Physical experiences

UX is evolving into CX: we are moving from user experience to customer experience, with UX design processes being used more and more often to create CX. Not only because of their usefulness for design processes, but because they lead to ever more satisfied customers who, moreover, welcome the consistency between UX and CX. The user experience increasingly transcends screens and devices and moves into the physical world; brands want to meet their customers' needs, from a usability point of view, at every moment of their relationship with them: on the web, in shops, on the phone, in the street… Being available to make their lives easier whenever they have a need.

UX and CX increasingly work together to build brand loyalty and customer satisfaction, jointly using all the resources of physical reality and the digital world.