Companies invest heavily in user research, customer feedback and personas to have a better understanding of their key customer segments, where customers could be internal or external users.

In many organizations, the shifting business strategy and the digital transformation strategy is driving the need for re-evaluating user experience. Web analytics tools are no longer used just for reporting data or improving customer retention, but they also play a vital role in driving user experience strategy. UX Key Performance Indicators (KPIs) – quantitative & qualitative provides UX success metrics.

UX Design is not about just making things fancy and pretty. It’s a combination of Creativity and Capability with a Customer being a core focus. Well executed User Experience (UX) design also requires a deep understanding of visual design, information architecture, interaction design, content strategy and usability.

Author: Jasbir Sandhu