Design Thinking Blurs The Line Between Process And Experience Design
Lately, I have become a bit obsessed with evaluating the linkage between good process design and good experience design. This obsession was initially sparked by primary research I led earlier this year around reinventing and redesigning business processes for mobile. The mobile imperative is driving a laser focus for companies to create exceptional user experiences for their customers, employees, and partners. But this laser focus on exceptional design is not only reshaping the application development world. This drive for exceptional user experience is also radically changing the way companies approach business process design.
Over the past six months, I have run across more and more BPM teams where user experience is playing a much larger role in driving business process change. Some of these teams highlighted that they see experience design playing a greater role in driving process change than the actual process modeling and analysis aspects of process improvement.
Instead of putting the process model first and giving the process model highest importance (the traditional model for BPM), these teams put experience design first and then optimize and transform underlying business processes to fit the desired experience. Adopting this type of “experience first” approach is counter-cultural in the BPM world, since best practice dictates a “model first” approach when it comes to good process design.
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