The field of user experience (UX) design has been rapidly growing in importance in recent years, creating thousands of new jobs and effectively entirely new industries (digital transformation). But what exactly does it mean for you and your business?
Optimising UX is all about focussing on each individual’s personal journey, their experience, how they engage with your business, their thoughts and feelings about your products and services. An important maxim in this field is that ‘the last best experience anyone has anywhere, becomes the minimum expectation for the experience they want everywhere’.
So, why is it so important for you to invest in UX?
1. To save money.
UX designers have come up with an entirely unique way of creating digital experiences. Rapid prototyping and ‘wireframing’ (quickly producing rough models and testing them vigorously) means that you massively reduce the risk of expensive development projects that don’t work out as initially planned.
Investing in UX design means you’ll quickly develop a much better understanding of what your ideal customer looks like, how they might interact with your website or app, and what they’re interested in buying. Research shows that almost half of all potential users will leave a website if they find it ‘unappealing’ – and UX designers are experts at finding out just what might make them feel that way, slashing your bounce rate and optimising your conversions.
2. To boost revenue.
The UX industry is growing at an incredible speed. With an average ROI of between £10-£100 for each pound spent, it’s not difficult to see why. The reason spending on UX is so effective at generating revenue is it focuses on maximising usability: it’s all about making it as easy as possible for potential customers to find you, navigate around your site and purchase your products and services simply.
Reducing the number of ‘steps’ potential customers have to take is a surefire way to boost revenue: look at the astounding success of the iPod, which revolutionised the music industry, standing head and shoulders above rival MP3 players by simplifying the user interface. Three quick, easy features you could implement to rapidly improve the experience of an average user are single page checkouts, relevant landing pages or compelling calls-to-action (CTAs).
3. To increase engagement.
Personalised content is a key strategy for most marketers in 2018. The overwhelming majority of consumers will want to return to a website if it offers personalised recommendations (an example is the highly accurate ‘You bought X, so you might like Y’ feature used by Amazon). More engaged users mean increased shares, boosted traffic, more conversions, and ultimately greater potential sales – and that all comes from getting familiar with your target audience, providing them with a familiar, comfortable experience (consistently), and making sure everyone’s experience is personalised and unique.
4. To attract (and retain) new customers.
Brand loyalty is one of the most critical elements of maintaining repeat business. This stems from having empathy with your potential customers: understanding their wants and needs, being interested in finding out what appeals to them. Ultimately, your care and attention will have a massive impact on the average consumer’s perception of your brand. Research shows users are much more likely to do business with brands they trust or admire. So, not only will investing in your UX design attract new customers, but the improved quality of their experience means retaining them won’t be a problem either.