What is User Experience Optimization – UXO

User Experience Diagram

“The most important thing to remember about User Experience Optimization (UXO) is to purposely make your customer the most important reason why you are in business. If you do this, everything else will work itself out.”

User Experience (UX) is a concept which includes all aspects of a person’s experience with your company’s products, systems and services. User Experience Optimization (UXO) is a set of tools, strategies and systems put in place to improve overall user experience with the organization or company. UX is about the emotional attachment to a product, service or brand. UXO is designed to improve and increase positive emotional connections toward a product, service or brand. UX affects a company’s financial bottom line. A number of positive user experiences leads to increased sales. A number of negative user experiences leads to decreased sales.

3 Components of User Experience (UX)

Business: This is related to organizational vision, mission, objectives, finances, budgets, operations, personnel, etc.

Technology: This is related to computer hardware, software, strategies, websites, networks, databases, etc.

Design: This is related to visual style, content, layout, color schemes, etc.

9 Elements of User Experience (UX)

Brand Management
Content Management System (CMS)
Customer Relationship Management (CRM)
Information Architecture (IA)
Information Design
Interaction Design (IxD)
User Interface Design (UI)
Knowledge Management (KM)
Usability

Brand Management

Brand Management is a marketing term related to the processes and systems put in place to manage a customer’s or potential customer’s perception of a specific product or service. A brand is like a trademark. It is about identifying what a product, service or company is and differentiating it from its competitors. Perception is related to how we make sense of and organize the information we collect from our senses. Do you prefer FedEx or UPS? Do you prefer WalMart or Target? Do you prefer Duracell or Energizer?

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Content Management (CM)

Content Management (CM) is a set of processes and technologies that supports the collection, management, and publication of information. CM is a collaborative process and often consists of different roles and responsibilities, including:

Creator – responsible for creating and editing content.
Editor – responsible for fine-tuning the content message and style of delivery.
Publisher – responsible for releasing the content for use.
Administrator – responsible for managing access permissions to folders and files.
Guest / End User – the person who reads the content after it is published or shared.

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Customer Relationship Management (CRM)

Customer Relationship Management (CRM) refers to the practices, strategies and technologies that companies use to manage, record, analyze and evaluate customer interactions throughout the customer life cycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth. CRM systems include the company’s website, telephone, live chat, direct mail, marketing materials and social media. CRM systems can also give detailed information on customers’ personal information, purchase history, buying preferences and support history.

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Information Architecture (IA)

Information Architecture (IA) is related to organizing, structuring, and labeling content in an effective and sustainable way. The main components of IA are:

Organization Schemes and Structures: How you categorize and structure information
Labeling Systems: How you represent information
Navigation Systems: How users browse or move through information
Search Systems: How users look for information

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Information Design

Information Design is the practice of presenting data in a way that fosters efficient and effective understanding of it. Information design is closely related to data visualization and graphic design.

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Interaction Design (IxD)

Interaction Design (IxD) is the practice of designing interactive digital products, environments, systems and services. Its main focus is on behavior. IxD approaches include:

Goal-oriented Design – Satisfying the needs and desires of the people who will interact with a product or service.

Personas – Fabricate users with names and back stories who represent real users of a given product for testing and investigative purposes.

Cognitive Dimensions – Lightweight v in-depth description of design quality. They provide a common vocabulary for discussing many factors in design. Dimensions describe how the user interacts with it such as consistency and error-proneness.

Affective Interaction Design – Designers must be aware of key aspects in their designs that influence emotional responses in target users. The need for products to convey positive emotions and avoid negative ones is critical to product success.

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User Interface Design (UI)

Interface Design or User Interface (UI) Design is the process of developing a method for two (or more) modules in a system to connect and communicate. These modules can apply to hardware, software or the interface between a user and a machine, such as a graphical user interface (GUI), a control panel for a nuclear power plant, or the cockpit of an aircraft.

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Knowledge Management (KM)

Knowledge Management (KM) is the process of capturing, developing, sharing, and effectively using organizational knowledge. KM is typically focused on improved performance, competitive advantage, innovation, the sharing of lessons learned, integration and continuous improvement.

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Usability

Usability is the ease of use and learnability of a human-made object. The object used can be a software application, website, book, tool, machine, process, or anything a human makes and interacts with.

Learnability – How easy is it for users to accomplish basic tasks the first time they use the design?
Efficiency – Once users have learned the design, how quickly can they perform tasks?
Memorability – When users return to the design after a period of not using it, how easily can they re-establish proficiency?
Errors – How many errors do users make, how severe are these errors, and how easily can they recover from the errors?
Satisfaction – How pleasant is it to use the design?

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