User Experience (UX)

User experience describes the overall impression a person has when interacting with a digital product. This includes perception, emotions and post use assessment, not only pure technical usability. The internationally recognised standard ISO 9241 covers all aspects of the interaction with a system and thereby puts the human, not the function, at the centre.

Building blocks of user experience

Key building blocks are information architecture, navigation, interaction design, visual design, language, performance and trust. When one element is weak, the overall experience drops, even if all other blocks are clean. A fast loading page with good navigation but sloppy wording feels unprofessional, a beautiful page with thirty second load times loses users before the first click.

Methods for shaping it

Good user experience rarely happens by chance. Common methods are user interviews, personas, user journeys, wireframes, prototypes and tests against real tasks. Iterative work is essential, because assumptions about user behaviour are regularly wrong. Successful teams test early with rough prototypes instead of waiting months for feedback.

In everyday marketing

Advertising can only deliver what the landing page upholds. An expensive ad loses its value when the recipient meets unclear navigation or confusing forms after the click. Before every campaign launch, a quick check of the path from click to desired action is worthwhile, with an honest look at every friction point and an improvement of the three biggest stumblers.