User experience serves as your plan of action. A secret sauce on your path to victory. It is integral in two scenarios — to win more business and one-up the competition. It is not enough to use user experience to keep up with the competition, instead, strive for exceptional user experience for a distinct competitive advantage. First things first, a good user experience (UX) is one that addresses the needs of the user efficiently. And evokes an emotion of either surprise, shock, or delight when the experience exceeds expectations.