What is the user experience for? Is it really necessary?

Our day to day is a constant relationship with products and services that answers the question of what the user experience is for. Whether we like it or not, all these actions determine our way of doing and thinking.

Make a cup of tea, take the subway, buy online, check the intranet of the company where we work, write a tweet or watch our favorite series …

You could imagine these actions as paths that help us get where we want, paths that lead us to meet our goals, paths that translate into experiences that can be positive or negative. Obviously, companies that manufacture products and services aspire to be positive, build customer loyalty and transform them into evangelizers of their brand. And, you may be wondering, what does this have to do with UX? UX are all those paths, processes and techniques that help design the best possible experience for users to meet their goal.

Good design is much harder to perceive than bad design; Partly because good design solves our needs so well that it becomes invisible.

Don Norman, inventor of the term User experience

 

What is the user experience for and how does it help improve the relationship with the brand?

And what is the use of user experience at the brand level? Well, it not only refers to what happens once we consume the product; It also refers to everything before, during and after this process. Let’s take the example of a smartphone (take a breath) where everything begins when the need for a smartphone arises, continues when the user makes a search for the options available in the market, has contact with the smartphone of his choice, watches the videos of presentation of the product, reads the comments of other users, when decided, You book it, pay for it, get home and take it out of the box, turn it on, read the instructions, set it up, use it, enjoy it, show it off, recommend it, spoil it, contact the technical service, recycle it (uff)… and ends, when the cycle begins again.

Each of these points of interaction are important because they are the ones that determine the perception that the user has of our brand. And although these points we are careful that they appear together with positive experiences, it is even more important when there are problems and it is necessary for the manufacturer / developer to offer solutions. It will depend on whether they recommend our product and, most importantly, whether they trust us again (or not).

It is very easy to change brands, the difficult thing is to know how to retain customers within the competitive market. Let’s always keep in mind: there is no better seller of your product than a satisfied customer. And there you have precisely the answer to the question of what the user experience is for and one of its main objectives.

Follow the example of Nextflix, Spotify or Airbnb

Imagine a world where everything is designed for us: without the tedious bureaucracy, filling out endless forms, or complex installers of digital signatures, without wasting time queuing … Surely society would work much better and we would have more time to enjoy our free time. Don’t forget: the user experience is everywhere. And thinking about people not only makes us more empathetic but better people.

Netflix, Spotify, Airbnb, are companies that have researched and understood people’s needs. They have undoubtedly revolutionized the way we make and consume. They are the result of research processes that have generated successful user experiences that we know today, recommend, are part of our conversations and have become contemporary cultural standards on their own merits.

[Spoiler Alert] In the end they rescue him

Imagine someone who wants to help you get where you want, guide you, meet your needs, listen to you, know you, take into account your opinion and look for you to have the best experiences. Nice, isn’t it? Well, we could conclude that the best compass for your business and for your users is to incorporate UX and design processes. And what is the use of user experience in these processes? Well, to make things easy and understandable for everyone, removing the noise and, above all, getting your goals met.

At Pasiona we want to help you better understand what the experience is for and take advantage of its potential to make things easier for your users. We can help you design, enhance and improve the relationship between your digital products/services and your customers through positive experiences. Shall we talk?