User Experience (UX) must be the way forward for marketers before decoding strategies. UX must not instead translate to user exploitation. Today’s customers are smart and they will then put the brand on top of the list to be excluded once competitors launch similar products or services. That is why Google has blocked its mobile interstitial adverts as they spread like fungus and create difficulties for customers. Pop-ups add to users’ Irritation Quotient (IQ). The mobile phone is a very good source to evaluate customer engagement as proper business analytics can be derived out of it. This is how we know that two-fifths of Facebook users abandon links which take more than three seconds to load. The company has now taken adequate steps to eliminate such difficulties. Even Amazon does not encourage clients that irritate customers. Similarly, KPI dashboards are being built after evaluating their customer interface. Source: https://hbr.org/2016/09/why-user-experience-always-has-to-come-first