March 10, 2017
The news these days reports that poor CX is costing UK companies £37 bn, with retail and telcos losing the most in 2016. Ironically, the sectors who lose the most, according to a recent study by KPMG Nunwood, are also those which invest the most and get the best improvements in CX.
This looks like a paradox, but it is not.
Organisations have realised the importance of customer experience and they are moving fast into this space. Terms like Customer journey mapping, touchpoints, or ecosystems are words that abound in most business and strategy related conversations.
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March 7, 2016
Markets are conversations (C) P. Bertini
One of the biggest challenges today, is to deliver meaningful experiences that create value to brands and are valuable for the users. As UX and CX professionals we are today responsible for the value generation processes, because an experience is created by the understanding of what does value mean for all those involved in the experience: the brand and the users.
I recently gave a speech at UX Denmark 2016, the theme was trust & emotion. If trust is the willingness to take risks, where does trust come from and how can it be useful in the UX field? Trust is generated by interaction, there is no trust unless the parts have had – or are in the conditions of having – an interaction that can build and support a relationship that generates positive emotions.
Interaction generates trust and relationships, and relationships generate experiences, and experiences are the real value in the experience economy.
Therefore, if relationships are the (metaphorical) places where value is generated between the interacting parts, then the only way to be in a relationship is through an EXPERIENCE.
Experience is generated by experiences, and the design of future experiences requires imagination and the understanding of the perception of the present experiences through narratives and storytelling of the past.
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February 12, 2016
Recently I have spent time reading and considering the future of UX and how recent research are affecting our understanding of our cognitive experiences and our perception.
I still had no chance to organise my thoughts into a decently structured article and explain what I see happening in the future. But if you are keen to know more, Marek Pawlowsky, the man behind MEX, invited me to talk about what’s boiling… And the result is a long chat (approx from min 40′) about Lego Serious Play, principles of embodied cognition and evolving research methods for the next generation of digital experiences.
November 20, 2015
The UX practices and mindsets are evolving. It’s becoming clear that UX is not just about user validation, pixels, or wireframes. That’s the old paradigm. UX is much more. UX permeates the whole design process and the overall underlying strategy. Because UX is strategy in action.
A little bit of history: do you remember when…?
For many years UX has been dominated by the design/wireframe and testing paradigm, and this is not a surprise.
Although stemming from HCI and UCD, the real turning point in the dissemination of a user centred culture was early 2000, when Jakob Nielsen and Donald Norman have highlighted and explained the importance of usability and good design.
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October 25, 2015
UX is a mindset that connects strategy and design through the understanding of what is valuable and meaningful both for the users and the organisations. And in such a scenario, research is the link that allows organisation strategies to become experiences.
In an experience economy the value of a product or a service is not anymore limited to a price tag, but it is determined by the quality of the experiences delivered. This implies that organisations need to shift their focus from the product to embrace the intangible experiential elements and shape those elements to support the wider strategy through an effective and meaningful engagement with the users.
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May 17, 2015
In March 2015, I was challenged by Marek Pawlowsky from MEX to do something unique to inspire the UX designers’ community and to show them the potential of Lego Serious Play.
Marek is not a novice, being a participant into one of my past workshops, and the challenge was exciting enough for me to accept it!
The goal of the session was to inspire, entertain, make the audience curious, intrigue them, challenge their ordinary ways of thinking, introduce them to new ideas, theories and opportunities.
I’ve imagined how would a speed dating with LSP look like and this is what happened…! (more in the next page)
Patrizia Bertini demonstrates Lego Serious Play and considers creative methods for future experience design from Marek Pawlowski on Vimeo.
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February 15, 2015
No accessibility no UX (C) P. Bertini
Who are the users that User Experience professionals refer to when designing the ultimate digital experience?
They have many ways to describe the user: persona are a generally widely used method to bring users alive and create stereotypes of users. But stereotypes always lack detail and the core of UX is the ability to deliver details and experiences to all user, even those not captured by persona.
I cannot remember seeing a persona of a disabled user ever, but I may just have been unlucky.
However, the issue here is not Persona.
The key issue is that too many UX professionals do UX but do not practice accessibility. These two skills are often naturally considered distinct skill set, different domains of UX, and often managed by different people, where one is the Accessibility expert, the other the UX expert, with a help from the designers and consultants.
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