What is User Experience?
User Experience (UX) focuses on the overall feel and perceptions a user has when interacting with a website, application, or digital product. It encompasses everything from how easy it is to use to how enjoyable and satisfying the experience is.
UX design aims to optimise the user journey by providing intuitive navigation, seamless interactions, and satisfying experiences.
UX vs UI: What is the Difference?
Although often used interchangeably, User Interface (UI) and User Experience (UX) are distinct aspects of design.
UX (User Experience): As mentioned, UX focuses on the overall feel and perceptions, which are the ease and friendliness of the interaction.
UI (User Interface): UI focuses on the visual and interactive elements of a product, such as buttons, menus, layouts, and colour schemes. It’s essentially the look and feel of the interface that users directly interact with.
Think of UI as the presentation layer and UX as the overall experience layer.
Why is UX Important?
- Enhances User Satisfaction: a good UX design creates a positive and intuitive experience for users, ensuring they find what they’re looking for quickly and efficiently. When users are satisfied, they are more likely to convert, return, and recommend a website or product to others.
- Boosts Conversion Rates: a well-designed UX minimises friction in the user journey, making it easier for visitors to complete desired actions such as making a purchase, signing up for a newsletter, or clicking on a product, taking it from a Product Details Page to Basket/Cart. By streamlining the conversion process, businesses can increase their conversion rates and drive growth.
- Builds Customer Loyalty: a positive user experience plays a vital role in building customer trust and loyalty. Satisfied users are more likely to become brand advocates, creating a ripple effect of positive word-of-mouth marketing and repeat business.
- Competitive Advantage: in an increasingly competitive eCommerce landscape, where alternatives are just a click away, providing an exceptional user experience can set a business apart from its competition. By prioritising UX, businesses can gain a competitive edge and differentiate themselves in the market.
User Experience Measurement
Measuring UX helps identify areas for improvement and allows businesses to make data-driven decisions. Here are some popular UX measurement techniques:
- Task success rate: this measures the number of users who are able to successfully complete a task or set of tasks within a specified timeframe.
- Time on task: this measures the amount of time it takes for users to complete a specific task within a specified timeframe.
- User error rate: this measures the number of errors that users make while completing a task.
- Net Promoter Score (NPS): this quantifies customer satisfaction by asking the user a question: eg “how likely are you to recommend?” scaling from one (very unlikely) to 10 (very likely).
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Read more on our blog “How to measure, improve, and optimise your eCommerce customer’s online experience”
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