Tog's initial branding argument for Interaction Architects has touched off a lot of discussion (even a mailing list dedicated to defining the damn thing). So far, it's generated a lot of heat and little light.
However, three more formal responses have been interesting:
- Lou Rosenfeld discusses how defining the damn thing is a waste of time. (Not) Defining the damn thing - Discussions of how we should label ourselves and define our work are like flu epidemics. They break out from time to time, follow a fairly predictable course, and often make us want to barf. [Boxes and Arrows] Update: Lou dropped a note to let us know that he wrote this article before Tog's article was posted. Still very applicable.
- Mark Hurst thinks that usability professionals should disappear...that a good UX professional is invisible like a good interface - we just facilitate things. While the point that the whole defining the damn thing discussion is narcissistic and not user centered at all, the notion of a disappearing act seems naive - unseen functions become re-engineered functions.
- Finally, and most interesting, is Beth Mazur's notion that the key need is not a new dedicated specialist organization (as Tog is proposing), but an umbrella organization to evangelize user experience with executives, analysts, government, and media. Her nominee: spin off AIGA-ED from AIGA.
I completely agree - the Interaction Architecture Association is all well and good, as is a new Information Design professional group, if some people have their way. But they don't address the real reasons the UX disciplines are seen as tactical. It's not a branding problem. It's an understanding problem...and largely for UX professionals not understanding business, and not speaking to business on its own terms.
An umbrella organization can address executives and other decision makers and influencers with language and messages tailored to those audiences, and educate practitioners about how to do the same. That's being user-centered, instead of navel-gazing terminology debates. That's something to get excited about. I hope it happens soon.