Our expectations for user experience are shaped by the huge consumer platforms such as Google, Apple, Facebook and Amazon, and also the devices that we access them with such as iPhones, iPads, Android phones and tablets, and the PCs or Macs we use at home.

When we use these consumer devices and services, there’s no help desk for issues that come up, but in general there’s also no need for a help desk because the devices “just work.” That’s the type of user experience organisations strive for on their journey to digital.

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