5 things you need to know about user experience (UX) by Alexandre Cagnoli
18 Apr 2025
Optimizing the user experience (UX) is now a priority for companies seeking to stand out in a competitive marketplace. Alexandre Cagnoli, founder of Alfred web agency and an expert in digital design, shares his expertise and advice to better understand the importance of UX. Here are the 5 essential points to remember to create a successful user experience and boost your company's growth.
1. UX: an essential lever for growth
According to Alexandre, UX is one of the biggest growth levers for digital projects. Yet he recalls a striking statistic:
"70% of online projects fail due to a lack of user experience optimization."
Today, users' expectations have evolved. They're no longer looking for a simple transaction, but a pleasant, fluid and rewarding experience:
"People want to be welcomed, to have a good time, whether it's physical or digital. It's no longer just a question of the product or service, but of how it feels throughout the journey."
To remember: UX isn't just about the aesthetics of a website. It's about thinking through every stage of the user journey to build loyalty and turn your customers into brand ambassadors.
2. Understanding deep-rooted user needs
One of Alexandre's key pieces of advice is not to focus solely on your product:
"Spoiler alert: nobody cares about your product. What matters is the need your product fills."
UX requires deep reflection on user motivations and needs:
- What problems does your product solve?
- What secondary or emotional needs might your users have?
Alexandre stresses the importance of asking these questions in order to design relevant solutions:
"The product is just a vehicle to meet a need. When we understand a user's deep needs, we can create experiences that really resonate with them."
To remember: UX should focus on the user, not your brand or product.
3. Data: the sinews of UX warfare
To improve the user experience, data analysis is essential. Alexandre shares an anecdote from his experience in e-commerce: "When I launched my online store, my conversion rate was 2.5%. By analyzing the data and optimizing the user path, I was able to increase it to 9%. Without spending a single euro more on advertising, I tripled my results.
This example shows that small data-driven improvements (such as design, copywriting or loading time) can have a colossal impact on a project's performance.
To remember: Use your data to identify friction points and opportunities for improvement. Every detail counts: whether it's the speed of a site, the clarity of information or the fluidity of the purchasing process.
4. Empathy: the fundamental pillar of UX
For Alexandre, UX can be summed up in one word: empathy.
" Understanding users, feeling what they feel, is the only way to design experiences that work."
Personas and empathy maps are invaluable tools for better understanding users. They enable you to :
- Putting yourself in the users' shoes
- Anticipate their reactions and needs
- Identify their potential frustrations at each stage
These methods deepen our understanding and help us to design appropriate solutions.
" The aim is to make the customer experience as smooth as possible, to reassure and meet expectations, whether before, during or after the purchase," explains Alexandre.
To remember: The more you understand your users, the more you can design an experience that satisfies them and builds loyalty.
5. UX, a strategic investment for the future
In a world of rapidly evolving technologies, Alexandre insists on the importance of staying on top of UX trends. For example, artificial intelligence (AI) is becoming a powerful tool for automating certain tasks and improving productivity.
However, our expert warns: "If everyone uses the same AI tools without adding a personal touch, you end up with generic solutions. To stand out, you always have to go the extra mile."
Alexandre encourages companies to use AI as a lever, but without forgetting to add their own added value.
To remember: UX is a constantly evolving process. Investing in innovative tools while maintaining a human and empathetic approach is the key to staying competitive.
UX, an essential differentiation lever
Optimizing the user experience is not an option, it's a necessity. Alexandre asserts: " UX goes beyond aesthetics. It's about designing fluid, intuitive user paths that leave a lasting impression. These journeys must satisfy users' expectations and encourage them to become ambassadors for your brand."
For companies, this means :
- Think user needs first.
- Use data to improve every detail.
- Designing experiences with empathy and creativity.
With UX, you can not only attract more customers, but also strengthen their loyalty and satisfaction. So, are you ready to make UX a major asset for your company? 🚀
To get in touch with Alexandre Cagnoli, coworker in Vanves, please visit his website.