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When Pokémon go was launched, do you remember how many crazy people were randomly walking on the road, searching for poke balls and Pokémons at the public place which created a record of 500 million users in just 2 months. 

This Augmented Reality inspired game not only tickled everyone’s senses but showed the world what future has in store.
This is the kind of user experience we are dealing with today.
User experience (UX) is use of Design Thinking or practices to make software, a website, a mobile app or business application more ergonomic, accessible, intuitive and pleasant to use.
Users expect more today. In their personal lives, they’re used to having easy-to-learn, easy-to-use, and fun technologies at their fingertips.
In our daily life, we interact with digital assistants for reminders, finding restaurants and doing whole lot of stuff with Siri, Google Now because it is much easier, faster. We may not exactly be getting more technically proficient, but we have become more comfortable using our phones and tablets to download music, find the nearest movie theater or pay for any purchases
Digital Transformation starts with Customer in mind. A top-notch user experience is a fantastic way to keep customers involved and engaged with your brand in this digital age. It is the key element to make difference with your competitors and get an edge.
For digital transformation to be successful, businesses are growing increasingly aware of the necessity to be more user-centric, be it their employees for internal systems or their customers for external-facing interfaces.

There are many criteria to create or assess the user experience:
·       Search – how easy it is to find the site or application
·       Consistency – does it provide same experience across all the devices
·       Content – how intrigued is the content to keep user glued
·       Design – is it beautiful, clean, brand enhancing visual design
·       Access – how easy to use and understand the app
·       Desirable – how much influence it generates on users to use the app
·       Credibility – can users trust the app
·       Usefulness – how valuable are the features and functions
A great user experience builds the brand loyalty, increase customer engagement. User experience is not only about the usage of the product, it also includes communicating with users.
In UX it doesn’t matter what your site or app looks like if people don’t enjoy the experience of engaging with it.

While designing UX, many designers just focus on pretty looks & features. But they need to avoid information overload, too much text, cluttered forms and keep it simple for users. They should focus on one core functionality and make it really simple for your user to access, use and become great at that functionality.
Companies that provide exceptional experiences in their products and services understand that user experience is a high level strategic value.
Amazon is great example of user experience where even reviews are rated, and they have a range of features to make the browsing and purchasing process so 
easy for their users and hyper-personalized.
Pokémon Go was the best user experience in mobile games so far.
As part of the Digital Transformation journey, business should foster innovative approaches and utilize new ways of user experience to interact and collaborate with customers.
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Sandeep Raut - Digital Transformation, Data Science, BigData Analytics IoT Evangelist

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