Customer Experience

UX in practice: The small details that make a difference

Imagine you have to book a plane ticket. You go to a booking page where all information is clearly presented, and you are guided step by step through the purchase process. Along the way, you get a clear confirmation of what you have chosen, and the price does not change suddenly at the last second. It feels safe and easy – it's good UX.

But now think of the opposite experience: A website where you have to guess where you click on. Or a payment flow where you are asked to re-enter your information because the system forgot about it. These are examples of UX errors that frustrate the user and, in the worst case, cause them to leave the page.

The user experience takes place on several levels:

• Interaction level: Every time you press a button, fill out a form or swipe through an app, the experience should be smooth. Example: Google's autosuggest feature in the search field. When you start typing a search, Google suggests relevant terms in real time based on popular searches and your own history.
• Navigation level: How are the elements connected? Can the user intuitively find his way around? Example: Google's minimalist search page, where the user is not distracted by unnecessary options.
• Sensing level: Is the design nice to use? Does it feel safe and trustworthy? Example: MobilePay's simple “swipe to pay” feature that gives the user 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 the little satisfaction of seeing a check mark or animated confirmation when completing an action? It is affective design in practice.

• Colors, shapes and animations affects our subconscious. Eg. Airbnb uses soft, warm colors and rounded elements to signal security and friendliness.
• Microinteractions creates a sense of responsiveness and presence. Example: Facebook's “like” button that animates with a small pop when you press it.
• Personalization make a digital solution more relevant. Example: Spotify's “Discover Weekly” playlist that 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 is created with the product.

UX design is about people

The user experience must never drown in technology. It's not always about having the most advanced system, but about creating solutions that feel right for the people who need it.

Have you ever bought anything online and immediately received a confirmation email that makes you think: “Yes, this seems professional and well thought out”? Or the opposite: have you tried to receive a bland standard email where you doubt whether your order is even 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's one thing you shouldn't experiment carelessly with, it's your customers' feelings. The best UX is created through user involvement, empathy, user tests and repetitive iterations. It's about understanding user needs, removing unnecessary complexity and creating an experience that is both intuitive and engaging.

Because in the end, it is not technology itself, but the feeling of being helped, understood and guided that creates the greatest value.