User Experience (UX) focuses on all aspects of the user’s interaction with a brand, a product or an application, and it's essential goal is to enhance user's satisfaction. It is all about what user feels when interacts with the product - does it solve my problems? Is it easy and clear to use? If it meets user's needs - more and more people are willing to use it.
Nowadays, user experience is an essential part of designing process of every product. Especially in recent years, as it’s role in user acquisition and retention started incredibly growing and being more appreciated. That’s why, the market has demanded more detailed methodologies to manage UX and to analyze it's results, which can be used to define KPIs.
However, many companies cannot see the advantages and the potential of implementing UX actions in the designing process, as there are no evident performance measurements to prove. So how to convince the boards about the UX value?
Strategic Approach
Have you ever thought that your product (doesn't matter if it's a mobile app, a website, or anything else) faces a challenge to differentiate from tens, or even hundreds competitors daily? What if you don’t put enough effort to meet user’s needs? What can get users to choose your products over competitor’s?
The thing that differentiates you from your competitors is an experience you provide. Proper UX design can help users interpret your product, and therefore, they are more willing to use it. Moving on, if user experience is good, company experiences benefits - increased sales, customer retention, and loyalty.
On another hand there are many surveys confirming, that users are less likely to engage with a product or a company after having a bad experience - what may cause a dramatic drop in conversions.
Time = Money
Investment in developing UX can provide also monetary results. The survey made in 2016 ( link here ) confirmed that by increasing investment in UX, companies noticed the increase in sales and higher customer retention.
The main aspect of saving, that UX actions, brought was time of developing. It is possible to prepare a prototyped, reworked and already tested project with a UX designer, before a developer starts doing his work. It also means, that the time developers need to fix or redo the same product over and over, can be saved. Furthermore, if development time is saved (avoiding unnecessary work throughout the process), the final product can be released earlier, what gives us a great edge against competitors.
When whole process of creating a product, including UX research and testing, is done correctly, you can receive an excellent ROI (Return of Investment) - what also allows to assess the business impact of UX.
As for economic advantages of including UX in design process, there is one more thing which may interest you - according to “Software Engineering: A Practitioner’s Approach” by Robert Pressman:
“For every dollar spent to resolve a problem during product design, $10 would be spent on the same problem during development, and multiply to $100 or more if the problem had to be solved after the product’s release.”
what means, that every $1 invested in UX brings in between $10 to $100 in return, cutting costs of redoing or fixing unnecessary issues, that could be solved before. Investing money in UX, therefore, may lead not only to increase sales and the market share, or lower costs of customer acquisition, but also to improve the process efficiency.
Benefits
Implementing UX strategies is an essential aspect, not only to customer satisfaction, but also to your business development. Nearly every kind of business can benefit from focusing efforts on the user centered design. From creating positive users experiences, building brand loyalty, increasing sales, finally to simplifying the development process and further lowering development costs.
If you haven’t done it already, you should consider implementing UX strategies to see what good UX design can do for your business.
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