6 Reasons Why Effective Automation Requires Human-Centered Experience Design

Jeff Blair

President of Sales | Sales Head for Communications & Media Vertical

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.

 

6 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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.

 

6 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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.

 

6 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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.

 

6 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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.

 

6 Reasons Why Effective Automation Requires Human-Centered Experience Design

 

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