User experience (UX)

customer experience

digital experience

Positive user experience is integral to all companies or brands' success in this increasingly competitive digital world. The primary feature of an exemplary UX is to meet the customer's needs with minimal stress. All companies and brands seek to provide a meaningful, efficient, relevant user experience to inculcate brand loyalty. In this article, we take through an in-depth analysis of the user experience definitions, best practices, and examples.

What is User Experience (UX)?

User experience (UX) refers to all aspects of an end user's holistic interaction with a company's website, product, or service. In addition to usability, a positive user experience encompasses seamless integration of design, function, and branding, which bring out the personal internal experience customers go through when using the product or service.

User Experience Examples

In this competitive edge, companies are taking their time to deeply understand their users to create an intuitive, efficient and relevant experience for users. However, creating a good user experience is easier said than done. 

Great UX Examples

Some of the great examples of companies with excellent user experience include:

  • Google Search Engine Landing Page: Search was Google's first product, and the original design of the landing page has lived up to the user's expectations with minimal changes over the years. With a large text box in the middle and a few additional products and information links at the top and bottom, the landing page does exactly what users need.
  • Apple Compare Feature: The compare feature is one of the most useful elements on Apple's website. Once a user has navigated to the product groupings like iPads or computers, the "Compare" features will give you a side-by-side comparison of the three items (if you are using a computer) and two items (if you're using a mobile device).
  • Skyscanner: Another notable example of a great user experience is the Skyscanner travel fare aggregator. This website makes it easy for users to search for the cheapest flights and buy them.

Bad UX Examples

Here are some of the negative User Experience examples you can learn from:

  • Netflix's Autoplay Previews Feature: Many users dislike this autoplay feature when hovering over the thumbnails for other movies or TV shows on the homepage. The feature is disruptive and does not function to grab the attention of Netflix users as it was intended.
  • Forbes:   Even though Forbes is a highly-rated business magazine, the high number of banner ads and pop-ups on this website causes serious disruptions, making it hard to read the entire article.
  • Arngren: This e-commerce platform is another example of a bad user experience. The landing page is a mix of different fonts, colors, and patterns, making it almost impossible for users to find the products they need.

User Experience Measurement

You can use various advanced web analytics tools to survey your website and draw conclusions on users' online experience. However, the user questionnaire is the most effective tool for measuring user experience. While analytics can help you draw conclusions on the user experience, questionnaires will help uncover what users think. A combination of Google Analytics and a questionnaire provides an effective UX measurement tool.

User Experience FAQs

User experience is a broad term that covers various aspects of user interactions with a product or system, ease of use, and relevance of the content displayed. 

Why is UX Important?

User experience provides a business with a competitive advantage in a crowded marketplace. Therefore, it can help you increase your revenue by maximizing the number of conversions on your product. If your product or service can help your users effectively with minimal stress, they will be your ambassadors and market to their friends because of the lasting impression.

What is the Difference Between User Experience (UX) and User Interface (UI)?

User interface and User experience are terms that are often used interchangeably, but are different. The user interface is a subset of UX, which refers to what the user sees and interacts with, like buttons, navigation, and layout when using a product. UX, on the other hand, covers UI and every touch-point the end-user has with your product or service, which helps to create an intuitive and pleasant experience.

What are the Best Practices in User Experience?

There are no universal criteria that UX and product teams follow because every interaction a user has with your brand and product influences the overall user experience. Some of the UX best practices:

  • Users come first - start with a deep understanding of users and their intent.
  • Make it as effortless as possible for users to do what they came for.
  • Regularly monitor user behavior for any navigation problems
  • Draw on elements and interactions users are familiar with.
  • Develop a plan for how users should experience your product.
  • Adopt multi-platform experiences

What is the Difference Between User Experience and Usability?

Usability is an aspect of the user interface which determines whether the system or website is easy and enjoyable to learn, navigate or use. Usability is one of the factors contributing to the broader concept of user experience.