Judge’s Q&A 2017: Ed Easton

Judge’s Q&A 2017: Ed Easton

Judge: Ed Easton
Role: Head of Digital Design and UX Sony PlayStation

Do you have a favourite app & website in terms of the design and user experience?
Uber & I love it for many reasons – how they’ve reinvented an industry, how simple and quick the app is to use, the availability/promptness of the cars in around London, the cleanliness of the vehicles, no stopping at the cash point and a good chat with the driver. I used them in San Francisco recently, and it was the same experience. I’d be sad to lose the beautiful design of the London Black Cab but they really need to rethink what they’re doing.

Which industries, in your opinion, tend to deliver the worst user experiences, and why?
Cars are getting more and more tech’d up but many of the built-in systems and consoles, even on the biggest brands, are terribly executed and hard to use – particularly when you’re driving. It appears that many people still prefer to use their phone instead of expensive in-built car technology.

What has been the greatest game changer in the UX and usability sectors over the past 10 years?
There seems to have been a shift in businesses acknowledging the importance of users more in the design process including more investment in this area too. This has helped raise the bar, users’ expectations and provide a clearer ROI for the role of UX in businesses. Oh, and there is the mobile phone too…

What do you think are the biggest challenges companies face utilising UX?
It’s how to connect the dots across all touch points & business units. Sometimes one aspect can be brilliantly executed and easy to use only to fall apart because the business areas are not considered or connected.

Do you have any UX pet peeves?
When a brand’s ego gets in the way of making something useable. I see it all the time.

If you could have any superpower what would it be and why?
To avoid unnecessary products & waste being produced that might only be interesting or usable for seconds before heading for landfill. Instant gratification has become more important than how we protect our planet.