Best Practices Are Killing You

Not too long ago, digital media was a palette for pioneers to express new concepts, for reasons that were both personal and professional. At that time, however, the limitations on expression were severe. Bandwidth was low. Screens were smaller. Access was tethered. The buzz came from the ability to produce a valuable concept, and share it, instantly, with the world.

The early days of digital expression required individuals to focus on their ideas, because the sizzle was costly. But, it didn't matter. The idea was what was important. We got Google, eBay, and Amazon. Those days produced iconic, digital brands that defined specific types of user experiences. As soon as these useful experiences gained traction in the digital marketplace, consumers got accustomed to "design patterns," which usability professionals named, "best practices."

Suddenly, there were rules that governed the user experience design of specific types of digital experiences (Search. Browse. Buy.) These rules allowed other, "me too" brands, to quickly design and deploy digital storefronts and experiences for consumers to easily perform intended tasks, and, just as quickly, leave. Consumers became "users," reduced to their personified behaviors, and focused on specific tasks. Brands became largely irrelevant, because their platforms, engineered from "best practices," rendered them invisible to "mindless users" who came to complete tasks, and only remembered that Google got them to where they needed to be.

The rules of the universe have now changed.

Every conceivable service is available through every conceivable digital channel. Bandwidth is high. Screens are huge. Everything is connected to the cloud. Experiences are multi-channel. Possibilities are endless.

In this new world, if you are a brand that offers a commodity product or service, and you are content to apply "best practices" to provide these services to consumers, prepare to be squashed!

Ask yourself, "why is Apple the most important brand in the universe?" Because the brand stands for something. It is synonymous with innovation, and the creation of memorable, engaging, user experiences, with the launch of each new product and service.

So, why are user experience designers content to apply "best practices" to client experiences? Because it is easy to do so. Applying design patterns to an experience requires no brand or customer investigation. It reduces Experience Design to thoughtless Design production. Worse, this practice is envangelized by notable, self-proclaimed, Usability experts.

If your brand is well-known for the products and services it offers to consumers, to the extent that it is top-of-mind to consumers within a specific category, then it may be ok to apply "best practices" to your digital user experience. However, don't rely on best practices for too long, as you can rest assured that another brand is thinking about how to reinvent and differentiate the same digital products and services that you offer to consumers.