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What Pepsi can teach you about brand experience

admin — Fri, 08 Apr 2022 13:38:34 +0000

One of the important aspects of Marketing UX is understanding human psychology. I set a goal to read a maximum number of books by the end of 2021. And one of them was Blink by Malcolm Gladwell, a must-read for marketers. Among the many examples and case studies he shared in the book, one stood out from me from the rest.

The rivalry between Pepsi and Coca Cola has been a long-standing one. In 1975, Pepsi ran an experiment called the Pepsi Challenge. Tasting booths were placed in supermarkets, sports areas and state fairs. Participants drank cola from two unmarked cups and were asked which beverage they liked better. Who do you think won? The results were overwhelming. Pepsi had beaten Coca Cola at almost every venue and across demographics. But why does Coke enjoy the lion’s share of the market (nearly 43.75%) while Pepsi has only around 19%?

A research professor at Baylor College of Medicine decided to test this to understand the physiological reasons why consumers made this choice. Here are his findings:

Bling test: The test participants did not know which brand of cola they were drinking. Pepsi came out on top. The professor analyzed brain activity using an fMRI scanner and found that the ventral putamen, the part of the brain that makes up the reward system, lit up.
Controlled test: The test participants knew what they were drinking. In this case, the reward system showed no involvement but the cerebral cortex, the higher-level decision-making part of the brain, showed activity. People weren’t evaluating flavour; They were evaluating the experience and memories associated with the brand. And when this happened, Coke beat Pepsi.

Sergio Zyman, Coke’s CMO at the time, said, “What went wrong? The answer was embarrassingly simple. We did not know enough about our consumers. We did not even know what motivated them to buy Coke in the first place. After the debacle, we reached out to consumers and found that they wanted more than taste when they made their purchase decision. Drinking Coke enabled them to tap into the Coca-Cola experience, to be part of Coke’s history and to feel the continuity and stability of the brand. As soon as we started listening to them, consumers responded, increasing our sales from 9 billion to 15 billion a year.”

People don’t buy a product for its features or pricing. They go by how it made them feel from the inception of their journey. And this makes the brand experience crucial.

Why is Branding Important?

#1 Attention Grabber:
Our attention span is very limited. With the rise of technology and innovation, grabbing people’s attention is the biggest challenge. With unique branding, your business doesn’t just break through the clutter but also grab people’s attention.

#2 Emotional Connection:
Scientists have proof that people make decisions emotionally. Be it B2B or B2C products, there is always emotion involved. Branding is more than just a logo or a tagline. It’s a feeling your brand invokes in its customers. The emotional connection is what transforms a prospect to a customer and a customer to brand advocate.

#3 Stand Out From Your Competition:
Branding is one way your customers tell your brand from the competition. Branding helps you showcase how you’re different, unique, and special.

#4 Loyal Customers:
73% of consumers say a good experience is key in influencing their brand loyalties. Branding transforms first-time buyers into lifetime customers and turns an indifferent audience into brand evangelists. Strong brands build the impression on the consumer’s mind that they are familiar, dependable, and trustworthy. Once a brand has established this, your customers do the marketing for you — advocating and talking about you whenever possible.

#5 Brand Recognition:
When you think about fizzy drinks, Coke is probably the first image that comes to mind. The brand is an idea or an image people have in their mind when they think about a category of products or services. Brands are only as successful as their recall.

#6 It can NEVER be copied:
Unlike a product, whose features are easily copied by other players, a brand will always be unique. For example, Pepsi and Coke taste and look similar, but a majority of the people prefer Coke over Pepsi because of their branding.

#7 Trust:
Building trust with your customers is extremely important for any brand. A brand creates the impression of being an industry expert and can make customer feel like they can rely on it. In other words, if you want your business to succeed, branding is non-negotiable.

Conclusion
Ultimately, the product is what you sell and the brand is the image in your consumer’s mind. At every single touchpoint, you need to showcase value and emotional experience. As a marketer, it’s the first impression created in your customer’s mind. Marketers who keep their consumer needs and their brand promise, as the heart of their investment will succeed.

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10 Rules for Product Design From Google X

admin — Fri, 08 Apr 2022 12:02:54 +0000

Google became Alphabet in 2015. The goal of this rebranding was to diversify Google’s activities in other fields. Google is now a branch of Alphabet composed of the search engine, Android, Youtube, and Google ads. It is the money maker for the other companies of Alphabet that focus mainly on research and future technologies.

