Design first, develop next. Why UX makes your product sell better?
Ever wondered how to save money on development? How to increase sales and delight customers at the same time? The answer lies in UX!
User Experience (UX) in a nutshell
Imagine that your online store has a serious problem with conversion rate - no more than 5% of users complete the payment process. You start to wonder why. Is your marketing team doing a bad job? But your website has a lot of views. Are there errors in the code? The answer may be more complex... Perhaps the payment process is too complicated and users don't know how to complete it. Perhaps users don't want to create an account on your site to place an order. How to prove it? This is where User Experience comes into play!
User Experience (UX) brings together areas like HCI, user research, usability, accessibility, navigation, and structure to design interfaces that people love. Developing products, systems, or services based on real (even unconscious) customer needs requires a user-centric approach. It solves users' problems and helps them achieve their intended goals. Its main intention is to provide users with the best possible experience by evoking positive feelings towards the product, brand loyalty, and overall customer satisfaction.
Investing in a good user experience results in a more efficient design, lower development costs, and a better return on investment. A more efficient design means getting real users, helping them get things done with ease, and increasing their overall satisfaction. Reduced development costs result from reduced time spent on feature development, redesign, and maintenance. In addition, it reduces support and training costs.
A great UX increases ROI through more transactions and product sales, more accurate traffic analysis, better retention and conversion, and greater market share.
Think bigger! User Experience is related to the product and the entire journey users go through with it. This is much more than a list of features or business requirements. Even progress in one part of the process can change your business for the better.
“88% of online consumers are less likely to return to a site after a bad experience.” - Justin Mifsud, founder of Usability Geek
10 reasons to invest in UX Design!
Every dollar invested in UX yields a return of $100. That's a remarkable 9900% return on investment. Wonder what else you can get? We have compiled a list of all the benefits just for you!
Increase your revenue
How to increase revenue? Turn recipients into customers! Good UX ensures more customers actually complete the customer journey. If your target audience finds the product desirable enough, they are likely to buy it. The math is simple more transactions mean more revenue.
“UX can take a good product and multiply its value.”- Sagi Schrieber, theco-founder of Hacking UI
Take a look at the HubSpot UX case study made by AustinKnight. After iteratively researching the site's user experience, testing key features, and analyzing user feedback, they were able to more than double their conversion rate. The redesign resulted in an increase in the number of retained customers, with 27% more staying with HubSpot. One can only guess what impact this had on revenue.
The conversion rate tells us how many of the total number of users who visited the website performed the action we wanted. Therefore, the higher the conversion rate, the more effective the content.
“User experience or design is what really drives desirability.”- Michelle Morrison, design program manager at Meta
An investment in UX guarantees an increase in conversions on your website or app. User Experience designers make sure that your business goals are achieved while meeting the needs of users. It's always a win-win situation. Encouraging a user-centric approach will ensure that your customers get from their designated pointA to point B in an easy and satisfying way, along with pleasant feelings towards your service. Whatever you need, a happy customer is more likely to complete the transaction, leave a positive review, and return.
Increase your customer satisfaction
Customer satisfaction is the extent to which customers are satisfied with the company's products, services, and capabilities. Customer satisfaction information collected through surveys, ratings, and reviews can help a business determine how best to improve or change its business approach.
Thus, satisfaction is the key to conversion. If you want customers to complete payment checkout, register, or get to an intended page, you have to convince them of your service. And in doing so, you must provide a unique and enjoyable experience.
“The impact of UX is crystal clear: the more satisfied your users are, the more likely they are to do whatever it is you are encouraging.”
- Abby Covert, the author of “How To Make Sense of Any Mess”
Learn from pioneers like Amazon. Their site responds quickly to customer actions by offering personalized content that enhances the overall user experience. This is an effective way to continuously increase customer engagement with the platform. That's why buying only one thing at a time is so hard!
Gain greater customer loyalty and a competitive advantage
Loyalty means your customers are likely to choose you over your competitors. If you build a lasting emotional connection between your brand and the customer, they will likely interact and repeat purchases from you. Loyalty comes from customers' previous positive experiences with you and the trust that has built up over time. Customer loyalty gives us a stable base of customers who are always eager to checkout our new products, features, and services.
