We use the term UX to literally refer to the user experience. In English, UX is the abbreviation of “User eXperience”. This term was first used by Donald Norman, a specialist in cognitive science, in the 1990s; Since the 2000s, this concept has been used more and more, especially in the world of online marketing.

Definition of UX
It is difficult to define UX as what this term covers is so changeable and emotional. Indeed, user experience designates both the concrete path of the Internet user through a site or an application, but also his emotional feelings about the interface he uses.

While ergonomics – or usability – relies primarily on pragmatic criteria, UX also involves emotion. It is therefore a global experience, that which the user experiences in front of an interface, a product or a service offered to him.

The interest of the user experience in a global marketing strategy
It has been shown that a “good” user experience is essential for the performance of a website or mobile application. Indeed, a “satisfied” Internet user will be inclined to transform and, better still, to become a faithful. This is why UX is increasingly important in web design and the development of a marketing strategy.

It implies that the user’s needs are anticipated and understood; and that all possible means be implemented to respond as effectively as possible. UX Design, or the creation of user experience, has thus become a discipline in its own right, which involves both technical knowledge and the human sciences.

The keys to a “good” user experience

While it is necessary to create a “good” user experience, you still need to have the keys to achieve it. However, this is not always easy. Indeed, experience is by nature limitless; it evolves at the same time as uses, practices … There was a time when the website and mobile application of the same advertiser were in all respects similar. Today, the services offered on either of these interfaces can be totally different, as the user adopts a particular behavior depending on the medium used.

This is why one of the first key elements of a good UX is the ability to anticipate the needs and expectations of the end user. This is what should guide the design of a website, a mobile application, a software, but also a machine, an object …

The conditions for providing quality UX

Evaluating the user experience, to qualify it as “good” or “bad”, helps to optimize it. To achieve this, we can rely on all the analytical data provided by the various tools available, on user tests, etc. In this way, it will be possible to identify problems and remedy them.

In absolute terms, a good UX is the result of the meeting of several conditions:

Increased visibility: a site, an application, etc., must be easy to find, on search engines in particular

Foolproof accessibility: the user must be able to use the site on all the media available to him (PC, tablet, smartphone, etc.) and everywhere (offline use, for example)

Flawless credibility: a good experience depends on the reassuring and convincing nature of a site, an application …

Ease of handling: all users must be able to easily and intuitively use the interface, the service, etc.

Unstoppable efficiency: all the features offered must meet user needs quickly, easily and efficiently

An infallible potential for seduction: design, colors, visuals, content … must be attractive, at least in the eyes of the intended target

It is therefore understandable that the optimization of UX involves many fields of application: SEO, web design, content, ergonomics, functionalities …