The UX process aims to build better experiences for digital products: it shapes the scenario, guides people and offers them something useful and valuable and affects how they feel. Content, structure and navigation come together to provide a memorable experience. An ideal experience allows users to perform a task effectively and positively, ending with a sense of satisfaction. Discover the UX framework at Xpand IT:
The UX process starts with understanding the business goals and the best way to reach a target audience. By understanding the psychology (behavioural and cognitive) of the target audience, it’s possible to provide them with a positive and memorable experience.
In the field of Behavioural Psychology, we know it’s possible to induce people to have certain behaviours by submitting them to certain stimuli. In UX, this means that, through small stimuli in the interface, it is possible to guarantee that the user has the expected behaviour.
Therefore, when developing a digital product, it’s essential to consider the expected behaviour of the user and what can be done to reinforce it.
Cognitive Psychology is the area that focuses on the process of cognition and thinking. This field covers attention, memory, perception, language, and decision-making topics, among others.
Studies on perception and attention are most important in UX development routines: perception is how we capture and interpret external information through the senses. It is also related to attention, which deals with the prioritisation process our brain goes through when faced with different types of stimuli.
In addition, the experience must make sense from the point of view of structure and organisation: the human mind is constantly looking for patterns, and these must make sense to the user.
Sometimes we’re so obsessed with meeting user expectations that we don’t consider the need to focus on the brand for which we’re designing a product and experience. That is, we lose focus on what differentiates users from customers.
Before demystifying UX processes, it’s worth understanding the relationship between customer and user experience and the brand in a larger context. Each element of the customer experience contributes to creating a better brand experience.
So, what do the acronyms UI, UX, CX and BX mean, and how do they relate to each other?