John Stone from Revenue Architects asked me this question over lunch. The answer I gave him got me thinking about a conversation I had at a conference a few years back.

I was approached by a business executive who asked me what is the difference between usability and user experience. My answer: Here’s the big difference, user experience is all about ROI (Return on Investment).

Integrated Digital Strategy

Source: RevenuePerform.com

The start of any good user experience begins with a clear business goal. Whether it is a mobile app, website, or even a physical product a good user experience fulfills that need. Start by asking yourselves the hard questions – What do I want my users to do? What do I want them to accomplish? What is the call to action? Given that end goal, a good user experience optimizes the path and flow that they will need to take.

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Across industries, there are a lot of articles that suggest sales is dead. The argument is that web provides a content rich platform for buyers to “self-sell” and there is no longer a need for a salesperson to drive awareness, shape and develop needs and craft tailored solutions. Some studies found that 70-80+% of a decision is made on the web and through trusted networks before a person ever engages a sales person. The sales rep’s role is reduced to order taking at the end of a self-sell cycle.