Let Us Comprehend CUBI—A User Experience Model Part 7

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CUBI A User Experience Model CUBI A User Experience Model

We are living in UX era so web and mobile developers are equally pressed for the best user experiences along with solutions for business problems and user engagements. Thus, applying the best UX model or framework in development process is essential success ingredient and this post explain CUBI model for it.


At present, software designing, particularly web and mobile apps are facing hard time due to stiff competitions and advanced technologies despite big scale designing and programming challenges. It is true that our general perceptions towards UX designing is just limited up to cloying UI elements, smart coding for dynamic interactions, and some integrations of the latest tech trends. However, reality of UX designing is a bit different and involves multiple dimensions and interactions of the software, its usability, and usefulness.


Among such challenges, budget and timeline constraints are roadblocks for the innovative designing, identification of gaps in designing process, and other various factors responsible for excellent user experiences with the product and business as a whole. In part 1, I have described that we don’t have enough conceptualized designing model or framework for UX at present moment that can address our contemporary challenges/needs beautifully. In due course, I have discovered CUBI concept prevailing on the web at present as the appropriate model for the modern UX designers.


In CUBI model, I have determined content (described in second part) and interactions (described in 5th part) as core components. They are responsible for the most of user experiences and these two core components have greater influence of the intentions or goals of end-users of the software (described in third part) and the goals of clients/businesses (described in fourth part), which are driven forces behind the creation of software. Thus, Content-User goals-Business goals-Interactions form the CUBI. Of course, there are some other factors, which are influencing the UX and UX design as a whole and I have given some hints regarding to them in the sixth part of this series.


Now, in this concluding part, I would like to mention that when business handover a software system in the hands of end-users including customers, service people, staff, and other business components, there are some critical steps taking place during and after the usage of the software products. Thus, it is imperative for designers for UX to know these steps and consider them in their UX designing. Those steps are:


  1. Communications: when business goals and content intersects, means content describe the business goals a solid message is following and engage users with the software system. Thus, some sorts of communications taking place between customers and business through the software product.
  2. Reactions: when user goals intersect with the content, means users know the business goals and give some sorts of reactions. These reactions of users may be positive or negative and based on that users decide to use the software product further and follow/honor the business goals.
  3. Actions: as we have seen that the reactions of users are positive, they go further and use CTA or other UI elements to fulfill their (users) goals. Thus, UX designer in CUBI model can say it is intersection between user goals and interactions.
  4. Transactions: when users take action and buy/purchase product services or follow the CTA, this interaction ends in one sort of transaction. Thus, UX designer in CUBI model can say it is intersection between business goals and interaction.


If we are going to conclude our CUBI model based on our six part series we can say that our UX designers would have vision of some particular tasks to follow. We can place those tasks as the outer ring of the CUBI model, as I have done in the image of the final CUBI model here/above. If we are going to list those useful and critical tasks to do during our UX designing they would be as following.


We will begin our work from the information architecture step and it will follow:


  • Visual design/Design discovery
  • Subject matter expertise/Identity
  • Marketing/Stakeholder interviews
  • Business research/Discovery workshop
  • Requirements gathering/Competitive analysis
  • Feature prioritization/Development
  • Interaction design/Wireframe visualization
  • Prototypes/Usability testing/User journey
  • User flow/User research/User interviews
  • User persona/Sitemap/Content strategy
  • Creative direction


Of course, the selection and sequence of these tasks depending on the nature of the project and requirements of the business.