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.
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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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March 29, 2015
[Thoughts after Mex15, Slides at the end]
Markets are conversations
It was back in March 1999 when a group of forward thinking people published a revolutionary book based on 95 thesis that explained that the old business models were disrupted by internet and technologies. They said that markets were conversations,they explained that it was time to start listening to the consumers and to engage in conversations.
The book, The Cluetrain Manifesto, was a revolutionary and visionary text that clearly saw the direction technologies were taking society and the business. Internet and technologies dramatically changed in these 16 years, but every change reinforced the thesis of the Cluetrain Manifesto, proving how old business models were obsolete and could lead companies and business into a quick obsolescence.
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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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December 21, 2014
Cocreation brings together individuals
[Excerpt. The full article is available on UXBooth. Many thanks to Marli Mesibov].
“In the past decade, new technologies ranging from Twitter to customer service chat-windows have led to an increase in the quantity and quality of interactions between people and organizations. But listening to user feedback isn’t where the company-user interactions end. Today more than 50% of Fortune 500 companies have made co-creation an integral part of their innovation strategy, as Andrew Welch—Chief Executive Officer of Y&R reports.
Yet in user experience design, most organizations take a traditional approach to user research and design, using a researcher to act as a middle-man between users, designers, and business stakeholders. Users are consulted in the process, but not given creative control over solutions.
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August 9, 2014
cocreation & UX
In the past few years, we have assisted to a sort of divorce between users and organisations: technology has bought in a wide range of new behaviours and opportunities that companies are not always able to follow or predict. Most innovative projects fail because it’s difficult to fully understand what’s in the users’ heads (Leadbeater 2008) and the big changes society is facing, with a shift from products to experiences makes traditional UX approaches difficult, time-consuming and less effective.
To reduce complexity and make the overall internal and external process simpler and leaner, UX today can take advantage of collaborative approaches that involve and engages stakeholders, users, and designers in a creative and participative activity, namely co-creation.
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July 19, 2014
The road to change – © P. Bertini
Markets are ever more conversations and the role of the user has dramatically changed in the past decade, shifting from a passive unknown being, into active part of the conversation.
We live in convivial times where technology has enhanced new practices and new opportunities for organisations and users to talk, to understand their mutual points of view and share knowledge, meanings and values.
Nevertheless, there has been a divorce between users and organisations and much of those conversations are today limited to the final stage of product and service design. Rather than taking fully advantage of the potential of co-creation, and engage users in conversations and creative exercises, today users are involved only in the very final stage, when it comes to validate an idea that has been developed using traditional approaches.
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May 22, 2014
Co-creation in action
Co-creation: who should be involved?
When saying all stakeholders we do not refer to the largest majority of users available, as they can be reached with crowdsourcing initiatives. It’s not about quantity, but quality. As several studies from early ’90s have demonstrated, involving lead users, who are those individuals that have needs that are advanced with respect to an important marketplace trend and expect to benefit significantly by obtaining a solution to those needs (Herstatt & Von Hippel 1992) can have a significant impact on the results, proving that quantity is not synonymous of quality.
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