The Mix Up of UX with Other Specialties; a Nigerian Jollof Analogy
There are so many misconceptions about User experience (UX); particularly mixing up UX with various other specialties — such as user interface (UI), customer experience (CX), and product management(PM) — in the development of a product. These misconceptions often stem from people’s perceptions of what UX is and what it is not. Specialties like user interface, customer experience, and product management can be intertwined with UX, but they are not interchangeable.
User experience vs. User interface:
Let’s start with how UX compares with UI. There are many different roles within the domain of UX; UI is one of them. Both UX and UI are very important to a product. However, despite some similarities, they actually offer different contributions to the success of the product. User experience is the overall experience of a user with a product. While UI is simply the physical and digital interaction of a user with the product. UI is the visual component users see, and it is more about the technical aspect of the product. Indeed, UI is a subset of UX and gives structure to everything UX does. Yet a good UI does not necessarily mean a user would have a good experience using the product. Consider a time you were using a product, and even though you accomplished what you wanted to do, it was quite a frustrating experience. That’s a sign of a bad UX. The role of a UX designer is to ensure users have a positive experience using a product.
Using a popular Nigerian food, Jollof rice as an analogy: the user interface is the process of creating a presentable and edible meal using various ingredients and raw rice. UI can also be how Nigerian Jollof is plated and how it tastes. Does it look good? Does it taste good? On the other hand, user experience is the overall experience of eating the served meal. UX creates an experience out of eating the food and makes the experience enjoyable for users. With UX, you are always thinking about the user. Is the atmosphere suitable for a customer to eat the food? What does the ambiance look like? How were they treated while eating? Of course, they overlap to some extent; they are also closely related and can often be found working together.
User experience vs. Customer experience:
Customer experience is another specialty people mix up with user experience. Customer experience is focused on the entire process of customer interaction at various touch points of the product which includes web, mobile, and even human contact. While UX is focused on a specific aspect of the product. UX is a subset of CX; a foundation to good customer experience. A great CX helps you gain a competitive advantage.
But you might contemplate the need for investing in a CX, considering the availability of a UX designer. Let’s say as a UX designer your job is to cook a delicious and presentable Nigerian Jollof rice which customers enjoy eating and love buying. You have done good user research on the need, and delivered exactly what they would want, including a good booking app. But a few weeks after, it failed because you were overbooked and every touchpoint your customer has with your company was frustrating. Even the customer support agent was completely rude or unhelpful. All of your perfect UX for the Nigerian jollof rice didn’t work simply because you failed to provide a good customer experience at every point of interaction the customer had with your brand. Both work hand in hand for the successful delivery of your meal, the reputation of your company, and loyalty to your meal.
User experience vs Product management:
In addition, product management and user experience play important roles in the launch of the product in the market. UX can be regarded as an advocate for the users, while PM can be regarded as an advocate for business goals. The project manager leads a cross-functional team from product conception to the success of the product in the market. The project manager’s responsibilities include business and organizational roles. They set the vision of the product. This also includes ensuring everyone is on the same page to what the vision of the product is. They have more responsibilities, which include strategic product decisions. They have deep product knowledge, while the UX has a deep understanding of the end user. A product manager’s major focus is on the success of the product while the UX is focused on the life cycle of product development. UX designer is involved in the overall experience for the product. Product managers are at the intersection between technology, business, and UX. The PM would work with other teams which include the sales, marketing, and the development unit.
Assuming a company is to launch a Nigerian Jollof meal, a product manager sets the strategy, and vision for the success of the Nigerian Jollof in the market. A project manager’s research about the market would help establish the strategy in delivering the meal and the timeline for the development of the meal. The PM identifies the market needs for Nigerian Jollof, and the UX goes further into understanding how the users want it. The similarities in their work involve research into the needs and demands for Nigerian Jollof by a user and finding a solution to them. A collaboration between the two helps deliver a Nigerian Jollof meal and experience that measures up to users’ expectations.
In conclusion, it is important to note that behind every great product there is a UX that ensures above all other factors, users are provided with products that solve their needs and have a positive experience interacting with the products. And successful products require the commitment and working together of a group of units.
