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“The creation and synchronization of the elements that affect users’ experience with a particular company or brand, with the intent of influencing their perceptions and behavior” ~ Unger & Chandler 2009
It should not be surprising that UXD (User Experience Design) is becoming increasingly important in the design of digital experiences. As an interactive designer of many years I have seen increased need and importance for the application of UX principals. The simple reason for this is the online world of business is becoming increasingly competitive. There are higher expectations and increased stakes.
User experience designer’s focus on creating an emotional experience with the products or services through understanding the needs and expectations of targeted user’s. It is difficult to influence user’s opinions and decisions that you don’t understand. Similarly it is near impossible to create an impressionable, logical structure for those user’s without having first gone through the necessary phases of UXD. Examples of these include user research, persona development, and mental model creation.
Have you, as a business, ever spent over ten thousand dollars on a corporate web site and never been introduced to the user experience design process? There are reputable interactive agencies right here in Calgary that don’t employ either IA or UXD processes into their development process. They are still charging astronomical fee’s for large web development and design projects.
It is important to know what you are getting when you hire an interactive agency to do your online design and marketing. That is before a month after the launch and you are receiving hundreds of feedback comments from existing loyal user’s who are frustrated, confused and lost on your revised re-design.
Related readings on UXD