We define the customer journey as the buying experience of customers from their first contact with the product to the conclusion of the purchase. It should be noted that the first point of contact may begin earlier than we think. For example, the opinions of other consumers in the form of customer reviews and verbal propaganda are already considered the first touchpoint. We call this phase of the customer journey awareness. It conveys the existence of the product to potential customers. Awareness often begins with commercials or other advertisements for the product. Based on this, there is also the favorability phase. In this phase the interest is promoted to the product. Mostly the curiosity is tried to arouse here. After interest exists the consideration phase begins. Here, the desire aspect is activated in the customer and the purchase is now considered. The next phase is the intent to purchase, i.e. the consumer's intention to buy becomes clear. The next phase is possibly the most important step. It is about the conversion, i.e. the conclusion of the purchase. It should not be underestimated, because it can happen that the purchase process was designed so complicated that the customers jump off.
User experience extends the concept of usability. Here, the user perspective is emphasized and emotional and aesthetic factors are more strongly included. User experience describes the perception and reaction of a person resulting from the actual and/or expected use of a product, system or service. User experience is not only about the mere achievement of a goal, but rather about the experiences that users have before, during and after using the product.
User experience manages to arouse emotions in users. For this reason, the user experience is a decisive factor in whether users associate positive feelings such as fun and joy with the product and whether they would like to use the product again in the future. The success of a digital product is therefore strongly linked to the implementation of a holistic user experience.
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