One of these companies is called Google X and focuses on “major technological advancement”. Breakthrough technologies are being made right now by inventors, entrepreneurs, and engineers in a lab located in Mountain View, California.

Google X is described as a semi-secret research and development facility. Projects are kept secret to give freedom to people working on them. Projects are revealed only after a design was found and that technological innovations are working well.

Some products that were made public are :

Waymo, a self-driving car project started in 2009 that operate at the highest level of autonomy on some designated roads for about 5 years
Loon, balloons floating near space that should provide internet in underdeveloped countries
Verily, wearable devices such as contact lens that should give medical information to doctors

These concepts, these products are the result of a mindset that X doesn’t hide and consists of ten points.

Aim for 10X, not 10%
The point of this advice is to motivate people in doing things. It’s much more fun to work to disrupt something than it is to barely improve it. When working on a problem, people need to aim for a solution that is 10 times better in every possible way. We tend to limit ourselves due to budget limitations or technical difficulties. Projects evolve slowly and companies improve one thing at a time making things 10% better at best.

Our very society always reminds us to be patient, to play safe, and not to dream too much. But in an ideation phase, nothing should limit creativity. Google X may work on moonshot projects impacting billions of lives, but this piece of advice can apply to any project. Dream big, technical solutions will come sooner or later.

Fall in love with the problem
The key to bringing great products is to understand the problem they must solve. Every design methodology insists on this point, investigating a problem, or a situation is key. The thing is that most methodologies don’t explain how to understand problems. For instance, the constraints linked to users’ needs are often forgotten by designers. Not every solution can correctly answer what people need and want.

Make contact with the real world early
Ideas are made in offices or laboratories but must be confronted in the real world as soon as possible. Data comes from the field. Qualitative and quantitative data collected directly from end-users allows us to detect issues in our design that we couldn’t imagine. The world is a mess, people act randomly, and external factors will impact products.

In the S60s’ French ergonomics decided to study workers inside factories by following them and asking them why they were doing things one way or another. The result was that health conditions increased drastically because the solutions proposed by ergonomics were adapted to actual work, not the theoretical work engineers were basing their ideas off

Fuel creativity with diverse teams
The impact of culture on design is an important topic and a major issue for companies. Having cross-cultural teams allows to challenge ideas with fresh points of view and go one step further

The Impact of Culture on UX Design

A hot topic corporates haven't figured out yet

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Tackle the monkey first
When working on something, you must start with the hardest points. Beginning with what’s easy to solve will give the impression that the project is doing well even if it isn’t viable.

The metaphor behind is the following: if you were asked to train a monkey to stand on a pedestal and recite Shakespeare, where would you start? Building the pedestal is the easiest part but training the monkey is the vital task

Embrace failure aka learning
People know that failure is learning. It has become a cliché.

But this point must go one step forward. Failure must become psychologically acceptable, it must be celebrated, laugh about, and debriefed to come up with better solutions one step at a time

Failing means that we tried; people who never fail are the ones that do nothing.

The director of the museum of failure once said in an interview that the companies that aren’t represented in his museum should be ashamed because innovation needs failure.

Become a chaos pilot
The world is random, things are out of control. To create a great product, we must embrace this uncertainty and work with it. Projects will be impacted by external factors. People might quit, politics might influence for bad or good, and the whole building can be on fire one day.

Being a chaos pilot means that you must be able to continue your journey whatever happens. This is the basis of agile mindsets like SCRUM. Being agile means adapting to new circumstances to get the best outcome possible

Learn to love V.0 crap
Product design must aim for awesome stuff, but when it comes to making stuff reality hits hard.

When concretizing ideas, the first version, the prototype will be shitty, but it is the first step to great stuff.

The reach-the-star mindset that Google X promotes doesn’t mean that they immediately get results. The iterative process must still take place and it all starts with an MVP that will show the difficult part of a project and help think about how to solve them.

Shift your perspectives
We are all biased. Our history and our experiences have shaped ourselves and our way to think and handling problems. Being conscious of this limit is the first step to shifting perspectives.

The example of affordance is great to illustrate this point. When seeing a chair, people immediately understand what they can do with it, the first thing being to sit. Other uses come to mind like stepping on the chair to reach high, but it’s hard to imagine new uses for such an everyday tool. Turning the chair upside down breaks the simple affordance and forces us to imagine new ways to interact with this object.

