What do your friend’s startup, your small local business and Fortune 500 companies such as Microsoft and Apple have in common?
No, this isn’t a trick question.
The answer is actually fairly simple. All of these depend on the user enjoying their products and services in order to continue doing business successfully.
If you’ve ever used a product or a service that made you angry and bitter about your purchase or even just left you frowning and scratching your head in confusion – you have probably made a conscious effort to avoid using those same products again.
Perhaps your experience using a product was so bad, you decided to advise your friends against making the same mistake you’ve, sadly, made.
You are not alone. This has happened to all of us at some point, but with user experience becoming an integral part of the design process for many products these days, things are finally looking up for the user.
I am happy to see more and more companies realizing the importance of UX design and investing more into its research and development.
Be it physical or digital; a product is bound to rouse both an emotional and intellectual response in its consumer, based not only on the way it works but also on how it looks and feels.
Whether that experience is going to be a good one or a bad one is going to make an impact on sales, and this is where a good UX design team proves itself to be absolutely crucial.
Why “X” marks the spot
UX is mainly about two things – the user and the experience. (Duh, right?) Give your user a positive experience and they will reward you with their trust and their business.
Simple, right? So let’s talk numbers!
According to research, companies with highly effective UX have increased their revenue by 37%, and the top 10 UX leaders in America outperform the S&P with close to triple the returns. That’s a significant lead, which clearly shows the ROI of UX design.
When experiencing your product leaves the user with a foul taste in their mouth, they will quickly take their business elsewhere.
Through the years, many products which have started off as good ideas were left behind or overlooked by users simply because of their poor UX.
90% of users reported they have stopped using an app due to poor performance (been there, done that!), and 86% deleted or uninstalled an app as a result of encountering problems with its functionality or design.
With these figures in mind, it is easy to see why companies such as Apple, Google, Adobe, Dropbox, and Amazon – all championing user-centered design – continue to be leaders in their respective fields year after year.
We’ve learned that, while having a great product is paramount, in today’s market it often is not enough to keep you ahead of the curve.
This is why investing into UX design is proving to be a game-changing strategy. A pleasing UX has been proven to earn the users’ interest, business, and most of all – their loyalty.
48% of users say that arriving on a business site that isn’t working well on mobile will be seen as an indication of the business not caring enough about the user, and 52% said a bad mobile experience made them less likely to engage with a company in the future.
But what about design? How important is the actual aesthetic property of your website (or a product) when it comes to user experience?
A fascinating experiment conducted by M. Tractinsky tested relationships between users’ perceptions of a computerized system’s beauty and its usability.
Its outcome showed that, undeniably, the role the aesthetics play in HCI design is a major one, and should be kept in mind at all times when catering to the users’ needs.
It safe to say that the business value of UX design is so colossal, we can simply not afford to ignore the importance of a highly skilled team of UX designers putting their expertise into crafting the experience your users are going to undergo and enjoy while engaged with your service or product.
Engaging and connecting with the user is what every company should strive for, and what good UX design helps you achieve.
When choosing to focus on UX, a company is forced to create for their user, rather than for the stakeholders or even for itself. A relationship with the user is formed and it grows, bonding the customer with the product.
Would you like to talk more about user experience? Why not contact me? I'd love to hear from you!