Year of UX – May 

03.06.2019 |

  • Posted by Mark Picken
  • Sarah Richards from Content Design London speaking at UX London

    Wow! 

    UX London

    Just writing this blog after attending the first day of UX London. 

    What an incredible day in a brilliant venue learning from 5 amazing speakers, brilliant conversations and sitting in on an awesome content design workshop with Sarah Richards. 

    The speakers

    Jane Austin, director of product design, Babylon Health

    Sarah Richard, founder, Content Design London

    Emmet Connolly, director of product design, Intercom

    Adam Connor, VP design transformation, Mad*Pow

    Molly Nix, design lead, Airbnb

    What I got from the day

    Overall, the day was inspiring and reaffirmed everything that we have been doing over the last 4 years, as well as during this Year of UX.  

    And the key takeaway for me from the 5 speakers was:

    ✅ it is vital to understand your user

    ✅ what they need

    ✅ where they will find that. 

    UX (user experience) and content design are becoming more prominent. And the companies that are investing in it, like Airbnb, are obviously getting the benefits (as well as their customers). 

    We’ve been beating on about this over the last few years as it’s so important. We have lost out on contracts and tenders, because organisations *think* they know their customers, but don’t check. 

    Unfortunately for those organisations, they will be overtaken by the ones that do take this seriously. 

    But we keep going!

    As discussed with various designers, UXers and writers in the pub afterwards, we are in an education phase and we just keep having to sell the benefits. 

    Why do people buy?

    People buy on 3 reasons:

    •Make / save money

    •Fixes a problem (only if they want it fixed)

    •Makes them look good

    And it would seem that by investing in UX and content design, all 3 can be achieved. 

    How this works in pratice

    We’ve been working on a really cool project with a healthcare provider. 

    They have invested in this process – we ran a user mapping workshop and we’re currently developing user needs – and they really understand the pain points people go through when looking for care.  

    There are so many barriers that our client can help overcome – stress at start of the process, concerns about money, worries about the quality of care etc – and are doing this by taking the time to understand these points and answer them in a way that their customers can access and understand. 

    It’s a simple process and often just involves a roll of paper, Post-It Notes and Sharpies, as well as brain power, but it does work and make a huge difference. 

    So get on board people. The ride is going to be fun! 

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