User experience

User experience (UX) refers to a customer’s experience interacting with a brand and its products, website, and services. This includes everything from researching products to buying and using them. Brands design user interfaces (UIs) to create an optimal user experience and reduce friction as customers continue down the path to purchase.

Potential buyers always look for products or services that are easy to navigate and inexpensive, which is why designers use various tools like CPaaS (Communications Platform as a Service), conversational AIs, and automated email workflows to create better UX.