An elegant opinion piece by Ben Davis of Marketing Week, highlighting the importance of user experience. The article speaks about how UX can be treated as a differentiator in some sectors and how competition among companies on this topic is also increasing customer expectations.
“Utilities companies offer a great case study for the growing importance of user experience. Whichever supplier you use, the stuff in the pipes is the same: it’s the service wrapped around the gas/electricity/water that you ultimately pay for. As competition blossoms in the sector, companies understand that, for some customers, user experience is as much…”