By Christian
Categories: Creativity | Customer experience | UX Design
There is lots of F: functionality that is. So much so I am wondering if we should rename UX UF, as in User Functionality. Not that there is anything wrong with the F word. It’s great when you have an intuitive online journey. But to my mind that is only half the story. It strikes me that there isn’t enough X in UX.
Over time my expectations of what the web can deliver increase, and having seen the technology available I yearn for more interesting and rewarding ways of engaging online. It is more than just making it simple. I want a great experience when I choose to use a site. And sometimes it means more than just a great functional experience. I want to be emotionally engaged.
I also want to see brands be as differentiating online as they are in other channels. Take UK supermarkets as an example. Given the amount of time and money they spend on creating differentiating branded experiences there is remarkably little differentiated ‘experience’ or differentiated brand in their online presence.
In contrast the online organic food store www.abelandcole.co.uk gives me a delightful branded experience. It combines intuitive functionality with a homely and rich foodie experience that contains the store, promotions, a range of hampers, recipes, and videos.
Another online store that does the job is www.mrporter.com. Yes, it’s a store, with a great range of menswear, accessories and gift. It’s also elegantly laid out and easy to navigate. But what does it for me is the excellent content, articles and film that turn Mr. Porter from an online store into an online experience. It is both aspirational lifestyle hub and online store simultaneously.
Putting the X back in UX means looking beyond just functionality to create a rewarding and branded experience. We need to better understand user’s emotional triggers that we can satisfy, and we also need to be able to leverage elements from the brand’s emotional connection with its audience.
Businesses see online as an increasing part of their growth, and in crowded markets differentiation will become more and more important. Great functionality alone is not enough to create a great differentiated brand experience. The ‘X’ is there for a reason. It should be a great experience.
Your thoughts
Nick in NZ said:
Hi Christian, from an old flowster. your observations link in nicely with some thoughts I put down in a blog post last year about Abel and Cole and how they focus on the emotional triggers in the communications which come with the vege boxes:
http://www.userexperience.co.nz/?p=587
Abel and Cole really do seem to know their customer and how to communicate in both the physical and digital world. Very inspiring.
Christian Barnett said:
Thanks Nick for you comments. It is indeed odd just how many of the brands with the resources don’t make the investment. They are bound to lose out. I like your post too. And good to hear from an old Flowster. It is a pretty tightly knit community as far as I can tell. Keep in touch and if you chance upon a chap Paul Catmur, Creative Director of Barnes, Catmur and friends, send my very best.