3 Responses

  1. Anonymous
    Anonymous at |

    “We become the user behavior experts, and have the rational and knowledge to back up our designs as well as our products overall.” This is a great article about getting back to behavior. Run user-scenarios from real-life vs. what the marketing team determines is a good use case.
    I appreciate the behavior-side of UX. From an agency perspective, I wince watching the clumsy handoff to design. Designers don’t like to give away an ounce of their creative license especially to UX. 

    On the agency side of the world, it’s a turf war. 

    UX thinks, and Creative does! It’s a reality i’ve heard and witnessed at several agencies. 

    One solution is to bring Creativ in to UX functions at the beginning stages of a project. Gather creative’s insights, and possible biases for a project at the beginning. It can be the difference between a project launch or lurch. 

    I heard a creative director tell a UX, “…I’m a consumer, I know what the consumer wants. And they don’t want this.” He pointed to a one-page persona about the end-user. It was a qualitative research report about the target market’s buying habits. A primary research report based on crowdsourcing, live focus groups, and use-case scenarios. Yet the whole behavioral setup was shot down by one very defensive creative.

    So i see the base of the UX sand-castle resting on one arm of a three-armed scale – with creative and the account team being the other arms. I’ll save the account team/client follies for another rant. 

    Behavior study is essential to UX in more ways than one. I think UX should study Creative behavior. But that could take a while.

    Reply
    1. Lis Hubert
      Lis Hubert at |

      Great points indeed. I love how you have phrased this… thanks for the contribution!

      Reply
      1. Anonymous
        Anonymous at |

        Sure. I realized I drifted off topic. A sign of a great topic is when it  makes you think further and about other ideas! Great posts, keep them going.

        Reply

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