by Ohad Rozen, UX Matters

User Experience as Competitive Advantage

Though it’s taken quite a bit longer than many frustrated UX designers thought it would, the business world is finally waking up to a fundamental fact: when it comes to B2B or B2C Web site design and development, a great user experience is not—and has never been—optional or merely nice to have. Rather, it is essential to a successful customer journey and as vital to organizational success and growth as product strategy. As consumer-behavior consultant and author Brian Solis has rightly noted: “UX packages efficiency and enchantment to deliver more meaningful, engaging, and rewarding consumer journeys.”

What’s more, given the link between great user experiences, rewarding customer journeys, and increased sales, ensuring that business Web sites spark this virtuous cycle is a high priority.