Roberta Tassi was hosted by UX Lausanne 2017.
When it comes to customer centric innovation and digital transformation processes, design tools and methodologies provide a solid framework for organisations to understand the user behaviors and develop relevant solutions.
Nevertheless, designing services or experiences is not simply a matter of conducting contextual interviews, building journey maps and leveraging user needs to drive all the decisions from ideation to implementation. In a moment in which human beings are finally the center of attention of companies and professionals across all industries, the quality of research insights and design outcomes is often surprisingly flat, raising concerns around the value and relevance of what we do.
Design tools are indeed useless without a radical shift in perspective:
less interviews with users and more conversations with human beings;
dedicate time and space to embrace nuances and complexity instead of only scratching the surface of problems to move faster;
and transition from designing for users to designing with users, becoming ourselves enabling tools for people to shape meaningful solutions.
UX Lausanne - How User Experience Impacts Businesses and Organisations.
More at 2017.uxlausanne.com