Problems must be handled like a chair. By switching the goals, by thinking of the point of view of new users, or by finding the worst possible solution to that problem.

Take the long view
A solution to a problem must last the longest time possible. By setting a goal and creating an innovative solution, designers must think about the future, and how their solution will evolve in a hundred years.

Thinking short-term is good for business but not for product design. The business side can be handled by selling beta products or intermediary products made in the iterative process.

As Shigeru Myamoto, the creator of the Mario and Zelda franchise said :
“A delayed game is eventually good, but a rushed game is forever bad”. The same can be said for any product.

Thinking long term, not worrying about failure and every other piece of advice is easy to give when you are working for one of the richest companies in the world, but it is a general mindset that everyone can follow, specifically in UX and product design.

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The Impact of Culture on UX Design

admin — Fri, 08 Apr 2022 12:01:36 +0000

The importance of interculturality in business is a relatively new area in the working world. Before the world was truly globalized as it is today, it was rare to collaborate with people from other countries and cultures than ours.

The only exception would be large migratory groups, Mexicans in the US or North Africans in France. But before the ’90s, institutional racism meant that we did not care about their cultural particularities, on the contrary, we expected them to become invisible and adopt the culture of the country in which they resided.

Researchers in sociology, psychology, and organization has studied the impact of culture on work, first to understand the strategies put in place to carry out projects in different countries, then to understand how two people with different world views could complement each other in project management and finally to know how multiculturalism impacts (positively) on organizations.

In the context of work management, Hofstede created a grid for understanding cultural relations at work. This grid appears in the book “Culture and Organizations: International Studies of Management & Organization” published in 1980.

Hofstede’s 6 dimensions were validated in a study for IBM.

Individuals differ culturally according to :

Hierarchical distance
This is the tendency to follow the orders of one’s hierarchy without questioning them.
Individualism vs. communitarianism
Is the tendency to think more for oneself or for the group
Masculinism vs feminism
Is the tendency to seek competition and power relationships or to seek consensus
Control of uncertainty
Is the ability to deal with the unexpected in a positive or negative way
Long term vs short term
Is the vision that cultures have of their work and the benefits that it should bring immediately or later
Pleasure vs moderation
Societies tend to want to satisfy individuals’ personal desires or follow strict norms to moderate personal desires

These dimensions have been studied in all countries to establish a cultural average. This does not preclude variations between individuals in the same country, but we can expect trends in their relationship to work.

Interculturality studies have been the basis for convincing companies that they should indeed diversify their teams to bring cross-cultural perspectives on how to carry out projects.

Today, we know empirically that mixing profiles leads to better results in most fields.

Interculturality applied to the world of design is a subject that is still little explored by scientific research. Designers from different cultures and countries work together on a daily basis, but this is due to globalization, the possibility to expatriate easily, remote work, and the general tendency of companies to hire diverse profiles today.

There are still some unresolved issues today regarding culture and design. American companies are not able to penetrate the Chinese market. Apart from the political implications, it is also a question of understanding the local culture in order to adapt the product design.

There is still an engineering logic in product design. Some things don’t appeal to certain user groups, but companies choose to ignore them.

Systematically creating profiles or registering credit cards is a practice that doesn’t shock in the US, but is problematic in Europe because the fear of leaving personal information on the Internet is still very present for many Europeans.

What does the research say today? Culture influences designers and people’s appreciation of certain types of designs.

The 3 Axes of Acceptability

Context of use, adoption and personal vs professional use impact UX design.

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The impact of culture on designers
Cross-cultural research has shown that strategies for dealing with problems differ across cultures.

The study “cultural influences on the design process” of Vivek Gautam and Lucienne Blessing, from Berlin’s University of Technology analyses this aspect from a macroscopic point of view by comparing the so-called western method and Asian cultures.

There are obvious differences between these two groups, but the studies say that there is an influence in the problem-solving behaviors that would be common.

The Western methodology is called “reductionist”. Westerners tend to divide a task into subtasks and seek to solve each subtask independently of the others.

This approach is reminiscent of Taylorism with assembly line work or lean design which consists in modifying designs as problems are identified.

The Asian methodology is called “holistic”. Problems are approached as a whole, taking into account the environment in which they must be solved.

This method allows for better collaboration and ensures that aspects of a problem are not forgotten along the way. Since the work is not divided between several groups, everyone knows what the other is doing and what they need.

