“Good design can change the world.” This philosophy sits at the heart of our mission at Points North Studio. With my journey from the constraints of corporate America to the freedom of strategic creativity, I’ve learned the pivotal role User Experience (UX) plays in connecting brands to their audiences.
As a Brand and Communications Strategist, my experiences taught me the importance of not being a silent cog in the machine but a thoughtful creator. This belief led to the establishment of Points North Studio, where we strive to create paths that unite people with the brands they love through meaningful digital experiences.
How We Define User Experience (UX)
Defining UX is complex, yet at its core, it’s about intuitiveness and ease of use. It’s about whether a client can accomplish what they set out to do with your product or service. A positive UX fosters loyalty; a negative one — a detour. Remember, it’s not just what **we** think is important — the insight gained from user insight shapes stronger products.
Our methodology is meticulous. It starts with understanding our clients’ audience segments to tailor messages and interactive pathways uniquely. We build user personas off this granularity, crafting detailed profiles that bring hypothetical users to near-tangible life. Stakeholder interviews and user-testing provide a wealth of feedback, informing the design process in profound, user-centric ways.
Keeping Up With The Trends
Staying up-to-date with UX trends and technology isn’t optional — it’s vital. For us, it’s about being part of the conversation, embracing what’s scary, and seeing the opportunity in it. AI in UX, or any new tech, isn’t about displacement; it’s a chance to incorporate fresh, exciting strategies into our work.
Integrating UX across differing business strategies isn’t without challenges. Pushing beyond fear of change, embracing the unknown, and building relationships is where businesses often stumble. We at Points North, act as your guides. Our aim is not to dictate but to accompany you on a journey towards your goals — to point you ‘north’.
Partnership is Where We Win
As my final thought, I cannot stress enough the importance of partnership over quick fixes. It’s about choosing a creative partner ready to join you on a relationship-driven journey. Because although the fruits of UX optimization might not be immediate, when built on a foundation of understanding and incremental progress, the outcomes are not just successful but sustainable.
So, as you stand on the cusp of change, ready to align UX with your growth strategies, choose patience, choose depth, and most importantly, choose a partner committed to the slow yet rewarding climb with you. Because in the art of experience, the connection we build today paves the path for tomorrow’s successes.
Jess Watson is the CEO & Creative Director of Points North Studio. She's the co-organizer of Baltimore Womxn in Tech, a big believer in Baltimore city, and a pioneer of working remotely while traveling the globe.
