At the keynote speech in Las Vegas, an attendee asked Jacob Nielsen to predict what areas may be most impacted by the evolution of user experience.
What I can say is I do I do think that we’ve seen empirically so far a dramatic broadening of the scope of user experience. So it really started out being only in the telecommunications computer. High tech business like Microsoft actually had a nice usability group probably about 30 years ago.
They might have started that so and so then it grew from there and was more computer companies. But now it’s really, you know, all industries. So I think it’s more those cases where you can see more of the immediate business return that those are the ones that currently has the most. Like e-commerce is a great example because the conversion rate, any time you do like even the smallest project, you can just see your conversion rate go up. Right. And so the business case is so obvious there. And so almost all of these bigger e-commerce companies have pretty, pretty good, good, good teams by now. And then you go to those places where it’s more indirect and where particularly the cases where a lot of the B2B or enterprise style products, they are the ones that are suffering the most or intranets would do a lot of work on the actual intranets, the internal systems and companies. And they tend to often be very poorly staffed and have like just a fraction of the UCS, you know, worked on to them that the public facing website has because companies can see, oh, you know, we make the public web services website better and we sell more.
But honestly, if you make your internal enterprise software and intranets better, you know, you get the direct bottom line impact of not having to pay for your own employees, wasting their time. And any time you roll out, you know, another enterprise product, what I’d like to say is you should envision your training budget for for kind of high tech rollout, the training, but it should be as a juicy pork chop, just be ready to be eaten by user experience, because training is I wouldn’t say all training is wasted, but it’s kind of like training is the excuse for bad design. It’s a cost, a bad design. Now, we can’t always design perfect. So there will be no training. Right. But definitely any training body should be able to be cut in half if you do if you do good design. And so and then you have the daily use of these products with the productivity advantages, can some up to even vastly. Much more so. But that’s sort of an argument I can make here. But it kind of seems to be less something that strikes home more easily in the companies. So I would predict I have to say, sad to say that the entire enterprise software field will still be suffering a lot. Another area seems to be suffering a lot, as I like heavily branded products where people might buy just because of the name on it.
So the actual interaction design is not viewed as being as important. But I think, well, how do you build up a brand so that people think this is a great thing, but you do it by the experience. It’s brand as experienced these days in the interactive world. Brand is not like your logo or, you know, having some celebrity guy, you know, in and in an advertisement, a brand is the experience of the design. And so therefore not to build a brand name to today because that was built over the last twenty years. But how do you build a brand for the next 20 years will be through experience design. So even those guys will eventually get on board because again, remember, I was talking about the next three years, so it’s not like necessarily in two years it’ll happen, but it will happen eventually.