In the digital world, user experience (often abbreviated as “UX”) refers to approaching websites, mobile sites or mobile applications in such a way that the user has a positive, reassuring interaction, and won’t feel lost. With user experience, many elements come into play, such as the consistency of a site’s contents and elements, its efficiency, its ease of use, its ability to be used on all types of devices, and its ability to interest and engage the user.

Generally speaking, optimising the user experience means helping an entering visitor quickly find what he or she is looking for, so that he or she will be satisfied with his or her visit, and want to stay longer on your site to discover other content.