From human factors to customer experience: The shift in human-centered design
“Data, once the currency of information, is now becoming the commodity of consent” — Kem-Laurin Lubin
In the realm of design, the focus on humans and their needs has always been central. Over the years, this concept has evolved from the practice of Human Factors to the commoditized approach of customer experience (CX). While both concepts place humans at the center of design, they differ in their emphasis and implications for businesses. In this blog, we’ll explore this evolution, the consequences of prioritizing empire building over genuine human-centered design, and how individuals have become the subjects in new kingdoms of commerce.
The age of human factors
In the crucible of World War II, when the world was in the throes of global conflict, a discipline known as Human Factors, or ergonomics, emerged as a beacon of hope. It was a time when nations were investing in technology and innovation to gain a competitive edge on the battlefield, and that innovation extended to the very people tasked with operating and managing these complex systems. Human Factors became the guiding light of design, focusing on the human element amidst the chaos of war. It was more than just a concept; it was a revolution in thinking. This discipline primarily sought to optimize the design of equipment, systems, and environments with one unerring goal in mind: to enhance human performance, safety, and well-being.
In this remarkable era, engineers and designers forged an unprecedented alliance. They labored side by side, their collective vision not only to create products but to craft them so intricately that they seamlessly integrated into the lives of those who would use them. It wasn’t just about functionality; it was about understanding the very essence of human interaction with these innovations. Imagine the aircraft cockpits of that time, where the harmony between man and machine was a matter of life and death. Engineers meticulously tailored every button, lever, and display to respond intuitively to the pilot’s touch, reducing the cognitive load in high-pressure situations. In the deafening roar of battle, the cockpit became a sanctuary of control and calm. It was a testament to the human-centric ethos of the era.
But it wasn’t just in the skies that Human Factors left its indelible mark. In sprawling industrial settings, the layout of control panels bore the fingerprints of this discipline. Every switch was strategically positioned to minimize the chance of errors, every gauge calibrated for swift comprehension. It wasn’t just about enhancing user experiences; it was about preserving lives in environments where a single misstep could have catastrophic consequences. Businesses of the time weren’t slow to recognize the value of Human Factors. They saw in it not just an enhancement of usability but a safeguard for their workforce, an investment in safety, and ultimately, a path to improved efficiency. The principles of Human Factors permeated every facet of industry, and as a result, the world saw the birth of products that prioritized the human experience above all else.
In hindsight, this era serves as a profound reminder of what can be achieved when we place humanity at the core of design. It’s a testament to the power of collaboration between engineers and designers who understood that the true measure of success lay in the harmony between people and the tools they used. While the times have evolved, and the battlegrounds have shifted from warzones to marketplaces, the principles of Human Factors remain as relevant as ever. It’s a reminder that in our quest for innovation and progress, we should never lose sight of the fact that the greatest achievements emerge when we design with humanity, not just in mind, but in our hearts.
The rise of customer experience
Leap forward into the digital age, and we discover ourselves immersed in the realm of CX. While the principles of Human Factors continue to hold significance in specialized domains like aviation and healthcare, CX has risen to become the predominant buzzword in contemporary business circles. Companies now channel substantial resources into comprehending and sculpting the complete journey a customer embarks upon with their brand. CX, in its entirety, encompasses every interaction a customer shares with a company, ranging from the initial spark of awareness to the nurturing embrace of post-purchase support. It is an expansive territory that touches upon marketing strategies, sales processes, product design, customer service initiatives, and beyond. The ultimate objective is crystal clear: to forge positive emotional connections and foster unswerving loyalty that, in turn, fuels profitability.
Imagine the scenario — a customer, perhaps you or I, ventures into the digital marketplace to explore the offerings of a brand. From the very first encounter, be it an enticing social media post or an impeccably designed website, CX is orchestrating an experience tailored to captivate our attention and ignite our interest. As we navigate deeper into this digital labyrinth, we encounter product descriptions and user interfaces carefully curated to enhance our understanding and engagement. Every click, swipe, and scroll is an act of choreography, designed to make our journey as effortless and enjoyable as possible.
In the midst of our exploration, customer support is but a click away, available at any moment to answer our queries, resolve issues, or simply offer a reassuring presence. The seamless integration of technology and human touch embodies the essence of CX, where the boundary between digital interaction and human connection blurs. Post-purchase, the experience continues. The brand endeavors to remain by our side, delivering personalized recommendations and exclusive offers that make us feel not just valued but understood. With every interaction, the emotional bond between customer and brand deepens, weaving a narrative of loyalty that extends far beyond the transactional.
This is the world of CX, a landscape where every facet of the customer journey is meticulously designed to evoke positive emotions and nurture an enduring relationship. It’s a world where the customer is not merely a target audience but an honored guest, where their satisfaction is paramount, and their loyalty is the currency of success. In this era of CX, businesses have recognized that they are not just selling products or services; they are crafting experiences. They understand that the lasting legacy of a brand lies not in the transactions it facilitates, but in the memories it creates and the emotions it evokes. In this ever-evolving digital age, the rise of Customer Experience is a testament to the enduring importance of putting the customer at the heart of every business endeavor.
The commoditization of human-centered design
While the transition towards CX may appear promising at first glance, it’s imperative to acknowledge a less favorable aspect: the increasing commoditization of this once deeply human-centered discipline. As I explored in 2009 for Johnny Holland magazine, User Experienced (UX) has undergone a transformation into a full-fledged commodity, with the essence of critical thinking and creativity often diminished. The result of this watered-down extraction is CX, which has become the latest trend in business circles.
