User experience: how products create experiences

Usability is important - but there is more to do! While it forms the basis of a positive user experience (UX) by enabling intuitive and frictionless use, only a well-designed UX will spark enthusiasm and secure the users’ hearts in the long term.

Find out more about usability in the first part of our blog series!

What exactly is UX?

As the name suggests, UX focuses on the individual experiences created by the use of a product. This is influenced by many factors. In addition to a good usability, those factors include:

• Emotional Response: Does the user feel understood and comfortable?
• Context of Use: Where, when and how is the product used?
• Aesthetics: Does the application look good?
• Brand Identity: Does the user experience match the brand?
• Individual Factors: What are a given user’s preferences and motor skills?

UX is often equated with a beautiful design. Of course aesthetics play an important role, but a visually appealing product does not guarantee a good UX. Nowadays, a sleek design can be implemented with minimal resources and so has become commonplace for many users. Thus, it’s all the more important to understand UX as a holistic concept in order to stand out from the competition.

Why is UX so important?

Psychologist Marc Hassenzahl emphasizes that a positive UX is strongly linked to the satisfaction of human needs. Users experience products as particularly pleasant if they help fulfill central needs such as autonomy, connectedness or stimulation.

The app Discord, for example, conveys a sense of belonging - in line with their slogan: “Discord is great for playing games and chilling with friends, or even building a worldwide community.” - while social platforms such as LinkedIn promote competence and recognition. A product that understands user needs holistically (before, during and after use) establishes an emotional and long-term bond.

UX is the art of making products not only usable, but tangible. If you want to excite your users, you have to offer more than just a pretty, functional interface.

A well-designed UX is like adding room fragrance and nourishing hand cream to the guest bathroom.

How do I design a good UX?

A good UX requires a thorough understanding of the entire user journey. It’s crucial to deep-dive into expectations and the context of use early and integrate those findings into the development process:

• Understanding User Needs: Methods such as experience interviews, contextual inquiry or diary studies help to identify desires, motivations and potential frustrations.
• Consistent Touchpoints: A well-designed UX accompanies the user throughout their journey - from the first advertising message to onboarding and long-term interaction.
• Cross-Functional Collaboration: A close coordination between design, development and management is required to maintain a common thread for the user or customer journey.
• Iterative Improvements: The experience of a product changes over time. Regularly obtaining feedback and analyzing user behavior ensures the continued development of the product towards new and upcoming needs.