User Experience (UX) seeks to understand what goes through the minds of users as they interact with products, web sites, apps and services with the intent of influencing their perceptions, emotions and behavior to produce cohesive, predictable, and desirable effects; solving problems and meeting the user’s needs, measure of success, and enjoyment/delight, as well as the goals of the business and designer. The term was first coined by Don Norman, in his own words: “I invented the term because I thought human interface and usability were too narrow. I wanted to cover all aspects of the person’s experience with the system including industrial design, graphics, the interface, the physical interaction, and the manual."


It employs empathy in understanding a persons feelings and behavior when interfacing with a website, web/mobile application, video game, digital media, physical product, or any combination and is generally denoted by some form of human-computer, physical, or audible interaction. Application of UX Design results in a better product/service/experience for the user and can reduce and simplify the product development process.


Successful UX is a catalyst for product differentiation, innovation, higher adoption rates, and increased productivity.


PURE CONNECT music streaming mobile app re-design was achieved by taking an empathetic and holistic approach to the design, understanding how users like to stream music on a mobile device and researching all aspects and touch-points the design will have an impact on.

User flows were created to depict the primary tasks users will perform and the main pathways they will take to achieve their goal. Organizing content, flows, and taxonomy of the design using affinity mapping, based on clear principles derived through evidence gathering; employing card sorting and co-creation workshops resulting in IA design, leading to annotated wire-frames, documentation, style guides, and prototypes for usability testing, further informing the design process.


UX was integral to the PURE CONNECT re-design and required working closely with all stakeholders in the business to formulate the correct strategy and align priorities. It required running design workshops, reviews, and briefings, especially at the project outset, and regular liaison with product leads, developers, and business sponsors throughout the project.






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