AICEX: Se tutte le aziende mettessero in pratica queste 13 righe sarebbe fantastico.   

Maybe you’ve seen one of the several versions of this photo doing the rounds? “Design” versus “User experience (UX)”.

It makes an amusing point about the fact that the user experiences we design are often different from the ones customers create for themselves.

I think there’s a bit of a trap in this way of thinking, which is to assume that users are responsible for what happens when they deviate from our design.

We shouldn’t respond to situations like this with a rueful smile and a weary shake of the head; we should be asking ourselves why it’s happened.

For one thing, it’s an opportunity to design experiences that better match customer needs, rather than trying to channel them down some pre-determined choices.

We also need to be aware that customers will hold us responsible for the choices they make. One day (sticking with the metaphor in the photo) a customer will complain to you that their shoes are muddy because they took a shortcut.

If your member of staff says “Yes, we’re sorry, let us sort them out for you. Also, we’ll try to make sure you don’t have to take that muddy shortcut again.” then you can legitimately claim customer experience (CX) maturity.

Design versus UX versus CX