Over the last 20 years, we have seen incredible changes in our society. Both in the ways we work and the type of jobs and professions that are available on the market. We have changed, and the way we interact with each other has changed. Almost every day we meet a completely new type of experience in our daily-life, like self-driving buses or Tesla's self-driving taxis.
In fact, many of the situations we find ourselves in every day are designed with a special focus on creating a great experience for us. However, even though there is a much deeper understanding and focus on this today, many companies have a hard time delivering it.
Experience-design needs to be a key focus
20 years ago, the dotcom era was in full bloom. At that time, the shift from printed design towards digital design really started. The designers back then interacted with new digital tools both for designing print and digital products, with the introduction of tools like Quark Xpress, Adobe Photoshop, Adobe Illustrator, Macromedia Dreamweaver, Director, and Flash.
A whole set of new possibilities came with the new tools in the early 1990’s. But at that time there was less focus on the holistic experience, the customer and user journeys and their wants and needs.
It is easy to find prime examples of good-looking designs (esthetics) from the dotcom era, but those designs didn’t work because of little focus on the customers, the users, their contexts and their business models. Lack of usefulness, usability issues, and market timing were common mistakes, if you are curious about epic failures you can read more here. Today many companies are aware of these things and there is a whole new trade around design. The next focus is all about user-centric designs that focus on the experience of the end user.
Multi-disciplinary team of UX and CX designers
At Ericsson Digital Services, we have a multi-disciplinary team of UX (User Experience) and CX (Customer Experience) designers bringing skills such as interaction designers, visual designers, user researchers, data analysts, front-end developers and service designers, with one common focus. However, we need many, many more!
We drive the customer and user perspectives in the product and service development to make sure we have an outside-looking-in-approach and is delivering great user and customer experiences. In other words, we need to make sure that we are designing the right product before designing the product right. And of course, it should be enjoyable to use as well as esthetically pleasing!
Didier Chincholle, Head of Ericsson’s Excellence Center of Experience Design, shared his background in experience design and the way Ericsson is leveraging this way of working both in our development as well as in the design trends envisaged in the coming the next years.
Tune in to the podcast with Dez Blanchfield and Didier Chincholle to get a deeper insight into what consumers expect today from their service providers, and how Ericsson Digital Services is helping to create intuitive experiences: