Using research and design methods to improve business outcomes.
Although user experience is all about your users and the experience they have with your product, it ultimately ties in to business goals - which product are we designing the user experience for? A mobile app? A company intranet? A city service? UX is the toolset we use today to improve experiences for a business, product, app, website, or service. By reducing complexity and frustration, user satisfaction is increased. Adding in a measure of delight makes any business stand out from the crowd. Design thinking methods can be used to generate new and innovative solutions that reach beyond incremental interface improvements.