Recently I worked on a client project with an incredibly smart User Experience (UX) expert.
We fell in love with each other’s work, and a few weeks later she ordered some copy from me.
During the briefing process, she told me one of THE most important notions in business:
To the end user or customer, the user experience IS the product
There is so much truth in it, it’s staggering.
You can apply the principle to every aspect of your business, from your website all the way to the fountain pen your client signs a contract with.
You’ll have heard about the difference between features and benefits, but user experience is probably even more important.
Now, people don’t consciously make purchase decisions based on user experience.
Having said that, you can bet your bottom dollar (literally) that a broken user experience is a fantastically effective sales killer.