When thinking of running a business, marketing, finance, HR, and IT are most likely the first departments that come to mind. But another department that is quickly increasing in popularity is “UX,” or “User Experience". While some business professionals may think UX is a “nice-to-have” and not a “must-have”, research has shown that it’s well worth the investment.
Take a look at the top 5 reasons why businesses should invest in UX:
- UX improves customer satisfaction and increases customer retention: According to a study from the Oxford Journal Interacting with Computers, the goal of UX design in business is to “improve customer satisfaction and loyalty through the utility, ease of use, and pleasure provided in the interaction with a product.” The more aesthetically pleasing your website, app or prototype design is, and the more intuitive the features are, the more likely your customers are to be satisfied with your product and keep coming back to it.
- UX increases your ROI: Multiple sources have shown that the return on investments (ROI) in UX and user-centric design is one of the highest rates of return a company can realize in a business investment. This is because implementing UX efforts into your business, like regular product testing, customer interviews and cyclical surveys, can ensure that your product always falls in line with your customers’ needs. Happy customers stay, and in turn, bring in more customers, increasing your sales!
- UX keeps you competitive: It shouldn’t come as a surprise that the companies that heavily invest in UX are market leaders and continue to grow – Apple, Facebook, Google, Amazon, the list goes on. These companies invest in UX because it delivers better products and happier customers - two major sources of competitive advantage. Additionally, implementing UX testing into your regular business practices allows you to get creative with the types of questions you ask your target audience. Many companies ask their audience to directly compare aspects of their website to those of their competitors to gain feedback on what they could improve upon. With these types of UX insights, you can ensure that your product design always meets or exceeds what your competitors are doing, giving you a competitive advantage.
- UX ensures your product evolves with your customers’ changing needs: Many UX researchers and designers implement what is called a “Design Thinking” approach. Design thinking is a non-linear, iterative process used to understand users, challenge assumptions, redefine problems and create innovative solutions to prototype and test. This process is ongoing, which allows businesses to understand and address rapid changes in users’ environments and behaviors. This ensures that as your customers mindsets evolve, so does your product.
- UX optimizes development time and cost: Businesses that integrate UX design and testing into the development process can easily pinpoint and address usability issues that they encounter during and after development, saving them time and money on costly mistakes they might otherwise encounter after their digital product has launched. With a solid UX design plan, designers can readily anticipate the needs of users before releasing a website, app or prototype to a wider audience. This ensures that the design is scalable and flexible, so it can grow with users in the future.