“Understanding customer experience from a holistic perspective requires examination of user experience in the context of marketing and branding. This study attempts to underpin the effects of UX on brand equity by developing and verifying a conceptual framework that connects user experience (UX), customer experience (CX), and brand experience (BX). A structural equation modeling test using data from smartphone users verified the effects of UX on brand equity mediated by CX. In the UX dimension, usability had a strong effect on brand equity, and affect and user value had an effect on customer experience. As a mediator, customer experience had an impact on brand equity with a high path weight. By implementing UX strategies that cohere with management strategies, companies can establish a high level of consumer perception of customer experience and brand value. The results and analyses of this research can help businesses establish a strategy for examining which element of UX is related to CX and BX.”
Text I/O as the new design material for experience desginers.
“Far from being ‘intelligent’, today’s chatbots guide users through simple linear flows, and our user research shows that they have a hard time whenever users deviate from such flows.”
Methods are useless without proper concepts, theories and even visions.
“The wide range of UX methods is one of the things that makes UX such an interesting field. Some methods have been around for decades (like usability testing), others are more recent additions, while some seem to be just slight variations on other existing methods.”
Finally, two years after the workshop. Hopefully there will be another one.
“Cybernetics and artificial intelligence (AI) are often considered the same thing, with cybernetics having something to do with creating intelligent cyborgs and robots. In actuality, cybernetics and AI are different ways of thinking about intelligent systems or systems that can act toward reaching a goal. AI is primarily concerned with making computers mimic intelligent behavior based on stored representations of the world. Cybernetics more broadly encompasses the study of how systems regulate themselves and take action toward goals based on feedback from the environment. These systems are not just computational; they include biological (maintaining body temperature), mechanical (governing the speed of an engine), social (managing a large workforce), and economic (regulating a national economy) systems. In addition to reaching goals, AI and cybernetics both consider how systems can learn; however, while AI considers using stored representations as a means of acting intelligently, cybernetics focuses on grounded and situated behaviors that express intelligence and learning based on feedback and interaction.”
Learning from other disciplines is key.
“(…) the WELL Building Standard is rigorous and well developed compared to the initiatives for ethical standards in the UX field, which makes it a valuable resource that we can learn from. This makes sense as we are a much younger and smaller profession than architecture, although we are growing at lightning speed. When you think about how fast digital technology is being propagated, our profession is in a slow-motion explosion. The reach and influence of our work has the potential to be wholly pervasive. Establishing ethical standards that uphold our commitment to ‘take care of’ our users is urgently needed.”
UX still remains relevant for any type of technology.
“If you are a designer looking to pave ways into the Blockchain technology and applications, it is never late to start. From my personal experience I would suggest to kick start your learning by getting acquainted with the three core components the technology is composed of being: distributed ledger technology (DLT), decentralized (or better, distributed) networks, and public-key cryptography.”
Design for the ears to provide information, to communicate and to experience.
“As we move into an artificially intelligent world whose logics of operation often exceed our own understanding, perhaps we should linger a bit longer on those blips and clicks. Compressed within the beep is a whole symphony of historical resonances, socio-technical rhythms, political timbres, and cultural harmonies. Rather than simply signaling completion, marking a job done right, a beep instead intones the complex nature of our relationships to technology — and the material world more generally.”
The job market for UX research follows the field of UX design practice.
“Our conclusion is that these seemingly opposing trends will persist for a while due to the different levels of research maturity in the market. UX teams of one, T-shaped UX, or UX unicorns are still in demand and will continue to be so. However, in our opinion, the demand for specialized UXers will keep growing. The increased understanding of UX by big companies is translated in the definition of job postings for ‘mixed’ UX researchers or specialized quantitative or qualitative researchers. It is likely to be a slow trend in the same way that UX took awhile to reach companies. However, and luckily, the future looks bright for anyone wishing to work in UX research.”
Machines have feelings too.
“The IoT network can range from a smart home thermostat to medical devices that send patient data from an ambulance to the emergency room to a tractor gathering crop yield data from different areas of the field, and so much more. IoT products are in their infancy—well, maybe the toddler stage—and spreading in different industries (for example, UX will play a huge role in smart factories of the new Industry 4.0) And, as mentioned, UX is not limited to the outside of the device; it is in all areas of the device. Let’s make it count.”
Kianosh Pourian a.k.a. /kianoshpourian | @kianoshp ~ The Magazine of the User Experience Professionals Association ★
Deep understanding through some deep human learning.
