To improve customer experiences and increase employee productivity, you need to know what they are doing, and why
As your organization improves system observability and better understands what makes your business-critical systems tick, you will need to also understand the impact on business results to help you prioritize IT investments.
The key is connecting customer and employee experiences with your system performance. Your customers’ and employees’ day-to-day interactions to complete transactions ultimately drive your business results.
You can get some insights into user behavior by monitoring how they use your systems, but understanding that behavior requires IT teams to “get out in the field” where the users are.
Source: State of the CIO Survey, IDG
Since digital experiences are based on impressions, they are by nature subjective, personal, and emotional. To truly understand the experiences customers and employees are having, you need to have an idea of where they are coming from.
Your organization does not deliver a singular user experience: All of your users have their own unique experiences based on their individual goals, expectations, and emotional state.
IT leaders can deploy existing user-centered design methods, such as user interviews and usability testing, to go beyond simply understanding how the technology system works and gain greater insights into how the “human” part of the system works.
Investing in user research and design has been recognized for decades to provide business value, but most organizations still have room to grow. For organizations that already have user research capabilities, the next step is collaborating across traditional silos.
Source: UX Trend Report 2021, World Usability Congress
