What is User Experience (UX)

With digital advancements, websites and applications have become more and more complex. What used to be a one-way static medium, have transformed into very rich interactive experience. In this backdrop, it is important to understand how a user perceives these changes. This is where user experience or UX comes into play. According to the International Organization for Standardization, UX is a “person’s perceptions and responses resulting from the use and or anticipated use of a product, system or service.” Put simply, UX helps us to understand and evaluate how users feels about a system. The field is a relatively new concept and has huge potential to change the way websites and applications perform. Since the last few years, companies all across the world are investing in user experience like never before.

Indeed, the field of UX design is becoming increasingly diverse. Today, UX designers are not only looking at ensuring a smooth online experience in websites, applications or software designs. Voice user interfaces are revolutionizing the way we interact with technology. Examples can be cited of Amazon’s Alexa or even Siri. In addition, virtual reality and augmented reality are enabling an immersive experience for the users. We all remember the Pokemon Go craze that changed the way we look at gaming! Besides, brands are increasingly playing with sensors. Face recognition that began with Snapchat is now taking the internet by storm. In short, good design is good business!

However, at the same time we need to keep in mind that user interface(UI) is not user experience. UI is focused on how a product looks and operates and includes everything from visual design to navigational flow. UX on the other hand takes that design and makes sure that it resonates with users. UX is everything internal, while UI is everything on the outside that makes the system look appealing. UX goes beyond UI designs. 

Source: Hacker Noon

In conclusion, a great user experience is the best way to build trust and customer impression. Users are getting used to better experience and are discarding the bad ones. In a way, users are expecting better experiences and brands have realized the ROI for UX. With greater technological revolution paving its way into the future, one thing is sure: UX is here to stay.