The document discusses user experience (UX) and its importance. It provides an example of a website that has a good user interface (UI) but poor user experience (UX), frustrating a user trying to purchase a book. The document then defines UX, according to Don Norman, as encompassing a user's entire interaction with a company, its services, and products. It notes that UX concerns usability, ease of use, speed, and attractiveness, all impacting customer satisfaction. The rest of the document discusses UX design responsibilities like research, wireframing, prototyping, testing, and ongoing adjustments based on feedback.

1. U S E R E X P E R I E N C E
W H A T I S A

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Imagine you want to buy the latest book by your
favourite author
and that this book concerns marketing.

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You open the website of a bookstore
and you are impressed by its layout.

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But wait. It looks amazing, however.. where is that book?!

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You are looking for it for about 10 minutes and you get the
impression that it has been hidden away from view.

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Finally you manage to find it so you proceed to the
checkout process. It turns out that this step is even worse
than the previous one. It’s so complicated and long…
does it ever end?!

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Well, in the end you are so angy
that you don’t finish the process of buying.
Moreover, you don’t want to look at
this beautiful but
impractical website anymore.

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This is a classic example of a great User Interface
(UI) but a poor UserExperience (UX).
UI concerns the general layout of a product.
UX is concerned with a customer’s impression
when using it.

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According to Don Norman – director of
Design Lab at the University of California
and former Vice President of Apple,
User Experience:
“encompasses all aspects of the end-user’s interaction with
the company,its services, and its products.”

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Basically, we can say that UX is user feedback concerning
the usability of a product. It matters what they feel while
becoming familiar with your products or services.
It concerns the ease of use, speed of working and the
attractiveness or usefulness of a product. All these
elements have an impact on customer satisfaction or
dissatisfaction with a product.

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User Experience honeycomb
AS THERE ARE FAR MORE ASPECTS OF UX THAN ONLY USABILITY
PETER MORVILLE, A PIONEER IN THE UX FIELD,CREATED THE USER
EXPERIENCE HONEYCOMB.
THE MAIN AIM OF BUILDING THIS SCHEME WAS TO EDUCATE
CUSTOMERS AND HELP THEM UNDERSTAND THE IDEA OF UX.

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User Experience honeycomb shows that User Experience is
something much more complex than it seems to be. It can help
designers find areas that should be improved while preparing the
product.
User Experience is the way customers interact with a product. It
can either meet user needs or not.

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Why is User Experience so important?
If a customer can’t figure out how to change the password or sign up
they probably will not go back to your website.
As people remember negative experiences more vividly than positive ones this adds
to the importance of getting the User Experience right.
User Experience could be a main factor in determining
if a customer will use your product again or not.
It may also have an impact on the conversion rate. It’s a performance indicator that
informs you how many people (of all those visiting your website) completed a desired
goal, like buying a product or signing up for a newsletter.
By creating a friendly UX you can increase sales on your website.

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So what exactly does a UX
designer do?
Let’s take a closer look at their
responsibilities.

15. P R O D U C T A N D U S E R
R E S E A R C H
This part also includes market research. A UX designer
gets information about prospective customers: their
needs, objectives and behaviours. On the grounds of this
they are able to create personas – user types, people
that might use the company’s products.
A UX designer examines the competition and arriving
trends as well. Thanks to this they are able to find
qualities that could be most valuable for the client. This
information will be a very precious source of data while
making important decisions.
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16. W I R E F R A M E O U T L I N I N G
The next step is to outline wireframes. On the
grounds of the research that has been
conducted the UX designer creates sketches
that show assumptions regarding user behaviour.
These designs don’t need to be precise.
However, they should reflect all the stages in
terms of interaction with a product in a static
way.
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17. P R O T O T Y P I N G
This phase is very significant in terms of usability
issues. It is the moment to check if previous
assumptions were correct.
The main aim of prototyping is to test the product
before releasing it. You can see how real users
behave while interacting with your product and
refine where it’s needed. Thanks to this you will
avoid spending big amounts of money on a product
that will not satisfy a customer in the end.
Remember that the prototype will not look like the
final product. It must primarily show how the main
functionalities work.
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18. P R O D U C T T E S T I N G
This is the last stage in UX designing. As a
product is almost ready to launch it’s
necessary to test it on different groups of
people.
It’s a good idea to be present when the
product is tested or at least carefully record
the relevant reactions. It’s the best way to
gain genuine feedback.
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You must be aware that UX design has no end.
Even after releasing the product you have to control the
market situation, track feedback and make adjustments
where necessary.

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