The Importance of User Experience in the Era of Web 2.0

This is a guest post by Marine Aubin of Girlz In Web, The NextWomen media partner in France. You can also read the original article in French here.

Recent years have seen an explosion in the art of the Community Manager (CM). Highlighted by the birth of Web 2.0, the CM must lead and unite the exchanges between users and a brand. More than a service facility, they are now present throughout the customer journey.

However,�the emergence of the CM�has perhaps overshadowed another issue of paramount importance to the new generation web user experience (aka User Experience UX). Indeed, the CM, if it is part of the UX, is only the icing on the cake.

Indeed, it is about as useful to have a conversation with a customer whose experience in the use of the product or service�has been belittled�as it is to fill the cracks of a wall whose foundations are shaky.

It is therefore important, even essential, to concentrate�primarily on the path of the client, on designing their experience in a broad sense. There are more and more books dealing with the subject but I would highly recommend L?Espirit Design by Tim Brown, CEO of Ideo

Even if it does not directly address the UX on the web, this book gives a very good�idea of design thinking and the inclusion of the user in developing a product or service .

Finally, the CM must close the loop of user experience�through enrichment with customer input.

It is indeed the CM who is directly confronted with comments or new customer requirements. They must translate or transcribe�this feedback�and integrate it�into the process of continuous improvement of a product or a service.

So it will be with the cycles of innovation for Web 2.0.

Cr�dit image: Ash Donaldson?s Reason

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