User experience (UX) designers are taking a back seat to the new emerging customer experience (CX) designers and service designers

According to the Gartner research, customer experiences is the only truly durable competitive advantage. In 2016, 89% of companies will compete primarily on customer experiences. In 2017, 50% of product investments will be put into customer experience investments. Marketing departments are becoming a relic and will soon be engulfed by customer experience (CX) departments by 2018.

Customer experience investments is the new battle ground for disruptive and sustaining product designs, increasing year by year. These investments will require more efficient customer experiences, from the services they inhabit. This will in tandem require higher expertise in customer experience designers (CX) and service designers, to implement these efficient and customer-centric processes and methods.

Customers don’t purchase nor need your products. Your products are just a means to an end. Customers wants experiences. Product management has a tendency to focus on customer purchase at a statistical level, quantifying mass market data into a category based decisions, instead of following the thread of decisions back to the initial situation, that prompted a desired need from a customer circumstance.

Your job might be to sell me a product or service, which is resulting in massive research and marketing campaigns towards my desire for this specific product. But my desire is never the product itself, though I, as a consumer, might think that too. But a train of emotions and thoughts have lead me to a final decision, “I need your product”.

Because of this dilemma, many companies have created categories based on the resulting products, lead by product managers, who aim to sustain the innovation of these categories. While the product itself is only a manifestation of one result, we neglect the possibilities of other outcomes, the neighboring opportunities. We then become blind to the real customers and the real data, unable to analyze and understand our target audience, as we focus on the fire, not the source of ignition.

A designers abilities and responsibilities can’t be taken lightly, as he or she is literally responsible for the product adaptability and adoptability by the customers and their circumstances. Because of this, customer experiences needs to be an executive strategy, to empower the right people, with the right knowledge within your organization.

UX is an acronym for digital and industrial user experience design. This acronym is a designers trending prefix in a modern world where emotional design is king. The emphasis on user experiences is growing rapidly with focus on delivering meaningful and emotional experiences in our products, though often failing.

The UX prefix is not an acronym you can add to your title and resume if you’re not prepare to go all the way. Sadly, the UX designer today has fallen into many interpretations and job descriptions, ranging from novice graphic designers to insightful business strategists.

It is a common mistake to think that a UX designer simplify interactions and user behavior, which is the job of a UI designer. The UX designer relate through logical empathy. They understand the advanced mental process, behaviors and desires of customers. They are the emotional umbrella that support and guide the entire product development to ensure that they deliver an empathic product. They understand that people don’t purchase hammers, they purchase a job to be done, a means to an end.

The dilemma with most UX designers, is the inability to change the organization to incorporate customer-centric services, often fighting an organization that doesn’t understand nor implement UX processes throughout all services. The lead UX designer is required to fix a problem at a product level, though the problem exist at all levels.

UX is neither the solution nor the problem to a failing emotional offer. In order to find the solution to the emotional product, we must understand the problem within the design process itself. Each service must incorporate a synergetic design approach.

In light of shifting trends and markets, user experience designers are taking a back seat to emerging customer experience designers and service designers. These designers are entrepreneurs, who believe that anything is possible, finding solutions where others find impossibilities. They know that nothing is unrealistic and embrace their childlike wonder and curiosity. They aspire to something bigger then them self, as they know that design is bigger then one person. They perceive, challenge, achieve and manage their services, as a holistic product.

The evolutionary solution to the problem, is to understand the mechanics behind different customer experiences, design abilities, synergetic services, market environments and how to deliver such solutions throughout an organization. Simply put, the solution is to understand the evolutionary force. The anatomy of this force is defined by experiences evolving into moments, moments evolving in synergy and synergy evolving to reflect its environment.

This article is from the book, Service Design Solutions. A modern design methodology for customer driven designers and managers.