If there is a future for designers and marketers in big business, it lies not in brand, nor in “UX”, nor in any colorful way of framing total control over a consumer, such as “brand equity”, “brand loyalty”, the “end to end customer journey”, or “experience ownership”. It lies instead in encouraging behavioral change and explicitly shaping culture in a positive and lasting way. … »

Josh Porter has a nice post out this week on the importance of taking user behaviors into account in social experience design. In Behavior First, Design Second, he makes use of an example I often use myself: what if twitter removed the follower count from user profiles? But I differ with Josh’s reasoning that some social behavior is hardwired. … »