We hear a lot about user experience (UX). Brands have discovered that focus their work on it have a direct impact on customer loyalty and is the best way to make a difference with the competition. Let’s see what is (and what is not) and how to measure it properly.
Sometimes the user experience (UX) is applied as an umbrella term that includes all user interaction with the brand, but the UX speaks of ease of use, integrated and intelligent solutions, visual appeal and above all of the emotions experienced by the user, which sometimes is not integrated properly in the process.
The UX is not (just) Web design or multi-channel design or interface design (User Interface, UI), or interaction design (IxD). The UI refers to digital product that directly impacts the user, what happens inside the machine, but is useless in isolation. The IxD is the result of the relationship between User Experience and Interface Design, where each involves a different process, although they are closely linked.
Focus on users means that we truly understand their needs and motivations, that we respect and want to find out which content, design and interactions are successful. And at the end of the process we have to revalidate the product created with them. Not investigating the actual consumer experience often leads to failure. Only 25% of the new products come on.
UX measurement is performed at different levels and along the entire product creation process. The emotional diagnosis of the user experience takes into account that experiences, decision-making and engagement, are not merely rational processes.
We have to correct common errors of market research.
Facial coding, introduced by Emotion Research LAB measure in real time satisfaction, valence, activation and commitment. It is the least invasive scientific method and is also much less expensive than other methods as EEG (electroencephalogram), PET (positron emission tomography) and fMRI (functional magnetic resonance imaging). It also incorporates measuring the degree of attention in real time.
Mark Gobé, one of the main drivers of emotional branding, encouraged to move from functionality to the feeling: “The functionality of a product represents only its practical or superficial qualities. The sensory design has to do with experience“.
Creative Commons photo by Andras Pfaff