Yes, we live in a multi-screen, always-on world. Yes, most of us agree that Design and UX matter. Then, why is it so hard for most organizations to do UX right?

There are, of course, some challenges involved. Business enterprises are trained to think of customers as belonging to various segments. And, as the business grows, it tries to tap into an ever-expanding market, reaching out to newer customer segments that eventually have little in common with the original tribe. This is especially true of large, diversified groups of companies.

In such a context, how do we establish which design approach to take? After all, what works for one customer type, may not work for the rest. More importantly, how do we institutionalize the pursuit of “good design” across the enterprise? As it turns out, it is possible to do a few things right and meet the objective of delivering a good UX…

1. Good Design is a Thing

Segmentation is important, and customers often exhibit different personalities and needs. But ultimately, we all like an elegant, friction-less experience. So get your team thinking about what constitutes “Good Design”, learning from the principles laid down by Dieter Rams, Don Norman and others. Build on those principles when you start working on aspects like Presentation, Interaction, Content, etc. and you will be a step closer to your goal.

2. Know Thy User

Understand your “user”. Walk in his/her shoes. Meet with them often to keep in touch with their needs. Find out what they want from you. Reflect on what you want from them (Hint: There can be more than one possibility). Then, align your design philosophy to those insights as closely as possible. After all, design is not just art. It is about crafting solutions to real issues.

3. Embrace Insights

Be open to insights from diverse functions – UX is a multi-disciplinary science. Ask “why” like a five-year-old would. And, don’t be afraid to split test and iterate all your ideas. As Kate Zabriskie once said, “The customer’s perception is your reality.”

4. Aim for Amazing

Understand each medium or channel that your customer interacts with. Aim for a consistence experience across channels – your customer is expecting you to do so. Every design decision is a trade-off, and you can never please every one. So make sure you make the trade-offs that matter the most. Remember: Good experience + Thoughtfulness makes for an amazing experience!