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The Role Of UX in Improving Your Customer Journey

The Role Of UX in Improving Your Customer Journey
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In today's customer-centric society, the focus of communication has shifted dramatically from ‘me' to 'you .' The intended audience is the focal point. Customer Experience or CX is more important than ever. 

Any firm nowadays uses digital technologies for personnel management, customer service, or market advantage. User Experience (UX) plays an essential part in the client journey and overall business success of these solutions. Therefore, global behemoths like Google, Amazon, and Airbnb have incorporated UX into their fundamental business processes. So, let's investigate the UX philosophy and its effect on the customer's overall product and company contentment. 

Bad UX increases your costs 

Companies are always attempting to save money before developing products. According to McKinsey, 70% of purchasing experiences are determined by how consumers perceive they are being treated. Although it appears that focusing on UX is not crucial during the early phases of product development, this is a fallacy. A poorly designed UX negatively impacts consumer engagement and experience.

To catch the eye in a crowded marketplace, it’s crucial to provide consumers with exceptional user experiences that make them eager to purchase your product or service. Until consumers begin to complain about products, businesses tend not to overestimate the impact UX has on business performance and return on investment (ROI). There are two types of customer complaints:

  • They abandon your website/application and never return
  •  They offer negative feedback 

In any scenario, you are significantly behind the competition.

According to former Gartner analyst Esteban Kolsky, 91% of those who don’t complain depart, and 13% tell 15 others about their negative experience. Consumer loyalty is dependent on the consumer experience. You’re thinking about where UX fits into this context. Before we delve into UX best practices, let's examine the distinction between UX and CX, as these concepts are closely related. 

UX vs. CX


UX refers to a user's interaction with your product (application/software) and the knowledge they obtain. In addition, UX is geared toward creating intuitive, user-friendly designs with excellent usability, information infrastructure, easy navigation, etc. Indicators of user experience success are measured using metrics such as 

success rate

abandonment rate

visits to completion

task durations

CX focuses on customer happiness through corporate interactions. It focuses on users' impressions of all touchpoints and social media channels, giving them a complete picture of a brand's positioning.

UX is, therefore, a highly influential component of CX. Despite a positive UX, users are sometimes content with the company's overall service. Let's illustrate. Suppose you intend to purchase Nike footwear from an online store. The website's smooth navigation, tailored product suggestions, and consumer reviews make decision-making easy. And with just a few keystrokes, you’ve completed payment and are awaiting your new purchase. Brilliant!

You’re pleased with your recent experience on the website. However, after receiving your delivery, you discovered that the product differed from what was advertised. Your actions? You need to contact customer service to determine if you need to swap this product. Imagine, however, that this procedure took you a few days to complete. Despite a positive user experience (UX) during the ordering process, the customer experience (CX) you received needs to have been better. In the long run, UX has an essential effect on CX; however, client loyalty is contingent on both concepts. Therefore, let's proceed and disclose the primary mysteries of a successful user experience. 

Why is UX important?


Let's examine the primary benefits your business is able to obtain and how UX affects your return on investment.

  • After conducting extensive market research, create a UX tailored to your consumers so that redesigns are unnecessary. As a result, you save money and labor on long-term development.
  • UX improves conversion rates and customer retention, resulting in a higher ROI score.
  • When your product's efficacy is seamless, users don’t need to contact support to resolve problems.
  • Smart UX simplifies the purchasing decision-making procedure for end users. In addition, they’re unlikely to wait for the problems to be resolved because, given the abundance of alternatives on the market, they readily choose an alternative product with superior UX.
  • Additionally, employee satisfaction has a substantial effect on the financial health of an organization. Employees become more effective at completing tasks with improved UX possibilities in their daily work routine.

Maps of the customer journey increase retention and devotion to clients' revenues.


UX principles you must adhere to

Focus on the following robust UX principles if you want to enhance the way you develop products and eliminate the risk of product failure:

  • Usefulness-Your product must have a function; only consumers help you determine what truly benefits them.
  • Usability-Integrating user feedback to evaluate the product's efficacy and revise the design is essential.
  • Speed-Your product design must provide high efficacy to engage consumers with quick interactions on the website or mobile application.
  • Trends-Modern, customer-centric, and up-to-date UI/UX empowers consumers to purchase more.
  • Simplicity-Users seeking simple, precise, and user-friendly solutions surely need help with many features and functionality. 

