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5 Truths about User Experience to Build a Digital Strategy Around

When building a digital strategy, there are five user experience truths all companies should focus on.

1. Assuming two products fulfill a need in a comparable way, consumers prefer a superior user experience. From a business perspective, this means disruption can be as simple as providing users with a superior experience. Inversely, a superior user experience is a hedge against competition, and a requirement for any business defending a large market share.

2. Consumer expectations are not static. What is amazing today is table stakes tomorrow. Recognize that if your business is predicated on delivering the best possible experience for consumers, then your company will never achieve its goal and be done.

One thing I love about customers is that they are divinely discontent. Their expectations are never static — they go up. It’s human nature. - Amazon Letter to Shareholders

3. “Overshooting” on user experience is the least of your worries. Disruptive technologies that may under-perform today, relative to what users in the market demand, may be fully performance-competitive in that same market tomorrow. Mobile development in particular moves quickly.

4. Digital expectations aren’t bound to your industry. Today’s customer is spoiled with Amazon, Netflix, and the iPhone/App Store – and user experiences will be compared to the platforms people use most.

We compete with (and lose to) Fortnite more than HBO…Our growth is based on how good our experience is, compared to all the other screen time experiences from which consumers choose. Our focus is not on Disney+, Amazon or others, but on how we can improve our experience for our members. -Netflix Letter to Shareholders

5. Consumers will always be influenced by how a product or service makes them feel.