On May 25th, the Marketing and User Experience (UX) conference of our CEO, Alberto Morales, took place in Marketing and Market Research at the University of Seville (US), in the first place, We do not want to pass up the opportunity to thank Paula Luna (head teacher in the US), since without her it could not have been carried out.

The paper was divided in two parts, a theoretical part where we talk about the User Experience and the digital world and another part focused on the practice, where we made known through different roles the work in the world of User Experience.

Do you want to know what we’re talking about? We’ll tell you right away!

The User Experience and the Digital World

The User Experience can be summarized, in general terms, as the set of feelings and feelings that a person has when interacting with a product or service. It exists both in the offline world and in the online world, for example, when browsing a website or using a device. And how important is this aspect in the digital world? Think about it yourself, when you access, for example, a web platform in which you do not understand anything, you find nothing, you ask a thousand questions to which you are difficult to answer and, finally, you give up because you are impossible to get what you were looking for When you entered it. What sensation will you have? Will you re-enter the web? Probably not, you will be very frustrated and you will not even want to hear about the web

So … do you think it’s important to provide a good user experience?

At the University of Seville, they were clear that if, and for that, they invited us to talk about this world that we are passionate about and in which we are immersed each day.

We began by talking about the market that currently exists around the globe for experts in User Experience, noting that it is an employment niche that is growing at an exponential rate, in which future marketing graduates will be able to find a possible work path .

We were able to observe an analysis of the current situation of the sector. Assessing how we have gone from performing usability tests in the traditional way or in laboratories, with the consequent cost of time, money, displacement, environments not comfortable for the interviewees and without being able to obtain reliable results with certainty. Since being in a laboratory, and knowing these, that are being studied, the users do not behave in a similar way to when they are in a natural environment for them.

Big data and Business Intelligence were issues that could not be left untouched by its imminent growth and its great relationship with UX.

Business Intelligence is not the future, it is the present and it is here to stay, this future graduates could feel it with the explanation and audiovisual support of the following video. In what we see as Alexa, the virtual assistant of Amazon, can make our lives easier by using Business Intelligence, synchronizing all devices for better efficiency in time and quality of life.

And what happens when we talk about UX (User Experience), UI (User interface) and DV (Data Visualization). Many times, we confuse these terms and we do not know how to delimit their meaning. To clarify the confusion that exists, with the help of the following graph, the attendees were able to see the delimitation of each of the fields.

The User Experience makes use of the collected data that can be useful for our project, also supporting, in the user interface so as to be able to create and offer to the same the best possible experience.

On the other hand, as explained by Alberto Morales during the presentation, the process of usability design is not a linear task since the same progress can go back and even jump to other phases, is a process that feeds to achieve the optimum in Usability

Roles in User Experience

(PRACTICE UX: Renault, Toyota y Seat)

We wanted the students to enter fully into the world of User Experience, so we do not hesitate to perform with them a UX practice in which they were the protagonists themselves. For this, we chose to enter the automotive sector platforms: Renault, Toyota and Seat.

This part was very enjoyed by all attendees, even the teacher Paula Luna did not want to miss the opportunity to participate and be part of the experience that we were going to create.

We divided the participants into different groups, in which each person was to play a different role within the study. To the people with greater analytical abilities we assigned the role of Researchers or experts in user experience, other colleagues, who could be potential users of the platforms from which we would perform the study, did the role of Testers or test users.

Each group was assigned a website from one of these three companies: Renault, Toyota and Seat.

In it, each one had assigned a function, to analyze, to evaluate and to identify positive aspects and negative aspects that they had found, besides defining which ratios would be necessary to know to carry out the project. Afterwards, the Tester was assigned a series of user cases or tasks, the Researchers having to assess what difficulty and bottlenecks they had found these as well as the positives of the web in question.

Do you want to know which web was named the most usable?

Of all the groups that participated it was found that Toyota was generally the one that had better usability within its website, compared to that of its competitors.