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We have seen the emergence and exponential growth of User Experience (UX) as a key design discipline over the last 10-15 years.
Services like banking, mobile phone carriers, travel and music retail have become commodities with the only differentiator aside from price being user experience. Quite often the only interface a user has with a brand is via their mobile app or website. Customers are choosing to put their money where they have the best experience with the least amount of friction.
Companies like Revolut, Apple, Airbnb and Starbucks have made good UX/CX their USP and it’s paying off in spades. User centred design thinking is an obvious strategy for a businesses to employ.
<h4>What is UX Theatre?</h4>
A problem we’re seeing is how some businesses have employed &#8220;user-centred design&#8221; as a buzzword sometimes without a full understanding of its meaning, process and value. In some cases, executives can misinterpret UX design as a euphemism for &#8220;thinking from a customers perspective” while avoiding actually talking to their users.
As UX design filters from big tech all the way down to startups and SMEs we see the emergence of what has become known as UX Theatre. This is when designers are asked to act as if they are doing the work of UX design but the teams are not given the means to implement it. UX Theatre is to design what greenwashing is to climate change. Fur coat and no knickers! It’s simply lip service to UX design.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-14209" src="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre.png" alt="" width="1900" height="1136" srcset="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre.png 1900w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre-250x149.png 250w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre-700x419.png 700w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre-768x459.png 768w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre-1536x918.png 1536w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/theatre-120x72.png 120w" sizes="(max-width: 1900px) 100vw, 1900px" />
Examples of this phenomenon include talking about users instead of listening to them. Copying competitors instead of looking at customer needs. Roleplaying the users instead of observing them. Usability testing as an afterthought instead of being part of and informing the design process.
This can lead to poor outcomes that manifest themselves as assumption based design solutions that are led by the business for the business and not the user.
Users often don’t know what they want but they are usually pretty clear about the problems they need us to solve. Design thinking will help uncover these if we ask the right questions and are given the time and resources to solve them.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-14204" src="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/IoPkza2_d.webp.png.webp" alt="" width="760" height="366" srcset="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/IoPkza2_d.webp.png.webp 760w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/IoPkza2_d.webp.png-250x120.webp 250w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/IoPkza2_d.webp.png-700x337.webp 700w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/IoPkza2_d.webp.png-120x58.webp 120w" sizes="(max-width: 760px) 100vw, 760px" />
Another practice that can be common place is where the results of user research are effectively ignored when they don’t align with the assumptions or expectations of the stakeholders. These practices are not only damaging to the business and its users but can also be a waste of time and money while being demoralising for a design team at the same time.
<h4>How has UX Theatre become a problem?</h4>
Budget and time restraints can be reasons for UX lip service but the focus needs to be on creating the most effective process around the budget and timeline available instead of a poor process with most of its corners cut.
Recruitment for UX can be misguided, it’s all too common to see single roles advertised that encompass a multitude of disciplines such as UX research, UX design, UI design, Service and Information Design. Unfortunately, for the most part, these unicorns don’t exist and hiring one person as a multi-disciplinary ‘UX team’ is not going to have the desired effect.
<h4>Who is responsible?</h4>
It’s too easy to blame the stakeholders. Of course they&#8217;ll jump on the UX bandwagon when they see the success of others. The penny still hasn’t dropped for a lot of them because they don&#8217;t understand the process, how could they?
Why should a stakeholder be the main advocate of good design process? The truth is the finger needs to be pointed at designers. It’s a designers job to educate, collaborate and ultimately communicate the value of the process and execution of an informed UX strategy. 
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-14205" src="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing.jpg" alt="" width="2134" height="768" srcset="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing.jpg 2134w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-250x90.jpg 250w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-700x252.jpg 700w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-768x276.jpg 768w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-1536x553.jpg 1536w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-2048x737.jpg 2048w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/pointing-120x43.jpg 120w" sizes="(max-width: 2134px) 100vw, 2134px" />
Stakeholders are often the loudest voice in the room and are too often left unchallenged by designers, when this happens, unfortunately the tail can end up wagging the dog. 
<h4>How can UX Theatre be prevented?</h4>
Designers need to take responsibility for across their own area of expertise, this includes project processes, having the users back, challenging assumptions right down to design team recruitment. Designers need to work closely with and bring the stakeholders on this journey and build trust.
There simply isn’t enough narrative on how UX can impact the financial performance of a product or service. Money talks! Designers need to get better at communicating the data and proof points if we’re going to inspire long-lasting change across tech.
Our ability to communicate the value and potential financial gain from designing for the user will speak volumes to the stakeholders. Sure, push back often gets pushed back but thats ok, the message has zero chance of getting through if we don’t educate and collaborate. 
We can help our clients and businesses improve if we approach UX Theatre from the perspective of critique instead of criticism. By calling out UX Theatre we can show how testing and research help us design effective solutions to existing customer problems as well as providing benefits for the business. We can encourage the move from “I think” to “we saw” and “we heard.” We need to preach the gospel of UX.
<img decoding="async" loading="lazy" class="alignnone size-full wp-image-14206" src="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet.png" alt="" width="1090" height="362" srcset="https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet.png 1090w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet-250x83.png 250w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet-700x232.png 700w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet-768x255.png 768w, https://friprod2022bak.wpengine.com/wp-content/uploads/2022/11/Tweet-120x40.png 120w" sizes="(max-width: 1090px) 100vw, 1090px" />
A meaningful focus on customer satisfaction makes an important contribution to the profitability of many businesses. It’s time stakeholders walked the walk but its up to designers to show them how its done.
If you&#8217;d like to find out more about how we can help your stakeholders realise the value of UX for their business, do <a href="https://www.friday.ie/contact/">get in touch</a>, we&#8217;d be delighted to start a conversation.
For more on this topic, how to communicate the competitive advantage a good user experience provides and how to advocate the needs of your users throughout your organisation, checkout the book <a href="https://boagworld.com/products/user-experience-revolution/" target="_blank" rel="noopener">User Experience Revolution</a> by Paul Boag. A good read.

