User Experience (UX) is everywhere — in the apps you can’t live without, the websites you click away from, and even the doors you struggle to open. But what exactly is User Experience, and why has this specialized field become so critical for brands and companies?

In this article, we'll demystify UX, exploring its core meaning, defining who users truly are, and unveiling why a focus on user experience is indispensable for success in today's world.

Who are the Users?

Let's start by defining the fundamental concept - the User. A “user” is anyone affected by a system, product, or service, whether they use it directly or are impacted by its outcomes.

A system might include common platforms such as websites, apps, ATMs, and ticket machines. A product refers to everyday objects we encounter in life, like doors, light switches, kettles, or bottles. In economics, services are intangible actions or uses that help people achieve their goals; examples of services include activities performed by bankers, barbers, and lawyers.

Upon careful consideration, it becomes clear how many diverse groups are impacted by systems, beyond just the immediate end-users. In Ken Eason’s book Information Technology and Organizational Change, three categories of users are identified based on the different types of human-system interaction:

Primary Users: Those who interact with the system, product, or service directly and frequently are usually referred to as the end-users.

Secondary Users: Those who interact with the system occasionally. Or who might interact with the system, product, or service indirectly, but receive output from it. It may be the support or service providers of the primary users, or the individuals who receive messages or bookings from them.  

Tertiary Users: Those who have no access to the system, product, or service, but are affected directly. For example, the company owners and investors are categorized as tertiary users.

Consider a hotel booking app with a focus on the customer experience:

• The primary user is the traveler who uses the app to book a room.

• The secondary users include the hotel staff who manage reservations.

• Lastly, the tertiary users are local tourism boards or government agencies that analyze travel patterns based on aggregated data.

UX designers must consider the unique needs of each user type throughout the design process. Returning to the hotel booking app example: travelers, the primary users, need clear information such as photos, locations, and amenities displayed prominently on the product page. Hotel staff, as secondary users, require access to accurate guest information through the booking interface. Meanwhile, tertiary users like tourism agencies depend on aggregated booking data to analyze trends and inform policies.

Good UX design balances these varying needs, delivering a seamless, intuitive experience for primary users while enabling secondary and tertiary users to support and benefit from the system effectively. Understanding these distinctions helps designers and product teams create thoughtful, seamless experiences for all stakeholders, not just the primary end-user.

What is User Experience? 

With a clear understanding of who users are, the next crucial question is: What is User Experience?

Often cited as the co-creator of the term "User Experience," Don Norman's definition is broad: "User experience encompasses all aspects of the end-user's interaction with the company, its services, and its products." He emphasizes the holistic nature of UX, going beyond just the interface.

Additionally, ISO 9241-210 (Ergonomics of Human-System Interaction - Part 210: Human-Centred Design for Interactive Systems) defines User Experience as "a person's perceptions and responses that result from the use or anticipated use of a product, system or service." It highlights that UX is subjective and involves both objective performance and subjective feelings.

In practical terms, User Experience encompasses the emotions, attitudes, thoughts, and behaviors of end-users before, during, and after using a particular system, product, or service to complete a task. UX designers consider every stage of this experience, focusing on how users feel, think, need, and behave at each step of their task completion.

Why are these pre- and post-visit phases so important for creating a positive user experience? By exploring the emotions, thoughts, and behaviors users have before they even engage with a system, product, or service, UX designers can identify deeper needs and challenges. This insight enables the development of more effective strategies and solutions, ultimately helping companies attract more visitors by making a better first impression and proactively addressing underlying pain points.

The experience extends beyond the initial interaction. The positive feelings, thoughts, and memories created during the visit encourage users to return and, importantly, to share their favorable experiences with others, turning them into advocates for the product or service. Therefore, it is essential to consider the entire user journey, from initial awareness to long-term engagement, for successful UX design.

A positive User Experience helps users easily find the information they need and complete tasks, like filling out forms or placing orders, without confusion or friction. Even after they leave, a well-designed experience leaves a lasting impression and positive emotion, encouraging users to return and share their satisfaction with others.

In the following video, Don Norman, the co-founder and principal of the Nielsen Norman Group, shares the origin and his thoughts about the term User Experience:

What is User Experience Design? 

Many people associate "design" with attractive appearances, sleek interfaces, or stylish products. But these visual elements are just the surface — they represent the final output, not the full process.

User Experience Design (UX Design) is fundamentally user-centered. Its goal is to help people accomplish their objectives as smoothly, intuitively, and meaningfully as possible. To design a user experience means to thoughtfully plan, develop, and create systems, products, or services that not only support users in achieving their goals but also offer relevant, satisfying experiences.

UX Design (also known as UXD, UED, or XD) is a systematic, iterative practice aimed at creating purposeful, human-centered experiences. It starts by asking: What should be designed? Who is it for? Why does it matter? The design process includes understanding users, conducting research, analyzing findings, defining problems, ideating solutions, prototyping, and testing.

