The User Experience in the Digital Era

November 06, 2018 by Stefanini

As consumer demands are getting heftier, companies must put a greater emphasis on user experience. With the world moving at such a fast pace and patience running at an all-time low, customers expect companies to provide easy-to-use products and services. This is where user experience plays an important role.

The digital age is driven by user experience. According to a Forbes article, user experience is “the overall experience of a person when using a product (such as a website), specifically referring to how easy or pleasing the product is to use.” As the article mentioned, there are four key aspects of a customer’s interaction with a product: behavior, actions, perceptions, and satisfaction. To meet the expectations of today’s consumer, quality user experience should be implemented in every company’s digital marketing strategies. McKinsey conducted research regarding customer expectations in the digital age, and here’s what they found:

-  “70 percent of app users prefer added functionality over “look and feel” of the app.

-  61 percent of customers said they were more likely to buy from companies delivering custom content.

-  Three-quarters of online customers said they expected help within five minutes, have used comparison services for consumer goods, and trusted online reviews as much as personal recommendations.”

A positive user experience keeps customers coming back. When a website is difficult to navigate or simply unpleasant to use, great content goes to waste. So to ensure your customers are getting the most out of your products and services, it’s crucial to make user experience a top priority at your organization.  

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