This can be reminiscent of Toyotism. Groups of all trades self-organizing to build cars.

These two ways of behaving in front of a problem to be solved have an impact on the way designers find solutions. With the reductionist method, the ergonomics, the Ux, and the Ui of a project are taken into account at different times and are clearly separated. With the holistic method, all aspects are treated at the same time by a single team.

The impact of culture on design
Taking into consideration the culture of a population is essential to ensure a good design.

Certain elements must be taken into account systematically because they will impact the users’ perception of a product.

The reading direction
Right to left left to right, or top to bottom will influence the usability of a product.
The vertical reading of Korea allowed the country to export its comic strips because the format was perfectly adapted to phones.
The colors
Colors have implicit meanings related to cultures. Not taking this aspect into account can send the wrong messages.
Rayman, Ubisoft’s mascot in the ’90s, had to change its color in Japan because purple is negatively connoted there.
The symbols
Every culture has its symbols and things that people recognize or not. It is also necessary to adapt the symbols to local preferences

People also like products more or less depending on their culture because they expect certain things from them.

“cross cultural HCI and Ux design : a comparaison of Chinese and westerne interfaces” by Pietro Romeo from the Technical University of Berlin studied the differences in Ux design of messaging applications, Whatsapp and Wechat.

Chinese users want to have a single application that allows them to do everything. Wechat is an instant messaging application similar to Whatsapp, except that Wechat also allows you to view contacts’ profiles like on Facebook, serves as a banking application, and much more.

The not very individualistic aspect of the Chinese culture (according to Hofstede’s grid) could be linked to a will to have a unique application allowing to do everything at the same time.

On the contrary, the individualistic aspect of European and American societies would be linked to a preference to have an application for functionality.

Other features of Wechat are really linked to Chinese customs. The application allows you to send “red envelopes”, a type of gift made on New Year. These envelopes filled with money can be sent to contacts or even on groups on which the fastest to see the message can get the contents of the envelope.

The relationship to money is different in the West, the idea of sending money via an instant messaging application at random seems strange and would bother users.

Hofstede’s criteria were linked to Ux design practices related to colors, architectural information, text tone, etc.

The cultural aspect of the design is still neglected today because of the desire of companies to impose their visions rather than adapt them to different audiences. Culture is an important aspect of the life of designers who are unintentionally influenced in the way they design and consume digital products.

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The 3 Axes of Acceptability

admin — Fri, 08 Apr 2022 12:00:19 +0000

In the last century, product design followed an engineering logic. Inventions were designed by engineers and then sold to the general public. Engineering logic implies that the technical aspect is what matters most. Users were asked to learn how to use the tool they are given as the engineer imagines its optimal use.

This engineering logic is still in use today, but what is more important is the user experience. This notion emerged in the ’90s and became the main issue for companies in the 2010s. All start-ups are looking for Ux designers and product design professionals.

The wishes of companies and designers are not the same. Designers would like to create products that lead to an optimal user experience. Companies still want to impose their products on users who should learn how to use them properly, but the learning experience needs to be optimized and made fluid so as not to lose potential users.

The interest in the user experience for companies is still superficial most of the time.

Other notions are being developed today and will perhaps become more important in the years to come. Among them, the issue of product acceptability is the most likely to change the way we design in the future.

Acceptability is a notion that requires studying the human-machine relationship as a whole to imagine how new products will impact users’ lives for good or bad.

Acceptability influences the user experience through three main axes: usage contexts, appropriation, and professional vs personal use.

Contexts of use
Contexts of use are all the situations in which someone will use a product or service.

This aspect is already studied by designers through user journey maps but in a relatively superficial way. We tend to minimize this aspect because we create very poor usage scenarios, focusing on a reduced window of the life of the users who would have perfect and controlled use of the applications or products we provide them.

A more global approach is needed to evaluate the acceptability of a product. People live in a connected world, with imperatives, desires, and a whole lot of applications used daily.

People live in psychological and physiological contexts that impact their moods during the day and will influence what they will or will not tolerate from a product.

Tomorrow's Challenge of UX Design

From working on apps to working on everything from cities to space.

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In the case of a mobile application, there are dozens of elements to take into account.

If the user has a bad phone, the application can be slowed down and offer a bad experience
If the user uses a lot of applications during the day, he may refuse to sign up if he has to fill out yet another form
If the user is in a hurry, he will get annoyed if he has to log in to complete an action
A product is not used independently of others. The experience of using an application is linked to the other applications used during the day and to the rhythm of each person’s life.

