In times past, if a product or service worked, you’d pat yourself on the back and move onto the next project. But this simply doesn’t work in the digital age. Today, users want an experience.
Gone are the days when creating something clever and functional could pass, if your user experience (UX) isn’t up to scratch, you can expect your product to not only become a white elephant but to receive stinging reviews too.
Ultimately, product design reigns supreme in today’s world, having the ability to make or break your idea. And what’s more, the foundations of product design, which traditionally include Customer eXperience (CX), UX and User Interface (UI), are crucial in not just getting your product over the line but are essential to building customer loyalty and making those customers want to recommend your product or service as well.
Once seemingly exclusive to the realm of design, initialisms like CX, UX and UI have become all the more familiar, finding themselves in conversations relating to business, technology and the media. As these terms are used interchangeably, how do they actually differ and what is their purpose?
What makes things increasingly more confusing lately is that new initialisms are seemingly introduced year-on-year. Two of the latest to be included the design world are Brand eXperience (BX) and Service eXperience (SX).
BX and SX join a list of distinctive but closely related aspects of the overall UX. And although it may be puzzling at first, their exact fit in the design process becomes abundantly clear when one analyses the kind of experience one is trying to build along with whose experience they are trying to improve.
CX
The name itself provides a strong clue but, in essence, CX focuses on the overall experience a customer has throughout their entire journey with a product, service and the brand too.
CX includes all interactions a customer has with a brand or company, and this can be via digital platforms, physical stores, call centres or any other touchpoint. CX looks at everything and keeps in mind the emotional, cognitive and behavioural responses of customers.
UX
UX is a focused and specific part of a wider CX strategy. It centres around the interactions and perceptions users have when engaging with a digital product or service.
UX’s ultimate goal is to create products that are not only functional but that are also easy to use, intuitive and even fun or surprising. UX places great emphasis on the user’s goals, their needs and preferences as well as any pain points they have, with the aim of optimising their overall experience.
UI
UI focuses on the presentation of a product and the visual elements you see when using it. It includes absolutely everything a user sees, hears and interacts with on the screen. This includes buttons, icons, typography, colours and layout.
UI is the most tangible aspect of the UX, and although it should be used to create an aesthetically pleasing interface for the user, it must also be functional and support the entire UX.
BX
BX is not a new concept. It sums up the emotional connection and perception users associate with a brand. BX is made up of visual identity, messaging, tone and the brand’s overall personality. The reason why BX has now been thrown into the design equation is because BX needs CX.
We now find ourselves in a place where the definition of a brand is changing. A brand today is the promise and delivery of a total experience, which covers everything the brand represents, including all products, services and communications – something that isn’t possible without CX and BX joining forces.
SX
SX is quite a bit more technical. It extends beyond single transactions and interactions to include the end-to-end service ecosystem. It involves designing processes and protocols as well as interactions that streamline services and enhance customer satisfaction.
The people involved in SX are service designers, process engineers and operations specialists. They collaborate to optimise service touchpoints, mitigate friction and drive operational efficiency. The demand for talent in this area is actually rising, as we have seen a visible uptick in requests from our blue-chip clients.
It’s safe to say that in today’s user-centric landscape, a successful product or service must combine all of the growing list of elements associated with product design effectively. And this in turn, must align business goals with the needs, preferences and emotions of users.
Maggie Moonsammy | Sales Manager | Strider Digital | mail me |
Related FAQs: Optimising user-centric design
Q: What is the importance of aligning customer experience (CX) with user experience (UX) in digital product design?
A: Aligning CX with UX is crucial as it ensures that the overall customer journey is seamless and meets user needs. This integration allows product designers and UX designers to create experiences that inspire and engage users, ultimately enhancing customer satisfaction and loyalty.
Q: How do journey maps contribute to understanding customer behaviour in the context of user-centred design?
A: Journey maps help visualise the customer journey and identify key touch-points. By analysing these maps, UX designers can gain insights into user needs and pain points, allowing for the development of design solutions that enhance usability and overall customer experience.
Q: What role does usability play in good design for user interfaces?
A: Usability is a fundamental aspect of good design, as it determines how effectively users can interact with an interface. A focus on usability helps ensure that the user interface is intuitive and easy to navigate, leading to a more satisfying user experience.
Q: Can you explain how digital transformation impacts the roles of product designers and UX designers?
A: Digital transformation shifts the focus of product and UX designers towards creating more integrated, user-centered solutions. It requires them to adapt to new technologies, analyse customer engagement through analytics and design experiences that align with evolving consumer behaviour and expectations.
Q: What are some key design principles that UX designers should consider when creating prototypes?
A: Key design principles include simplicity, consistency and accessibility. UX designers should create prototypes that adhere to these principles to ensure that the final product is user-friendly, meets the needs of diverse users and provides a good design that enhances the overall digital experience.
Q: How does service design relate to user experience in optimising customer engagement?
A: Service design focuses on creating service experiences that align with user needs and expectations. By integrating service design with UX, organisations can enhance customer engagement, ensuring that every interaction contributes positively to the overall customer journey.
Q: What is the significance of user research in the UX design process?
A: User research is vital as it provides insights into user needs, preferences and behaviours. This information guides UX designers in creating effective wireframes and prototypes that align with user expectations, ultimately leading to products and services that resonate with the target audience.
Q: In what ways can analytics inform the design strategies of UX designers?
A: Analytics offer valuable data on user behaviour and engagement, allowing UX designers to make informed decisions about design improvements. By analysing patterns and trends, designers can refine their approach to create more effective and user-centred digital experiences.
Q: How do personas aid UX designers in the design thinking process?
A: Personas are fictional representations of target users based on user research. They help UX designers empathise with user needs and tailor design solutions that address specific challenges and preferences, ensuring that the final product aligns with the expectations of its intended audience.
Q: What is the relationship between user journey and e-commerce in creating good design?
A: The user journey in e-commerce involves understanding how customers interact with a digital platform from discovery to purchase. By optimising each step of this journey, designers can create good design that enhances usability, increases conversions, and fosters a positive customer experience.
