As a UX Architect, I approach User Experience from a holistic perspective, which means that I integrate all aspects that influence the 360-degree customer experience into my approach.
While my focus is primarily on the online experience, I also place great value on the overall experience and the mental model of different user types, as well as the follow-up after achieving the goal or conversion. Ultimately, the whole must align, from start to finish.
Why?
You can create the flashiest online experience, but if the offline experience, such as the physical space or the tone of a helpdesk, doesn’t match the story being told online, I consider it a missed opportunity. Another example is when an online product is well thought out, with excellent text and images, but the loading time or usability is subpar, leading to frustration for visitors.
Difference from conventional UX
Another major difference from conventional UX, which often focuses on the level of features, is the more strategic approach taken. Together with the Business Director and stakeholders, the larger goal of the product and where the organization as a whole wants to go is often determined. This is integrated into all phases of the creation process and constantly evaluated against, among other things, the brand persona and proposition – only then does a cohesive and authentic story emerge.
Approach
In concrete terms, you could say that the holistic approach to UX is a cyclical and iterative process of objective research, problem identification, solution, and evaluation on both a business, human, and technical level, with the aim of truly improving the product. I myself use the Double Diamond as an underlying framework for the entire design process. This model offers a perfect structure in which all components can find their place.
Result
This holistic approach touches on a wide range of facets that, with the right nuance and focus, can be combined into a highly efficient improvement process. Because all touchpoints are identified and relationships are clear and measurable, improvements can be approached consciously and consistently. This makes the web of improvements more refined and tailored to the organization and its goals. Subsequently, this also enhances the authenticity and purity of the entire business process and its expressions – truly making an organization transparent and credible.
