As much as I agree UX is the key it is interesting how hard it is to sell. I’m working on new language to help create a clear benefits idea in a buyer’s min and this article helps. Thanks Axelle. Marty
Two words come to mind here: mission, and purpose. Jesse James Garrett, author The Elements of User Experience, once observed, “An information architect makes information work for people.” If we use his perspective as a springboard for new media, what businesses need now are new CEOs–Chief Experience Officers. But in all seriousness, brands must employ experience architects, as it is they who will carry the responsibility of designing the customer journey so that it is engaging, worthy of sharing, and unified regardless of platform.
Engagement is not a campaign, it’s a continuum where technology is merely an enabler for a greater vision, mission, and purpose. And as such, the attention, engagement, and outcomes that result are indeed reflective of what is both earned and deserved.
Tags: Elements of User Experience, Information architecture, Interaction design, Jesse James Garrett, The Elements of User Experience: User-Centered Design for the Web, United States, User experience, www.fastcompany.com
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