When users arrive on your digital platform, their ﬁrst impression is what decides whether they stay or leave to discover a competitor after just seconds. Without a doubt, an appealing and interesting design supports this goal.
But user experience (UX) is much more than a nice design. The design, also known as the user interface (UI), is the tip of the iceberg. It’s the visual consolidation of the theoretical concept and structure based on a carefully researched and planned information architecture, deﬁned in wireframes, to ensure user satisfaction and strong performance throughout the journey.
If your UX is poor, there is not only a high chance that you lose the user for that session, but also for good. A competitor's superior UX could be the difference in your company’s proﬁt margins if the user’s needs are not met by your digital product.
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