If You Don’t Put Users First, Don't Bet on Success
In the dynamic realm of digital innovation, the harsh reality of failure often lurks behind the veil of ambition and progress. The world of technology projects and website redesigns, in particular, presents a landscape riddled with pitfalls and challenges, as evidenced by some sobering statistics. But, there’s a not-so-secret way to mitigate this, evidenced by my work over two decades.
A Closer Look at the Stark Realities
Imagine, for a moment, three out of every four ERP projects you embark on crumbling into failure. This isn't a dystopian scenario but a reality reported by the Gartner Group, where a staggering 75% of ERP projects fail. This statistic isn't just a number; it's a reflection of countless hours of effort, resources, and aspirations unmet. In my early days as a graphic designer, I was working on OOH branding while another part of my organization was spending 2x the money and an extra 2 years! trying to implement an ERP system.
In a similar vein, consider the plight of those steering the ship of digital transformation. KPMG's 2023 survey paints a bleak picture: more than half - 51% to be exact - of technology executives confess to witnessing no tangible uptick in performance or profitability from their digital endeavors. This figure is not merely a statistic; it's a testament to the struggles and frustrations of leaders navigating the complex digital landscape. And again following established user experience principles can ensure that you’re targeting the right KPIs and know how they will evolve positively.
The Power of a User-Centered Approach
Amidst these daunting challenges, there's a beacon of hope: the user-centered design (UCD) approach. This strategy I employ not just a methodology; it's a paradigm shift that puts real people - the users - at the heart of every decision.
HOW I USE UX TO ENSURE PROJECT SUCCESS
Humanizing Technology: By empathizing with the end-users, projects can steer clear of the all-too-common trap of building solutions that miss the mark on actual user needs.
Crafting Experiences, Not Just Solutions: A focus on usability and accessibility under the UCD umbrella ensures that the end product resonates with its audience, turning users into advocates.
Making Decisions That Matter: Rooted in real feedback and testing, UCD fosters an environment of informed choices, adaptability, and relevance.
Redefining Success: Projects ingrained with user-centric values are more likely to hit their targets, deliver real value, and see a tangible return on investment.
Charting a New Course
While the statistics highlight challenges, they also reveal an opportunity for transformative change. Embracing a user-centered approach enables organizations to avoid common pitfalls and foster innovative, impactful digital experiences.
A sample of projects I’ve undertaken demonstrate the effectiveness of my user-centered design approach:
Website redesigns: Post-merger, I helped a brand distinctively redefine itself while maintaining its identity, earning accolades including a 2023 IF DESIGN Award and Gold Transformation Awards, with end-client sentiment remaining high for the brand.
Technology consultations: I tackled the complexities of intranet design for two large organizations, ensuring both functionality and user engagement, blending data richness with practical utility. These projects mixed technology with user research for optimal, tested solutions prior to launch.
Upskilling teams: At a fast-growing startup, I developed a two-week intensive program on human-centered design, fostering a culture of UX excellence and leading to significant career advancements for participants: one now leads UX for a popular banking product and the other is on the leadership team of that same startup!
User experience and accessibility leadership: My focus on thorough audience research and adherence to accessibility standards led to successful WCAG AA compliance in a challenging financial project, enhancing the site's usability for all users.
As we navigate the ever-evolving digital landscape, the power of a user-centered approach becomes increasingly clear. It's not just about creating aesthetically pleasing designs or using the latest technology; it's about truly understanding and meeting the needs of the people who use our products. My journey through various projects has reinforced this belief, demonstrating time and again how putting users at the heart of our efforts leads to more meaningful and successful outcomes. Whether it's through redesigning websites, consulting on technology, upskilling teams, or ensuring accessibility, the goal remains the same: to create digital experiences that resonate, engage, and delight.