(U)X marks the spot

2 Mar

User experience (UX), customer experience (CX), employee experience (EX): we’re living in an X-rated world; where the focus is shifting to holistic eXperiences as opposed to individual actions or interactions with pieces of content.


Image: heartshapedhome.co.uk

This is moving us beyond digital. In the olden days (like, two years ago) this was called Integrated Marketing. You’d sit and look at all of your channels and customer touch points and try to join these up and make a frictionless journey for your customer. Now, we need to start taking it a step further. We need to understand where, when and why someone uses a product and what they’re feeling like when they do it.

It’s time to think not only about a user’s journey and their interactions with your brand/product; but to also understand the context in which these interactions take place. Data will help, but it will only get us so far. We need to really focus on what users are concerned about, what they have to do to alleviate that concern and then to guide them though a seamless journey to a solution to their concern.

Inspired by a point in this post.


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