Experience-led business transformation — often powered by intelligent automation — is an integrated approach that involves business acumen, process consulting, data insight and design services to build automated experiences that grow value while strengthening the brand.
There are several reasons human-centered Experience Design (XD) is crucial to delivering intelligent automation that achieves results.
1. Experience Design Makes Automation Effective Because It Involves The Expert Contributions of Many, Including Designers
An experience design approach to automation projects orchestrates a collaborative and interactive development timeline that involves business consultants, analytics experts, application developers and interface designers. Yes, design is a central part of the effort, but it is design work driven by business strategy and desired customer experience outcomes.
2. Experience Design Makes Automation Effective Because It Enables Better Digital Solutions
Experience design is a strategic mindset that prioritizes a human-first approach to orchestrating any sort of customer (or employee) experience — whether physical, digital, customer-facing or back-office. It always begins with the humans involved in any interaction, on all sides of the relationship.
3. Experience Design Makes Automation Effective Because It Focuses on the Right Problems to Solve
Deep-dive discovery work enables an experience design team to see problems through the eyes of the consumer or end-user — exposing both causes and opportunities. Good experience design identifies the real vs. perceived business problems presenting themselves to be solved. Only when the actual, underlying business problem — and customer objective — is identified can a truly transformational automation be built and introduced.
4. Experience Design Makes Automation Effective Because It Untangles Complexity and Connects the Dots
When a customer experience problem (and the processes touching it) crosses departments and divisions, you can’t always see your way clear to the solution. A multi-skilled team is needed to define a roadmap. Digging deeper than what’s only customer-facing brings the front-, middle- and back-office together into a single vision. By considering the full ecosystem, experience design can confidently empower more successful and seamless transformation.
5. Experience Design Makes Automation Effective Because It Reduces Risk Through Agile Development
Surprisingly, about 40% of companies fail to speak or collaborate with end-users during the typical development process. A human-centric experience design approach must include ongoing usability testing for intuitiveness, effectiveness, stability, speed and accuracy throughout iterative development cycles to yield strong and clear data. By testing prototypes, potential risks can surface, allowing you to mitigate them while learning whether the added value is impacting your customers and employees.
6. Experience Design Makes Automation Effective Because It Delivers Sustainable Results
An important goal of experience design is simply to humanize technology by developing it in harmony with human capabilities and sensibilities. Teams must understand modern customers’ and employees’ unique circumstances and requirements to successfully keep the experience design solution alive, evolving and responding to evolving business challenges and customer needs.
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