Experience design now covers not just people but the agents acting on their behalf
Nielsen Norman Group sees experience design as a better-suited name for the age of agents: the customer's tasks are now sometimes handled by an agent acting for them.
What's happening
According to Nielsen Norman Group, the field is no longer only about people who use digital products directly; it also covers agents that act on their behalf. Don Norman popularized the term "user experience" in the 1990s.
Whose desk it lands on
The executive responsible for digital channels. When an agent comes to you in the customer's place, can it get its task done in your system?
Our view
The CX Brief's interpretation, not a claim made by the source.
The agent is a new counterpart that deals with the company on the customer's behalf. According to the article, an agent can handle tasks such as shopping, filing a complaint, booking a flight or canceling a subscription for a person, and can operate outside the channels the company has built. That is why the scope of experience design reaches beyond channels.
