NN/g UX Podcast
Bonus: Journey-Centric Design: The Evolution of UX Design Operations (feat. Kim Flaherty, NN/g)
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.
36:45
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Quick takeaways
- Journey-centric design prioritizes the entire customer experience over individual products, fostering better integration and collaboration across organizational silos.
- Successful journey management requires ongoing research and optimization to enhance customer satisfaction while aligning with overall business objectives.
Deep dives
Understanding Journey-Centric Design
Journey-centric design shifts the focus of design operations from individual products to the broader customer experience across multiple interactions. This philosophy emphasizes the importance of customer journeys as the central unit of focus, driving both business and design operations. It acknowledges that understanding the longitudinal experience of users is crucial for delivering cohesive and satisfactory treatment throughout their entire interaction with a brand. Implementing journey management involves ongoing research, measurement, and optimization to enhance the customer experience while simultaneously meeting organizational goals.
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