What is UX? According to Wikipedia, user experience, UX is the process of enhancing customer satisfaction and loyalty by improving the usability, ease of use, and pleasure provided in the interaction between the customer and the product. In the old days that might have been called customer service or market research, but according to Martin Kuplens, who is an organizer for the Embrace UX conference coming to Hamilton next month, UX is a process that permeates an entire organization—not just sales and marketing. “We have a lot of companies in the Bay Area who have been used to a particular model of customer interaction,” Martin says, ”but to survive they will have to increasingly embrace UX.” Major corporations like Telus and Ford have overhauled their operations to accommodate UX. Martin stresses that it is not a conference for IT wonks but is accessible to anyone in management, customer service or design. Speakers include Dustin Rideout who has led UX transformations with companies like Coca-Cola Company, Toronto Raptors and Maple Leafs, President Choice Financial, The North Face, The National Hockey League, Samsung, and The Movember Foundation; and Judy Mellett, Director, Service Design, Innovation & Strategy at TELUS. In all there will be 15 speakers at the two day conference which will take place April 15 and 16 at the Lincoln Alexander Centre. For more information visit http://embraceux.com.

Providing a fresh perspective for Hamilton and Burlington

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