Why User Experience Matters

We can all agree that design is important, and it’s even better when something that looks good works well. So, then why is user experience such a hard sell for some? With regard to design, UX is just as critical an element as the visual identity of a company. If the user can’t figure out how to navigate the site or app, they can be easily turned off, much like a bad logo design or unsuccessful packaging.

User Experience can be of benefit to any digital platform, however when implemented strategically for ecommerce, complex applications, wearables or any experience where a user has to accomplish a task – the presence of UX opens up a clearer pathway to conversion. Ongoing user experience strategies and optimization can also greatly increase the longevity and scalability of a digital product.

Where to begin?

Identify user goals – what does a specific user need from the product? What of benefit is being offered to them; can the services, products or information that coincide with their own goals and motivations be provided via the pathway given? It is vital to understand and characterize the aspirations of the user, including progression, accomplishment, status, belonging or finding a sense of purpose in their own organization. Once those basic needs (for they are basic needs, as any person needs to feel a sense of accomplishment in completing a challenging goal) are met, they can then be transformed into meaningful responses for users.


Vanessa Petersen

As Executive Director of Brand Strategy based in ArtVersion’s Portland office, Vanessa manages both national and West Coast accounts. She brings with her a passion for strategy with extensive experience in creative marketing, brand growth and development. She is a true advocate of storytelling and brand building from the inside out, and her keen knowledge of the marketplace, trend patterns and usability lead her to identify opportunities that can inspire powerful design strategies.

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