geoffrey@immersiongroup.co.za

IT and design leaders call on Experience design experts to break down design silos

17 Sep 2020

IT and design leaders call on Experience design experts to break down design silos

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In an ever-evolving and fast-paced experience economy; IT and Design leaders need to consistently drive new thinking, organic human-centric solutions and revolutionary experience design methods and best practices, or risk lagging behind competitors who are fast gaining loyal brand advocates as experience-led organisations.

Failing to consistently drive innovation within the organisation will result in the brand falling behind in the race for market share.

When looking at the larger design ecosystem within an organisation, it’s made up of several segmented business units including service design, employee experience, customer experience and user experience design, just to name a few. But, when magnifying each of these units, it’s clear that these segments are still working in isolation; coming together only for occasional innovation or alignment sessions.

In the past this may have worked for some, but for many this business model will result in broken down communication leading to goal and vision misalignment, hero-syndrome and absolute chaos among business units by total lack of synergy.

But when a brand has continued on this current model for some time, how do they renew its purpose and bring all of the segmented design units together to work holistically and in synergy?

Integrating a fragmented world – experience design

When we look at the many different design disciplines – service design, user experience design, user interface design, employee experience design and even customer experience design – we often find these separate units operate in very much a silo-stigma format – when what we really need to do as an industry, is encourage these disciplines to all play their vital roles within a greater ecosystem – working together, holistically to create a shared vision and achieve shared goals – a satisfying, impactful and memorable experience with longevity.

Breaking the stigma of a silo-approach

So we know that there are many different disciplines of design – we know there are thousands of best practice methodologies and models which serve a cross-territory purpose where various methods and practices can be used for more than one design discipline – but how do we use these solution paths to create a blended relationship between the different disciplines – how do we find the Common Ground that unites and aligns these paths for that shared vision and goal? 

Experience design provides a deep understanding of the purpose of each design discipline – and what role they each play in the larger ecosystem. Through this, we’re able to infinitely grasp a better blue sky version of the type of experience our audience craves. 

Organisations embracing the new world of Experience Design through the guidance of industry and subject matter experts, are benefiting from extensive knowledge and a global lens – enabling them to discover their Experience North star.

The question remains – as an organisation; are you confident that all of your units are working toward the same North star?

More about Immersion Group

The Immersion Group is a human-centred experience design practice committed to creating human experiences that change lives and build value. For more information visit www.immersionlearn.co.uk. If you would like further information please contact shaunei@immersiongroup.co.za.