A list of 13 beliefs on the value of user experience strategy, design, and designers:
User experience is the net sum of every interaction a person has with a company, be it marketing collateral, a customer service call, or the product or service itself. It is affected by the company’s vision and the beliefs it holds and practices, as well as the service or product’s purpose and the value it holds in that person’s life.
User experience is strategic. It begins with an idea intended to improve the lives of its users, and continues through every moment of the customer lifecycle, from attention to abandonment and beyond. It is driven by a vision that guides and justifies every design decision.
Every detail of a company and its services and products says something about it. User experience strategy and design ensures that these messages are put forth with intention and purpose. Design extends into each and every detail, and each and every detail can indeed be designed.
User experience is a process of discovery, vision definition, strategy, planning, execution, measurement, and iteration. It requires flexibility, and a willingness to be wrong until you are right.
Great products and services require bravery. Design puts a shape to your courage.
A great service or product is rarely the mere logical result of research. Most often, it is the result of a brave belief that what you are doing will change the world, and a determination to do it well.
The solvers of the world’s problems will be those who apply their skill, talent, knowledge, and experience to design and redesign the world around us. Whether they call themselves designers or not, the creators of the future will be those who design.
The goal of a designer is to listen, observe, understand, sympathize, empathize, synthesize, and glean insights that enable him or her to “make the invisible visible” (Hillman Curtis) — to pull treasure out of nothing, to pull value out of vapor.
The job of a designer, just like a writer, is to twist and stretch and shape a conceptualized piece of work over and over again until it becomes the masterpiece the world needs it to be.
Designers do not act on opinion, but insight. They do not mandate, but educate. While the best decision can often only be based on the best guess, designers inform their instincts every single day so that these guesses may be right.
Designers enable companies to change the world, define the future, create value, and make a ton of money, and there is endless evidence of this fact.
An experience can not be designed, but it can be influenced. A designer’s job is to be the influencer.
Designers do not manage. They lead.
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