by Paul Sherman
October 21, 2013
Let’s cut to the chase. Usability testing does not equal a good user experience! Strategic user experience planning can yield a uniﬁed and consistent user experience. Strategic design leads to great user experiences.
Usability testing can find problems with your site or product. But the method is not well suited for crafting a unified user experience, planning for tomorrow’s user experience or creating delight, loyalty and stickiness.
To create user experiences, you have to take a holistic — and strategic — approach. Successful strategic user experience is not just about delivering a design or testing the user interface. It’s about aligning the organization to measure and improve the user experience. And, if you’re doing your job right, your changing your organization. While you’re at it, give yourself a new job: change agent