UX (User eXperience)

User Experience describes the emotions, attitudes and ease of use a person has when using a product or service. 

UX Design is the use of design to improve communication between a product and its user to enhance the user’s overall experience. It is not simply about how something looks.

In the context of transport, a good digital user experience can be the difference between choosing which mode a user will take for their journey.

User experience research and studying feedback, such as app store reviews, can reveal a great deal about how users feel. This information should inform decisions made to improve a product or service.