Twenty-first International Conference on Knowledge, Culture, and Change in Organizations

Abstract

User experience design is a complex job that has multiple interactions with different personas belonging to various cultures, societies, levels of education, and economic backgrounds. Triggers are various call-to-action buttons that help us to decide and influence our choices. In the design process, one needs to map the needs, gaps and problems of various personas from various different perspectives. In the age of the internet of things and the advent of mobile and cloud computing, UX and UI need to be relooked at, keeping the future in mind. In this ‘futuristic’-led generation, communications have a deep impact on the needs of a customer and drive customer behaviour, in turn affecting the economy. The burning question then is whether corporates, organizations or brands empathize with users or are driving them to a need-based model where the need is created by themselves? If the answer to this is in the affirmative then there is a need to create communication that is sustainable in order to safeguard the interest of the customers. Our lifestyle, culture, education, upbringing, economic conditions, and various other factors impact our choices and decisions. Such data is increasingly being used by companies or brands to sell us products which they think is relevant for us. The way they approach a customer’s needs can be streamlined and universal guidelines can help them create sustainable communications which will safekeep the interests of all the stakeholders involved.