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UX vs CX: Which is more important?

UX vs CX: Which is more important?

You’ve probably heard the terms UX and CX, and how they’re the key to your company’s success. Many still aren’t clear, however about what the difference is between the two concepts. Perhaps you’re under the impression that only one of them is worth investing in, or that they’re both the same thing. Do you need to put more focus on one over the other? It’s an important question to ask — I mean, why waste resources on something irrelevant? For this reason, we wanted to give you a clear overview of the concepts and help you determine which is more important: UX or CX?

What’s the Difference?

While UX and CX are very similar concepts, the terms are not interchangeable. UX is a specific component within CX that concerns the usability of your product or site. CX, on the other hand encompasses the end-to-end customer interactions and deals with many touch points including web, mobile, brochures, and human contact (support and service).

Why is UX Important?

good user experience gives your customers the ability to find information quickly and easily. It is the totality of your end users’ perceptions while they interact with your product or service. This includes the effectiveness, efficiency, emotional satisfaction, and the quality of the relationship with the organisation that provides the product or service.

UX is important for any digital product. No matter how beautifully designed your site may be, if your users don’t know how to navigate and find what they’re looking for, they simply won’t come back. By designing an experience rich with interactions that’s simple and easy to use, your users will have a positive experience that’ll keep them coming back. Users decide within only a few seconds whether your site or app is worth their time and this is where UX becomes vital.

Why is CX Important?

Customer experience involves designing and reacting to a customer’s interactions in order to either meet or exceed their expectations. In doing so, the objective is to increase customer satisfaction, loyalty, and advocacy. This includes your customer’s ability to have a helpful, pleasant, and positive total experience with your organization.

CX is important because whether it’s positive or negative influences the likelihood that your customers will round off or repeat transactions with your company. This is especially important as your customers are tech savvy and have the power to choose between a multitude of competitors. Differentiating your product or service by offering a great CX could not only help increase your revenue and sales, but also help you gain competitive advantage. After all, studies have shown that 86% of your customers would be willing to pay more for a better CX.

To Wrap Up

User Experience is the foundation of a good customer experience. These fields are very much intertwined and one isn’t necessarily more ‘important’ than the other. UX and CX professionals have complementary skills, but currently are not working as closely together as they should be. UX doesn’t always deal with the customer specifically but with the product. Whereas, CX addresses the multichannel interactions that a user has with your company and ought to be consistent at each touchpoint, both online and offline.

So, it’s possible to have many customers who are generally unhappy with your UX. Similarly you can have the best UX possible but then your CX might be terrible. At the end of the day, the most important thing is that you put your customer (or user) first. It’s all about finding the balance that works for your business, neither areas are necessarily more important than the other (not yet anyway).

Is your business taking a complete customer-centric approach across all touch points, or are your prioritising one type of interaction over the other? Tell us why below or tweet us @usabilla! You can also check out our blog for more content like this.

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Call to action (CTA)

A call to action is a marketing term that refers to a prompt that invokes a response leading to a sale. When referring to a call to action (CTA) in the digital design world we usually mean the interactive element that leads to the next step in the experience - something that needs to be clicked or tapped.

User testing

User testing refers to a technique used in the design process to evaluate a product, feature or prototype with real users. There are several reasons why you might want to undergo usability testing, the most common is that it allows the design team to identify friction in a user experience they are designing, so that it can be addressed before being built or deployed.

WYSIWYG

WYSIWYG (pronounced WIZ-ee-wig) is an acronym for "What You See Is What You Get". It helps identify an an interface that allows user input resulting in an output that is rendered in a similar way. For example; a word processor application interface might resemble a piece of paper,so when printed the user can see how the output will appear.

Content Management System

A content management system (CMS) is an tool that allows a website editor/administrator to manage the content that is displayed. Websites are made of HTML and CSS to create pages. Pages can be hard-coded but would require technical development skills to make changes. A CMS usually allows a person without coding knowledge to amend existing and add new content to a website using a WYSIWYG interface.

Responsive Web Design

Responsive web design refers to a web page that dynamically adapts its layout to fit the size and orientation of the device on which it is viewed. A responsive design allows for a more optimised user experience across desktop and laptop computers as well as smartphones and tablets of varying sizes.

User Stories

User stories allow the functionality of a product or service to be expressed as written descriptions of an experience as seen from the users perspective. The writing of user stories creates a list of design and development tasks to complete in order to create any required functionality.

User Interface

A user interface (UI) is a conduit between human and computer interaction - the space where a user will interact with a computer or machine to complete tasks. The purpose of a UI is to enable a user to effectively control a computer or machine they are interacting with, and for feedback to be received in order to communicate effective completion of tasks.

Personas

A persona in UX Design is the characterisation of a user who represents a segment of your target audience. On a project you might create any number of personas to be representative of a range of user needs and desires. The solutions you design must answer these needs in order to deliver value to your target audience.

Card sorting

A great, reliable, inexpensive method for discovering patterns in how users would expect to find content or functionality. Card sorting is used to test the taxonomy of data with a group of subjects, usually to help inform the creation of the information architecture, user flow, or menu structure on a project.

Brainstorming

A technique used to generate ideas around a specific topic. Often done in groups, but can be done individuals. The process usually involves writing down all ideas around a topic onto paper, a whiteboard or stickies often implying some kind of association.

Minimum Viable Product

An MVP is a product that has the minimum set of features to prove the most essential hypothesis for a product. Businesses building a new product can create a Minimum Viable Product to prove that an idea is viable and warrants further investment. A further benefit being that the next stage of development can be informed by feedback obtained from testing that MVP.

Sitemap

A sitemap is a diagrammatic representation of a hierarchical system. It usually depicts the parent-sibling relationship between pages in a website, showing how sub pages might be arranged underneath their parent groupings. This arrangement forms a map of the site.

User journey

A user journey represents a sequence of events or experiences a user might encounter while using a product or service. A user journey can be mapped or designed to show the steps and choices presented as interactions, and the resulting actions.

Prototype

A prototype is draft representation built to test ideas for layout, behaviour and flow in a system. Prototypes are an indispensable tool for resolving a large number of potential issues in a concept or business before too many resources are deployed to put a design into production.

Wireframes

A Wireframe is a visual schematic that conveys a basic level of communication, structure and behaviour during the design of a system. Wireframes are low-fidelity designs that bypass including a detailed user interface or visual design, conveying just enough to get across the core idea.

Usability

To say something is usable is a qualitative statement about how easy that thing is to use. Usability is an assessment of how learnable a system is and how easy a user finds it to use. The usability of a system or product is a key factor in determining whether the user experience is a good one.

Information Architecture

Information architecture is the design and organisation of content, pages and data into a structure that aids users understanding of a system. A more organised system enables users to more easily find the information they require and complete the intended tasks.

UI Design

User Interface Design is the discipline of designing software interfaces for devices, ideally with a focus on maximising efficiency, responsiveness and aesthetics to foster a good user experience.

UX Design

The practice of User Experience (UX) Design is the coming together of many specific design related disciplines to improve the usability, responsiveness, uptake and aesthetics of a product or service.

User Experience

A general term that covers all aspects of a user's participation while engaging with something that has been designed. Usually when talking about User Experience in the digital design field it refers to the interactions, reactions, emotions and perceptions while using an app, service, website or product.

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