BrandingDesignUIUXUX Design

User Experience (UX) vs. Customer Experience (CX)

Top 5 factors and reasons for differentiating UX and CX

Photo Of Woman Digital ux cx

“I do not understand why, when I ask for a grilled lobster in a restaurant, I am never served a cooked telephone.”

-Salvador Dalí

Let me guess, you didn’t understand one of my favorite quote of all time! Let me explain, he was a famous surreal painter who had a huge impact on art, design, film, and photography industry. It is said, Adobe built Photoshop to mimic his artworks on the digital platform.

Also, this is the kind of mistake a lot of businesses out there end up doing. To sell you my idea through this article, I don’t need to explain using a quote I like over something that makes sense. Let me explain, I cater readers from technology, design, and business study background and hence this is a bizarre start for any of you reading, and I get it. A lot of businesses forget their customers and run behind bizarre things.

No one really would like if their phone has 13 cameras and shines in 7 vivid colors. But the same thing if launched in June and ‘Capture all vibrant details in your life’ named campaign and is named ‘The Pride Phone’, it’s the hit product. This is the customer’s experience design bit of the plan.

UX or user experience is a Don Norman’s term coined in the 90’s and CX or customer experience is relatively new in the design industry. Most of us get confused as a lot of aspects overlap. A study by Forrester shows, customers will pay 4.5 X more if the customer experience is good. Another study by CX Network shows, only 30% of consumers believe brands are focused on them, to fill that gap CX bridges the emotional aspects of connection and UX focuses on the physical touchpoints.

The 5 factors and reasons for differentiating UX and CX

  • Why UX ≠ CX?

Undoubtedly we need both, but UX is a part of CX as a whole.

  • What is their expertise?

CX designer is a business expert, branding, and marketing expert. UX designer is a technical, design and psychology expert

  • What do they do?

CX designers look at the whole experience including all channels of the brand, sales, and services whereas UX is more specific, focusing on an app or website’s behavior and interaction styling.

  • What do they focus on?

CX Design focuses on customer service and brand reputation while UX Design focuses on usability, interaction, and visual design.

  • What is their business objective?

CX consultants focus on boosting revenues via advertising, improving customer service and creating a stronger brand. UX consultants focus on usability only.


Leo9 Studio, a design agency in Mumbai, has done some beautiful UX designs. One project that strikes out for me is the one that they did for TravelXP. (Click Here)

The concept clearly shows traits for CX. Companies across the globe haven’t fully explored the potential of CX yet, but sure they know the importance of it.

Conclusion for UX vs CX

It has always been about customers, customers pay attention to all parts of their experience with the product and value the overall experience. 

With every interaction with the customer, the company builds relationships. CX is the relationship and UX is the interaction for that relation.

They will either buy, subscribe, follow, or subscribe to your product and service and trust your brand or turn to competition. It’s necessary to say that for the success of any business it should be consistent with both UX Design and CX Design.

Do read Why is this the best time to consider Branding and UX

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