If a product doesn’t fit well in the chain of actions that make up a user’s day, then it will have a hard time being adopted unless it is imposed.

Personal or professional use
The products we interact with can be used in a personal or professional context. In the case of personal use, the user has control over what he accepts or not. But in a professional context, products can be imposed by superiors.

Professional products are sometimes not as good as personal products because the objective is not to convince end users but to convince companies to buy the product for their teams.

This constraint must be taken into account to understand the chains of actions that influence user behavior. If someone is forced to use software that requires hundreds of mouse clicks in a day, they will get annoyed more quickly with a personal tool for one too many clicks.

For example, the French government made it mandatory to use Qwant as the default search engine for people working in state administration. Because they were forced to use it, a lot of people got a negative view of this search engine. Even worse, a lot of them used Qwant to reach Google for every research, making their work harder.

Professional products can be frustrating because we are used to using well-thought-out applications daily. Users are therefore less tolerant of Ux design mistakes. On the other hand, the obligation to use software with bad ergonomics all day long increases users’ expectations towards personal applications that they want to be flawless.

Adoption
Adoption is the degree to which users agree to use a product.

In the case of professional use, appropriation can be forced and therefore purely utilitarian. This is also the case for some products that people refuse to stop using for convenience, like Facebook.

When users have a good experience, they can appropriate the tool, appreciate its features, explore it to understand it more deeply. A good user experience usually leads to this result.

Adoption can then go further. The tool can become a form of social proof. iPhone users feel they belong to a group, they have their codes, and owning a particular object allows them to prove their status.

This level of adoption is targeted by luxury and faux-luxury brands that allow to establish a certain social level, to give clues about one’s personality.

More than social proof, an object can be used by users to define themselves, to express who they are as an individual.

The last level of adoption is the symbiosis, when a product ends up being so much a part of everyday life that we can’t imagine life without it.

Today this is the case for smartphones or cars. Brands can serve as social markers, personalization can serve as individual markers, but these products are above all a matter of course for users.

The symbiosis can happen with applications use through another product. Some people can’t conceive living without GPS apps, music app, or social media.

This point is often the ultimate target for companies that want people to love their products. By necessity, marketing departments imagine perfect users, which allows them to target prospects; the perfect customer has adopted the product.

The level of adoption can differ and be more or less intense. One can appreciate a product, make emotional projections on it, use it as social proof, as belonging to a group, even as self-definition.

There will come a time when acceptability experts will be as hype as Ux designers, when this time comes, Ux design will be taken into account by companies and exceptional products will be born.

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Tomorrow’s Challenge of UX Design

admin — Fri, 08 Apr 2022 11:59:02 +0000

User experience (Ux design) is nowadays something central for all digital companies. Ux design was named by Don Norman in the 90s. In 20 years, this term has spread to the business world. Everyone seems to understand today that a software or an application that does not offer a good user experience will not be adopted by the public.

Today, the Ux design job market is flourishing. The offerings are mainly around desktop software and mobile applications.

We can ask ourselves what will be the important themes of tomorrow’s Ux design and where will the Ux designer’s job go?

Ux design will try to spread its mentality in all areas of society outside of digital, to be interested in emerging technologies and finally to get closer and closer to cognitive ergonomics.

Improving emerging technologies
Some Ux designers have the chance to work on new realities: virtual, augmented and mixed

Current technologies allow us to propose good quality virtual worlds. It remains to design pleasant user experiences for all the use cases of these new technologies.

Work on virtual reality is mainly focused on video games which remain the most important application of VR today. But office automation in VR is developing more and more. By creating good user experiences for office work and social networking internet, VR will be able to impose itself as a real alternative to classic computers.

Mixed reality is going down the same path, as Microsoft is mainly banking on collaborative work in MR to promote its Hololens headsets. The user experience must be particularly meticulous to offer the same fluidity as when interacting with real objects.

As for AR, it has already become popular and is mainly used through photo filters, these are now entire markets that are opening up to entrepreneurs such as virtual clothing to pose in photos and videos without owning expensive parts.

With the development of VR and MR, the need for specialized Ux designers will increase rapidly. It will then be necessary to learn to design coherent 3D interfaces.

Another growing technology that Ux designers will take hold of is autonomous cars.
Expected for several years, autonomous cars exist but have not replaced classic cars. Projects exist around the world and if they succeed, we will have to rethink the driving experience.

