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Why Every Organization Is Now in the UX Business

By: Guiseppe Getto, Ph.D.

Organizations from hospitals to schools to corporations are struggling to craft compelling user experiences that attract and retain customers, clients, and other stakeholders. Why? In her book The User Experience Team of One: A Research and Design Survival Guide, Leah Buley says that organizations of all stripes are just now starting to realize they’re in the UX business. And that’s exactly the problem.

If you do anything with design, you probably have a passing familiarity with UX. If you’re not a designer, chances are you may have heard the term, but don’t really have a good context for it. New clients who aren’t in the technology sector often glance at the back of my business card, squint, and say “what’s UX?”

What, indeed. The problem is that organizations of all kinds now have multiple digital points of contact that customers need to access. Hospitals have electronic record systems that prompt you when it’s time for your next checkup. Schools are teaching their students online as much as face-to-face. Businesses of all kinds need to reach customers over social media, websites, mobile apps, and even enterprise-level applications like content management systems and intranets.

And all these points of contact entail a set of experiences: moving from screen to screen, searching for information, entering information, consuming media like video and digital stories. But are these experiences compelling? Useful? Habit-forming? Do they make you want to come back again and again. Unless you’re using a different Internet than the rest of us, your answer should be: no. In fact, Forrester has estimated that up to 97% of websites fail to meet basic usability requirements like readability, efficiency, and learnability.

The places where customers interact with brands are proliferating like crazy, but many organizations don’t realize they’re now responsible for delivering exciting user experiences in addition to whatever product or service they provide. They don’t realize they’re in the UX business, and they need to, desperately.

We’re all in the UX business now. And it’s time we get to work.


Dr. GettoGuiseppe Getto, Ph.D. is a college professor based in North Carolina and is President and Co-Founder of Content Garden, Inc., a digital marketing and UX consulting firm.

He consults with a broad range of organizations who want to develop better customer experiences, better writing, better content, better SEO, better designs, and better reach for their target audience. He has taught at the college level for over ten years. During that time, he has also consulted and formed service-learning partnerships with many non-profits and businesses, from technical writing firms to homeless shelters to startups.


DOYO Live is a digital marketing and interactive design conference featuring Joe Pulizzi, CMWorld founder and top 50 online marketing influencer. In addition there are 15 breakout sessions, Guiseppe Getto, Ph.D., is one of them, where he will be talking about UX design and the importance of elegantly, responsive designed sites that are proven to grow your business. Check out the rest of the schedule at DOYO Live!

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