Who does not have to care about UX?

This is a question that Johan Ågren, lecturer in UX Product Development at Berghs, raises. We talked to him about his thoughts on UX and companies he thinks have done their homework in user experience.

Johan.ÅgrenJohan Ågren has a great experience in UX. We asked Johan about why UX is important, and if he could share some of his knowledge and good examples.

Who needs to care about UX?

I would like to flip the question and say: who does not have to care about UX? The answer is: the end user. To them, your product should just work. Everyone else in the product chain needs to know about UX!

What companies or services do you think are successful with their user experience?

Slack has a good approach in their UX. It is playful, yet helpful. Apple is a very classic example but still relevant. Tesla really creates that want-it-now-feeling and they continue to nurture that feeling even after your purchase. There are of course products or parts of products with poor UX even in these companies, but they have come a long way overall.

The most important thing in UX is that every step must in some way include the perspective of the end user. It could be a poorly written 404-page that affects your whole business. Loyalty is built when the whole experience is positive, customers return to where they are treated well – something I think that more companies should focus on. There is no such thing as a good sales process without every part of the product chain contributing to customer satisfaction.

What tools are there to create a dialogue about UX between you and your target audience?

Companies must dare to actually meet their target group. You should of course observe their behaviour, but the main thing is that the meeting between you happens. That is slightly more difficult after the GDPR regulation, but most people usually get excited about being able to influence your product. Today, there are huge opportunities to reach a carefully selected audience. You could for example use Facebook or Twitter. Be creative and have the mindset that a discussion anywhere is better than not having one at all.

What trend do you see in UX that are here to stay?

Trends in UX pass pretty fast, but it would be really cool if the trend of greater focus on Service Design continues. We need to look at the whole business, not just the digital landscape. I also think we just started to scratch a little on the surface of VR, AR and Internet of Things. Something more needs to happen to achieve the greater impact – but when it happens, it will be huge. I am also excited about how the AI ​​field is developing and how companies will put it to use.

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