We've been applying UX skills before UX was even a thing.
When we first started in 1997, it was called Usability or HCI (Human Computer Interaction). It's been a long road. And though much has changed, we still - unfortunately - see many projects that involve us and involve some of the right steps, but still fail. Why?
UX from the outside-in
Many projects today look at UX as a surface, or last-minute thing. A product is envisioned, then modeled. A team is created, channels are created, interfaces are put together, beta testing is done, and it is launched. Somewhere either just before or just after launch, UX is involved. Some testing is run, some big issues are uncovered, and changes are applied.
Sometimes that has a big impact, but often it doesn't. And it's not hard to see why.
If you had a car that was under-performing, burning too much fuel and not getting you where you wanted to be on time, imagine taking it to a mechanics but then telling him he can only work on the body and paint. How much better is the car going to perform?
The answer of course is 'not much'. The mechanic is hamstrung, he may be able to point out all the problems, but it's likely very few of those can be fixed on the surface. Similarly a good user test will uncover many issues, but often some of the bigger issues go far deeper than the skin of the system. The reason many projects don't see a big impact is because they fail to see this, and therefore fail to fix the big issues - they respray the car but fail to fix the engine.
UX from the inside-out
UX itself is a thorough process that starts from the ground up - or from the inside out, if you prefer. It starts by understanding the business, the customer and the need, and then modeling processes and tasks to match. Any UXer worth their salt can tell you that you start at a much deeper point than the interface. So it makes sense that when you're trying to fix your businesses you follow the same approach.
Our business transformation service does just that. We start from the inside of your business, and understand what your business is attempting to deliver in terms of customer goal. We then work out towards the channels and interfaces you provide, mapping the product approach you should be taking, rather than the one you are currently providing.
When we take this approach we invariably find a mismatch between your perceptions of the customer need for your products, and reality.
Once we've found that, it's a relatively straightforward process for us to model the ideal product approach and test this with the audience. Now that we've fixed the engine we can fine-tune the bodywork, and you're off to win.
We'd love to help your business make the same transformation. If you're interested in understanding how this works, just contact us.