UX: centre of the user experience

User experience (UX) describes the totality of experiences and perceptions that users have when interacting with a product, service or system. An excellent UX is crucial for startups to ensure usability, satisfaction and loyalty by making sure their offerings are intuitive, accessible and enjoyable to use. By consistently focussing on UX, companies can increase user loyalty, encourage positive word of mouth and ultimately strengthen their competitiveness and market position.