How the iPhone X Reinforces the Importance of UX


The user experience (UX) is one of the most important features to consider when it comes to consumer engagement, but it’s often looked at as the least. In fact, when it comes to mobile experience, 52% have said that a bad mobile experience makes them less likely to engage with a company. Visual design and usability is the face of a business because it is what customers see and interact with, and it directly impacts their perception of your brand. UX is more than just an experience, it is the emotion, intuition and connection a customer feels when using a website, app or product.

The hype and craze of the iPhone X is still going strong, so I thought it appropriate to write a blog that addresses my first impressions with the phone and how it reinforces the value of providing a great user experience (UX).

To provide you with a little background, I have been a die-hard Android user and Samsung fan for many years. In fact, I still use my S7 as a mini-tablet. When I decided to jump ship and move to the iPhone my friends, and the person at the Verizon store, were confused. When it comes to mobile devices consumers seem to fall into two different cults-Android or iOS.

I am not one to jump on trend bandwagons and I would never wait or spend a night in line for a phone. However, the vlogs and articles that preceded the release of the iPhone X really peaked my interest—so, I thought—why not? I was worried that once I got the phone my Android mindset wouldn’t gel with the UX of iOS and I would be stuck with an expensive paperweight. Before buying the phone, I had nightmares about that!

My first day with the phone was weird—but in a good way. The facial recognition to unlock the phone was a lot easier and faster than the thumbprint, and bouncing from app to app was seamless. I didn’t miss the home button at all, swiping felt more natural than pressing a button—crazy, right?! From a UX perspective, eliminating the home button created an intuitive form of phone navigation. I know I said that there are two types of people, Android and iOS; but the iPhone X user experience is so intuitive it doesn’t matter what phone you had before—because it just feels right.

Businesses are constantly rolling out mobile and disposable apps, but sometimes they don’t balance functionality with ease of use. More importantly, it doesn’t matter how fancy or beautiful your app or site is if consumers don’t know how to use it or navigate it they will likely leave. When my bank rolled out their mobile app I hated it and I ended up using my computer for my banking. It lacked the usability that is desired in a mobile app, nothing was intuitive and it was difficult to perform routine transactions. Eventually, they rolled out a new UX and I moved away from their website and began using the app again.

Considering it only takes about 50 milliseconds for users to form an opinion about your website and determine whether they like it or not, a good (or bad) user experience will have a direct impact on your business and customers.

Apple boasted that the iPhone X was the start of a UX revolution for consumers—it will be interesting to see if this is true. Only time will tell how long that revolution lasts.