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UX and Innovation

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Digital Marketing - Study Notes:

Can be evolution, not revolution

As Tim Brown notes:

“Great design thinkers observe the world in minute detail. They notice things that others do not and use their insights to inspire innovation.”

It is worth noting some of the other factors and influences that may come into play or be imposed on a UX project. We hear a lot about innovation and the need to be innovative when we create something for users to interact with. Very often, this can be misinformed or misconstrued. While a broad goal for a web project may be to be innovative, sometimes this becomes a false target, and as an end in itself, it can result in much wasted effort. Innovation can appear very unassuming for users, and research can help to discover and define what innovation might represent.

What is innovation?

Here are three simple examples of innovation, each worthy as a goal on a website project.

  • Making it easier for customers to self-serve can be innovative. This can be a business objective for the project. Anything that empowers customers to achieve something for themselves can be an innovation.
  • For products that require a lot of configuration, putting more of that process in the hands of customers will almost certainly be innovative.
  • For an online process that is usually prolonged and painful for users to complete, then removing steps in this process or condensing the process in some way, can, similarly, be an innovation.

As an example, imagine an airline booking process that improved ideas and flights where selected, making the process more delightful or enjoyable. Wouldn’t that be innovative?

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Rick Monro

Rick Monro is UX Director at Fathom. He has extensive experience in user research, interaction design, user-centered design, and design strategy with private and public sector organisations throughout the UK and Ireland.

By the end of this topic, you should be able to:

  • Appraise practices for planning UX research
  • Critically evaluate the roles of innovation and users in User Experience (UX) research
  • Evaluate cognitive biases that can affect research data

    Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

    DMI Short Course: GDPR

    If you are interested in learning about the principles of UX and the tools or techniques that you can use to develop and refine your user's experience, DMI has produced a short course on the subject for all of our students. You can access this content here:

    DMI Short Course: UX Essentials

    The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

    You can find more information and content like this on the Digital Marketing Institute's Membership Library

    You will not be assessed on this content in your final exam.


      UX Research
      Rick Monro
      Skills Expert

      With the help of Rick Monro, you will develop the knowledge and skills to build highly effective user experiences. You will learn how to think like a user in order to understand their priorities and needs, and you will recognize the role of various research and analytics techniques such as tree-testing, card-sorting, user-testing, user-surveys, Google Analytics and specialized tools such as Click-tale.