design both for the app and print). The mission was to create a pilot project to test the need among employees and gain experience of practicing the agile mindset. The outcome of the project was that Electrolux saw the benefits and potential of going Agile through a Build-Measure-Learn methodology. They also managed to sell the project to higher management both in Sweden and internationally.
What inspires you?
I am a very social and curious person so socializing with a large mix of people in different environments usually inspires me. I value personal relationships and believe that there is a lot to gain if you dare to ask deeper questions. I’m also inspired by advertising, technology, music, travel and movies.
What do you like the most with your job?
To understand and figure out people’s needs and get the opportunity to design experiences that generate real value; feelings, joy, relief, safety, etc. I like to benchmark from other industries and areas to challenge old approaches. Also I enjoy getting team members on board to see the benefits of focusing on customer (human) value and also learn how to work together in x-functional Agile teams and have fun together while working 🙂
Why did you choose to work with Dandy People?
Dandy People’s niche within Agile methodology and Agile transformation as an approach to fix broken organizations is the medicine mostly needed to be create better experiences and behavioral change on a larger scale. Joining forces with Dandy People hopefully gives me an opportunity to work in organisations and teams who are willing to learn and work in a Lean UX way delivering continuously value and learning.