Why user experience is key for companies in the internet era

The word user experience gets thrown around a lot.

The true meaning refers to the overall pleasure of using a product or service. It goes beyond the user interface or UX as a job title — it’s broader than that.

User experience can make or break companies in the internet era.

Here are examples how major tech giants got initial traction:

• Google made search faster and more accurate for the whole internet (with PageRank).
• Apple made amazing products by integrating software and hardware.
• Facebook provided an intuitive way to connect with friends and move relationships online.
• Amazon made it easy to purchase (almost) every book on the internet for a good price with fast delivery.

These were all superior experiences to what existed earlier. The story also applies to tech unicorns, examples:

• Uber made transport frictionless and cheaper.
• Airbnb made staying at strangers' houses trustworthy all over the world.
• Dropbox made an idiot-proof way to store files in the cloud so files wouldn’t get lost.
• Spotify made most music easily available for an affordable price per month.

In other words, the user experience was a key factor in the success of these companies.

The whole package

The idea, business model, marketing, content, customer support, copywriting, design, development — everything matters.

Companies need to work hard to serve well at different touchpoints. The experience of users is affected by the whole package.

At a minimum, provide services that don't annoy. People don’t come back for sloppy experiences unless there are no other available options – which barely happens on the internet.

Here are examples that everyone can relate to:

• A web page that takes ages to load.
• Badly designed user interface.
• Hard to understand instructions.
• Bugs that get in the way of making progress.
• Customer support that responds late or lacks powers to resolve issues.

The core issue is often a lack of empathy for the user's situation.

In the digital age, people want services that provide value without hassle. Services that are personalized, clear, fast, and inspire along the way.

The core of each company

There is a reason why Google has gone to great lengths to optimize its search home page performance. They know that every millisecond counts for engagement.

There is a reason why Amazon customer service responds quickly and gives refunds without asking questions. They know it pays back to have satisfied customers.

There is a reason why Apple thinks greatly about every design and tech detail in their products. They know it sets them apart from other tech giants.

The biggest reward goes to brands that can deliver on their promise, and even better, to exceed it.

Users are the boss

In today's world, everyone has a voice.

People with their mobile phones can read reviews, ask friends for opinions and instantly share a story about the service they just had.

The internet is like a small village, words spread like viruses.

The big shift

In the old days, business went to established players that owned the distribution.

In modern days, business flocks to players that can provide the best experience to users.