Value Creation

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User Experience (UX)

Design, Assessment, and Improvement

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo Vadim Kotelnikov




User Experience (UX) - design, assess, improve  

User Experience Defined

User experience as an individual’s perceptions, emotions and responses that result from using a utility – a website, product, service, complex solution, system and other user-focused solutions.




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User Experience Design
The initial user experience design employs a combination of design thinking, art, science, experience, user intelligence, empathy, market intelligence, and intuition. User insights obtained after studying user behaviors during the testing process led to improvement of the initial user experience design. For some soft creations, like websites or educational resources, user experience design is a continuous improvement journey.
Innompic Games is a multi-purpose radical innovation with a daring vision on turning the Earth to the Planet of Loving Creators. Innompic Games inspire entrepreneurial creativity, innopreneurial thinking, challenge-based accelerated learning, creative teamwork, joyful artful performances, cross-cultural collaboration and friendship.
At the end of Innompic Games, participants are invited to provide a structured feedback that helps designers of Innompic Games to assess user experience and improve it. The feedback form contains three questions: 1. What did you like most? 2. What did you learn? 3.How Innompic Games could be improved?


The user experience (UX or UE) is how a user interacts with and experiences a product, system or service. It includes a person's perceptions of utility, ease of use, and efficiency. Improving user experience is important to most companies, designers, and creators when creating and refining products because negative user experience can diminish use of the product and, therefore, profitability. User experience is subjective. However, the attributes that make up the user experience is objective.

'user experience' includes all the aspects of the interaction between the end-user with the company, its services, and its products


User Experience Design


User experience
In the classical marketing model, marketing is deemed to a funnel: at the beginning of the process (in the "awareness" stage) there are many branches competing for the attention of the customer, and this number is reduced through the different purchasing stages. Marketing is an action of "pushing" the brand through few touch points (for example through TV ads).

Since the rise of the World Wide Web and smartphone applications, there are many more touch points from new content serving platforms (Facebook, Instagram, Twitter, YouTube etc.), individual online presences (such as websites, forums, blogs, etc.) and dedicated smartphone applications.

As a result, this process has become a type of "journey":

The number of brands does not decrease during the process of evaluating and purchasing a product.
Brands not taken into account in the "awareness" stage may be added during the evaluation or even purchase stage
Following the post-purchase stage, there is a return to the first step in the process, thus feeding the brand awareness.[48]
This process may be referred to as the "customer journey" or the "buyer's journey".[citation needed]

In relation to customers and the channels which are associated with sales, these are multichannel in nature. Due to the growth and importance of social media and digital advancement, these aspects need to be understood by businesses to be successful in this era of customer journeys. With tools such as Facebook and Twitter having such prominence, there is a constant stream of data that needs to be analysed to understand this journey.[49] Business flexibility and responsiveness is vital in the ever-changing digital customer environment, as customers are constantly connected to businesses and their products. Customers are now instant product experts due to various digital outlets and form their own opinions on how and where to consume products and services.[50] Businesses use customer values and create a plan to gain a competitive advantage. Businesses use the knowledge of customers to guide the customer journey to their products and services.[50]

Due to the shift in customer experience, in 2014 Wolny & Charoensuksai highlight three behaviours that show how decisions can be made in this digital journey. The Zero Moment of truth is the first interaction a customer has in connection with a service or product. This moment affects the consumer's choice to explore a product further or not at all. These moments can occur on any digital device. Showrooming highlights how a consumer will view a product in a physical store but then decide to exit the store empty handed and buy online instead. This consumer decision may be due to the ability to compare multiple prices online. On the opposing end of the spectrum is webrooming. Consumers will research about a product online in regards to quality and price but then decide to purchase in store. These three channels need to be understood by businesses because customers expect businesses to be readily available to cater to their specific customer needs and purchasing behaviours.[49]



Vadim Kotelnikov advice quotes

Love for customers is the springhead of the cascade of innovations and the river of revenues >>>

Vadim Kotelnikov

Vadim Kotelnikov, founder of 1000ventures - personal logo    Business e-Coach    Innompic Games icon




Konosuke Matsushita advice quotes

After-sales service is extremely important; it is through such service that you get permanent customers >>>

Konosuke Matsushita


Michael Dell advice

It's our goal to know our customers' needs as well as or better than they do.

Michael Dell

Dell Inc.

Jeff Bezos story lessons quotes

We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a little bit better.

Jeff Bezos