People working in the UX design industry deliver (at least) two services at the same time, to different clients. As an employee at a consultancy agency it becomes very clear every day. I work with one Business-to-business (B2B) service, where the client is the organization that pays for me. The service my agency sells to them is to help them apply the service logic perspective to their Business-to-Consumer (B2C) service. Even for UX designers that are employed in a company we could define the act of using their competence as a B2B service to (another part of) the company. This seems already quite confusing, but it gets worse. Just wait. Within the B2B service, it is very seldom the case that everyone that I work with likes that I am there. I think that common reasons are that they feel that
- I take some of their fun tasks away from them,
- they do not like my designs,
- they have lower standards of quality than me, or
- they do not believe the activities that I suggest are worth the cost (that is, they do not embrace the service logic perspective).
This means that not everyone that I work with wants me there. And not everyone that I work with wants their organization to apply the service logic perspective. Actually, usually in my case there is no one that is truly interested in the change of mindset that the service logic perspective calls for. They just expect me to deliver good designs quickly. So actually, do they want what we sell to them? Maybe not. Do they need what we sell to them? Well, everyone that believes in service logic thinking thinks so. This is a classic dilemma within the UX design industry and marketing. What someone thinks/says that they want is not always the same thing that they need.