The proliferation of digital information has created a new buying environment. Most buyers do their own research on companies consider...
What is User Experience?
Businesses place much of their focus on designing and building products that meet the needs of the intended user. While it is clear that products and services should solve the customer’s problems, there are many factors beyond the effectiveness of the product that contribute to overall customer satisfaction. Today, businesses are increasingly recognizing the need to go further than product design and deliver an exceptional user experience that promotes customer satisfaction and brand loyalty.
User experiences encompass every aspect of a user’s interactions with your brand, services, and products across all channels. The user experience begins when a prospective customer first interacts with your brand and extends beyond the initial purchase to include the experiences the customer has while using the product. User experience design can be applied to the product marketing and sales process and to digital products themselves to promote ease-of-use and drive customers towards desired outcomes.
User experience (UX) ultimately comes down to meeting the needs of the customer, which are highly context-dependent. To refine their UX design, businesses should focus on understanding the needs of the customer in every interaction with the company, its services, and its product, capturing those needs as design inputs and finding solutions that help the customer get what they want as easily as possible.