Editor's Note: Making big changes doesn't necessarily require big efforts — it's just a matter of moving in the right direction. We can't wait for Paul's new book on User Experience Revolution (free worldwide shipping starting from April 18!), and in this article, Paul shares just some of the little tricks and techniques to bring around a big UX revolution into your company — with a series of small, effective steps.
It feels like everywhere I turn somebody is saying that user experience is the next frontier in business, that we have moved beyond the age of features to creating outstanding experiences.
But for many of us who work on in-house teams, the reality feels a million miles away from this. Getting management to understand the importance of user experience seems so tough. Even colleagues don't seem to see the benefit. For those of us in-house, how are we going to get to this golden age of user experience design that people keep promising us?