Why do organizations need User Experience?
When a product is being developed, people pay a great deal of attention to what it does—the functionality. User experience (UX) is the other side of the equation—how it works. User experience can often make the differences between a successful product or service.
User experience is not about the inner workings of a product or service. User experience is about how it works on the outside, where a person comes into contact with the product or service and how they interact with it. When someone asks you what it’s like to use a product or service they are talking about the user experience. Moreover, the ideal user experience solution is driven by the psychology and behavior of the users themselves and not the product or service functionality.
Ultimately the aim is to connect organizational goals to user’s needs through a process of testing and refinement to that which satisfies both sides of the relationship.