At least I think that that quote’s mine. A quick Google search did leave me with something similar from Dana Chisnell: “Want your users to fall in love with your designs? Fall in love with your users.” Great minds think alike, I guess.
Now, my question is, Why does this even need to be pointed out? The whole idea of being user-centric just seems so very basic.
As an official UX old fart, maybe I can give a little insight into this. Interestingly, it actually wasn’t always that way.
One change I’ve seen over the years is the rise of digital creatives. Back in the day, there simply weren’t that many of them around. And those that were there were often stuck doing things like writing manuals or designing the packaging that your fancy new software came in.
One thing I’ve noticed about today’s digital creatives is that they don’t always have their beginnings in UX. Now, that’s nothing new in this field. I myself have a background in English. Other researchers I know come from physics, education, philosophy, linguistics, journalism, even theatre …
A very common background for digital creatives these days seems to be from working at ad agencies. In that particular context, users are definitely part of the equation. Often, though, that focus is a little limited. Will someone open up this email? Will they pay attention to that commercial? Will anybody bother to pick up and read this brochure?
More important, though, is the client. As long as they’re happy, you’re golden … and pretty much ready to move on to your next client.
Now, in house, marketing is definitely tracked. That’s always, though, been kind of a once-it’s-out-there kind of thing. It’s not really something that’s done beforehand, which is what usability testing is all about.
Up to that point, though, decisions seem to be very intuitive. Yes, what you’ve come up with will get batted around in a crit or some other meeting. It’s all still, though, very much at a gut level.
Another issue is that agency experience focuses very much on selling. Now, there’s definitely a need for that on every website. There are, though, much more practical things to worry about – can I pay my bill, order tickets, make an appointment, find some particular piece of information …
And, here, the emphasis is less on how clever or appealing your design or words might be, but more on whether it works, whether the user can get their task done. And a good way to do that is to focus less on yourself and your work and more on who whatever you’re designing is meant for.
Happy Valentine’s Day!
