Column: Selling UX

Much has been written on the difference between innovation and invention. This makes some sense because it seems every company in the world, big or small, is striving for an innovative approach to solving existing problems. However, there is mass confusion about what innovation actually is—especially in the enterprise-software space.

It seems that every consultancy is frothing at the mouth to win the very lucrative opportunities to help organizations solve their digital-transformation problems. And they’re employing our experience-design playbook to do this.

How? In a word: empathy. Hearing and reading about all the latest approaches in technology and sales, empathy is the best new thing—the secret skill that can enable us to reach dizzying, new heights. Empathy could solve world hunger and make us all better people. But the fact that empathy does actually make us better people is lost on most. Empathy can help us innovate more quickly and, ultimately, sell more products, satisfy more customers, and generate greater revenues. Read More

Ever since I was little, I’ve avoided uncomfortable moments in movies. I would always fast forward through the parts where the characters I liked put themselves in uncomfortable or embarrassing positions. I still do that today. In general, most people avoid uncomfortable situations in real life, but we all have our strategies for dealing with them.

Just this morning, I had an uncomfortable encounter with a shoeshine guy at the airport. After exchanging the usual pleasantries, he proceeded to talk to me about his religious beliefs in excruciating detail. At this juncture, I had several options. I could have asked him to stop. However, that would have immediately changed the interaction between the two of us from a friendly service encounter to one of frosty silence. I could have faked interest and engaged with him on this topic—something I’d have a hard time doing in my personal life. I could have chosen to let this annoy me. However, getting my shoes shined is one of my personal pleasures, and the context was all wrong for going down this path. Read More

Autumn is a great time to be a New Englander. While autumnal beauty happens all over the world, New England is the place to be in the United States. Sitting on my back deck and looking at the forest behind my house is one of my favorite ways to get inspired. One day, as I was watching the leaves swirl and fall, I started thinking about user experience and consulting. Weird, I know, but as each leaf fell, I realized that, while each leaf seems small, enough of them will eventually cover the entire ground. If you rake too early, you will have to repeat the process multiple times. If you wait until every single leaf is off a tree, your job becomes that much harder. With leaves, this is a game every New Englander plays. When should you pay attention to them? Read More