Welcome to the 3rd installment in our UX Visionary series, where we speak with research leaders who are shaping the future of user experience. This week, we feature Chris Chapman, Executive Director of the Quant UX Association, who believes the largest emerging trend in UX is a more holistic, strategic design of experiences. This trend is leading to the development of integrated user journeys that cover everything from identifying user needs and trends to branding, design, and sustained user engagement. Chapman’s perspective emphasizes how the fields of qualitative and quantitative UX research are increasingly converging to create a more complete understanding of the user journey.
What is one emerging trend in UX you’re most excited about right now, and why does it matter?
The largest trend I’m seeing in UX generally is attention to more holistic, strategic design of experiences. On the Design side, that shows up as the development of integrated user journeys that encompass everything from the identification of trends and needs, through branding and design assets, to sustained engagement with users.
Where I personally work in UX Research, this trend shows up in more complete end-to-end assessment of user needs and their experiences. That starts with pain points and goes through product usage and usability to the resulting effects on satisfaction, markets, loyalty, and brand perception. An outcome of this is increased focus on hiring UX researchers with quantitative assessment skills. Traditional research teams often focused exclusively on product design and usability and relied mostly on qualitative research. Today teams are increasingly balancing that with quantitative research skills. At the Quant UX Association, this leads to strong demand for our annual conference and training courses.
What is the biggest challenge or pain point you see UX teams facing today?
At a high level, I believe the biggest challenge is the level of anxiety being created by changes in the industry. Those are not unique to tech but they reflect and — due to the speed of tech — magnify changes and anxiety in the broader society. The anxiety includes uncertainty about jobs, the changing landscape of user needs and perceptions of products, the day to day requirements of jobs, and how to prepare for the future.
The current attention to AI (LLMs) is a good example. I do not see AI at this point as being so much a driver of change. As a new technology, it is interesting but not necessarily different in its degree of impact from various previous technologies. Instead, I believe attention to AI is a symptomatic expression of larger anxieties. It would be quite conceivable for new LLM tools to develop gradually and with less pressure. However, in the current social environment, AI provides an extremely visible and salient object to receive projections of anxiety and expectations from all sides — everyone from employees and consumers to executives and public officials. In my view, that is primarily a reflection rather than a cause in itself.
How do you see UX evolving over the next few years, and what advice would you give teams to
stay ahead?
With the uncertainty about everything from fundamental technologies to jobs and the business climate, I have no consensus about the next few years. One possible outcome is broad changes that redefine many of our organizations and roles. Another outcome, which seems just as possible, is a return to a situation similar to the business climate of the late 2010s. Learning from, focusing on, and designing for users will always deliver value! The question is how long it will take until value shines again through the clutter and churn of the business climate. My principal advice is not to overthink or overprepare for the unknown. I encourage teams and individuals to invest primarily in the areas where they are strong, building additional depth that emphasizes their unique strengths. And with an important addition: connect that depth “outward” through better communication and attention to partners’ goals and what brings reward to them in their own contexts outside of UX. I see this as an 80/20 approach: 80% investment to build depth and connect it outward, and 20% investment in new skills (both as individuals and teams).
I especially encourage individuals to find ways to reduce anxiety day to day, and connect with the world and society outside of work. Maybe that highlights my past work as a clinical psychologist! Personally, I find such connection through Zen practice. Zen teacher Shunryu Suzuki said that each of us can give attention to “shine one corner of the world”. We can’t process or change or be responsible for everything, yet we can improve what is in front of us!
Nominate Your Next UX Visionary
Who do you believe is shaping the future of UX? We’re eager to hear from you! Nominate individuals whose perspectives you’d love to see featured in an upcoming post. Please send your nominations, along with a brief explanation of why you think they’d be a great fit, to marketing@keylimeinteractive.com. We look forward to your suggestions!