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Insight from CEO Jason Kulpa: What is User Experience and Why Does it Matter for Businesses?

Most businesses involve an online interface in some way. Some companies conduct a great deal of their contact with customers over the internet. However, the experience of the user is not always a high priority for business owners. Your online interface can affect customer retention, new customer acquisition, and profits. In this article, CEO Jason Kulpa will delve into the importance of user experience (UX) and the reasons that hiring a dedicated UX designer could be the very thing that your business has been waiting for.

What is UX Made Up Of?

The experience of the user is an amalgamation of several different moments. User experience begins when a client or potential customer logs onto your website, opens your app, or begins to use your device.

At its core, UX aims to create positive emotions connected to using your device or online interface. Therefore, UX design focuses on making digital products that are pleasing to the senses and easy to use while avoiding features that will cause frustration or displeasure for the customer.

Whether a visitor is completely new to your platform or has worked with your company for years, they should be able to describe your interface as:

  • Accessible
  • Useful
  • Trustworthy
  • Appealing

Accessibility refers to how easy it is to find and use your website or app. Your website might feature special considerations for users with disabilities, including alternative text on graphics for people who have impaired vision. You might also optimize your site or service for people who may otherwise have difficulty navigating through an online platform.

Visitors should easily find anything that they may be looking for within your website, including a contact page, information about your products or services, and your company’s mission statement or description. If you want your visitors to take action, whether buying a product, reaching out through a form, or giving you their information, it should be easy to take those actions through your platform.

Adding images to your platform can help users to better relate to your website, too. All of these things can help to make your online presence more appealing to new customers, as they’ll feel like they can get a solid grasp on your business within only a few minutes of casual browsing.

Benefits of Positive UX

First impressions are usually formed in a matter of seconds. If a potential client is searching online for legal representation in their area and the first law firm that they click on presents a wall of text with no design or images, they may seek another site, rather than wading through the content to find a way to reach out to an attorney.

Similarly, a potential customer on an eCommerce site might be interested in a company’s products, but if the site’s layout makes it challenging to browse, that customer is likely to leave the site.

An intentionally designed UX that blends ease and accessibility with aesthetics will help retain previous customers while also encouraging new business.

About Jason Kulpa

Jason Kulpa is a serial entrepreneur and the Founder and former CEO of, San Diego’s Fastest Growing Business multi-year award winner, and a Certified Great Place to Work multi-year winner. Mr. Kulpa is a San Diego’s two-time winner of the Most Admired CEO Award of the San Diego Business Journal and also a semi-finalist for the Ernst and Young Entrepreneur award.

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