I’m a UX designer and trust me, it’s not easy to explain to my friends, family and sometimes even to my colleagues what that is. That’s why I’m writing this article that will explain in a few words what to pay attention to when it comes to User Experience and what is its function.

What is UX?

Let’s start with the basics: The abbreviation UX stands for User Experience. So it’s the user that is at the heart of UX: his needs, his behavior, his motivations. Once you understand this, you can create platforms and touchpoints that guarantee the user the experience he is looking for.
And touchpoints are all around us, they accompany us in everyday life, even if we are not aware of it: we come in contact with them always when, for example, we make a payment online, look for information on a website, share a photo on a social network or book a flight through an app.

(Definition of user experience according to DIN EN ISO 9241-210) “A person’s perceptions and responses that result from the use and / or anticipated use of a product, system or service.”

Six guidelines to follow if you want to create an experience:

1. Understand your user

UX builds on the profound understanding of users, their needs, tastes, capabilities and limitations. It also takes into account the goals of the users and the goals of the company for which the project is being developed. The Best-Practice-examples of UX enhance the user’s interaction with the product and all its related services.

2. Make your product easy and attractive

First goal of a well planned User Experience is the satisfaction of the needs of the users – explicit and implicit. In order to do so you need to eliminate all problems and weaknesses. The second goal of the UX is to increase the simplicity and appeal of a product to such an extent that it is a pleasure to own it. It is clear that the real User Experience is not achieved if you only offer the user what he is looking for. Therefore, it is also important to include all areas of product development in the UX: engineering knowledge, marketing, psychology, graphics and design and not least the planning of the interface (UI).

3. Practice the art of planning

UX is first and foremost the art of planning the design of a product, so that the interactions with it are as positive as possible. The design of the User Experience covers all aspects that have to do with the perception of a product or service by users.

4. Create a valuable and dynamic experience

UX is the way a person tries to use a system. The User Experience highlights the experiential, affective, meaningful and valuable aspects of human-computer interaction (HCI) with product ownership, but also covers a person’s perceptions of practical aspects, such as utility, ease of use and efficiency of the system. As the term “User Experience” already implies, it is about a subjective experience, that is, the individual evaluation of the performance, the feelings and thoughts, which are connected to a system. The User Experience is therefore dynamic, it changes in the time and context in which it takes place.

5. Consider the human element

La UX rappresenta i sentimenti di una persona nel momento in cui interagisce con un sistema. Può essere un sito Web, un’applicazione o un software desktop e, in contesti moderni, è generalmente rappresentato da una qualche forma di interazione uomo-computer (HCI).

6. Remember that every single detail counts

UX is all about what happens when a user interacts with your business or organization through your website,an application, or another communication channel. UX therefore stands for everything users see, hear and feel on an emotional level.

Why is the UX so important?

“Past experiences influence future experiences.”(John Dewey)

Starting from this awareness we create digital projects that provide users with intuitive experiences and appeal to them on an emotional level, which in turn leads to customer retention and conversion.

Author Alessio Pettinari

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