The well-known principle "the customer is king" has been around forever. However, it is implemented differently depending on the era. Today, in a world so heavily saturated with technology, direct contact with the customer is increasingly rare. Despite this, we must do everything we can to sell them our product or service. Such a transaction at a distance is difficult because the competition in online trading is enormous and you have to try really hard to get your offer selected.

The way to success is to understand the customer and offer them both functional and value for money products, as well as ones that inspire them and create positive emotions in them. This is what the hottest trend of the last few years - User Experience - deals with. If you want to become more than just a salesman, you should know how to make customers fall in love with your brand!

User Experience

What is User Experience?

User Experience (UX) focuses on the user's experience when interacting with a product. And since everyone is different, the feelings are also different. However, they can be classified into one of the groups: positive feelings or negative feelings. The most important thing for any salesperson is that the customer is satisfied with the products or services received. Then there is a good chance that they will come back again and again. In addition, it will convince others that the shop is worth a visit.

Although User Experience has been around for several years trend in e-commerceIn fact, the term was used a long time ago. At a time when no one (or few) imagined that online shopping would dominate modern commerce. It was first used in 1993 by Don Norman, a professor of cognitive psychology and computer science. He worked at Apple Computers, and described himself as the "Architect of User Experience". It was from the IT industry that the development of UX began. It was there that it was noticed that people better buy products that evoke positive experiences in them.

But don't let the IT origins of UX fool you. Designing in the spirit of User Experience is interdisciplinary. It includes a wealth of different sciences: psychology, art, ergonomics, usability, technology or even industrial design.

UX Designer - the man for positive experiences

A designer, i.e. User Experience Designer, must be like a human orchestra - not only have technical knowledge, but also awareness of how e-commerce websites and platforms work. He must also have a good sense of taste and empathy to empathise with the expectations and needs of the future user. The main area of UX Designer's work is to prepare how the application will function: where the various elements of the interface will be placed on the screen and how the user can use them. This is expertly called interaction design and mock-ups.

Other important activities include researching and testing solutions with users - this activity includes collecting inspiration and verifying not only product ideas, but also ready-made solutions. This is not the end of the UX specialist's tasks, because he must also closely cooperate with the business, sometimes deciding - like a Product Owner - on the product strategy. Above all, however, he/she implements the solutions developed by other team members, using such programmes as Axure and UXPin.

How to design positive experiences?

Among e-commerce companies, having a User Experience specialist on staff is becoming increasingly popular. And although this science can be used for many different activities, in the online environment we talk about UX mainly in relation to website creation. It is not as it was a dozen or so years ago, when creating a website was a typical programming task. The written code made a working website and no one was concerned with other issues, let alone positive user experience.

design a good experience

At the moment, entire teams, led by a UX designer, are discussing how to organise a service that perfectly matches the preferences of the target group.

User Experience - step by step design:

  • At the beginning, the UX Designer thinks about who he is targeting with his message. He verifies these assumptions with the potential audience to see if their needs are indeed being met. The most important thing is to assess whether users understand what is on the page and whether they can perform certain actions, such as filling out an electronic form.
  • It then looks at how long it takes users to perform an action on the page. Do they find it difficult? Do they encounter problems when entering data? Do they get confused and frustrated when moving from sub-page to sub-page? Such tests take a lot of time. During them, designers use specific research methods and testing tools. They have to find out how theoretical assumptions stand up to the test when confronted with reality.
  • To make the results reliable, researchers use qualitative research methods. These include: in-depth interviews, usability testing, ethnographic research, participant observation and many, many more.
  • Based on the collected user needs and the developed strategy, the UX Designer creates a prototype of the planned website. This allows him to visualise the future website even before the costly (in money and time) programming work. Only after verification and necessary corrections are made, the right one is created, which users should love.

Once a website is launched, the work of the design specialist is just beginning. Following e-commerce trends, he has to adapt the site to the users on an ongoing basis. People's needs are changing, and so is the market, which like a chameleon, likes to adopt different colours. That is why creating a website is only the beginning. In order to bring it to the masses, it has to be promoted properly.


A huge role in increasing the visibility of a website in search results is played by SEO activities, which, according to specialists from the company Eactive should work in tandem with UX, as measurable user experience is an important factor in search rankings. Keyword optimisation alone will not keep a user on your site. Nor will it induce them to make a purchase. Only when combined with an intuitive and accessible design will it bring the expected results (conversion). Moreover, a properly designed website will be considered valuable by the Google search engine. Thanks to this it will be high in the search results and will translate into the number of purchases.


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