The challenge: omnichannel experiences

Last week was exciting at Design is Dead. We interviewed many UX designers for one of our new positions. We were looking for a creative, but also functional thinking candidate. Someone who designs fancy, but doable interfaces.

I personally got impressed when getting the explanation of Atomic Design from one of our candidates. He showed passion while he was explaining it and he definitely wanted to capture my attention.

However, it was a bit surprising that nobody raised any framework or data-informed approach to the question: how do you start the design of an interface?

There is a big debate about the downsides of relying only on data. However, sometimes it scares me that we leave our decisions to our gut feelings instead of structuring better our thinking process.

In my opinion, the UX designs are most of the times the real start of the requirements. That’s the reason why we usually recommend to our customers start with a workshop.

The design thinking process is becoming very popular. But, in the definition of the problem, we recommend to spend time on the metrics that we‘ll track after the product launch. I know I know… as the folks from UX studio share, sometimes we also do it after launching the product. Sometimes, the clients do not want this kind of brainstorming earlier and they want the product.

When defining the metrics, it is always better to rely on existing frameworks. For that, the HEART framework is a very useful tool. It helps us to focus on the priorities, but, even more important, at which stage we can start evaluating the product. Specially, when we can involve end-customers at early stage of the product and we start talking about CX instead of UX.

This process helps us to put especial emphasis on the call to actions and prioritise goals. I loved the article from Tom Goodwin entitled “Is data killing advertisement?”.

“Attribution should be about establishing success and growing the business. However, the entire practice has become about capturing — not creating — success.” — Tom Goodwin

And finally, we raise the final questions: Where does the customer journey start? How can we provide seamless customer journeys jumping from one channel to another? From a shop to the e-shop, from a TV advertisement to buying a 50K € car before the customer loses her engagement, …

Remember: Our decisions are emotional, so reach your customer beyond logic.

Are you interested? just drop us a message and start brainstorming together.

We also published this blog post on our DID publication in Medium - Visit it here

Waiting at a bus stop