Annually, Gartner presents its most recent findings during the October event in Orlando. During a financial panel last week, the thing that impacted me the most was the UX topic being discussed in 2019 (actually just one year after being introduced) in a more than natural way. That sounded like “what are you doing in financial if you don’t have UX as a base in your strategy?”. The analyst didn’t even dive in to show more numbers and companies that adopted. It was so easy for the message to go out.
Gartner introduced the big concept called “embrace the power of the AND”. In the same event, they present technology trends and industry standards for a selection of around 10 industries. In past years I’ve been attending this, which is the biggest gathering of IT executives in the entire world, and you can find some videos on this LinkedIn page with a few of the content shared.
Just a recap about UX here: we are close to 2020 and just a few banks around the world actually invest and have UX as a key point of their strategy. Even inside Gartner, it’s something new. The UX subject appeared for the first time in Gartner’s agenda as one of the main topics for the event just in 2018.
This term and practice/focus started to get stronger and stronger on software recently. UX is all about understanding how your customer behaves, understanding his needs, trying to solve their issues as quickly as possible and give a memorable and delighting experience. It can’t cover just the software. A good experience floats over all the channels you interact with a brand. If you have to give them a call, the support must be delightful. Or using an app, same way. For physical interactions on the brand store (or branch for banks, or any other facility), also chatbots, and everything else must be remarkable.
Wasn’t that supposed to be basic?
But isn’t it basic? If a cosmetics company wants to release a new perfume… Don’t they go to the field, understand how people feel about the existing ones, what is their opinion, test, retest, discard something eventually, and then they launch. When a new toy is launched, doesn’t it goes under the same process? But what about software? Why do we still have initiatives, led by few heads inside companies that believe (for real) they already know everything their user needs and how to solve it?
Doesn’t it sound crazy to create a new product (software) without asking people at least what and how would they solve the problem before anything?
The analyst approached the UX subject in such a natural way that it made me feel good! He stimulated the thought of if you are in the financial industry is unacceptable to start any initiatives without looking for UX. Good! We are heading the right way. We will get there eventually! But what about the other industries? Their time will come. No doubts.