User Adoption | User Experience | The Emergence of the UX Designer
I have written several articles on user adoption and its correlation to the harmonization of business process and communication. In a recent post on LinkedIn, I called out three factors for success in a company’s marketing automation program – User Adoption, Innovation, Continuous Transformation. These three areas at their highest level involve collaboration among design, implementation and end user teams. The focus of this post is around user experience (UX) design.
It’s all about the customer experience (CX).
UX design has emerged as an important area of focus for organizations involved in technology and business process management projects. The emergence of UX design is also converging across disciplines spanning technology, marketing, sales, operations, finance, and so on. What is consistent across all areas of UX design is the need for simplicity in driving a successful user experience.
There is a misconception today that business process management (BPM) applications are complex, when in fact they are not. Furthermore, companies like Pegasystems have been investing and building business process management applications for years that have simplified UX design.
As an example, Pega Marketing enables customized, rapid design and implementation of fully integrated CRM environments that make the elusive magic of BPM happen. Predictive analytics is built in through their Customer Decision Hub.
Why should you care about UX design principles and BPM?
Because UX principles that are simplified and executed properly provides clear project insight that’s timely, saves money on resource requirements, and accelerates delivery timelines across technology engagements.
Google as a use case:
Google’s homepage has perhaps the lowest barriers to entry of any digital environment. Google is simply a search field and a button. Their simple user interface (UI) shields users from the complexity that we all know is Google.
Now think about all the products and services that they have been brought to market since they have come to existence: Google +, Youtube, Gmail, etc. and the complex things that those products do, and you will realize that they have managed to keep their UI simple. What’s more impressive is that Google has managed to simplify our experience products while building, acquiring, adding, changing and bringing new products to market. The Google story is rare in the UI world, however, their story is a use case for all of us to follow.
Today, predictive analytics has become a necessity for businesses working with big data. The need for BPM tools and UX designers with specific areas of domain expertise is growing at a rapid rate. People are the ultimate enabler of technology transformation, especially in today’s customer centric world.
People, process, data and technology (new and legacy systems) will command much of the C-level focus in years to come.
Simple UX design is a necessity if you want your application(s) to be simple and easy to use by your customers. For any technology or business process to become effective, companies must ensure that their UX design teams possess both domain and technology expertise.
Success equals adoption by both the customer and the people running the technologies around them.
Be customer-centric. The rest will follow…
NOTE: I highly recommend signing up on Pegasystems‘ portal. Once you have signed up, you will be able to follow their new innovations and gain insight into the world of BPM, UX design, and best practices by domain and industry.