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Behavior Design – A Neglected Aspect of Good User Experience?
Diseño Conductual: ¿un aspecto descuidado de una buena experiencia de usuario?
Design du comportement : un aspect négligé d'une bonne expérience utilisateur ?
Behavioral Design – Un aspetto trascurato di una buona esperienza utente?
Design do Comportamento – um aspecto negligenciado da boa experiência do usuário?
Palabras clave:
User Experience, Human-Human Interaction, Behavior, Service Design, Design Psychology (en)experiencia de usuario, interacción humano-humano, comportamiento, diseño de servicios, psicología del diseño (es)
experiência do usuário, interação humano-humano, comportamento, design de serviços, psicologia do design (pt)
expérience utilisateur, interaction humain-humain, comportement, design de services, psychologie du design (fr)
esperienza utente, interazione umano-umano, comportamento, service design, psicologia del design (it)
Research and practice in user experience (UX) has tended to focus on the design of products and services – in particular interface design. This paper looks at an often-neglected aspect of user experience – the behavior of the employees of organizations providing products and services. Case studies are given illustrating the potentially huge impact this can have on the quality of UX. The lessons from these are collated to identify 12 types of employee behavior that affect user experience. Optimal UX occurs when employees understand the role that their behaviors play in user satisfaction and commit to putting user welfare at the heart of employee-user interactions. Approaches to designing and training these behaviors are discussed.
La investigación y la práctica en el ámbito de la experiencia de usuario (UX) han tendido a centrarse en el diseño de productos y servicios, en particular en el diseño de interfaces. Este artículo aborda un aspecto de la experiencia de usuario que a menudo ha sido desatendido: el comportamiento de los empleados de las organizaciones que proveen productos y servicios. Se presentan estudios de caso que ilustran el impacto potencialmente significativo que estos comportamientos pueden tener en la calidad de la UX. A partir de estos casos, se sistematizan doce tipos de comportamientos del personal que influyen directamente en la experiencia de usuario. Una UX óptima se produce cuando los empleados comprenden el papel que desempeñan sus comportamientos en la satisfacción del usuario y se comprometen a situar el bienestar del usuario en el centro de las interacciones empleado–usuario. Finalmente, se discuten enfoques para el diseño y la formación de estos comportamientos.
La recherche et la pratique dans le domaine de l’expérience utilisateur (UX) se sont principalement concentrées sur la conception de produits et de services, en particulier sur le design des interfaces. Cet article s’intéresse à un aspect de l’expérience utilisateur souvent négligé : le comportement des employés des organisations qui fournissent des produits et des services. Des études de cas sont présentées afin d’illustrer l’impact potentiellement considérable que ces comportements peuvent avoir sur la qualité de l’UX. À partir de ces analyses, douze types de comportements des employés influençant l’expérience utilisateur sont identifiés. Une UX optimale est atteinte lorsque les employés comprennent le rôle que leurs comportements jouent dans la satisfaction des utilisateurs et s’engagent à placer le bien-être de l’utilisateur au cœur des interactions employé–utilisateur. Des approches relatives à la conception et à la formation de ces comportements sont également discutées.
La ricerca e la pratica nel campo dell’esperienza utente (UX) si sono prevalentemente concentrate sulla progettazione di prodotti e servizi, in particolare sul design delle interfacce. Questo contributo prende in esame un aspetto dell’esperienza utente spesso trascurato: il comportamento dei dipendenti delle organizzazioni che forniscono prodotti e servizi. Vengono presentati casi di studio che illustrano il potenziale impatto significativo che tali comportamenti possono avere sulla qualità della UX. A partire da queste analisi, vengono individuati dodici tipi di comportamenti del personale che influenzano l’esperienza utente. Una UX ottimale si realizza quando i dipendenti comprendono il ruolo che i loro comportamenti svolgono nella soddisfazione dell’utente e si impegnano a porre il benessere dell’utente al centro delle interazioni tra dipendenti e utenti. Infine, vengono discussi approcci per la progettazione e la formazione di tali comportamenti.
A pesquisa e a prática no campo da experiência do usuário (UX) têm se concentrado, em grande medida, no design de produtos e serviços, especialmente no design de interfaces. Este artigo examina um aspecto frequentemente negligenciado da experiência do usuário: o comportamento dos funcionários das organizações que oferecem produtos e serviços. São apresentados estudos de caso que ilustram o impacto potencialmente significativo que esses comportamentos podem ter na qualidade da UX. A partir dessas análises, são identificados doze tipos de comportamentos dos funcionários que afetam a experiência do usuário. Uma UX ideal ocorre quando os funcionários compreendem o papel que seus comportamentos desempenham na satisfação do usuário e se comprometem a colocar o bem-estar do usuário no centro das interações entre funcionários e usuários. Também são discutidas abordagens para o design e o treinamento desses comportamentos.
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