In today’s landscape, numerous companies perceive CX as a potent competitive advantage, prompting a rush to adopt CX strategies and tools. Yet, the risk lies in the temptation to merely scratch the surface of CX, missing the profound essence of a genuinely human-centered approach. Picture this scenario: a company enthusiastically deploys Net Promoter Scores (NPS) and customer surveys, believing that these metrics alone are sufficient to gauge customer satisfaction and loyalty. The pursuit of CX, in such instances, becomes a checklist exercise rather than a profound exploration of the human experience. The danger here is that these superficial efforts may create an illusion of customer-centricity while failing to address the core needs and desires of the very people they intend to serve. Instead of embracing the rich tapestry of human emotions, thoughts, and aspirations, companies risk reducing their customers to mere data points on a graph.
This shift towards commoditized CX can have a disheartening consequence: the sidelining of creativity, empathy, and genuine understanding. It can foster a culture where numbers and statistics hold more sway than the nuanced, often intangible, aspects of human interaction. The essence of human-centered design lies in the ability to immerse oneself in the world of the user, to feel their pain points, aspirations, and desires deeply. It involves embracing the messy, unpredictable nature of human behavior and using that understanding to craft experiences that resonate on a profound level.
Yet, in the race to adopt CX as the new frontier, there is a risk that businesses will prioritize empire-building — focusing solely on short-term gains and profit margins — rather than forging authentic connections with their customers. The danger is real: companies may find themselves adrift in a sea of superficial customer feedback, unable to navigate the complexities of genuine human engagement.
To navigate this challenge, it’s crucial for businesses to pause and reflect. To remember that the true value of CX lies not in the adoption of buzzwords or superficial metrics but in the unwavering commitment to understanding, empathizing with, and genuinely serving the humans at the core of their operations. In this era of commoditized design, the true differentiator remains those who continue to prioritize humanity over metrics, who understand that the essence of CX lies not in the acronym but in the heartfelt connection between customer and brand.
Empire building vs. human-centered design
The commoditization of CX can result in a dangerous trend: empire building. Companies may become more concerned with expanding their empires, acquiring customers at all costs, and accumulating data for profit, often at the expense of genuine human-centered design.
Empire building can manifest in various ways, such as:
- Data collection without consent or ethical considerations, leading to privacy concerns: In the quest to build empires of data, some companies have grown so relentless in their pursuit of information that they’ve forgotten the fundamental principle of consent. They amass vast troves of data without adequately informing or obtaining permission from their users. This data collection, often hidden in the fine print of terms and conditions, raises profound privacy concerns. Users may unknowingly surrender their personal information, and in doing so, relinquish a piece of their privacy. The consequences of this approach can be far-reaching, eroding trust and leading to legal and ethical dilemmas.
- An obsession with short-term gains and profit margins rather than long-term customer relationships: Empire builders frequently prioritize immediate financial gains and profit margins over the cultivation of enduring customer relationships. Their focus on quarterly results and stock prices can lead to decisions that sacrifice the long-term well-being of the business and its customers. Rather than nurturing loyalty through exceptional experiences, they may resort to cost-cutting measures or other short-sighted tactics that undermine trust and harm the brand’s reputation. In this myopic pursuit of financial gain, they risk losing sight of the invaluable asset that is a loyal, satisfied customer base.
- Customer manipulation through dark patterns and psychological tactics: In the empire-building mindset, some companies resort to dubious practices to manipulate customer behavior. Dark patterns, which employ subtle psychological tactics to influence user choices, may be used to push customers towards decisions that primarily benefit the company. For instance, design elements on a website or app might steer users towards higher-priced products or subscriptions without transparently disclosing the implications. Such tactics not only erode trust but can also lead to a sense of manipulation and frustration among customers, ultimately harming the brand’s reputation.
- Ignoring the needs of marginalized or underrepresented groups in pursuit of mass appeal: In the race for mass appeal and larger market shares, some companies may overlook the unique needs and experiences of marginalized or underrepresented groups. Rather than embracing diversity and inclusivity, they opt for a one-size-fits-all approach that disregards the rich tapestry of human experiences. This can lead to exclusionary practices and missed opportunities to cater to a broader and more diverse customer base. It’s a short-sighted strategy that fails to recognize the value of acknowledging and addressing the specific needs of these often overlooked segments of the population.
In essence, empire building, when unchecked, can manifest in ways that prioritize immediate gains and expansion at the expense of the very people a business should be serving. These manifestations highlight the critical importance of ethical considerations, the nurturing of long-term relationships, transparency in design, and the embrace of diversity and inclusivity as essential components of any successful and sustainable business strategy. In the end, businesses that recognize the value of genuine human-centered design principles are better positioned to thrive in the long run, fostering trust, loyalty, and a positive impact on society as a whole.
About me: Hello, my name is Kem-Laurin, and I am one half of the co-founding team of Human Tech Futures. I am currently pursuing a doctoral degree (University of Waterloo). My research inquires into identity construction through contemporary case studies (judicial) that demonstrate how citizens’ data is collected and utilized. Whether data is illicitly harvested or willingly shared, the resultant algorithmic constructions wield immense power over users whose identities are quantified through information. My research objectives are to (1) develop a critical understanding that will then allow me to (2) produce concrete heuristic principles for use in AI powered design systems (as informed by my professional experience in systems design).
Professionally I practice as a Principal HCD Strategist and Design Thinking Coach. Prior, I led large Design and Research teams in HCD at Blackberry Autodesk and also worked at Siemens in German, USA. In my spare time, I build layered gardens with a tropical vibe while my 135 pound GSD looks on. Today I feel blessed to have traveled to over 25 countries before the world transformed to what it is today; I was able to experience a good breadth of human experiences. Periodically, I give back as an active mentor to my students, and many burgeoning critically thinking HCD Researchers who seek to make the world a better place.
