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Why UX is the Cornerstone of the Digital Era

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Pedro Pazmiño
ByPor Pedro Pazmiño

Pedro is the creative director for Webcreek. For the past 8 years, he’s worked on branding and advertising for multinational companies, prioritising the UX/UI functions of products for client projects. He’s passionate about creating outstanding graphic outputs through original design, and loves the color blue.

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If you’ve heard the term ‘user experience’ or UX thrown around, there’s a good chance you’re working in a tightly knit office full of developers. It’s a well pursued concept that defines the very framework of selling something, by examining the overall experience a consumer has whilst using a product, such as a mobile app or a website.

But let’s break that down even further.

In essence, digital products are composed of two specific facets: what they do and what they look like. This is a critical relationship between what’s known as the user interface, which is what you see, and the user experience, which is what the product helps you to do – correlating to the infamous UX and UI everyone talks about. A product designer will examine these two elements constantly.

The problem, however, is deciding how to drive and enhance that experience. The fibers of each particular product comprises of a unity between function and design, as we’ve noted. But the first step is to gain that unity. Often, creative perspectives battle the likes of serviceability and performance. But disjuncture between these two can really damage strategic development of your product, and even your business as a whole.

So, what does it take for a team of developers and designers to achieve awareness of what a consumer needs in any given time or situation, with the perfect blend of design and function? And how does that build a core understanding for product innovation to yield real results on the market?

Well, here’s one example for the user experience best put into form. The world’s largest taxi firm, UBER, didn’t choose to change their cars or train their drivers for a better service. They simply met the expectations of the user insight for a specific issues, delivering a solution with great visual language. Before UBER, issues such as expense, timing, reliability and safety were the biggest dilemmas. UBER took on board these problems and offered upgraded solutions, without changing the core product – with a polished, state-of-the-art app. Their success, therefore, didn’t solely rely on the cool interface design or the superb development database system, it was merely giving a consistent and satisfying experience whilst resolving those previous issues based on user experience. And, by focusing on the user rather than the product, they were able to find a consensus between design and function.

User experience is a process and project in itself, and it needs to encompass a team with a wide range of experience. You need to know what your ambitions are and what you want to accomplish on the market, matched closely with what your consumer wants and needs. WebCreek has been doing this for over two decades – back when the term UX had no real definition.

This is not about finding a magic formula for success on all fronts. The new generation of users changes in the blink of an eye, and the digital trends are constantly evolving – it’s impossible to have one, uncompromising answer. In the end, design and development of software solutions are about finding the real context of the problem by working through the details and seeking a plan that’s as fluid and flexible as your audience.The experience innovation relates to a grounded effort to build overall value, rather than focusing strictly on making it look good or work properly. It establishes a knowledge about people’s behavior and their insight into what my product or service is able to provide time and time again. In return, these kinds of approaches are much more cost effective for daily business practices. That’s how we establish great precedents for future challenges.