The past few years have seen advanced digitization like never before. The discipline of UX has emerged as a fundamental element of the design process. In Part 1 of this UX edition of Business Perspectives, design leaders tell us what role UX plays in their organizations.
The discipline of UX design is evolving fast and is more in-demand by clients both internal and external. Have you and your organization adapted to this?
Adrian: We have experienced some confusion from clients around UX vs UI vs traditional design process and what roles and solutions stem from each. While clients focus a lot on UI, we often have to bring them back to UX, the reasoning and strategy behind the result. So for us the adaptation has been to double down on the strategic build of creative to answer the "why" and "who" and then move to the output as the "how" or "what".
Meggan: We've invested in furthering our internal understanding of UX design. It's wild to think that UX wasn't part of the core curriculum for design even just a few years ago but the investment into understanding and building that knowledge has been extremely valuable to our design process.
Peter: Eight years ago we hired dedicated UX expertise to help q30 build a strategic view towards UX and have a dedicated person to oversee UX implications of a project from start to finish and also to mentor other design staff on basic UX principles and design best practices.
Stüssy: We approach all our projects (digital and physical) from the end user's perspective. And with this in mind, we do thorough research (discovery) and synthesis (theme and persona creation) at the outset of all of our projects. Whenever possible, there is user testing throughout the project and iterations of design solutions where applicable and possible.
How has the involvement of UX expertise changed the design process at your organization?
Adrian: UX expertise has enriched the client conversation around the design process. It can create touch points that non-designer clients can relate to and draw better decisions from. The creative process is often an opaque process for the clients and so UX can bridges the gap in some respects by connecting business intelligence with creative intent to form a visual workflow that drives results.
Andrew: We were designing for the web before the term "UX" came into being, so we continue to roll UX and visual design into a single category. As a small studio, we understand design as a single discipline — UX is one component for thinking about how an organization or initiative presents itself online. In other words, UX is a way to formally think about a project during certain stages. Design is considered throughout.
David: For us, UX design is no different than any other type of work. We approach UX with the same diligence we use to develop a place brand. Accessibility, ease of use, legibility and yes, delight, all need to be considered.
Marko: Integration of UX and UI in our practice expanded our offering. We think of every brand project as a digital project, so we start planning and designing our solutions with that in mind.
Stüssy: It has become a lot more theoretical and informed. Whereas 20 years ago, the focus may have been more on the visual execution, nowadays our design decisions are a lot more evidence-based.
Part 2 of the article will focus on the intersection of the role of visual designers with UX designers and on the challenges of offering UX expertise.