Autor: Paul Boag
Broj strana: 248
ISBN broj: 978-3-945749-51-7
Izdavač: SMASHINE MAGAZINE
Godina izdanja: 2017.
Pregleda (30 dana / ukupno): 22 / 821
Every day we are surrounded by companies treating customers with utter disrespect, both offline and on. They sell their data and waste their time. They leverage dark patterns and demonstrate complete indifference.
When I saw a paying customer forcibly dragged off an airplane, it woke me up. It was so wrong on so many levels, not least of which was that it was the ultimate expression of a terrible user experience.
The troubling thing is this is not a conscious decision companies are making. Rarely do company executives get up in the morning and decide to screw over their customers. In fact, many of them will say they care about the user experience. They even know it is important.
The United Airlines incident perfectly demonstrates how one uncompromising customer and a smartphone can bring a multi-national corporation to its knees. Executives are afraid of this new reality, and they just don’t know what to do about it.
We can help them. We are the product of a different school of thought. We are user-centric, agile and design-led. The skills and experience we have can extend beyond the screen. We can help companies become more customer-centric, to focus on the user experience.
Today I am launching my new book, User Experience Revolution, and to be honest it could not have come at a better time. Companies desperately need to change, and the book shows you how to help them do that.
This book is for anybody passionate about user experience, but who is working in a company that is failing its customers. It contains a battle plan of practical advice for changing the culture of businesses. Changing them, so they put the user first.
You might be a designer, marketer, content specialist or any one of many jobs concerned about user experience.
You do not need to be a manager, although you might be. You do not need to be an expert in user experience. You just need a willingness to challenge the way your company does things and be relentless at putting the user first.
1. Getting Real About User Experience Design
2. How To Sell The Benefits Of User Experience Design
3. Create Customer Experience Evangelists
4. Raise The Profile Of The Customer
5. Get Managerial Support
6. Develop A Proof Of Concept
7. Establish Better Working Practices
8. Transform The Organizational Culture
9. A Vision Of A UX-Focused Company
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