Outside-In Thinking

Take a Walk on the Customer Side

Category: Strategy

The Magic of Facilitation
In the dynamic world of business, product and service design, workshops are materialising as an unexpected game-changing ingredient in agile and lean workflows.
Over the past 10 years we have witnessed the exponential growth, rapid standardisation and subsequent settling down of User Experience (UX) as a discipline. As UX practitioners, our laundry list of considerations has also scaled up considerably. We are challenged to think about product vision, the business model, value proposition, market segmentation and pain validation. This is even before we tackle our usual UX toolkit activities as we Design better products. The scope has leaped, our framework has peaked, and now it is time for a new approach that can handle the scale of the modern UX practitioners workload.
An ecosystem map featuring a heart in the centre and the following words surrounding it, Product Offering, users, Pains, Business Goals, Gains, Competitors.
As User Experience (UX) Designers we have a myriad of tools in our toolbox to help visualise and understand systems we are designing for. The one that provides the most value is the Ecosystem Map. It helps us to see the bigger picture, providing a great visual overview of the project’s “ecosystem”. For our clients, it helps them think about their role within the landscape of the work they do and the ultimate impact they are trying to have. So what is an Ecosystem Map and how can your business get value from it?
In the last decade the internet has expanded at a phenomenal rate into our daily lives. More of the technology we use is connected to, and interacts with, the internet. As this happens, the technology evolves at an exponential rate and the power of the internet evolves with it. Our greatest interaction with the internet is through the world wide web. Currently we are in the era of Web 3.0 which many designers are unaware of. How did we get here, where are we going and as designers what do we need to do?
An illustration of two mobile phones with arms coming out of them. The arms are holding hands and under each arm is CX and UX. This is used to represent the relationship between CX and UX.
People are often confused as to the exact differences between Customer Experience (CX) and User Experience (UX). Many Design projects are customer focused which means the customer and the end user are typically one and the same. This is usually where the confusion arises between CX and UX. To help clarify the clear differences between the two, I will explain in more detail what each term means and how they influence Design.
While at Interaction Week 18 in Lyon, France Graphic Mint’s Director of User Experience, Séamus Byrne, was fortunate to sit down and talk to Thomas Wendt, one of the event speakers. Thomas discusses his second book “Persistent Fools: Cunning Intelligence and the Politics of Design”, which was also the basis of his talk, as well as how he became an author and whether we can design experiences.

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