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Experience Design (XD) is a way of focusing on the quality of the experience when designing products, processes, applications, and services. It gives the audience of end users a voice and role alongside the Business and IT groups. This approach starts by finding the answers to three fundamental questions:
- Who is my audience?
- What are they trying to do?
- How can I help them do that
The value of taking this kind of approach can be felt in a variety of ways. Sometimes, it takes the shape of direct cost savings by retiring unnecessary websites or other assets. Other times, the value is seen in higher customer conversation rates or improved employee productivity. Either way, one thing is for sure – when your audience is involved, the experience you design is one that will be rewarding for the business as well as the intended target audiences leading to an increase in overall satisfaction for everyone.