Common frameworks like Design Thinking, the Double Diamond model, and Lean UX guide this process. Importantly, UX Design is not static — it evolves continuously to adapt to emerging technologies, changing user behaviors, and rising expectations.

As people engage with systems using multiple senses, UX Design has expanded beyond traditional product design. Today, it intersects with various other design fields, including Interaction Design, Visual Design, Sound Design, and increasingly, the strategic integration of Artificial Intelligence to deliver smarter, more personalized experiences. Ultimately, UX Design orchestrates every detail of a user's interaction to create a seamless and impactful journey.

What makes a good User Experience?

User Experience Design focuses entirely on Users. Its primary goal is to help users accomplish their objectives as smoothly and simply as possible.

A user's goals might include tasks such as opening a door, filling a cup with water, finding information online, or purchasing flight tickets through an app. However, if users experience discomfort or frustration during these processes, it is still considered a poor user experience (bad UX), even if they ultimately achieve their goal.

One of the most famous examples of poor design is the Norman Door, which refers to doors that confuse users due to their ineffective design. The experience of using such a door begins even before a user approaches it and continues as they stand in front of it, unsure whether to push, pull, or slide to open it. As users attempt to open the door, they often experience failed attempts, such as pushing when they should pull. Ultimately, even after successfully passing through the door, the confusion and frustration from those failed attempts leave a negative impression, resulting in a bad user experience.

So, what does a Good User Experience look like? According to the Foundations of UX Design offered by Google, the basic evaluations for Good UX are:

• Usable: The design, structure, and purpose should be easy to understand, allowing users to use it or learn how to use it with minimal effort.

• Equitable: The systems, products, or services should be designed for individuals from various backgrounds and abilities, accommodating different circumstances.

• Enjoyable: The overall experience should delight users and create a positive connection, reflecting their emotions, thoughts, and needs.

• Useful: The primary goal of design is to solve users' problems. Therefore, a key indicator of good UX design is whether it effectively meets users' needs and addresses their issues.
  

For UX professionals seeking a more comprehensive framework, Peter Morville's UX Honeycomb offers deeper insight. Created in 2004, this widely referenced framework identifies seven facets that contribute to a complete user experience:

• Useful: The product serves a purpose and solves a real problem for the user.

• Usable: The product is easy to use and efficient.

• Desirable: The product is aesthetically pleasing, evokes positive emotions, and builds brand loyalty.

• Findable: Users can easily locate the information or features they need within the product or system. This includes good navigation and search.

• Accessible: The product is designed to be usable by people with various disabilities, adhering to accessibility standards.

• Credible: Users trust and believe the information and services provided by the product or brand.

• Valuable: The product delivers value to both the user (solving their problem) and the business (contributing to business goals or mission).

Morville's honeycomb offers a rich perspective, highlighting additional crucial elements like Findability and Credibility that are vital for a successful user journey, alongside the inherent Value a product must deliver to all stakeholders.

Why Good User Experience Matters?

User Experience isn't just about usability — it's about how people feel, behave, and connect with a system, product, or service. A well-designed experience can drive success for both users and businesses.

For Users, Good UX Means:

• Achieving their goals efficiently is paramount. Whether they're searching for information or booking a train ticket, users can complete tasks smoothly and without unnecessary effort.

• A seamless and intuitive process ensures it's easy to navigate, find what they need, pick up where they left off, and access features that support their decision-making.

• A supportive and trustworthy environment means users feel confident that the system will work reliably, that their data and payments are secure, and that support is available when needed.

• An enjoyable, even delightful experience ensures the product not only works well, but feels good to use. It can be fun, rewarding, or emotionally resonant, leaving a positive impression that users remember and want to return to.

For Businesses, Good UX Means:

• Operational efficiency and reduced friction result from well-designed systems that streamline user journeys, leading to faster task completion and fewer support requests.

• Clear and intuitive interfaces that reduce errors mean when users understand how to use a product easily, there are fewer drop-offs, complaints, or missteps.

• Increased user trust and loyalty develop when a reliable and secure experience builds long-term relationships with customers, reducing churn and boosting lifetime value.

• Positive emotional connections with the brand emerge when memorable, enjoyable experiences encourage repeat use, word-of-mouth referrals, and a stronger brand reputation.

Final Thoughts

User Experience Design is more than just aesthetics — it's a thoughtful, strategic, and empathy-driven approach to solving real human problems. It's the invisible architecture behind our everyday interactions, bridging people, products, and brands in meaningful ways.

Understanding UX means looking beyond screens and interfaces. It's about designing with clarity, intention, and empathy for all types of users — whether they interact directly, indirectly, or are affected in the background. Whether you're a designer, developer, business owner, or simply someone curious about the world around you, recognizing the value of good UX is the first step toward building better, more human-centered experiences.

The next time you effortlessly complete a task or find yourself frustrated with a confusing interface, you'll understand the invisible craft of User Experience Design at work. As technology continues to evolve, the principles of human-centered design remain constant: put users first, solve real problems, and create experiences that are not just functional, but memorable and meaningful.