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Why User Experience Matters

Why User Experience Matters

User Experience (UX) is about how a person feels about using a system. User experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction (HCI) and product ownership, but it also covers a person’s perceptions of the practical aspects such as utility, ease of use and efficiency of the system. User experience is subjective in nature, because it is about an individual’s performance, feelings and thoughts about the system. User experience is dynamic, because it changes over time as the circumstances change

What do we mean by user experience?

User experience refers to a series of emotions that are experienced by a person during their interaction with a technological device. These typically include:

  • Satisfaction
  • Pleasure
  • Joy 
  • Surprise
  • Achievement
  • Flow (in the zone)


These and other emotions occur before, during and after using technology. They are combined with the visitor’s preconceptions, prior experience, moods, beliefs and personal state of being. But they are also influenced by their motivations, the device, e.g. website and their location, e.g. at work or on the move (this is known as ‘context of use’).

Why is user experience important?

User experience is the entire look & feel of a product, system or service. Whether it’s your website, a signup process, an application or an object – you have control over it. Interaction with an experience can vary dependent on emotion and situation, but ultimately it’s a person’s perception of the whole package. There are fundamental points to consider when designing something, with the best of intentions. The UX, or User Experience, is basically just a way to encapsulate how a potential customer or client will feel when they come to your website, and it’s one of the more important things that will keep a customer coming back to your site.

User experience is so important because it enables client companies to get to the heart of their relationship with their customers without the marketing glamour that hides how they really feel and what they really experience. Client companies spend a great deal of money creating myths about what they do and their relationship to their customers but they also need the reality that user experience research brings. Ultimately user experience is about the ability to make decisions based upon re-creatable rigorous scientific research (avoiding one person’s view) involving real customers to create actionable information for design and the businesses strategic and tactical objectives.

Real user experience should be at the heart of the client company making the alignment between them, their products and their customers. User Experience can also be the starting point to create new business opportunities changing the client company’s future or creating entire new companies.

There are several elements which contribute to user experience which are:

  • Content
  • Usability
  • Branding
  • Functionality
  • Accessibility
  • Pricing
  • Reviews
  • Site architecture
  • Design

All of these elements need to work together to produce the optimum user experience. Doing so will ensure brand loyalty as well as boost your volume of customers (and conversion rates!).

It is easy to dismiss emotional responses to technology as frivolous or nothing to do with business but emotions govern your customer’s buying decisions so use them to your advantage. 

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