Thomas Coleman, CUA

"In the era of interactivity and user-created content, user experience is changing the very way we do business. There was a time in which digital technologies was just another asset of the enterprise, a tool used to execute strategy developed by management, and delivered to customers. That model has been flipped on its head. As we zoom past Web 2.0 into the realm of Web 3.0, customers are using technology to drive products, marketing and strategy.

If you are a user experience practitioner, it’s no longer enough to run usability tests or perform a heuristic review in isolation. By understanding the larger significance and opportunity they represent for the organization, you must become more of a business strategist.

If you are an executive, on the other hand, you must see user experience as something bigger than the where the buttons are on your web page. User experience is more than usability dressed up with some semantic flourish. It informs the most vital, strategic issues your organization will face. Organizations that fail to understand this will lose their way. But winning organizations will understand how and where users are interacting with them, will make that part of their user experience, and will put digital user experience at the core of their business strategy." --Jerome Nadel, CXO Human Factors, International