After UX for small/mid-sized agencies
Pleasant Charles
Problem recognition
1. Even counting only those registered with domestic associations, the number of local agencies is staggering. And it keeps growing. Because of that, rates have plummeted and production speed has accelerated. This is not a problem only for small/mid-sized agencies — lately, even large agencies have been closing down. Some large agencies are trying to reshape themselves into UX-consulting or service-design firms to cut operating risk and size. In the end, development and design work is naturally being run more and more as outsourced or freelance project work.
2. Despite that, the terms "UX" and "service design" are being used recently like a fashion style or trend. They are of course valid methodologies, but how effective they are is questionable. In reality, agency projects are chased by deadlines whether or not they adopt UX. In many cases, to keep the company running, sales are chased and projects taken on, even when it is overreach. This is reality — apart from methodology, apart from right and wrong.
For example, consider this. MBA case studies tend to be about large (and mid-sized) companies. You might find a mission on GS convenience stores, but not a mission on a neighborhood mom-and-pop store. You might find agonizing about how Coffee Bean could catch up with Starbucks, but not a mission on how the corner personal café should be run. In the end, if there is money and talent, it can be solved. (The time it takes may differ.) But for our neighborhood store, the personal café, or the small agency — both money and talent are too often absent.
So from an educated expert's viewpoint, the service or the business may look clumsy and rough — but the small-business owners in the field are simply repeatedly making the "best?" choice they can make.
3. UX talent usually goes through grad school or a PhD, and most end up joining large UX consulting firms. (Many of those "large UX firms" are either former large agencies reshaped into that form, or are full-on startups.) And because that work does not independently drive revenue for a business, it is really hard for small companies to adopt UX.
Purpose
Must UX only be for brand-new services? Are already-built services and programs hopeless? Must we always build new services (products) through fresh analysis processes and personas?
1. Establish an "acquired UX" improvement process.
Alternative: build an "after UX" program for small/mid agencies
1. Create web survey-form templates.
2. Derive, apply, and distribute the questions.
3. Analysis solution.
4. Turn results into infographics.
5. Partner and cooperate with the Design Promotion Agency and graduate schools. (Verified brand credibility is needed.)
