Businesses spend significant time and financial resources ensuring their backend systems don’t unexpectedly go down, preventing hundreds, thousands or even millions of users from accessing their service. Focusing on preventing outages isn’t a bad investment per se, as the backlash from subscribers during an outage can damage a business’s reputation and negatively impact its bottom line. However, brands often focus more on backend systems than preventing poor user experiences. This focus needs reversing.

User experience is increasingly magnified as we leverage digital platforms for everything. In an unfortunate twist, it's the user experience that too many digital businesses neglect while trying to stand out in today's hyper-competitive landscape.