UX : Who the Hell does what? (part 1)

UX who does what?

I’ve been a UX practitioner, evangelist and campaigner for over a decade now and it’s often been an up hill struggle to make more traditional management teams accept its critical importance and competitive advantage, however, in the last year or two I’ve watched it’s acceptance accelerate at an amazing pace, propelled by business case after business case (though I’d argue that common sense should require no business case).

But now that everyone seems to recognise the importance of UX, we hit the next hurdle: We’re seeing a lot of confusion over UX roles: who does what, where the UX expert’s responsibilities (and skills) start and end and which UX job title this comes under, and this is becoming a bigger and bigger problem, leading to confusion from the employer as to what type of practitioner they need and confusion from the practitioner as to how they should title their skills. It doesn’t help the recruiters in the middle either, as they have to match two together correctly some how.

Below is a list of just some of the more common UX role titles that I hear thrown around in the market place at the moment, and a rough description of their responsibilities. Continue reading


Why user-centric UX is so important

“User-Centric” is not a buzzword. Its really important. It should seem obvious that making your digital experience as empathetic to your user’s needs as possible will result in the greatest business goal conversions, be that sales, signups, awareness or something else…but mostly sales 😉

If you get it right you’ll leave your competitors in the dust. Of course if your competitors get it right they’ll leave you in the dust. However there are a lot digital experiences out there that still don’t take a user-centric approach, so a significant window of opportunity remains.

Naturally you should employ UX best practices to deliver this, but good UX is not to be confused with a good user-centric solution.

Good UX ensures you deliver your solution in an intuitive and simple manner, removing inconvenience and inefficiency from the experience, distilling it to it’s essence and rationalising it’s capabilities. Continue reading