Why and how we should care about User Experience?
User Experience is a concept that appears more and more often in industry discussions and media. So, why do famous brands such as Facebook, Google, Amazon or Allegro, spend a lot to improve the experience of their users?
What does User Experience mean?
According to D. Norman and J. Nilsen, “User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”
The definition of UX is very broad, but it shows that every contact with the brand matters. UX is often confused with UI in practice. Therefore, it is worth emphasizing that UI is a narrower term, and it is limited to a set of all elements of a given device, application, or software that allow interaction with the user.
Imagine then a banking application that has a great-looking interface (UI), but you need to change the access password, and the navigation appears very unintuitive. As a consequence, you get lost on its subsequent subpages, and your overall impression (UX) related to the product is negative.
Are you going to use this app in the future? The decision is yours!
Why should brands care about User Experience?
The PWC survey performed on 15,000 respondents from 12 countries shows that the positive experiences in contact with brands are crucial if the purchase decisions are made. They buy more, are loyal, and feel brand ambassadors.
The most interesting conclusions are as follows:
- 73% of respondents point to customer experience as an important factor in their purchasing decisions.
- 54% of surveyed say that they can pay more for good experiences with mobile applications (the data is 9 pp higher for people from the so-called generation Z).
- 32% of people declare abandoning the brand after just one negative experience.
The numbers speak for themselves! Big and well-known brands have long known that positive user experience can benefit, and loyal customers have a measurable impact that results in the company’s revenue level. That’s why they don’t spare their money on UX improvement because they consider enhancing it as one of the best investments in their own brand.
How to ensure a good user experience in contact with a digital product?
UX design has its place here! This dynamically developing area of product design focuses precisely on improving user experience. An integral part of the UX design process is research, i.e., stepping into the user’s shoes and understanding his expectations, behaviors, needs, and motivations.
Various methods and techniques are used in UX research, depending on the needs of a given project. They include, among others:
- in-depth interviews,
- task-based functionality testing,
- user behavior recording,
- eye – tracking,
- mouse tracking and click maps,
- and heat map analysis.
The overriding goal of the research, however, is insights and conclusions that will allow you to design an attractive and useful product that provides the most positive user experience.
Experiences of users and customers determine the success of a brand and its digital product in the marketplace. Positive impressions in contact with the company, its services, and products influence customers to make purchasing decisions easier, become loyal, and willing to pay even more for services and goods.
Therefore, UX design based on reliable research that allows us to understand users and customers is a must nowadays. Moreover, UX design is not a one-time task! The development of a digital product and the changing expectations of users make UX design an inseparable process of building a brand.