Judge’s Q&A: Nikki Barton

Judge’s Q&A: Nikki Barton

Next up: Nikki Barton, Head of Digital Design at British Airways, is taking our judge’s Q&A…

Do you have a favourite app or website, in terms of the design and user experience?

I think the Trainline team have done a great job on their app. Clearly laid out information, allowing simple (but sometimes very complex behind the scenes) task completion, together with a considered and integrated branded experience. It makes you feel in control of what could feel like a very confusing experience.

Which industries, in your opinion, tend to deliver the worst user experiences, and why?

More than specific industries, it’s the companies that think technology alone is the answer; rather than looking at how they can use those technologies to improve the customer experience.

What has been the greatest game-changer in the UX and usability sectors over the past 10 years?

Without a doubt, it’s the maturing of ‘voice’ as a viable method of human to computer interaction. It’s taken a long time to get this far, and we’re just at the beginning of a fundamental change to the way people communicate and use tech services.

What do you think are the biggest challenges companies face utilising UX?

If companies don’t get the significant contribution that good design can make, they are dead in the water. It’s no longer a ‘nice to have’ – it’s foundational – and they need strong design leadership to push this through.

Do you have any UX-pet peeves?

Bad typography.

If you could have any super power what would it be, and why?

The ability to sleep 7.5 hours without waking up!