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UX design is the backbone of any digital product like an app or a website. It’s like a “dark horse” of a product: it’s something that is not always visible to a naked eye, but without it a product would be very hard or even impossible to use. In the meantime, it’s very easy to tell apart an optimized, well-done UX from a poorly implemented one. The latter can not only turn users away from a product, but also make a negative impact on the brand perception as a whole, as it plays a great role in customer satisfaction. Of course, each product has its own UX quality criteria, as it depends on different factors like the theme of a product, age of the target audience and so on. But there are also a few general indicators of a well-done UX that are applicable to any product no matter what. Let’s discuss them: