Bill Buxton. Sketching User Experiences, Getting the design right and the right design. (p. 127)
User interface isn’t only designing something that works efficiently. It involves designing an experience. In fact, everything that we design, involves providing a positive experience. In my opinion, it is our responsibility as a designer. Positive experience is mostly defined as improving the consumer’s life/making their lives better. This is useful to build brand loyalty - make someone to want to use your app/product, or make someone’s day - in Bill Buxton’s case, watching the last few drops of the orange juice falling into his cup. (Bravo Smart Design). It makes our product stands out from the competitor - everything that we design, has the inherent intention to be sold.
How do we get to that level?
By stepping back, tackling the whole design problem with a holistic approach. And by sketching. I agree with Buxton, it’s an important tool to explore ideas, and an important thinking tool for designers. Sure, experiences are subjective. That’s why sketching or rendering is important. It helps to further our ideas, by way of explorations, what if(s) and what will happen(s). Speaking from experience, sketching also help garner insights that designers can apply to the design - for eg. Smart Design’s OrangeX manual juicer. I’d rather make mistakes on the “sketching” stage, so i can learn from them and improve my design to provide the best experience design.
Of course without the proper design culture, a designer working in the company won’t have the much needed support, teammates (eg. engineers) and tools. It’s important to establish the design process earlier on.