User experience (UX) is the process in which a user interacts with a digital product or service.

UX is crucial to understand the needs, wants and limitations of customers during their journey with a product/service. It aims to provide them with the most satisfactory experience possible.

User experience research encompasses all touchpoints of the user’s interaction with a company and its products/services, including:

  • Accessibility
  • Usability
  • Relevancy
  • Credibility

UX -not to be mistaken with User Interface (UI)- is a subjective quality whose effectiveness can be tested with different standards and procedures, as usability or A/B testing.

It involves the whole customer journey, thus including several areas of action like product management, user & interaction design, content management and information architecture, among many others.