In the past, it was enough for companies to design great products to bring in customers. The concept was simple: you create something great and give people access to it — and they’re going to want to buy it.
The landscape of consumerism has changed, today, however, and thanks to the proliferation of brands to buy and platforms for buying them, it’s no longer enough to simply focus on product design in order to building a winning business. Instead, if you want to create a brand that appeals to buyers and beats out competition, you’re going to want to start focusing on customer experience design — or CX — which, in our opinion is the difference between a winning (or failing) product.
The Basics of CX
If you’ve ever launched a business or product, you’re probably familiar with user experience design — or UX. UX design is a strategy for designing an actual interface that consumers will use (its visuals, usability, navigation, and more). CX goes beyond UX. Instead of delineating how a user interacts with a certain product, it guides how a user interacts with a brand from start to finish (discovery of that brand to usage of the product) — and it can greatly influence a user’s impression of and engagement with a company.