This Became Personal, Impacting and Connecting Emotionally with People
In fact, I will begin by clarifying that this is a personal reflection on a topic that is being widely discussed: the value that brands are seeing in UX and how they perceive the impact it has on digital products or services today.
As a consultant who has had the opportunity to talk to business leaders across various industries, I know that brands are not questioning the value of UX. In fact, they are aware that User Experience is essential, and today it is unthinkable to launch a product or service or attempt to maintain a competitive position in the market without a UX strategy, as today's users do not tolerate poor experiences.
A few years ago, the following question was almost a “catchphrase”: “Do you think your digital-native children will tolerate a bad User Experience?” Well, the time has come when our digital-native children have become direct consumers, and it is absolutely clear that they do not tolerate poor experiences at all. And not only them. Let’s take another “catchphrase” or common reference: "my mother." Well, mine is 78 years old, and when I show her a new app, if it doesn’t meet her expectations, she says: "I don’t like it, it’s too complicated, I’ll just keep using this one sending audio, which is the easiest and works for me." Her standards and needs are surely different, but something has also changed in that segment: “I don’t like it, it’s too complicated,” because user experience for them is different but has also become essential.
In my opinion, and here comes the reflection, UX is not retreating but has become a "from," something indispensable. The next challenge is how brands will innovate and find differentiators to improve the Quality of Service within User Experience. I believe the question they should ask themselves is, “How do I make the experience with my brand not only satisfactory but also differentiating and memorable?”
I believe that it is no longer enough to meet the needs of users (UX) or the expectations of customers (CX); in addition, we must incorporate differentiation in the Quality of Service to emotionally impact the Experience of People (PX). Yes, the acronym is not used for this purpose, but who knows... Because impacting and connecting emotionally with people is possible in the digital realm, and many leading brands prove it by making us remember them for emotions, not transactions. In my opinion, digital experiences, rather than weakening, are in the process of changing into something more powerful, because for those who consume these experiences, this has become personal.
Claudio Zelada.
Experience Director at Ki Technologies | Information Technology Project Management