User experience (UX) is the collective feelings and impressions people get when they interact digitally with your company and its products and services. These feelings can be positive, negative, or neutral. UX is growing in importance to businesses, with 29% seeing it as their No. 1 brand differentiator, and 1 in 3 planning to improve UX in 2020.
Some things that influence UX are:
How people discover your company, product, or service
What steps they need to take to interact with your company or offerings
How long it takes them to locate what they need
How useful and valuable their interaction is
The thoughts and feelings they have while they’re interacting
Their feelings about the experience overall
The best reason to understand your customers’ UX is to make it as easy as possible for them to do business with you. If they have a good experience with your brand, they’re more likely to become repeat customers and spread the word about your business to others. A bad experience can drive them to do business elsewhere.