Value Experience (VX)

The Value Experience (VX) has been knocking around my head for a few weeks now. Thanks to a little banter with @pbultema from CodeBaby on Twitter (thanks Patrick!); it seems to have knocked some things loose.

I was thinking about how we have evolved from 'User Interface' (UI) to now calling it 'User Experience' (UX). As product managers, executives and entrepreneurs, we want strive to create an experience for those that use our system. But, it goes beyond the 'users'. We strive to increase sales, market share, install base, etc, etc. To accomplish these goals, no matter what kind of a company you have, we have to look beyond the 'User'. We have to provide an experience at all levels of touch that our product and company has with the "outside world".

For this, I have started using the term Value Experience (VX).

VX is the experience that makes up our product(s). It certainly encompasses a good UX but the value that is gained from that UX, may be different for different people. We have to understand our market. For example, if I have a flashy, cool UI for an insurance application what does that get me? What if the page takes so long to load, none of the agents actually can get it filled out? What value have I brought my product? None.

At the core of the VX is understanding your market. No. Scratch that. It is not “understanding your market”, it is being an expert in your market. How would I know whether or not a flashy UI with talking graphics is going to resonate with my market? Be a market expert. This is not just for vendors to take on this role but the buyers and business champions that buy these products. You too have to know what your market is.

I am not picking on flashy UI applications in particular, I love them! But, they do have a time and place. The VX touches many other pieces of the company as well. Sales, Marketing, Support (Do not forget about support!! So much we can learn from here!), Engineering, R&D. I will touch on different areas of my vision for the VX in additional posts through the next several weeks.