UX, UI and Marketing — Amati and Associates

What is UX? Explaining UX to marketing

User experience, or UX, focuses on the interaction with a physical or digital product. User Experience Design (UxD) is how a firm researches users’ needs and how they interact with a product to build insights they incorporate into the design of a product. UxD does not focus only on technical aspects of functional benefits but also on emotional dimensions. A key example is the work of Philips Design for their MRI machines for kids, where Philips teamed up with Disney to gamify the MRI for children by reducing their anxiety about the process while improving the diagnostic output.

User research is the first step in the UX design process. User interviews, surveys, co-design, and co-creation workshops are a few techniques a UX designer might use to get a clear picture of a user’s needs, desires, fears, and anxieties. This research then feeds into a design and development stage to create a product or service, or combination that meets those needs. The following steps are also research-centric but focus on other dimensions: usability testing and user testing. This research determines if users’ behavior falls within the expected range and if the experience meets the expectations. Results of the research then feedback into a new round of design-and the iterative process continues.