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User Experience

What Is User Experience?

User experience (UX) is the result of people interacting with a product (e.g., website, merchandise, service). In terms of eCommerce, it’s the ease of using your store’s website, contacting sales managers or customer support. But it can also include interactions with a product after it’s shipped.

Elements Of User Experience

User experience has several elements. You could say these are layers, where the base one provides a ripple effect of dependency between the elements.

At the base, you have more abstract elements, like the strategy to satisfy user needs, scope of functions, and user-product interactions. Then, you have more concrete elements, such as visual design and technical characteristics.

If you make decisions without considering any of the layers, your website or service won’t offer a positive experience.

Usability VS. User Experience

While UX refers to the entirety of a user’s experience with a product, usability only explains how well it worked.

Usability is a measure of success. It determines the ease with which a person achieved their goal when using a product.

Factors Influencing UX

To provide a positive user experience, you should consider the following factors:

  • usefulness of your product;
  • ease of use;
  • visual appeal;
  • accessibility, especially for people with disabilities;
  • your credibility.

User Experience Testing

User experience testing is the process of building use case hypotheses, trialing and evaluating them. In terms of an eCommerce website, this can involve trying out different CTAs, changing content, or offering various recommendations.

Examples Of User Experience in eCommerce

Here are a couple of examples to compare what is a good and bad UX:

  • Zalando – the website reflects the user journey and provides all necessary information, such as product descriptions, images, and videos.
  • Arngren – makes it almost impossible to understand what products they offer or if it’s even a store.


FAQ about User Experience

How do you measure user experience testing results?

How to measure the results depends on the type of test you are running. For example, if you changed the CTA in a page content, you can use Google Analytics to track changes in traffic.

When do you need to run user experience tests?

The ultimate goal of user experience testing is increasing sales. So when your operations run smoothly, and you can dedicate some time to a new task — that’s an ideal time to test a few hypotheses.

User experience vs. customer experience – what is the difference?

Customer experience shows the bigger picture. It’s also the thought and actions that go into realizing a need and making a decision. UX is what’s in between.

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