Tomorrow’s motorist will be a passenger, not a driver. Designers will then have to design interfaces that will allow them to define how they want the car to behave in order to take them somewhere.
The challenge will be to imagine interfaces adapted to users of different ages, cultures, behaviors and road experience.

For the moment, engineers are working on the algorithms of the cars rather than on the interfaces. Tomorrow, manufacturers will be chasing Ux designers to make the use of this new type of vehicle intuitive.

Exporting Ux design to all domains
The emergence of autonomous vehicles will be accompanied by a reflection on the organization of our roads and cities, which will be an opportunity for designers to export their way of thinking outside of digital interfaces.

Ux design is a discipline that seeks to offer the best user experience of a tool. This mentality will be exported to all disciplines involving interactions between users and a tool or a system.

The Ux design has therefore strong chances to get closer to other fields such as urbanism to design cities and villages offering good life experiences to its inhabitants. This rapprochement will allow the evolution of tools used in interface design such as user testing and ergonomic criteria.

Two themes will be developed in parallel to improve the urban experience: connected cities and urban organization.

Smart cities or connected cities are intended to use digital data from inhabitants to adapt the services offered and make the city evolve according to the immediate and future needs of the inhabitants.
The use of this data and the ephemeral services that cities will offer will have to be easily accessible to all, especially since the data collected will have to be public.

The urban organization perfectly matches the Ux design mentality. More and more urban planners are promoting a return to cities where pedestrian movement is privileged. If everything is to be accessible within a 15-minute walk and if we reorganize urban space as it was at the beginning of the last century, we will also have to take into account the use of technologies that did not exist at the time and that change the way we live. The inclusion of digital functions in cities and their use will require a simplicity of use that Ux designers will be able to design.

In parallel to cities as places, the interface between public services and inhabitants will also have to be rethought through the nightmare of many: the administration.

The current administrative monsters have responded to the need for efficiency, traceability of administration but have rarely taken into account the needs of “users”, the citizens.

The transition of the administrations to digital has unfortunately been done by translating what the administrations did on paper on computer without thinking about the usefulness of each step for all parties involved.
By rethinking the link between citizens, the documents to be provided and the administration, everyone’s life will be greatly simplified.

Conceiving new technologies
Ux design will seek in the coming years to go beyond the framework of digital applications to export its methods to other areas. But the digital will remain at the heart of the Ux designer’s job who will have to work on the user experience of new technologies.

Smartphones will one day be replaced by another communication technology. The technology will be invented by a company that will leave it to the users to develop the applications. Ux designers will therefore have to quickly grasp this new technology and what it will allow.

Finally, the Ux will be able to be exported to very specialized interfaces, in particular those concerning the conquest of space.
Whether it is for NASA, the European Space Agency (ESA) or the general public, it will be necessary to offer all the actors of the space conquest powerful interfaces but also pleasant to use, especially if this theme opens to the general public.

Imagining that Mr. Everyman can do things in space seems absurd, but this is what happened with drones. At first, they were only intended for the military, then civilian versions came on the market and very quickly found a public buyer.

Space agency professionals are certainly used to very austere interfaces, but the importance of beauty and organization of interfaces is a success factor in all environments, especially since we are used to using well thought out applications in our private life.

In the end, Ux design will take hold of new emerging technologies, then export to other domains than digital to improve the user experience of everyday life. At the same time, prospective technologies that are not yet current will also have to be thought around usability because our expectations towards new digital technologies are very high.

Ux design will evolve to get closer and closer to cognitive ergonomics. This discipline is already studying the Ux topics of tomorrow.

Ergonomists are working all over the world on new realities, autonomous cars, connected cities and public data, new technologies and aeronautics. The tools used by cognitive ergonomics are similar to those of Ux design, it is mainly the application domains that differ.
Ux design evolves more in the world of mobile applications and ergonomics in the world of complex systems, military and aeronautics. Their goals are close but slighltly differents too. Cognitive ergonomics aim to create easy to use and coherent interfaces by questionning the behaviors of users on fiels, while Ux design aime to create easy to use interfaces that offer a pleasant experience to users.

Bringing the two disciplines together will allow for mutual gain.
Ux design will bring to ergonomics the pleasure of using interfaces in addition to their ease of use; ergonomics will bring to Ux design the upstream reflection on the interest of functionalities in addition to their organization on the screens.

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