What is UX?
The integral part of all successful companies
Imagine that you just entered a really classy café. You can feel the pleasant smell right away — the smell of freshly grounded coffee, warm milk, and a slight vanilla scent from the candles around you. You can also hear calm, relaxing music, perfectly matching the atmosphere. You notice an emerald sofa.“Wow, what a cafe!” you think. And of course, the best moment comes when you taste their cappuccino with your closed eyes after the nice barista with a wide smile brought it to you.
Yes. This is the user experience (UX). All these feelings, smells, interaction with the barista, and even reading the café’s menu create your user experience. UX involves your emotions and attitudes about enjoying your presence in this café.
But how does this relate to Kiwi.com? User experience is an integral part of the use and consumption of all products and services, both physical and digital. User experience is involved in all aspects of the travelers’ interaction with Kiwi.com, its products, and its services. Like many other companies, in Kiwi.com, we study, shape, and aim to create a desirable UX for people who use our products and services. We also help to transform business goals
into a seamless user experience.
Although it might sound simple, creating a high-quality user experience is very complex. It requires a deep understanding of users and customers as well as strong cross-departmental collaboration. Don Norman and Jakob Nielsen, the founders of the world-famous user experience consulting firm Nielsen Norman Group, have emphasized:
The first requirement for exemplary user experience is to meet the exact needs of the customer, without fuss or bother. Next come simplicity and elegance that produce products that are a joy to own, a joy to use. True user experience goes far beyond giving customers what they say they want or providing checklist features. To achieve a high-quality user experience in a company’s offerings, there must be a seamless merging of the services of multiple disciplines, including engineering, marketing, graphical and industrial design, and interface design.
In Kiwi.com, we have a UX team of 34 people. Among these, there are UX Designers, UX Researchers, UX Writers, and the Localization team. Together, we closely collaborate with other teams on building the product and service for travelers all around the world. We work on improving our internal tools, which are used by other Kiwis to ease their work providing an exemplary travel experience.
What is your experience with UX? Let us know!
In the next post, we will write about user experience research (UX research) and how UX researchers help you to understand your users and customers. Stay tuned 🙌
This post is co-authored by dear Katre Koppel, Kiwi.com UX Researcher.
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