We recently shared this article [1] from The Guardian that explained how important customer experience is as a marketing tool. Yes, the Guardian. So even non-specialised press emphasises the importance of experience. In the communication sector, now deeply influenced by the digital technologies, we widely talk about user experience (UX). But the core principle is the same: it’s about how your message or product has to be as user-friendly as it can be beautiful.

Here’s a typical, well-known example of a beautiful non-practical (do we need to say it’s the left bottle?) vs user-centred designed product. Rings a bell?

That’s what UX is about in any possible area, be it classical or user-interface design, website creation, or any medium we use to communicate or sell. The key is to place the final user at the core of your strategy, which implies constant measurement, analysis and adaptation. In other words, that’s a whole way of working. It may seem time-consuming, but the results pay off: customers/users who had the best experiences are likely to spend 140% more than those who didn’t. What’s more, they can remain customers for nearly six times as long [2].

Are you convinced yet? Or maybe the pope of user-experience himself could erase your last doubts, namely Jesse James Garrett, our beloved guru! You will be safe in his hands (and ours, as a matter of fact), young padawans 🙂

[1] http://www.theguardian.com/media-network/2014/nov/06/people-power-customer-experience-marketing

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