Excel in UX

You can give your designing career a boost by honing your UX skills. Study online design courses with Uxcel and grab some of the best opportunities along with flexi work hours and entering a global market. 

Where UX meets CX


CX encompasses the notion of UX (the customer's digital product and service experience). It’s commonly assessed by the return rate, the time spent learning how to use a product or website, the number of actions taken, etc.

In contrast, CX incorporates every interaction a consumer has with a company or brand, including 

  • Customer service quality
  • Advertising
  • Packaging, etc.

It’s measured by consumer satisfaction and loyalty. Even if done well, user experience is only meaningful in the context of customer experience.

Suppose you have created an intuitive website for a retail company. You conducted customer research, developed in-depth buyer personas, and mapped the customer journey. Eventually, the website performed well and converted many daily visitors. However, if your warehouse keeps up with orders and your customer support workers handle the calls, the customer experience gets better.

This stands true in the opposite direction. Your goal needs to be to exceed the expectations of devoted consumers. Customers find navigating your website or mobile app challenging if it’s burdensome and awkward. This frustrates them and prevent them from recommending your goods or service. Exactly as described, UX and CX are interwoven. 

Top 5 UX techniques for CX 

A well-designed UX impacts the entire consumer journey. Initially, it improves customer satisfaction, then it increases customer loyalty and customer retention, and finally, it enhances brand loyalty.

From the customer's vantage point, a business understands and satisfies their requirements. The company then demonstrates concern for the consumer by soliciting feedback and streamlining workflows. Eventually, the consumer realizes that they wish to purchase more from the company, allowing the company to shape expectations.

1. Persona development

Before beginning the UX design, put yourself in the consumers' shoes. It’s essential to conduct interviews with actual users of your product or website to collect their feedback. Through in-person or online questionnaires, you gain invaluable insight into your customers'

  • Requirements
  • Motivations
  • Concerns
  • Demographics
  • Preferences
  • Purchasing behavior 

Knowing precisely who your target audience enable you to customize your UX design. Eradicate any pain points they have and provide them with the best possible brand experience. 

2. Customer journey mapping

Once you’ve established your consumer personas, use them to design a seamless customer journey. Identify key consumer touchpoints and ensure that every interaction is as seamless as feasible. Most consumer journey maps are created from the company's perspective, which needs to be revised. They’re predicated on how businesses believe customers conduct themselves. Instead of making assumptions, simulate the customer journey for each person yourself. This allows you to decide where your customers' requirements are not met and how to improve your service. 

3. Wireframing

Wireframing is the best method to implement customer-centric UX design with minimal losses. Developing a page's skeleton aids in prioritizing its elements while taking customer behavior into account. In addition, it enables you to see how things progress across various devices and collect early feedback.

On the other hand, it enhances the effectiveness of content development. With wireframes, writers establish an information hierarchy more efficiently and consistently arrange content. 

4. Usability testing

This is the most efficient method for evaluating your website, product, or prototype with actual consumers. By conducting user testing, analyzing user heatmaps, and employing A/B testing, identify the constraints in your UX design. Address them before the design's launch. Therefore, usability testing is most effective on prototypes instead of final products.

5. Ease of communication

UX designers, developers, researchers, and other stakeholders must collaborate to achieve user expectations. CX design requires coordination between marketing, sales, and customer support departments to produce a consistent, good customer experience across all touchpoints.

Empower your team with collaboration software to enable your team to connect in real-time, exchange files and materials, manage project schedules and tasks, and offer input on designs and customer experiences.


UX and CX are identical- A common misconception 

CX is dependent on UX. If done correctly, it has a positive effect on the KPIs and ROI of a company. It was discovered that businesses are to save ten dollars on development and one hundred dollars on post-release maintenance for every dollar invested in UX research by creating consumer personas and prototypes. The earlier you begin investing in UX, the better your CX and the higher your ROI.

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