UX design

What is UX design?

UX stands for user experience. UX design is design that improves the user experience of a service or product. It leads to more satisfied customers, sure-fire services and increased profitability for the company.

The expansion of the internet in the business world has led to power over information and communication shifting from the company to the customer. There will always be a cheaper, faster or more visible competitor. Companies that don’t put the customer experience first will fall behind.

The list of areas of application is basically endless. What they all share is the goal of uniting the company’s business objectives with customer benefit by designing solutions that truly match people’s needs, behaviors and motivations.

Start by understanding customer goals

To understand the difference between good and bad UX, you need to define the goals of the organization and the customers. What do you want your UX work to achieve? Increased sales? A stronger brand? Ideas for a better customer encounter should support this overarching goal. You need a similar understanding of your customers’ goals. Why do they want to interact with the organization? What kind of information are they looking for and what needs haven't been met yet?

When we know what works and what doesn't in the customer encounter, it's easier to come up with new services and functions that meet the goals. After that, the new services can be prioritized, designed, detailed, developed – and rolled out.

Recipe for UX success

UX design might include several different components, like visual design, interaction design, usability, user-friendliness, ergonomics, accessibility or information architecture.

At Antrop, we always emphasize user research in our assignments. We know it pays off.

This often means rolling up our sleeves and going out to see the user situation first hand, for example through field studies where we observe, interview and then analyze the findings to identify patterns. We also use a combination of qualitative and quantitative methods, also known as mixed methods, to acquire deeper insights.

Consider reality for the customer

Customers don’t think in channels. Every interaction your customers have with your company influences their experience of it. That’s why it’s rarely enough to optimize one channel at a time. Instead, consider your customer’s reality. The customer journey is an incredible tool for doing that. The term service design is frequently used to describe this broader perspective.

Learn more

• Service design
• Digital design
• Customer-driven organization
• Design system
• Content strategy
• Usability tests
• Innovation
• Customer journey
• Behavioral design
• Policy design
• Sustainable design
• Customer Insights