User engagement labels: Choosing the identity that aligns with your perspective
In the modern world, the traditional roles of customers and users are being redefined, with individuals taking a more active part in the development of products and services. This shift is part of a larger trend known as the "Makers Movement," often referred to as the "Third Industrial Revolution."
This revolution is not just about the merging of the internet and renewable energy technologies, but also about empowering consumers to take the design lead. Alvin Toffler coined the term "prosumer" to describe this new breed of customer who helps a company design and produce its products.
The prosumer is not just a consumer; they are also producers. They create content, customize tools, and influence product evolution through their active participation. This trend is going to bring a huge level of disruption to the world of design.
The term "prosumer" is just one of several labels used to describe the evolving relationship between individuals and the products they use. In a design context, the terms "customer," "user," "adapter," "co-creator," and "prosumer" each represent distinct roles and relationships that influence the user experience (UX) design process differently.
A customer is the individual or organization who purchases or commissions a product or service. Their focus is often on the value, cost, and benefits of the product. UX design for customers emphasizes meeting their expectations, business goals, and ease of procurement.
A user, on the other hand, is the end consumer who interacts with the product or system. UX design mainly targets users' needs, behaviours, goals, and usability since the user experience directly affects satisfaction, effectiveness, and engagement.
An adapter modifies or customizes a product to fit specific use cases or environments. They may integrate the product into their workflows or systems, often requiring flexibility and configurability in design.
A co-creator is a user who actively participates in the design, development, or customization of the product. Involving co-creators in UX design involves collaboration, feedback loops, and tools that empower them to shape features, content, or interactions.
A prosumer both produces and consumes content or value. UX design for prosumers focuses on enabling creation, sharing, and empowerment.
These roles fundamentally influence the UX design process by defining who the design must serve, how much control and customization the design should allow, and the types of interactions that must be supported. For example, designing for users concentrates on usability, accessibility, and user journeys, while designing for customers might prioritize branding, onboarding, or strategic features that facilitate purchase decisions.
This shift towards prosumers is not just a buzzword; it's a fundamental change in the way products are designed and experienced. As more individuals take on the role of prosumers, UX designers will need to adapt the tools of their trade and the language they use to accommodate this new era of design.
References: [1] Fischer, K. (2009). A continuum from passive consumer to meta-designer: New roles for designers in a participatory culture. Design Issues, 25(2), 28-44. [3] Sanders, L. (2006). Making and Worldmaking: The Politics of Participatory Design. MIT Press. [4] Sanders, L. (2000). Participatory Design: The Politics of Co-operative Design. John Wiley & Sons.
- In the age of the Makers Movement, UX designers are being challenged to reconsider their approach, focusing not just on user experience (UX), but also on user-centered design, which emphasizes involving users as co-creators in the design process.
- The term 'prosumer' is increasingly relevant in the realm of UX design, where designers are looking to empower individuals as both producers and consumers of content or value, aiming to facilitate creation, sharing, and user empowerment.
- As technology advances and education-and-self-development platforms emerge, there's an opportunity for users to acquire skills and knowledge that allow them to contribute to UX design, bridging the gap between traditional design roles and a lifestyle that values collaboration and active participation.
