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Aug 7, 2019

User Experience: the future of targeted communication

User experience

User experience

The term UX (User Experience) originated in the early 1990s and was developed by Don Norman - an electrical engineer - and vice-president of Apple's research group. And it's still relevant today.

The UX methodology was developed with the main objective of thinking about the importance of improving all aspects of the (human) user's interaction with any type of system, product or service.

This methodology is responsible for providing positive and engaging experiences capable of building loyalty and winning over new users. UX designers study human behavior and the service offered to find ways of improving the experience and satisfaction provided to digital consumers of a given channel.

The essential objectives of the UX methodology

A User Experience seeks to respond positively to the notion of usefulnessThe main objective is to build loyalty and convey a good experience so that the user doesn't feel the need to look for another alternative. The main objective is to build loyalty and provide a good experience so that the user doesn't feel the need to look for another alternative. A User Experience also seeks to respond to the level of interest and attraction that the brand is able to arouse in the user (by creating interesting, entertaining or rewarding visual content, etc.).

In simple terms, the User Experience aims to provide the user with the best experience so that there is no need to resort to alternatives (or competition).

An ever-present concept: providing the best experience

The desire to offer good services and provide a relevant and rewarding experience for both stakeholders (brands and consumers) is old and will always be at the heart of a good product or service. But with changes in the business segment, digitalization and increasingly demanding consumers, new tools are emerging every day to support the execution of a good experience.

In order to understand the real needs of digital consumers, UX professionals use support tools to get to know their preferences and trends in depth. For example, by conducting interviews with real customers of a given product or service, interviews with the teams of the companies that develop it, carrying out benchmarkings existing and similar services (competition).

Meet Don Norman, co-founder of the Nielsen Norman Group, who tells us a little about UX in this short video.




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