User Experience Design

CHAPTER 03THE USER EXPERIENCE PROBLEM: Understanding this problem is half the battle

“56% of users of digital services stated that they are dissatisfied by the user experience.

Global market intelligence leader International Data Corporation (IDC) predicts an investment of $6.8 trillion for a three‐year period ending 2023 to transform organizations into digital‐at‐scale enterprises (organizations that build and grow through significant investment in technology). At the same time, 56% of users of digital services stated that they are dissatisfied by the user experience, according to a 2021 McKinsey Global Digital Sentiment Insights survey.

In other words, businesses are “sinking” staggering amounts of money into digital products and services that people (users) don’t find usable, useful, and desirable. For that investment, some businesses will generate growth, but most will lose trillions of dollars simply because they don’t understand the new problem where the user’s experience directly affects current and future business outcomes.

The User Experience Problem

In simple terms, the experience problem means ensuring that each user that engages in the business ecosystem gets what they want, when they want it, where they want it, and how they want it, every time they experience the digital product or service.

Every company is now a technology company, either because it ...