Often, considerable resources and a whopping amount of money are put behind a product that is nevertheless just not living up to expectations.
Warning bells clang, stakeholders panic, and the project is suddenly on life support. When a website or app is not performing as hoped for, it may be time to bring in a UX expert. Why? Industry surveys show that every dollar invested in UX brings a return of between $2 and $100 dollars.
There could be many reasons why a product is not performing as anticipated — that it’s not solving a critical issue, the usability’s poor, users are finding it hard to navigate, or the UI is confusing and inconsistent are just a few examples of less than ideal performance.
What Is UX? A Quick Recap
User experience, or “UX,” covers all aspects of a system (website, app, product, service, community, etc.) as experienced by users. Great UX design can mean the difference between making it or breaking it as demonstrated by the success of Apple, Microsoft, IBM, Uber, Airbnb, and Google.
User experience design is the discipline of what UX designers do, and user-centered design (UCD) is the UX design process. Design thinking and human-centered design (HCD) are other terms that are widely used. No matter the approach, all of them typically include user research, customer journey maps, sketching, wireframing, prototyping, interaction design, visual design, user testing, and continuous iteration on designs.
As more and more personal and professional business is conducted online, users have come to expect an optimized, friction-free digital experience across all platforms and devices; when they visit a site or hit up an app, there are only seconds in which to engage them. In this saturated digital environment where people have become demanding and very savvy, investing in UX is pretty much mandatory in order to gain their trust quickly, ensure their loyalty and build brand recognition.
Recent findings from Forrester Research suggest that a well-conceived, frictionless UX design could potentially raise customer conversion rates up to 400%. As company stakeholders begin to recognize the impact it has on the ROI of their online products, user experience (UX) is becoming more mainstream, and can no longer be considered simply a competitive advantage, but an important contributor to a company’s bottom line.