The User Experience Design, abbreviated as UX/UXD, defines the process of designing digital products or services with a keen focus on the user's needs, preferences, and behaviors. The objective is to simplify complexity by creating an engaging and intuitive user experience. This comprehensive category encompasses elements such as information architecture, research, interaction design (IxD), and User Interface design (UI), which contributes to making a digital product visually appealing, intuitive, and easy to navigate through a well-designed interface.
In the current corporate landscape, the role of the user experience designer is increasingly in demand. A successful designer can enhance user satisfaction, loyalty, and interaction with the digital product, bringing about economic and symbolic benefits for the company. Therefore, it is crucial to regard design as a critical aspect in the development of digital products.
Contrary to common perception associating the design process with a creative moment, it is far more than mere art; it encompasses science, philosophy, psychology, engineering, and various other disciplines. The multidimensional approach demanded by UXD is due to the numerous facets that must be taken into account. An analysis of the key principles reveals a consistent pursuit of unity between aesthetic beauty and functionality through a multitude of practices and methodologies.
The term UX design is predominantly used today to refer to modern digital artifacts with specific qualities but the physical characteristics and psycho-cognitive aspects of technological objects were investigated as early as the post-World War II era. The establishment of Human Factors and Ergonomics (HFE) marked the inception of an autonomous scientific discipline dedicated to the study of human-technology interaction. Rooted in psychology, this initial approach extends to biomechanical engineering and sociology.
The growing need for a dedicated field to analyze human-computer interactions became apparent with the increasing proliferation of technologies from the 1980s onwards. Studies in psychology and cognitive sciences focused on the evolution of technologies, giving rise to the field of Human-Computer Interaction (HCI). This discipline represents a significant phase in recognizing a research area characterized by specific methodologies. Over subsequent years of research, key concepts such as usability, satisfaction, pleasantness, and aesthetic responses have emerged, maintaining significant relevance in research conduct.
Donald Norman is an electronic engineer with a doctorate in psychology and a teaching career at the Center for Cognitive Studies at Harvard University. He is renowned for his 1988 publication, "The Design of Everyday Things," where the term "User Experience Design" first appeared, paving the way for a modern perspective that places the user and their needs at the center. Thanks to Norman, the term began to signify a role in the professional sphere, as he joined Apple in the '90s as a user experience architect.
Over the years, the interest in the emotional components of the relationship between humans and digital artifacts led to the publication of "Emotional Design: Why we love (or hate) everyday things" in 2004. Here, Norman identifies and describes the three aspects or levels of the emotional system, constituting the components responsible for processing human brain emotions.
- The visceral level in design focuses on first impressions and instinctive responses, representing the brain's instant emotional reactions to environmental stimuli. It seeks to evoke the desire to possess a product through attention to its exterior and sensory aspects. In sectors like fashion or furniture e-commerce, visceral design holds considerable importance, emphasizing aesthetics through high-quality photos and information that highlights physical features and visual pleasure.
- The behavioral level in design considers the function, performance, and usability of a product, defining what it does, how well it performs, and how easy it is to use. In e-commerce sites, behavioral design is crucial, where purchases are guided more by functionality and performance than aesthetics. In this case, presenting these items should highlight components through clear technical specifications, detailed user manuals, or demonstrative videos to engage the consumer fully.
- The reflective level, the highest level of cognitive processing, governs consciousness, deep emotions, and reasoning. Influenced by culture, experience, and education, this level can dominate the lower levels (visceral and behavioral). Reflective design is tied to a product's message, culture, and meaning, focusing on symbolic value, evoked memories, and personal image. Crucial in high-end e-commerce sites for products like jewelry or high-tech devices, its purpose is to present captivating images and descriptions that emphasize prestige and exclusivity. Reflective design also influences customer loyalty, requiring positive interactions, technical support, and post-sales service that leave a lasting and shareable impression.
Beyond the structural and material aspects of design, such as aesthetics or usability, UXD thus considers complex aspects concerning the realm of meanings. While research can be conducted to align with the meaning demands of the target market, it must be acknowledged that a portion of these meanings is unpredictable and only realized during the actual use or consumption of a digital product or service, in the encounter between the user, artifact, and context. This encounter is conditioned by various factors, including the internal context of individuals based on their beliefs, values, and past experiences. Therefore, while it is undeniable that it is possible to predict and design a series of cognitive and sensory behavioral relationships, at least in general, what each individual user will experience before, during, and after the purchase and use of a digital product or service is imponderable.
How to wrap the various emotional levels into a product, be it an object or service? How to make an impact on the heart of the end user?