Experience Planner

Whitney Hess gives a nice summary in a post called 10 Most Common Misconceptions About User Experience Design.

Of particular interest is a mention of the “U” in User Experience which aligns with how we think about Experience Planning here at Bridge.

Russ Unger, experience design strategist, likes to say that the biggest misconception of UX design is the “U.” “There are a set of business objectives that are needing to be met—and we’re designing to that, as well,” he explains. “We just can’t always do what is best for the users. We have to try to make sure that we are presenting an overall experience that can meet as many goals and needs as possible for the business and the users.”

As user experience designers we have to find the sweet spot between the user’s needs and the business goals, and furthermore ensure that the design is on brand.