Chapter 1You Are Not Your User

So what is user experience (UX) anyway? You might think it would be a relatively easy term to define; however, when I reflected on the evolution of UX, it was quite a difficult task. Why? UX covers a broad range of interactions a person can have with a business, and in an increasingly connected world, the lines are blurring between the digital and nondigital spheres. What might begin as an online experience can extend into a physical interaction (say, in a bricks-and-mortar store) and then be further influenced with an instore representative—all shaped by a particular business process.

A Broad Perspective

So, let’s attempt a simple explanation. User experience (UX) is the sum of a series of interactions a person ...

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