For brands to thrive in the digital age, merely doling out exemplary products and services is certainly not enough. It's the era of the user (customer) and giving a superior user experience (UX) has become an imperative formula that dictates brand success.
User experience (UX) is the field of design that organises and aligns all the interfaces of a company, such that a customer eases his way through the digital platform. Sharan Grandigae, founder and CEO of Redd, a UX design company, says UX is the best indicator of the clarity of vision of a company's promoters, the efficiency of operations and profitability of the company. "A company whose primary business interface with its customers is digital, cannot ignore getting this right, as UX can increase conversion and referrals and reduce operational costs."
http://www.dnaindia.com/business/report-superior-ux-2646953/
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