Cristian Rusu and Daniela Quiñones, academics of the School of Engineering PUCV, approached from the theory and the practice thematic on user and customer experience.

The School of Computer Engineering of the Pontifical Catholic University of Valparaiso (PUCV) in the context of the celebration of World Usability Day held the talk “Usability, UX, CX, What really matters” and the Workshop “UX Methods in practice” at the PUCV Center for Advanced Studies and Extension.
The topics of the talk focused on User Experience (UX) and Customer Experience (CX), where Cristian Rusu, professor at the School of Computer Engineering PUCV explained that “usability goes far beyond the software system, because we have relationships in our daily life with products, systems and services. We focus on the customer’s experience, on what this generates in the person, and for that we have to have an integral look. This allows us to understand that we are building the best in the entire chain of contact between person and company.

As for the reality that companies are increasingly concerned about customer loyalty, Rusu thinks that “we always have to improve the products, systems or services we are delivering, because if we don’t care, the competition does”. The most benefited from these practices are customers, and this change is explained because “the traditional approach to marketing is towards the profit of the company, however today we talk about experiential marketing, which focuses on the experience of the person, not just what I’m earning,” he concluded.

Then the Workshop “UX Methods in Practice” was held by Daniela Quiñones, associate professor of the PUCV School of Computer Engineering, where attendees participated in a user experience survey, with the aim of learning to take the opinion of consumers, and through the results make improvements in services, systems or services offered.

On this subject, Daniela Quiñones indicated that “development companies have to start to change their mentality a little and think about the user when designing the systems. It is no longer just that an application fulfills a task, but that the experience that is generated while I am doing the task is pleasant. This is going to generate a good user experience, it will keep the user captive, not only because of what the application can offer, but also because of how it makes the user feel”.

Daniela Quiñones is currently part of the Mujeres en UX (Women in UX) program, a Chilean organization that brings together the gender that works in relation to the area of user and consumer experience, with the aim of sharing a variety of views from different disciplines, just as the professional will do the first week of December.

The closing of the talk was given by Felipe García, Extension Officer of the PUCV School of Computer Engineering, who first thanked both professors for their excellent presentation, as well as those present for their attendance and active participation during the activity.

By Giorgio Salvo

Center for Advanced Studies and Extension