The User Experience, abbreviated to "Ux" for insiders, is not as recent as many think. First, let's start by saying that this practice, practice, approach or aspect has existed in every branch of communication since time immemorial. In fact, by entering a store (active long before the web), the user of that store experiences an experience. This is made up of various aspects, for example: the ability of the staff to meet customer expectations, quality of the products sold or the services provided, structure of the premises that facilitates the purchase and does not create barriers to the completion of the functions, etc.
Therefore, the Ux is not as 3.0 as many boast, even its rules (transported, adapted and reinvented) today live in the digital environment, but have much more archaic origins. This allows us to understand how this branch of design does not begin and end on the website, but "starts" when the user first knows the brand and "ends" when the user exploits or uses the purchased product / service. .
We can have the best site on this earth, but if it is not coordinated with a brand that perpetuates the same values and principles in real life, we will not have an efficient and effective User Experience.
After this excursus you are surely wondering: what is the User Experience? What task does it perform? Why is it useful to know and exploit it?
Let's go in order, answering the first question, I can say with absolute certainty that Ux is an intelligent way of analyzing any process with one or more people who interact with it, understanding difficulties to be eliminated, best practices to be used and ways to go forward. so that the users of the process perform the action requested by the customer in the most efficient way. Paradoxically, for some websites and also for some types of shops, the time spent within the pages or the store is more important than the contact or purchase of a product. For other types of activities, however, it is necessary to direct the customer to the "exit" as soon as possible.
Ux, to answer the second question, is called upon to make life easier for users but also to ensure that they perform the "goal" of the brand. For example, customers need to purchase products quickly and easily, with a shipping form that is easy to fill out and that also accepts pre-set inputs such as form auto-fill. However, at the same time, the brand must show highly attractive related products so that users can add them to their cart without necessarily having to go to the product detail page. In this case, the User Experience is studied in such a way as to favor both processes with small compromises and using the design to help make the interface intuitive and agile.
We come to the answer of the third and last question, because it is useful to know and exploit it. The main reason is simple: it optimizes processes and achieves the required objectives. But this not only online, through the Customer Journey - a specific process derived from the broader User Experience - it is possible to monitor the entire relationship between brand and user to understand how to adjust the shot, understand which products are sold the most and why, show oneself current and figure out the right communication channels and much more.
Ultimately, those who often talk about Ux linked to the web, forget that a brand is not only perceived online, to get to your goal you always need a person who is expert in both Branding and User Experience, this will bring you the best chances of success and grow your brand.
Credits images in the article: Unsplash