UX stands for User eXperience and refers to the general perception and feelings of a user when interacting with a product or service, especially in the digital context.
It involves design, usability, functionality and the user journey, with the aim of creating positive and effective experiences.
Amazon is an excellent example of UX. Although the interface seems to be rather simple, the UX is sensational. It's very simple to carry out any action you want on the site without get lost.
On the other hand UX of the big Brazilian banks is usually awful. Whether on the website, app or agency.
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