User experience (UX)
Technological interfaces are ubiquitous and, in all likelihood, this trend is bound to continue with the emergence of new types of interactions such as augmented reality, virtual reality and IT interactions “without a user interface”. As the primary point of contact for customers and employees of many organisations, businesses and citizens, the design of optimal interfaces is highly strategic. Indeed, the ultimate success of these organisations or companies is largely dependent on their ability to offer a unique user experience (UX) that encourages their users to use, and most importantly, reuse their products. This notion of UX refers to the overall experience a person lived when using a specific product, system or service. It is important to note that UX is not limited to the ergonomic aspect of the interface; it encompasses the whole experience, the interaction with the interface is measured from beginning to end. This depends on the context of use as well as on the cognitive and emotional state of the user. The organisations or companies concerned are therefore striving to enrich their interfaces by providing them with a user experience that is equal to, or greater than, the experience they could have offered in person. To stay in the forefront, many Canadian companies have already set up their own UX labs to evaluate and enhance the experience of their digital products and services.