How to Make Digital UX Seamless and Customer-Centric

5 min read

Digital user experience (UX) is the overall experience a customer or user has with a specific digital touchpoint. This includes digital channels like mobile apps, websites, and digital tools like kiosks and tablets.  

Brands have always strived to provide great digital UX, but even more so now due to COVID-19; companies that were once focused on in-store experiences are now forced to invest in their digital experiences. 

There are four key elements that all brands must apply to their digital UX program to satisfy their customers: 

  1. Intuitiveness: The experience should be intuitive.
  2. Ease of use: Users should complete their task effectively.
  3. Seamless journey: The experience should be integrated with the rest of the user’s digital experience.
  4. Feedback channels: Users can let you know what they think at many points on their digital journey.

This article is a continuation of our Digital UX series, How to Make Digital UX Intuitive and Effective.

Here, we’ll cover the last two elements of digital UX: seamless journey and feedback channels. 

Element 3: a seamless journey 

Your user has one goal: their own. And they have one journey: theirs. 

Each customer has a unique set of preferences and needs as they navigate your website or app. The one thing all customers have in common is their expectation for a seamless and personalized user experience. 

In fact, 98% of marketers say personalization advances customer relationships, and 89% of digital businesses are investing in personalization. 

Customers expect their personal information to follow them throughout their journey. Brands should know their users’ purchasing history and record the most recent interactions to create a personalized experience. 

If brands aren’t already integrating customer data into their UX strategy, they can’t provide the intimate journey their users expect.

Digital UX is best when it’s logical and consistent. By incorporating a customer’s historical data such as auto-filling their address at checkout, or tracking their most recently viewed items, the user journey feels seamless. Moreover, the strongest user experiences look for paths to delight along the journey.

Metrics for a seamless user experience 

Net Promoter Score (NPS) is a popular metric across industries used to track how customers feel about their relationship with a company. 

Net Promoter Score (NPS) asks the question: “How likely are you to recommend us to a friend or colleague?” 

Users rank their likelihood on a scale of 0 to 10—0 being highly unlikely, 10 being extremely likely. On the rating system, we consider people who select 9 or 10 on the NPS survey Promoters, people who select 7 or 8 are Passives, and people who select 6 or below are Detractors. 

You can also add an open-text field option for the user to leave a comment and explain their rating, which can add context and insight into the reason behind a user’s score. 

To calculate the NPS score, you subtract the percentage of Detractors from the percentage of Promoters ( percent Promoters –  percent Detractors = NPS). 

How to calculate Net Promoter Score (NPS)


Understanding who your promoters and detractors are, and why, will help you understand both the strengths and the pitfalls of the experience you provide.  Integrating NPS measurement data could help identify how to serve more customers.

For example, if the site recognized the user as a Promoter, this might be the perfect time to share more information about a loyalty program or requesting they join your user forum.

If a Detractor is detected, that question might be followed by an open-ended text field, asking why or why not, which offers you more of an explanation on why the Detractor is unlikely to recommend your company or service. 

Usabilla post-purchase survey with Net Promoter Score (NPS) rating question


For more on NPS, check out these resources

Serving your customers’ needs is essential to creating a seamless user experience. When a user’s journey is coherent and fluid, they will be much more satisfied with the digital UX you provide.

But how do you drill-down on the users’ needs? Capturing feedback, the 4th element of great digital UX, is essential to creating a customer-centric digital user experience. 

Element 4: feedback is fuel for the user experience 

Feedback is fuel for successful digital user experiences. With customers using websites and apps to accomplish a majority of their day-to-day tasks, it’s imperative for brands to regularly capture, listen, and act on user feedback.

In an ideal world, teams would be deployed to not only address the issues in the customer journey but also to report back to the individual customers who had shared their experiences.

There are several ways to capture feedback on how successful the digital UX is, and whether or not it’s delighting customers.

How to capture feedback from users

Many companies use surveys to collect common quantitative UX metrics like CSAT, NPS, CES, and GCR. But it’s also important to collect qualitative feedback through open-text fields so users can leave their thoughts and insights in their own words. 

Usabilla CSAT survey with open-text field option for users to leave feedback in their own words


Some other common ways to collect feedback: 

  • User error rate tracks how many errors a customer encounters on the way to a goal. These are obstacles to completing their goal, and show how vexing the experience was for the customer. 
  • A/B testing can provide real-time data on customer preferences. These tests compare specific improvements along the digital journey.
  • User-reported bugs are not often used as a customer metric, but when integrated into your strategy can offer insight into how your digital UX is performing. The frequency and amount of bugs reported by users is helpful to track along the digital journey. Click here for a complete guide on bug tracking

Leaders should consider the overall business goals, the overall customer goals, and understand the customer journey enough to find the best places to gather feedback. By capturing feedback, you open up a channel of communication with your users that allows you to constantly improve the digital user experience.

Your digital UX needs to be integrated with the customer’s entire digital experience, and they should be able to leave feedback across the entire user journey. This way, you create those personalized experiences people crave, and you can be iterating and improving on the digital experience you provide. 

For a complete guide on the 4 Elements of Digital UX, click below for your free download.

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