Alibaba may not lack money, technology, products, leaders, or strategy, but its fundamental problem lies in one aspect: poor user experience. For a company of Alibaba’s size, this may appear to be a minor issue, but in reality, it is a major concern at its core.
Many people misunderstand the concept of “user experience,” thinking that it only involves interface design or personal feelings. However, these interpretations are incorrect. True “user experience” is a professional term encompassing a comprehensive set of theories, processes, tools, and methods that span various fields. Ultimately, the essence of “user experience” lies in the value system of being “user-centric.” In traditional enterprises, this value system often conflicts with the profit-driven mindset.
However, values serve as the underlying guidelines for all employee decisions, and the values of a company should not contradict one another. When conflicting values arise, employees can only choose one principle to make judgments. When employees find themselves in a dilemma, such as either meeting their current performance targets at the expense of long-term company interests or sacrificing their immediate benefits, even risking their jobs, to protect the fundamental interests of users, it is evident that most “smart individuals” would choose the former.
Hence, what appears as a “user experience” issue on the surface is, in fact, a matter of values and fundamentally, a problem of corporate culture. For a company, a flawed corporate culture is akin to having cancer, a life-or-death situation. However, even cancer has a chance of being treated, and “user experience” is an ability that can be learned and enhanced. The challenge lies in the fact that this process, like treating cancer, requires “surgery.” The question remains: Will Alibaba’s entire hierarchy be willing to undergo the painful “surgery” it needs?