The concept of User Experience (UX) is often confused with User Interaction, in simple words UX is what the consumers feel when they interact with a product or a service that includes a digital platform, hence the word user (Websites, Smartphones, Apps, Gaming Consoles), this includes perceptions such as utility, effectiveness and quality.
Now let’s review a couple of examples of UX, first from an email from Expedia.com promoting their weekly “deals”, by clicking at their email we end up in a landing page that displays all their hotel destinations discounts.
I as a user of Expedia have always had a great experience with their service and see value in their discounts, so when getting to this landing page that is well designed and simple enough to navigate my UX is very positive, serving its purpose.
But what about the UX on a website I’ve never visited before, How would I feel ? Will I have a good experience with it, will I understand their call to action?. Let’s do the exercise with two websites:
I do a quick search on google about parenting websites (the starting point of my UX), the first search match is a magazine call parents, the main page has a lot of advertising and not so much content, the colors are soft and bright and the design is simple and intuitive to navigate. The news section is placed on the upper left part of the website, I’m guessing that they want to position their content as the most relevant aspect and also this is the section of the website that gets most traffic.
Overall Parents.com is an information source for parenting, just like the magazine with the same name, most of its content revolts around this topic. The content in the website is 50% Stock and 50% Flow, covering both purposes of the site; Be a beacon of parenting topics online (Stock content) and also provide their base users with daily information (Flow content). I would describe my experience with this website as moderately positive, since the content is appropriate and the design of the website is simple, but if I can position myself on the shoes of their target users then their UX is very positive.
Esurance is an online insurance company specialized in the discount market, immediately when you get to the homepage you see that their call to action is for you to get an insurance quote with their calculator tool. In my opinion the homepage and the results of the quote calculator page are the ones that get most of the traffic, very similar to a discount traveling website.
The website design is simple and attractive, is almost natural to navigate, all of their content is Stock, since its static and doesn’t change. The UX for anyone looking for a car insurance is excellent, it will give you in a matter of seconds what you are really looking forward to know; the estimated quota.