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Flow is now part of Foolproof, who provide a wide range of user research and experience design services.
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User experience design has established itself as an essential activity for business, but it is widely understood and practiced as a tactical discipline.
Organisations routinely turn to UX people to help lower risk and costs in product development, or to increase the commercial yield of existing customer journeys. But this fragmented, tactical application of UX overlooks its potential for long-term value creation.
Things are starting to change. The UX strategy team at Foolproof works with a number of international brands who look at user experience as a sustainable source of competitive advantage. To realise this, UX thinking needs to be applied (and joined up) right across their business to drive towards a clear vision of the customer experience they want to create.
Customer experience measurement
If you want to predict positive business outcomes customer experience measures may be more effective than monitoring the outcome of service events or using NPS more
UX as a strategic resource
Resource Based View (RBV) and achieving competitive advantage by identifying a company’s strategic resources more
