Form and function are important dimensions of consumer choice, but there is more in our increasingly digital world. It is not only products per se that need to be designed but the whole interaction between consumers and brands. The whole UX or user experience is more important than ever before. Digitalism nowadays is everywhere, and even mundane products are becoming more digital (e.g. ovens), while others evolve that are purely digital (e.g. PayPal).
The question is: How can we effectively measure and design interactions in this highly digital and complex environment? For quite a long time “usability” was the one and only measure on the agenda. But consumer experience goes far beyond ease of use or high functional quality. UX is a complex construct with several dimensions that are covered in GfK´s UX score.