User experience (UX) is the overall quality of a person’s experience or interaction with a digital tool, service, or product. This experience is based on the user’s interaction and perception of the tool including ease of use, utility, efficiency, and aesthetic.
User experience: what are we talking about?
User experience encompasses several elements. Here are some examples of influencing factors:
- Interface design (UI)
- Speed of navigation
- Ergonomics of the platform
- Ease of use
- Customization according to the user’s needs
- User navigation
The better you understand the needs of your users, the better quality interface and user experience you can create.
Different user experiences
The same digital tool can be experienced in different ways by users. Here are examples of two possible outcomes of experience perceptions based on the factors listed above.
|Experience||User’s point of view|
|Speed of navigation||Pages take too long to load: the user leaves the platform.|
|The information sought is easily accessible: the user navigates easily on the platform.|
|Easily usable tool||The platform is not clear: the user easily gets lost in the software or cannot find the information.|
|The platform is instinctive: the user has no problem mastering the tool.|
|The way visitors are guided on the platform||The platform has many features and is complex: the user gets lost in the search for information.|
|Tooltips and other features guide the user: the user has easy access to information.|
The quality of the user experience depends on the user’s perception. If these examples give only two outcomes, there are as many perceptions of experience as there are users. The goal is to make the experience as efficient and as user-friendly as possible.
Why improve user experience?
Quality user experience is one of the keys to effective digital transformation. A negative or difficult user experience can highly impact the adoption of a tool.
Enriching the user experience on digital tool can:
- Attract and retain users
The better the user experience on a software, the more likely the user is to return. A good user experience helps to engage users. A good user experience promotes longer user retention on the interface.
- Keep you competitive in the market
Innovative delivery of a service, product, or tool can drastically improve the user experience. An innovative user experience is a way to distinguish yourself from your competitors.
- Facilitate user autonomy
An easy-to-use software allows users to navigate with ease and quickly improve their skills. Being able to effectively and efficiently master a tool increases confidence in the tool and in the user’s capabilities, increasing autonomy long term.
- Increase digital adoption
Easy to access information encourages and boosts users capabilities. If the user experience is positive, the user will be more likely to adopt the tool.
How to improve user experience?
Several elements can optimize software user experience.
- Optimized access to information
By making the accessibility of information intuitive for users, the software is enhanced.
- Easy to use software
It is easy to get to grips with the functionalities and the user has no difficulty in finding his way around.
Making the software easy to use does not mean limiting the number of features or updates. Training, interactive guides, tooltips, or digital adoption platforms offer support to all types of users.
- Customized user experience
By relying on the users’ issues or the information they are looking for on a daily basis, the platform is more attractive. Why would a user leave a software that meets their needs and adapts to what they are looking for?
There are ways to guide the user so that the tool remains clear in its use. Improving the experience for a large part of the users is still relevant to create a solid foundation and will simplify your task when customizing your platform later on.