There is a distinct “digital experience” (DX) consumed by friends and family, whether it’s comparing products on their phones while relaxing on the living room couch, scanning social media feeds while in line at the store, or deciding which movie to check out this weekend. Companies are accountable for delivering that DX against demanding expectations. They involve performance, tech capability, stability, reliability, speed, etc.  All of that matters, no question! As the saying goes, if you can’t measure it, you can’t improve it.


It’s also important to recognize how such key factors translate into an individual’s own “user experience” (UX) in various contexts across different form factors (devices, screens, connections). comparison of brands, doesn’t annoy her with ugly, irrelevant ads, and provides a smooth checkout flow that gives her confidence and satisfaction — maybe even delight!


To define a compelling, rewarding UX that sticks with your mom so she comes back, you must start with empathy — not fun colors and button sizes — which is fundamentally about identifying your primary user’s goals and needs (physical, cognitive, emotional) and supporting them well through the digital experience apparatus.


How do you pursue empathy to get that great UX? Well, it’s pretty easy actually — an open, curious mindset that wants to learn and understand how someone goes about fulfilling their goals. It requires keen observation without judgment, and reflection on the motives for their behaviors. For example, why do they visit certain sites? When do they visit them? What else is happening at that time, around them? There’s an entire growing body of methods for ascertaining this kind of valuable info. And then you fold that info into user-centered design (UCD) processes to construct the right experience for users with positive measurable outcomes.


This line of thinking also applies to our Instart customers. We help those responsible for digital operations (designing, building, sustaining) identify critical “blocker” issues quickly, resolve them with confidence and clarity, and foster a sense of assurance and trust in our tools and services so they can deliver the right quality of experience via their digital systems infrastructure — to meet those demanding expectations.


That’s why Instart is making a renewed investment in UX, to help us shape an improved experience of the Instart product — the totality of modules, features, capabilities — in a cohesive, meaningful manner that speaks with power and elegance to our customers’ demanding needs — and  to achieve their own customers’ goals, too.


Defining the UX of the DX will require a rigorous look at the following:

  • Findability of the right content for the right context
  • Swift, modernized interactions for SaaS apps (indeed, nowadays there’s been a curious blending of mobile and web UI conventions)
  • Clear, accurate, interactive data visualizations that are beautiful and useful
  • Meaningful, friendly language throughout the product (including emails and alerts)
  • A smartened-up, refreshed visual theme that doesn’t interfere with primary tasks


So whether you’re a digital operations leader or a shopper looking for the next fun gift for a friend, there is a quality of one’s user experience that makes the digital experience truly effective and rewarding. It involves a mindset (empathetic) and habit of practice (craft and discipline) that, when combined, can yield long-lasting impacts.