User Experience

User Experience (UX) pertains to customers’ experience when using a brand or retailer website, mobile app, and/or product. It is a term that encompasses anything from the ease of use of a brand website, navigation, display of relevant product recommendations, and checkout.

A good user experience implies a deep understanding of who your customers are, their values, and what they need from you. The goal of a great UX is to improve user perception, turn in more conversions, and make time spent with your website and your product high-quality. On the business side, it also takes into consideration organization goals and objectives.

It is important to note that user experience is related but different from the user interface (UI). The latter focuses more on the general usability of a website, app, or product.

What Influences User Experience

User experience is all about letting customers find value in a brand or retailer’s service. For your UX to be exceptional and meaningful, it must meet a few requirements, among them usefulness, usability, accessibility, and credibility.

For a UX to be memorable, it has to fulfill a need for your customers or give them information that they find valuable. It also shouldn’t be difficult to use your website or app for the service you provide to be useful. The process of finding the right product or content should be simple enough to follow for a shopper. There’s also going above and beyond what customers want through various tactics such as seamless site merchandising, flawless payment process, and individualized promotions. Many factors go into ensuring a good UX, including design and marketing.

Timberland menu with women’s categories.

UI vs UX

User interface and user experience may be used interchangeably, but they do not mean the same. The former focuses more on the usability and the design of a service, which includes strategic placement of buttons and icons, navigation, and the general layout of a website or app.

Meanwhile, the user interface is only one factor in the entire user experience. UX covers everything from product discovery to end-user interactions with the product.

Why User Experience Matters

A good user experience can be the difference between routine and memorable shopping. It can be what drives a visitor to buy and for a customer to return to your site for future purchases. A great UX will lead to repeat customers who value the experience they are provided. These positive experiences also translate to highly desired personal recommendations.

A focus on UX can also help you become more distinguished from your competitors. With many brands and retailers offering similar products with similar pricing, you can get the attention of your target market with a smooth and interactive shopping experience. Moreover, effective UX allows you to establish valuable connections with your customers and foster long-term relationships beyond the first purchase.

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