Wednesday, Jul 27, 2011
A Manifesto for User Experience Design
Shift your thinking from interfaces to organizations: it's the only way to build better experiences.
Translated into Brazilian Portuguese by Daniel Souza for Web Insider.
Translated into Spanish by Sergio Ortega.
Over the last six years, I’ve watched how teams work together to create products. Much of this watching happened with agile development teams. During this time, my personal user experience practice evolved from a focus on how to improve the design to how to improve the organization. Shifting my view from the interface to the organization revealed three principles:
1. Designers don’t design anything. Organizations design everything.
That one person in your organization who doesn’t “get it” creates a drag on every product or service you produce (just as your best thinker is an accelerator). To create better experiences, you have to create better organizations. You have to improve your organization’s design literacy.
2. Organizations face seven barriers to designing better experiences.
The barriers are value, focus, time, memory, talent, process, and improvement. Sometimes these cultural barriers get codified into your organization’s process. These barriers represent the distance between you and the balanced teams your organization needs to create better experiences.
3. Don’t change what you do. Change how you do it.
Your design activities don’t change. Change how you work with your team. Change how you do it, so your goal is always a better organization instead of a better product. Change how you accomplish the design, so that you are always improving your team’s design literacy.
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