Customer Experience
Have you ever been on a website where you could just tell that something wasn't working? Maybe you were looking for a simple "buy now" button, but it was hidden in a dropdown menu. Or you were trying to close an annoying pop-up, but the close button was so small that you kept missing it. These are examples of poor customer experiences, or as it's called in the digital world: poor UX (user experience). When UX works well, we hardly notice it—it just feels right. That's the point: good UX design makes technology invisible, so the user never has to think about the practicalities.
UX in practice: The small details that make a difference
Imagine you need to book a flight. You go to a booking site where all the information is clearly presented, and you are guided step by step through the purchase process. Along the way, you receive clear confirmation of your selections, and the price does not suddenly change at the last second. It feels safe and easy—that's good UX.
But consider the opposite experience: a website where you have to guess where to click next. Or a payment flow where you are asked to re-enter your information because the system forgot it. These are examples of UX errors that frustrate users and, in the worst case, cause them to leave the site.
The user experience takes place on several levels:
- Level of interaction: Every time you press a button, fill out a form, or swipe through an app, the experience should be seamless. Example: Google's autosuggest feature in the search bar. When you start typing a search query, Google suggests relevant terms in real time based on popular searches and your own history.
- Navigation level: How do the elements fit together? Can the user intuitively find their way around? Example: Google's minimalist search page, where the user is not distracted by unnecessary options.
- Perception level: Is the design pleasant to use? Does it feel safe and trustworthy? Example: MobilePay's simple "swipe to pay" feature gives users an intuitive and secure feeling of being in control of the transaction.
Affective design: When UX engages emotions
UX is more than functionality. It's primarily about how the design makes us feel. Have you ever experienced that little bit of satisfaction when you see a check mark or animated confirmation after completing an action? That's affective design in practice.
- Colors, shapes, and animations influence our subconscious. For example, Airbnb uses soft, warm colors and rounded elements to signal safety and friendliness.
- Microinteractions create a sense of responsiveness and presence. Example: Facebook's "like" button, which animates with a small pop when you press it.
- Personalization makes a digital solution more relevant. Example: Spotify's "Discover Weekly" playlist, which tailors music recommendations based on your previous listening.
Emotions play a crucial role in how we experience digital products. If something feels frustrating or cold, the user will quickly lose interest—but if the experience feels natural and pleasant, a stronger relationship with the product is created.
UX design is about people
The user experience should never be overshadowed by technology. It's not always about having the most advanced system, but about creating solutions that feel right for the people who will be using them.
Have you ever bought something online and immediately received a confirmation email that made you think, "Yes, this seems professional and well thought out"? Or, conversely, have you ever received a bland, standard email that made you wonder whether your order had even been registered?
Small details such as a friendly tone, clear steps in a process, and well-formulated communication make a world of difference to the customer experience.
UX is therefore a discipline that must be taken seriously. If there is one thing you should not experiment with carelessly, it is your customers' feelings. The best UX is created through user involvement, empathy, user testing, and repeated iterations. It is about understanding users' needs, removing unnecessary complexity, and creating an experience that is both intuitive and engaging.
Ultimately, it is not the technology itself, but the feeling of being helped, understood, and guided that creates the greatest value.