The X factor : UI-UX / CX / BX simply put...

All views in this post are strictly in my personal capacity*.

I was reading some JD’s, for experience designers, to better understand the perception of CX by companies . What i read, to me sounded like superman’s positions ?(UI/UX combo + strategic thinker ++++) . I realized most don’t even understand the difference between the disciplines and competencies needed. ?It was similar to Indian grooms looking for the ideal bride in their matrimonial ad.

So, let me attempt to simplify things based on my limited knowledge of the topic. ?

Imagine that you wish to buy a dress for your birthday online from company A. Now the app that you are buying your dress on is designed by UX and UI designer to ensure you have a great shopping experience in the app. But, once you finish ordering there is a whole set of back ground players that collaborate to make the delivery efficiently happen ( the supplier, the logistic service provider ….). ?They need to work in the most efficient manner to ensure that you have a grate Customer Experience (CX) this is usually the job of a service designer. But the buck does not stop here…no in order to make sure that you stand as a differentiated brand from the rest of the clutter there are things beyond the product and service like the way you present your self , communicate, policies , values e.t.c that differentiate the brand from others in a similar category of product offering is the Brand experience (BX ). The three must come together to create the three most important aspect of any offering Simplicity / intuitiveness of the use , empowerment that the service or product promises to the end user, and the belonging that the brand creates ( this is a topic for another day ). Honestly, most companies I have consulted do not understand the difference between brand and branding.

Today in the omnichannel world of experience various organizations and professionals focusing on the UI/UX as they are still at the bottom of pyramid of digital transformation, A few now actively hire to solve their CX ( but if you honestly look at the JD it still sound UI/UX ) , and lastly only a hand full are attempting to build a BX narrative to the digitally native audience ( if you want to fact check try imagining a app of the any service provider say a bank or teco… , if by hiding the name and visual design of the app, there is no difference in the experience of the service by the user …your BX is in trouble ). A good BX builds advocates and tribe of the brand , while a good CX attracts buyers ( buyers will stick to you for convenience , advocates will stick to you for the sense of belonging ).

Unless companies are expecting superman/ superwoman . The competencies required for good Ui, UX, CX and BX professionals are very different , while they work for the common end goal “ experience”.

UI ( user interface ) – They are primarily visual communicators, responsible for the look and feel of the digital solution which makes it one visually like using the product . Think of them as the interior designers or fashion designers of the digital world…they are to understand the user, make sure the final solution appeals or visually communicates to them.

UX ( User experience ) – They are responsible for how the solution will work . They are more the architects of the digital world , they are supposed to plan your navigation ( technically complicated as information architecture, which is a glorified flow chart?)?and elements in each space ( page ). They are great observers , insight generators and system thinkers. But not necessarily good at making it visually appealing.

As I metaphoric stated earlier, not all good architects are good interior designers ( I for sure was not ).

CX ( Customer experience ) designers are more system thinkers , they need to be good at looking beyond and addressing the big picture making sure that a wholistic service design is delivered. They need to have a business bone and be able to fore see possibilities and behavioral changes in the market because of upcoming trends and technology. They need to put 2 and 2 to create 22.

BX ( Brand experience ) the rare breed , with a brand strategist / marketer’s bone should be able to guide product , policy and experience decisions to build belonging and customer tribe. The ideally right brained “ product managers” who clearly understand the differentiated positioning , purpose and values of the brand. They design cultures and customs , to attract the right custom-ers.

I hope it helps …

While I wish you do find your one combo superhero. I am happy leading the team of specialized Avengers, building brand experiences and driving innovation.?