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User Experience for real business service

User Experience for real business service
April 19, 2017

User Experience (UX) is undoubtedly a key buzzword today, given its value and importance. UX is gradually becoming a key differentiator in the 21st century enterprises, with companies witnessing the rising importance of CXO (Chief Experience Officer). This demonstrates a strong commitment and investment in user experience.

A CXO is responsible for the over-arching organizational ethos by architecting a holistic design as an intrinsic element of the firm’s strategy and culture. In the area of human and computer interaction a bulk of the dialogue is focused on User Experience.

A CXO is responsible for the over-arching organizational ethos by architecting a holistic design

User Experience is described by ISO 9241-210 as "a person's perceptions and responses that result from the use or anticipated use of a product, system, or service". Therefore, at the core lies the services delivered by digital platforms.

Thus, User Interface (UI) has now an integral part of User Experience. UI, including GUI (Graphical User Interface), forms the presentation part of the human-computer interaction.

UI, including GUI (Graphical User Interface), forms the presentation part of the human-computer interaction

GUI becomes the subset of UI. UI includes non-graphical interfaces like screen readers or command line interfaces which aren't considered GUI. The following table explains the different design and the common collaborative elements between UX and UI design. 

UX Design Elements

UX and UI Design Collaboration Elements

UI Design Elements

User Research





User Testing


Information Architecture



Visual Design

Natural Flow

User Control

Site Mapping


Data Analytics



Input Output Device


Action Button

While the incorporation of above design elements ensures a better user experience for service delivery via computer/mobile, it does not address the aspect of broader business solutions.

User Experience is more than UX and UI design

As shown in the UX map, the computer interaction points are the airline website, the airport kiosk, and the in-flight entertainment system. A combination of these three shapes a small part of much larger experience map. 

It is important for companies these days to articulate direction. User Experience is quickly becoming an essential part of the organization. In the end, if your customer’s experience was easy and pleasant, it is likely that there will be higher conversions with higher sales figures. 

In my opinion, User Experience is a much more comprehensive terminology that includes all aspects of a customer’s interaction with the company, its products and people. Beyond services delivered via computers, its scope includes business services.

User Experience

That means the business model and processes of an enterprise must have a stronger impact on the User Experience. The legacy of customer focus by using people, processes, and technologies for customer service delivery and support will contribute to User Experience. 

Gartner divides customer experience efforts into seven types. These are: listen, think, and do (such as collecting feedback); from out to in (changing processes, customer journey mapping, and finding moments of truth); act as one (being consistent across the organization); open up (demonstrating trust, co-creation); get personal (personalizing products, customizing offers); alter attitudes (empowering employees, governance, and policy); and design better (executing brand, executive strategy, and user-experience design). Gartner calls it CX (Customer Experience) and it is synonymous with User Experience.

As an example, I am citing a Passenger Experience Map for an airline passenger. It depicts different elements of passenger experience from beginning to end in the experience cycle. This can be regarded as User Experience map for a business service.