UX Design and customer journey

What is UX Design ?

UX Design (User eXperience Design) simply means the design of the user experience. To go further, UX encompasses all the emotions that users of a platform in question will feel. This platform can be a website or a mobile application for example.

Modeling the user experience will require building your customer culture step by step, directing all of your actions in order to create a concrete and convincing experience with your customer, and thus create a simple journey for our users on the entire value chain that constitutes the company.

Once the customer orientation has been adopted, UX design leads us to build a customer journey which is the result of the vision of our customers within our application tools.

Building a customer culture

“Customer Culture is the cornerstone

of business organisational and digital transformations” 

Dominique Popiolek-Ollé 

You said Culture ? 

Customer Culture is the set of values ​​and beliefs of a company, reflected by the attitudes and behaviors of employees in order to ensure sustainable customer satisfaction.

Each company has its own culture, stemming from its history, its heroes, its spirit, its values, its vision, its operation…. That’s what makes it unique.

The more this culture is rich, shareable and shared, the more customers and employees feel engaged, understood. DNA, soul or aura of the company, it is built on a daily basis: it is the vision, the updated measure of the ambitions, of the strategic management, of the intentions of the employees, the reputation of the products, the adaptability of the company.

Understanding how the company works, its codes, its managerial models, its heritage makes it possible to analyze where it stands in the employee-employer relationship.

A paternalistic company can make the decision to transform into a liberal company, but the deployment of the new organizational structure will come up against the reflexes and ancestral processes that are well anchored in its way of producing and delegating power.

Positioning yourself before launching an ambitious transformation program is essential.

It’s your turn… 

Ux design, parcours client, UX, UIWhat is UX Design ? UX Design (User eXperience Design) simply means the design of the user experience. To go further, UX encompasses all the emotions that users of a …

The user experience is a set of elements that make an interface intuitive, easy to use, fast, pleasant, practical, useful, reliable, accessible, etc.

The goal of UX Design is to figure out how the user interface in question works and make it as efficient as possible.

The differences between UX, UX Design and UI

The difference between UX and UX Design

Some players in these professions tend to add nuance to what they do. UX Design can be divided into two words.

UX will deal with research and analysis in order to establish an optimal user experience.

The Designer will design the creative part of the process and add graphic coherence to the project.

Some are just specialized in UX and only take care of the research part, user testing, data analysis, etc.

While the UX Designer, they are more complete and aim to think about the user experience while thinking about the design of it

Therefore, he will take care of the strategy to be put in place, the structure of the interface, the models, etc.

The difference between UX and UI

The two are often linked or confused. The UI or User Interface represents the finished look of the product or interface in question. In other words, it represents the graphical layout of an application, for example.

The UI will deal with subjects such as colors, the typographies used, the organization of the structure, etc. Therefore, we are talking more here about visual identity and graphic charter.

The user interface therefore consists of the buttons on which users interact, images, animations or functionalities.

The UI Designer will take into account exclusively the aesthetic part of the product. It is up to him to ensure that the interface in question is pretty, attractive and coherent.

It is important to understand that UX is not UI. On the other hand, the UI serves to reinforce the UX.

The user interface alone does not create a perfectly optimized user experience.

UX Design is a complete work on the creation of an optimized user experience taking into account the UI but also usability, structure, content, writing, user research, analysis, etc.

Why is UX Design important?

UX Design is increasingly present in the digital strategies of companies. And that’s normal.

UX Design takes into account the WHY of user motivations. And the HOW/WHO of the methods used.

UX Design

The user experience aims to understand the needs of its users and create solutions based on the analyzes made.

  • An optimal conversion rate
  • Better brand image
  • Better SEO ranking in search engines
  • More effective customer loyalty
  • A better understanding of its users

How to optimize the UX design of your site/application in 3 steps?

To optimize the user experience, you need to be user-centric first. You need to give your users what they are looking for in the best possible way. It is not to be focused on the graphic aspect, on the writing, on the animations, etc. The essential stages of optimization are:

1. Identify your site’s UX flaws

First, you need to make sure your site meets the basics of UX Design. Many performance criteria are universal and do not require a complex and in-depth study to be assessed.

The ergonomics of your site for example, through an accessibility analysis (eg loading time, browser/support compatibility, color consistency, etc.) you can identify significant opportunities for improvement.

You can try to identify the UX flaws of your site yourself thanks to the UX checklist of +75 criteria Download the document

You can also have a UX Audit delivered free of charge by an expert from the team in 7 days, with an action plan to optimize your entire site step by step. Ask your free UX Audit

2. Intervention on the fundamentals

This step is used to apply universal user experience criteria to your site to increase your conversion rate.

If your site already has a good foundation and low optimization opportunities have been identified, you can go directly to step 3.

If your site has a critical amount of optimization to do, it may be necessary to go radical and do a complete UX overhaul of your site.

3.Go deeper with user research

There are many aspects where you are going to need statistics in order to establish an effective UX optimization strategy.

The last step in the process is therefore to base the optimizations on precise figures and data from your site that will need to be analyzed.

In order to succeed in establishing what your visitors are looking for and what will work best for your interface. Several strategies can be implemented:

Solutions to optimize the conversions of my site

  • Integration & configuration of analysis tools
  • Continuous data analysis
  • Support by an expert
  • 1 full report every week


Heatmap : A heatmap will allow you to record the screen of your users and see where they navigate and where they pass their mouse precisely on your interface.
A/B testing : A/B testing is a technique for testing two variations of pages to see which one converts better. Thus, by testing different structures, different texts or functionalities, you will be able to compare the devices with each other.
Surveys : You also have the option of somehow interviewing your users to ask them questions about your product and your interface. This way, you will see what blockages and frictions your users encounter and act accordingly.
User testing : One of the most effective methods, user testing, allows you to directly see how users behave when faced with a given scenario concerning your interface.

Create a good UX

UX designOnce the customer orientation has been adopted, UX design leads us to build a customer journey that is the result of our customers’ vision within our application tools. The way …