UX Theatre: Fur coat and no knickers!

Friday Agency is an award-winning digital agency based in the heart of Dublin city centre. Whether we’re deploying digital strategies, designing powerful web &amp; mobile experiences, or creating engaging brand campaigns – we transform organisations using digital.
We’re looking for a Digital Marketing Specialist to join our team. Someone who loves digital and is bursting with potential.
The successful candidate will have solid experience in executing search and social media campaigns and will have a solid grasp of analytics and reporting.
You’ll be working closely with our Client Services, Digital, and Creative teams to execute, manage and analyze digital campaigns for some of Ireland’s leading brands and businesses. The role will also combine some account management duties.
Brands we work with include Fyffes, Urbana, and Digit Gaming. Attractions like Dublin Zoo and online merchants such as Baby Elegance, Folláin, and Juvi Designs.
<h3>Key Skills &amp; Responsibilities</h3>
<ul>
<li>Minimum 2 years of professional experience working in a hands-on digital marketing role is required.</li>
<li>Implement digital marketing campaigns for agency clients involving a mix of digital channels including Search, Content, Social, and Email.</li>
<li>You have experience building and managing PPC campaigns in Google Ads (and currently, Google Ads certified).</li>
<li>You have experience creating and publishing content on social channels, in particular, Facebook and Instagram.</li>
<li>Work with agency management to align digital marketing activities with projects such as websites and apps, and work closely with our team of talented designers, UX specialists &amp; developers.</li>
<li>Report targets for awareness, engagement, and conversion for client organisations using digital platforms.</li>
<li>You will have experience in SEO, content writing, and link building.</li>
<li>Utilise various analytics tools to acquire insights, monitor competitors, and report campaign results including Google Analytics, Google Data Studio, Search Console, and SEM Rush.</li>
<li>Implement market research activities/processes both internally and externally and report results to agency directors.</li>
<li>Engage clients directly &amp; give outstanding customer service in line with Friday’s values.</li>
</ul>
<h3>Organisational Skills</h3>
<ul>
<li>Self-motivated, you’re comfortable working independently and as part of a team. You thrive in a fast-paced, multi-task environment and maintain excellent relationships with both clients and partners.</li>
<li>Take responsibility for tasks, projects, and priorities to ensure they are delivered on time and to a high standard.</li>
<li>You can solve problems by applying user-centred thinking and logic.</li>
<li>Brilliant time management and task organisational skills.</li>
<li>Strong interpersonal and communication skills.</li>
<li>Adept at budget management.</li>
</ul>
<h3>Desirable Skills</h3>
<ul>
<li>Experience in planning and executing a digital strategy.</li>
<li>Experience creating and executing Content Calendars for social.</li>
<li>Experience of working in a fast-paced start-up culture, preferably agency side.</li>
<li>Possess a 3rd Level marketing or digital marketing qualification.</li>
<li>Knowledge of web technologies – basic knowledge of HTML and CSS would be a plus.</li>
<li>Experience using Facebook Ad Manager to manage social marketing campaigns.</li>
<li>Experience of WordPress CMS.</li>
<li>Company promotion: Experience writing content, particularly content such as blog posts, press releases as well as day-to-day social activity on Twitter and Facebook.</li>
<li>Knowledge of user experience design and UX design process.</li>
<li>Knowledge of marketing attribution and how to implement it.</li>
<li>Be abreast of and contribute to digital marketing trends.</li>
<li>Having fun and an appreciation for good food.</li>
</ul>
Friday is building one of the most talented digital teams in the country. To achieve our goals we want to hire the best.
Permanent Role 
Salary: Negotiable 
Minimum industry Experience: 2 years. 
Our Benefits include:
<ul>
<li>Competitive salary</li>
<li>Flexible Hybrid working</li>
<li>The opportunity to work on exciting projects for a range of different businesses and brands</li>
<li>You will have great training and development</li>
<li>Generous holidays and mobile phone plans</li>
<li>A fun and collaborative working environment</li>
<li>Bike to work and travel TaxSaver</li>
</ul>
If this is you, please say hello and email your CV to <a href="mailto:careers@friday.ie">careers@friday.ie</a>.
(Strictly no agencies. Please and thank you).

Digital Marketing Specialist role at Friday Agency

Why Friday?

Our partners love what we do

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UX Theatre: Fur coat and no knickers!

Digital Marketing Specialist role at Friday Agency