NN/g UX Podcast Bonus: Journey-Centric Design: The Evolution of UX Design Operations (feat. Kim Flaherty, NN/g)
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Oct 25, 2024 Kim Flaherty, a journey management expert at Nielsen Norman Group, dives into the transformative world of journey-centric design. She explains how shifting focus from product-centric to journey-centric models can optimize customer experiences. Flaherty also discusses innovative strategies in UX design operations, particularly in response to AI advancements. The conversation highlights the importance of cross-department collaboration for a holistic approach and underscores the need for transparency in UX research, offering valuable resources for industry improvement.
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Journey-Centric Design
- Journey-centric design is a philosophy and framework prioritizing the customer journey.
- It combines business and design operations, focusing on the entire user experience.
Product-Centric Design Pitfalls
- Product-centric design, while valuable for individual products, can lead to disjointed user journeys.
- Customers move across channels quickly, so a holistic design approach is necessary.
Journey-Centric Design Implementation
- Form journey teams with cross-functional stakeholders to address journey-level design challenges.
- These teams should include business, tech, and design practitioners for a holistic approach.