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because you are not designing airplanes and you are not designing ad
campaigns, you are designing digital products. If that is the answer, fine,
it probably doesn't change your job that much. If you say we use the
product management techniques, they owe it to the team to work through
a process where the team can define it for themselves or explain what
that means. You may have other points that fit into this list, or you may
have none, but I suspect a lot of people will recognise these problems. I
say in my consulting that they come up over and over again.
That is the bummer part of the conversation. As I have been - my
book has come out and I have spoken at conferences and done
workshops. I was in Lisbon a little while ago and I heard from people in
the audience, I have noticed a certain amount of pain, trauma, anxiety,
frustration. This is understandable. If UX has a seat at the table and has
spent a decade or more trying to make a case for why it is important and
needs to be involved strategically in the making of digital products,
software or whatever you call it and suddenly there is an upstart coming
up from the side, acting like the boss, claiming that it knows UX and UX is
one part of what it does and taking the seat at the table that we thought
we had or shoving us to the side, then it is understandable to have
anxiety about that and worry. I have been around long enough to have
been through this cycle more than once. I can remember when
self-identified information architects were uncomfortable, that UX or
interaction design was coming along as a dynamic, more popular frame
for the kind of work that we were all doing and it claimed to include IA as
part of what it does, but used that to mean the menu system for your
web site or the structuring of your files or something like that. A reduced
and stunted version of IA. You say the UX people don't understand IA,
they have turned it into one chapter in their boot camp. I have heard the
same complaints from UX people, that UX is just a check box in the