For some years, everyone has been talking about User Experience. Not all, however, attribute the same meaning to UX.
There are different definitions of the term, introduced about 30 years ago in the debate between various types of “experts”: in the field of user experience, various disciplinary paths converge and, above all, the contexts to which the concept can be applied are extremely varied and numerous.
Speaking of user experience, in fact, the reference is made to a “holistic and multidisciplinary criterion with regard to design, in which aspects such as information architecture, interaction, content design, graphic design, usability, and accessibility converge towards the final product or service”.
In recent years, however, there have been widespread and affirmed concepts and terms that go beyond the boundaries of the single touchpoint and that seek to investigate how the relationship between a person and a brand develops over time and on different occasions of interaction.
To make this different approach more evident, in a perspective that also refuses to focus on a specific touchpoint, the concept of Customer Experience has spread in contrast to the User Experience.
The concept of CX has spread widely over the years among the marketers, engaging with the business metrics, such as the cost of acquiring a customer, rather than the interface performance metrics (“How long do I spend on the site?”,”How many errors do users make when filling out a form?”).
However, it often happens that UX and CX are confused or overlapped. And companies may wonder: is it worth investing in CX or UX? On which aspect should we pay more attention to improve the results of our business?
To answer these questions, it is necessary to clarify and distinguish the two concepts to make them work together better.
The User Experience includes all the aspects of user/customer interaction with a company, its services, and its products.
In the sense used by those who want to separate UX and CX, the UX focuses on the points of contact with a digital interface.
It aims to include the totality of end-user perceptions as they interact with a product or service.
To give examples: the design for good user experience can help the customers of business find the information they are looking for rapidly and quickly on a site. For this reason, the concept relating to UX includes all that concerns of effectiveness, efficiency, emotional satisfaction and quality of the relationship with the company that supplies the product or service.
