Integration of User

Experience (UX),
Customer Experience
(CX) and Brand
Experience (BX) with
B2B and B2C Models
Author:
Rashi Desai, Student

CONTENTS
About this eBook
1.1 Intro
1.2 What is UI?
1.3 What is UX?
1.4 What is CX?
1.5 What is BX?
2.0 The need of UX and CX
3.0 Implementing Design in Digital Experiences
3.1 User Centric Design
3.2 Customer Centric Design
4.0 Testing the B models with UX and CX
5.0 Conclusion

About this eBook

Integration of User Experience (UX), Customer Experience

(CX) and Brand Experience (BX) with B2B and B2C Models

This eBook will focus on the concepts of User

Experience (UX) and newly introduced Customer
Experience (CX) and Brand Experience (BX). Most
often, UI and UX are misconceptualized but now when
there are new terms such as CX and BX in the digital
 world, it is advantageous to well understand the
features and take them to the stride. Also, the eBook
as the name suggests will focus on the usability of
concepts of UX, CX and BX in the different business
models i.e. B2B or B2C.

INTRODUCTION
What is User Interface?
User Interface (UI) is the graphical and usually touch-
sensitive display on a device, such as a smartphone or
tablet that allows the user to interact with the device's
apps, features, content and functions. Basically, the
space where interactions between humans and
machines occur.
What is User Experience?
User Experience (UX) relates to having a deep
understanding of users, what they need, what they
value, their abilities and also their limitations. It is a
process of enhancing user satisfaction with a product
by improving the usability, accessibility, and pleasure
provided in the interaction with the product.
What is Customer Experience?
Customer Experience the product of an interaction
between an organization and a customer over the
duration of their relationship in terms of the digitally
crafted experience solely for the organization
What is Brand Experience?
UI + UX + CX = BX
The cumulative process of design from scratch to
using it as a customer and its experience will be
collectively called the Brand Experience

Consider an example,
User Interface (UI) is the individual parts of a bike. As
a user of the bike, I interact with each one component
as an interface to do something
User Experience (UX) is the experience I get from the
entire bike. Its a sum of all of its parts (UIs) taken as
a complete experience. It will be the experience of
riding a bike
Customer Experience (CX) relates to as a customer,
how I experience other aspects of the company I
bought the bike from. Also, I would look at each
individual component and evaluate it to see how
much it meets my expectations
 Brand Experience (BX) is the widest scope of all. It
looks at what the collective mass say about all of the
experiences of your bike- price, maintenance, looks,
etc.

The Need of UX and CX:

Customers respond to good UX by being more willing
to purchase, being less willing to do business with
your competitors, and being more willing to
recommend you, which is critical in an era that uses.
As digital platforms have developed more powerful,
less expensive, and more widely available for business
options, customers expect the business platforms not
only to perform obvious computational an d business
tasks, but also to feel lithe in operating their
platforms.
This causes some entrepreneurs to hire top notch UI
and UX developers to rethink the traditional reliance
on methods that are more machine-oriented and to
look at ways to support properties like ambiguity,
creativity and informal communication to expand and
deepen their business on the digital platforms.
Business models over the years expanded their business
offline as well as online. Some b models whereas operate
only online, it becomes the quintessential requirement that
the customer must be pleased with the interaction online.
For this new fast paced development, Business researchers
explored the concepts of implementing CX in business
languages and create purposeful brand experiences for the
customers.

Implementing UX and CX in B models:

A spotlight on customer

We live in a world where, technically, we dont own our

software and where, in a lot of workplace scenarios, our
employers are more in charge of which products we use
than we are. This may be reflective of the trend of
consumer expectations making their way into B2B
scenarios. The user interface is designed keeping in mind
the customer requirements. Customer from B2B
scenarios may or may not use the interface henceforth
after achieving the results. Also, when comes to
productibility, the business interface may be customized
for the customers who will be dedicated users. Not every
user type will be a target and that confines CX to narrow
band of usability.

The design process for a B-model will flow as:

Design If, What, Research Exploring Redesign

How Methods beyond
borders

A spotlight on user

When comes to user-centric designs, the prime goal is

accepting the challenge of change. With the rapidly
enhancing technological world, when smartphones,
computers have placed themselves as an inseparable part
of human life, more and more agile framework needs to be
developed.
Keep UX principles at the forefront questions to ask while
creating UX for users
Validated the user stories and personas?
Did each iteration incorporate user feedback?
 Did we learn anything about users needs?
Would they recommend the product to a friend?
Did we make the product measurably better?
UX typically focuses on the target users, their
requirements, services that can be provided better than a
UI developers competitors and utmost satisfaction from UI
developers end. After creating a purposeful UX, the users
are sure to use the interface and validate it as good or
needs improvement.
Testing the UX And CX with B-Models:

A)B2B Model
B)B2C Model

Business to Business Model (B2B):

A situation where one business makes a commercial
transaction with another. This typically occurs when a
business is sourcing materials for their production process.
The exchange of services is between two business parties.
A B2C model has predefined requirements as specified by
the receiving party i.e. the business receiving customer.

Business to Commerce Model (B2C):

It is a business or transactions conducted directly
between a company and consumers who are the end-users
of its products or services. The different user types have
different demands and requirements.

Design as CX cannot be served as UX and vice versa

CX is implemented for B2B models where
requirements and target are precise
UX is implemented for B2C Models where target users
and their requirements are known but may/may not
meet up to that
BX can be created by concatenating CX and UX for a
purposeful branding of business

Conclusion:

Thus, the newly introduced concepts of CX and BX are

incomplete without the creation of a flexible UI and a
befitting UX to the ones using the digital platforms. User
Experience is a subset of customer experience because all
the customers are users but all the users may not be the
customers. Henceforth, while designing/ creating UX
attention and accuracy to be made such that UX blends
into CX to create a great Brand Experience as wished by
the Business models.