Time to Change?

Wait, what?

In recent years UX became a thing, it seems to be known and misunderstood by many. If tou ask people about what UX is, that the one clear thing is that UX is an unclear subject. However, a new buzzword has emerged in the last year, reaching the UX design world and creating even more confusion.

This word is HX design.

If you didn’t read the Yan Grinshtein post here, it is better to start in a simple way, trying to explain the main difference between UX and HX.

Emphatic means designers must recognize fundamental human needs via HX, mixing them to functional needs via CX. Focis is on the following elements

Goal is to deliver meaningful experiences that creates relevance and value with customers, employees and partners.

A way to satisfy people is to let them participate, because people find meaning in creating things.
If creation is the human value that is important to your customer segment, consider them as a group of creators. Give our audience an opportunity to create something with your brand but remember that decisions are yours.

Coca-Cola’s freestyle machine is an excellent example where people can make choices by mix and match different drinks to get tailored flavors based on their own preference and taste in the moment.

The water scrum fall is a flexible approach that embraces both traditional and Agile development principles allows development teams to use whatever practices and techniques best meet the needs of the problem being solved.
Many organizations use Agile principles and Scrum communication techniques in their day-to-day product development but employ traditional waterfall methodologies for planning, budgeting or documenting the project’s progress.

The difference is that HX recognizes the importance of behavioural, emotional and environmental contexts. It encourages designers to see product users as real human beings with real, complex lives, instead of just as numbers on a screen.

Here’s a four-point plan (plus one) for transforming your user experience and ensuring that you are doing the disrupting rather than being the disrupted:

2. Ideate and Evaluate using HMW

3. Prototype, fail, collect feedback and iterate

4. Test and launch.. and Test again

4+1. Repeat steps 2–6

Before technology, before product. To have empathy you need to know who you are talking to and understand your audience needs.

When a client reaches out to us for the first time with an idea, we usually start by doing research. Are there any competing products? Why are they successful? How can we make the client’s future product outstanding, notable and profitable?

These questions seem obvious from the business perspective, i.e. when you’re interested in bringing to market a great and successful product that you’ll be proud of.

However, another reason for asking these questions is to study humans. Why do people use these products? How do they use them? Are they satisfied with the experience offered and why? Answering these and many more questions allows you to understand how to make a human-centered, successful product.

Avoid leaping to solutions, instead focus on defining and prioritizing the problems your customers have, not in terms of a product, but rather a desired end outcome

After all necessary research has been conducted, all information gathered, and all details agreed with the client, it’s time to design the product’s architecture.

UX designer must brings out new wireframes every 2 to 3 days and then the team (and sometimes the client) takes a look at them to see if they correspond to product requirements and user expectations and if it’s comfortable to use a product with such a design.

Being ready to changes means adapting on the fly, which in our industry means that web product creation is never finished.

As soon as any software is released, it’s time to plan how it can be better, how the next version will look, and how new functionality will affect the design of the product.. until you have something that people love!

In order to map the whole process of Human Experience Design it is necessary to collect data, observe, analyze behaviors within the process, in relation to the different interactions, contact points and abandonments. What stimuli capture the attention? Why do they follow that flow? When do they leave? How can we evolve current design?

Repeat, iterate and fail. Than start again.

To design a usable (and appreciated) interface it is necessary to apply this kind of method and exploit these aspects, but above all it’s important to have a real feedback with the users, during all the planning phases. You need to find the right balance between what can be done, which is often forced by the budget or the goals, and what is ideal for your users.

Customers choose products and services that validate what is important for them, start to be emphatic.

See you soon, thanks for reading.

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