Inspiring content from the UX world

First there was a flat Earth. Flat as Italian pizza. From its shores, the oceans flowed in hectoliters, watering any circulation of water. Then the Earth inflated like a balloon and landed in the center of everything, like a navel in the middle of a big belly, and everything that glittered revolved around it. But then it turned out that what shines brightest is in the center, and the Earth is not only not in the center, but is also one of many other things altogether similar. What am I talking about? About the brand, of course. It was flat and bland at first - as if more local, showering some larger marketing efforts. Then she was stuffed with marketing, which inflated the balloon - there did not have to be much inside, but it is important that there was quite a lot outside. And so our brand swelled up like Smurf Ważniak and stood in the middle of everyone, weighing too much to move the “ass” to people, just flaunting itself. It was only here that it turned out that in reality the perspective is different - it is not the brand that stands in the center, but the people.

In the old days, when a newcomer appeared in a castle or palace, he was presented with all the more or less real merits - that brave, valiant, just, etc. - what PR, such presentation. This is exactly how we get to know the product in advertising. But what if every ad was Pinocchio? If so, with every lie, lie, naked truth, then the nose would stretch like another section of the Polish highway, like a memorable signal of the wrong answer in Familiada, which, when watching an advertisement in moments of half-truth, would let us know that someone was probably... carried away by the imagination.

Who was Alan Turing? A brilliant British mathematician and cryptologist who became a silent hero of World War II. He created a machine that eventually cracked the most complicated cipher in history - the Enigma code - the German cipher machine. In 1950, Turing became interested in artificial intelligence research, claiming that one day machines would be able to think at the same level as humans. So he developed a test that checked whether the robot was already developed enough that it could be mistaken for a human in conversation. What did such a study consist of? The judge asked questions to several parties that he did not see. One of them was a machine. If in five minutes the robot “scooped” at least 30% of the judges - it passed the test.

“OH! You take care of customer experience. And is it not by chance the same as...” - and then there are usually several proposals, thrown adequately to the casting industry. So how is it with this CX? Answering the question of what he is not, by the way, we will tell you about what he is.

Once upon a time there was a princess who lived with seven colleagues of not very tall stature. She studied cosmetology every day, and the guys worked in a nearby TV factory, so the queen was associated with this brand. Once, when the housemates in a sweat of their forehead were folding the televisions on the production tape, the queen heard a knock on the door. There stood a very charismatic, thin middle-aged guy in round glasses and socks. The acquirer introduced himself as Steve, after which he began to tempt the queen by buying a bitten apple, which allegedly simplifies everything and makes a person better. Who wouldn't want to?! He left some room for her free choice, and she willingly took the apple in her hands, looked from every side, and felt as if she had fallen into a blissful dream in which she actually became a Queen by a capital “K”.

In 1860, the Pony Express disseminated information about the results of the presidential election. California newspapers found out who became president of the United States 7 days and 17 hours after the East Coast newspapers — it was definitely setting a new speed record. Letters and parcels were delivered in this way, and often at a much slower rate, until 1861 something more capacious, more convenient, and safer arrived — a railway that delivered parcels not in a few weeks, but in a few days.

Thursday morning sun fell into the kitchen somewhere between a hot cup of coffee and the memory of a warm bed. Stefan phlegmatically chewed a bite of scrambled eggs with his head hanging over the tablet. He felt like a sloth hanging on a tree to which everything hangs. Except that he was the only sleepless sloth in the world. He slowly swiped his finger across the screen. He looked into the Flipboard application, where news awaited him from all the sources that usually interested him, including social media. It turned out that only in his kitchen everything dragged on like chewing gum, while the world all night managed to inflate an already large balloon of events, which at any moment could burst at him from the screen. Between yawning and sipping coffee, he switched to another app — Quartz. A messenger appeared on the screen — Stefan was greeted by his private virtual content provider — in the word: bot — who, like an old, decent Clipboard from Microsoft Word, chatted amicably and threw a few selected news previews for “good morning”, interspersed with curiosities from the world and memes. Stefan liked this guy. Even though he didn't exist — almost like some imaginary childhood friend. Stefan read a few news stories until he found out that running was becoming more popular and — as he was about to start — asked his “colleague” to write more about it before he left for work.

Stefan is one of a kind, at least he thinks so. In fact, he is an average consumer - he lives in the center, so in the morning he is awakened by the city, which enters his room through the window; after work he sometimes goes shopping in the supermarket, where certain products try to convince him that they are unique, which is why he increasingly chooses e-shops; sometimes he jumps out for a beer - he then returns home on a tram decorated with advertisements or on foot under guard Just look at the same billboards. Until he finally gets home, locks the doors and windows, ignores the TV, and what? And silence. After all, Stefan can only think of himself. All day long, everyone wanted something from him or wanted him to want something—and he claims to have seen everything and heard everything.

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