Why User Experience Always Has to Come First

Actions speak louder than mission statements. If a UX feels more like “User Exploitation” than “User Experience,” business becomes ripe for disruption. Profitability predicated on customer friction, intrusion, and irritation simply isn’t sustainable. Privileging easy money over better user experience is the antithesis of customer centricity. That’s why digital services in general, and mobile advertising in particular, make superior templates for evaluating business model design. Entwining real-time data and predictive analytics lets serious organizations quickly calculate and calibrate trade-offs between experiential and exploitive UXs. Those trade-offs become explicit. Most everyone in the enterprise can now see where customers are respected partners in value creation, and where they’re data-herded sheep to be sheared.