“(…) UX designers and researchers need to be the co-creators of intelligent solutions to make sure AI technology works for people and society. More than ever, we must consider the capabilities and roles of human versus machine. When should machines make decisions and take action, and when should they augment or support people making decisions? How will these AI solutions make people feel? Do people feel like the solution is trustable, easy, and fun, or do they feel frustrated or even potentially endangered? UX professionals must act to learn, share, collaborate, and participate in cognitive technology research and development both at a strategic level and as a part of the product development process. We should also get involved in governance. We encourage UX professionals to join us and continue this dialog so that we can help create a better world.”
New hunting grounds for experience designers with a mixed view on reality.
“XR is an incredibly powerful new tool for bridging the gap between imagination and reality. It achieves this most effectively when full immersion occurs, a solid sense of presence exists, and a multimodal experience looks, feels, and sounds believable. These are foundational concepts to keep top of mind when you’re moving from designing experiences for traditional mediums to designing the magical world of XR.”
New forms of reality are kicking in and we have no idea how to deal with it.
“It’s too early to dive deep into AR technology. Sure, the UX design for headless interfaces will be an important core competence in the future. However, we’re not really able to gain experience in that area as of right now. What UX designers can and should do now, is to experiment with established technologies, such as 360-degree videos, and virtual reality. Even if these experiences will not really cover the challenges of AR, they broaden your horizon in the right direction. This is important, as your approach will have to change fundamentally.”
Fitting a square into a circle can be a real challenge.
“The Agile approach can be tough for designers — if misinterpreted it creates the expectation that a solo designer assigned to a scrum team will constantly and magically generate just-in-time designs. That a great cohesive overall product experience will be envisioned and unfolded piece by tiny piece across multiple scrum teams. On the other hand, if strategically focused on both discovery and delivery, Agile represents a great opportunity to center product development around frequent user feedback, and to constantly iterate by treating every release as a prototype that demands learning and improvement.”
Take it away!
“In this Insight Report, we’ll look at the factors which make UX for IoT particularly challenging. We’ll discuss how technical architecture and business models shape UX, and how IoT blurs the line between product and service experiences. We’ll look at the need to give users transparency around how complex systems work and share data, in particular in relation to GDPR. And we’ll set out the challenges of designing distributed user experiences across multiple UIs, and show how some companies are tackling the challenges of designing for both hardware and software in parallel.”
Cognition, perception and emotion, all parts of the experience drivers need to be evaluated.
“When evaluating fonts, colors, and other visual details, assess both aesthetic impressions and behavioral effects.”
We never thought that, didn’t we?
“As Agile has become the standard working model for development teams, UXers are, oftentimes grudgingly, learning to integrate into existing Agile development teams. But few are exploring how a UX team can use Agile techniques, and perhaps more importantly an Agile mindset, to improve team performance and morale. It turns out that when done right, Agile can help UXers achieve personal and strategic goals, giving value and purpose to the problems UX teams face daily. Sound too good to be true? If so, read on to learn how this cross-functional UX and architecture team used an Agile approach to improve our product, team performance, team member engagement, job satisfaction, and influence.”
Sometimes you just have to change the label to make a ‘new’ start.
“UX writing recognizes language as an intrinsic part of a user’s experience with a product. UX writers think intentionally about how words alone can facilitate – or get in the way of – users’ goals. As a discipline, UX writing lets you manipulate language. It helps you prod your users one step closer toward desired actions. Indeed, validating the effectiveness of language – on websites, apps, and other digital products – is just as important as other areas of UX research.”
Adding to our acrosoup: HX.
“The human experience trumps everything, and a product or service that’s designed with a contextual view of someone’s life will dominate the marketplace. For makers this means creating desired experiences through their products and services that users crave. But user experience always fits somewhere within the great context of one’s life. This is key. The human-centered design ethos is gaining momentum as context plays a greater role in the design of everyday things. So perhaps it’s time to expand the idea of what a product is to reflect that shift.”
Experience design at the big consultancies. It’s getting more crazy day by day.
“Experiences are intrinsic to each individual; they are subjective by nature. In fact, we cannot design how our clients will experience our products or services. What we can do, instead, is coming up with design that can positively influence that personal, unique experience.”
Acronyms never live long.
“User experience is a huge buzzword these days. Although seemingly self-explanatory, some companies aren’t getting the point—they’re still overlooking behavioral experience in lieu of look and feel. Many of the ads I saw reserved their most specific and vivid language for the visual design end of things. It left me scratching my head and wondering if only the most sophisticated—and largest—companies truly wanted UX and had the budget to support it. Are other companies just paying lip service to the current buzz by hiring visual designers and labelling them UX?”