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Vision 2020 - Does UX still matter in Tough Economic Times?

 
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Does UX still matter in Tough Economic Times?

A good user experience should encourage people to buy a product or use a service. Because it is both different and memorable, a well designed user experience should motivate people to choose one product or service over potential competitors. Why then, doesn’t it seem to be working for Starbucks right now? If what made Starbucks great was its delivery of a great user experience then why is Starbucks struggling? Has the company gotten away from offering its coffee experience or is it just the economy? The answer may be a combination of factors.

An article about Starbucks suggests that both the rise and downfall had much more to do with economic factors than the design of a better coffee experience. The article goes so far as to say that Starbucks is a leading indicator for the broader economy. Here’s the short story. Go back to 2006 when Starbucks stock was at its peak and its expansion seemed unstoppable. The real estate market was on fire. The stock market was on the rise and a 14,000 Dow was not unthinkable. With more money in their pockets and a positive economic outlook people looked forward to Starbuck’s affordable luxury. Fast forward to 2008 and Starbucks is a much different company. Fewer stores, fewer variation in the product line and fewer customers. McDonalds is picking up business with their cheap - no UX - coffee. When it comes to the difference that UX can make, are all bets off during a recession? Does cheap trump experience when times are tough?

Not according to Jonathan Picoult, a UX design consultant. In an article in which he asks if “the experience economy is contracting towards irrelevance”, Picoult also asks how it is that Starbucks, a model for the experience economy (a reference to the 1999 Pines and Gilmore book), is operating far below expectations, and asks if this signals that the UX concept is not impervious to economic downturns. The answer to the question of relevance, for Picoult, is a definite no. While he acknowledges that experience-focused organizations are susceptible to the same economic cycles as industrial and service firms, he advocates that now is the time to stay focused on experience building.

Source: Designing Better Libraries via Putting People 1st, 26 February 2009
 
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