As users’ expectations continue to rise, so does the need for companies to ensure they are offering world-class user experiences if they want to remain competitive. This introductory chapter outlines:
- The fundamentals: What exactly is UX and what does a great user experience look like?
- The opportunity: How has UX evolved as a discipline and what can marketers and ecommerce professionals learn from it?
- The expanding role of UX: How can organisations adopt a UX mindset and how might it benefit wider business goals?