Today we are all living in a deeply digitalised era, experiencing a massive amount of connected products and services every day. From websites to mobile apps, from wearables to smart homes and the internet of things: digital experiences are permeating every detail of our lives.
Even if the Customer Experience (CX) is defined by a multitude of elements along the entire relationship between brand and customer, it is still easy to understand what the role digital of interfaces is: a strong Customer Experience needs to be supported by an effective and carefully designed digital experience.
This is the reason why UXD (User Experience Design) is so important for a successful CX.
UX (User Experience) is the specific experience of a user interacting with a certain product or service.
UXD is the process used by design teams to create specific products considering the whole context: from the user’s most intimate thoughts to the whole context of use in the physical world. The whole process requires a seamless merger of several disciplines such as functional requirements, user research, branding, interface design, usability and engineering.
Some companies may have their own internal UXD team, others would engage external companies with design expertise to support their processes.
Notwithstanding, UXD teams work with a holistic approach: as the word itself says, “experience” is a wide concept that put all different factors together, looking for answers to a lot of open questions about:
- Users needs – Which are their desires? Which are their goals?
- Users interactions – How they interact with that tool? There are some criticisms?
- Users context – Where they use the product? When, how much time? Which conditions could impact in a significant way the product usage?
Answering these questions allow UXD teams to deliver delightful experience, using scientific methods to achieve this goal:
- Research, both qualitative then quantitative
- User interviews
- User personas and mindsets
- User testing sessions
UXD is a discipline that considers the “Why, What and How” of the product use with a strong focus on the user and the entire context in which they act.
UX designers are not “creatives” who make creative things for the sake of their own inspiration: they are problem solvers that apply creative approach to the analysis of data, facing with real challenges in a concrete world.
The strength and value of UXD process and teams can increase constantly if applied iteratively: following the customer evolution over time is fundamental to maintain a positive experience with them and become a respected financial brand.
In a fully digitalised world, great experiences are the key to creating and maintaining strong connections with our customers and earning their trust.