“Care for happy customers, and the money will follow.” - Stefan Freimark, creative director of Interactive Tools
It's really hard to trust a website with your personal information... So how do you build trust? Ever heard of the concept of social proof? The entire UX of Airbnb is based on it! The more reliable a website or service appears, the more likely we are to trust it. Airbnb does this through its Facebook verification, reviews, and passport upload system. Additionally, Airbnb adds an authorization seal on transactions. Thanks to this, we count on the credibility and security of the provided data. And we choose Airbnb services over other similar options on the market.
Develop only the best idea
Did you know that 70% of projects fail due to a lack of user acceptance? You definitely want to be in the other 30%.
User acceptance means the willingness to perform certain tasks using the intended information technology. Are you 100% sure that your target group will be interested in using this product? Do you know if they really need it or will it just be a curiosity?
“What we must validate is if our target users need or want our products.” - Professor Jaime Levy, UX strategist
Don't throw money at an idea that doesn't convince anyone. Test your assumptions with real users using mockups or MVP sketches. Keep in mind that this saves you money in the costly development process.
Reduce development time and costs
Did you know that fixing an error after development costs 100 times more than fixing it before? Making changes at later stages is not only much more expensive but also takes much longer.
According to Experience Dynamics, thanks to the introduction of a UX designer to the project, the product rework time in the development phase can be reduced by up to 50%. It also helps prioritize development tasks and make decisions, reducing development time by 33% to 50%. In this way, it is possible to speed up the development process with fewer programmers.
Need more examples? Take a look at Google's Design Sprints. It consists of six phases: Understand, Define, Sketch, Decide, Prototype, and Validate. Thanks to its iterative nature, a lot of testing, and prototyping, the process helps to catch problems before implementation, thus saving money and time.
Pay less for the help desk and support
Funding a help desk or support center can burn a lot of money. Think about employee salaries, office fees, and staying in touch with customers who are struggling with your product or service. Especially if they have a lot of problems...
Put simply, easy-to-use products and services require less vendor support. If users don't need that much help, they won't ask for it. Imagine answering phone calls about information available on the site. You may get upset. But what if users just don't know where to find it? Fewer support calls mean fewer staff are needed, which lowers overall maintenance costs.
In addition, UX Design reduces the likelihood of users making mistakes, such as entering incorrect information or ordering the wrong product. This not only reduces the cost of rework but also shortens the time needed to complete the checkouts.
Improve your company’s reputation
We've already talked about customer loyalty. Now it's time for the company's reputation or as you can call it - company PR. PR stands for Public Relations and refers to managing how others perceive and feel about your brand or company.
Look back at social proof, which is a basic indicator of reputation. Elements such as ratings, reviews, recommendations, opinions, comments, and even influencer recommendations build the general public opinion about a product, service, brand, or company. We rate almost everything online these days, from the food we order to places on Earth. We preach about celebrities, comment on political situations, and recommend TV shows to friends. Through these activities, we build a public reputation for almost everything, and our opinion can reach strangers to the point that they change their minds.
With this in mind, we should care about usability, accessibility, and customer satisfaction. That’s why UX design is so important! Imagine a government site that is not adjusted for people with disabilities. That’s like excluding almost 30% of society!What would you think of such a government? Probably nothing good...
Improve productivity and employee satisfaction
We said a lot about customer and user-friendly design. Let's talk about the company from within. Introducing UX to your business is changing not only the product or service but also the organization structure, business approach, marketing strategy ,team leadership, and many more.
Building good experiences for employees is as important as building them for customers. It increases employee engagement, productivity, and job satisfaction.Caring for employees is natural, and the introduction of easy-to-use and user-friendly tools for their work will change their productivity and comfort for good. Well-designed software or systems will protect them from making costly errors and mistakes, improve the quality of their work, and speed up the time it takes to complete tasks. And that is exactly what you want to grow your business.
Lower the training costs
Given the greater productivity of employees, training costs are lower. With a good user experience, staff training takes less time because the tools are more relevant, intuitive, and fun to learn.
Not only will you teach new employees the required tools more easily, but you'll also make your business look like a great place to work. People really care about the day-to-day comfort of their workplace and will be more likely to consider working with you.