Positive user experiences and user-friendliness are essential for a successful website or app. And therefore also important for a successful company! These are created through good technical implementation and optimal alignment with the requirements of target groups/users. Implementation begins right at the start of the development process in the strategy and concept. Various approaches and methods of both usability and user experience are used to implement an optimal user experience.
In this article, we will focus on the definition of terms, differences and goals of the two areas.
Definition of terms
Usability and user experience are often confused or equated. User experience, or UX for short, is the overarching approach, but usability is only part of the user experience. So what exactly is meant by UX and usability?
USABILITY
Usability is best translated as suitability for use or user-friendliness. The term refers to the general use of (digital) products: Websites, apps, online stores. The focus of usability is on target groups and users.
The international DIN ISO 9241-11 standard defines usability as follows:
Usability is the extent to which a system can be used by specific users in a specific context of use to achieve specific goals effectively, efficiently and satisfactorily. (DIN ISO 9241-11)
The goal of usability
Usability aims to make the use of websites, apps, etc. as easy as possible. In the case of a website, the aim is to make it as intuitive and user-friendly as possible. Users should be able to achieve their goals with just a few clicks.
USER EXPERIENCE
UX is best translated as user experience or user experience. It encompasses all aspects of the user's experience when interacting with a digital product. Be it the visual presentation of a website, usability, digital customer service or the product presentation itself.
The international DIN ISO 9241-210 standard aptly defines user experience as follows:
A person's perceptions and reactions resulting from the actual and/or expected use of a product, system or service. [...] This includes all emotions, perceptions, preferences, perceptions, physiological and psychological reactions, behaviors and performance that occur before, during and after use.(DIN ISO 9241-210)
The goal of user experience
The goal of UX is more general and far-reaching than that of usability. Usability is particularly concerned with graphical interfaces. UX, on the other hand, considers all processes and connections between services, communication, branding and product. The aim is to appeal to users emotionally and create a positive overall experience. Accordingly, all disciplines and aspects of a company are involved here, far beyond the website.
So what is the difference between usability and UX?
The difference between usability and UX can be easily explained using an example: Imagine you have become aware of a facial care product on social media. So you want to find out more and go to the website. At first glance, the site looks very appealing. The well-structured navigation allows you to find the product quickly. In addition, there are beautiful pictures of the product, a detailed description, and even a video on how to use the product. You can also read customer testimonials directly below the product. So you order the product, which simply works and the delivery time is 1-2 days according to the supplier. Here we are in the area of usability. The experience was very positive.
Two days later, you receive an email that delivery will be delayed because the product is not in stock, even though there was no mention of this on the website. So you only receive your order two weeks later and unfortunately it's broken. You therefore have to contact customer service and request a return. You can't reach anyone by phone, so you write an email. The answer only comes days later. Finally, you receive your return slip and send the product back, but you don't get a new one and have to place a new order on the website or pick it up directly in the store. Here we are in the area of user experience, which in this case was not positive. In this case, you probably don't want the product anymore, even though the usability experience on the website was very good.
Conclusion
It's clear that you can't create a good UX without good usability. In order to offer users a positive experience with the product, you need to consider all aspects. It is not enough to "just" design the product beautifully; target group-oriented and user-centered implementation is just as relevant. The effort is worth it: you will inspire your users.