Companies like Nordstrom, Jet Blue, Amazon and Dell have all built their brand value on providing a positive experience for their customers, online and offline. Successful companies match business objectives with customer needs. They combine ongoing testing, feedback and improvement cycles into their daily practices and invest in listening, learning and modifying the user experience to create positive returns in revenue and loyalty. This means user experience is not just a practice or a processâ€”it is a philosophy.
The user experience should be comfortable, intuitive, consistent and trustworthy. The term “user experience” has been defined and described in many ways, but we define it as “the overall perception and comprehensive interaction an individual has with a company, service or product. A positive user experience is an end-user’s successful and streamlined completion of a desired task.”
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