We know that currently, Marketing strategies focus on the customer as the center and basis of all action
Tastes, needs, concerns, and other user data are the subject of numerous analyzes to create campaigns that respond to customers
From these analyzes comes the user experience, the process of interaction between the user and a product or service. This concept has its origin in the field of online Marketing and is linked to the concept of Brand Experience
When we talk about user experience in Digital Marketing, we refer to a set of factors and elements
related to user interaction with products or services, the result of which is the generation of a positive or negative perception of them.Thanks to this concept we can know:
- If the product is usable but does not generate a great user experience.
- If the product was a success and generated a great user experience.
Therefore, the User Experience is the result of an interactive process
in which many factors are involved, not only associated with the Marketing campaign. It is also conditioned by the expectations and previous experiences of the user.It offers a broader perspective on the use and consumption of interactive products, and therefore more in line with reality.For example, we know that to improve the user experience, features such as:
- Easy to use
- The efficiency with which the user can get what he is looking for.
Design and user experience also have the function of understanding user behavior
on an emotional level.