Understanding the business value of user experience design

13 Nov. 2018 | Allison Snow

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Startups, small and medium businesses, and large international organisations share something in common; all of these businesses depend on users enjoying the products and services they create in order to be successful.

“User Experience Design is the process of enhancing user satisfaction with a product by improving the usability, accessibility, and pleasure provided in the interaction with the product.” — Wikipedia

Some businesses recognise the importance of UX design and thrive from it. Apple, Google and Amazon invest in research and development. These companies didn’t start out big but knew the importance of creating things that please people. Users pay a premium for things they enjoy. While at one point in near-failure, Airbnb is now valued at $10 billion and attributes success to UX.

There is a resistance in some organisations to invest in UX. Why invest in something that can be expensive if you can’t see the value?

Digital products — websites, customer or internal facing tools and applications — create both intellectual and emotional responses from the users not only based on the way it works but on how to looks and feels.

The effect on the bottom line comes from whether the experience is a good one or a bad one. Give your users a positive experience and they will reward you with their trust and their business.

On the other hand, bad experiences mean customers will take their business elsewhere. There are many dramatic statistics to illustrate this, but as one example 61% of users move to another site if they don’t find what they’re looking for right away.

“If you think good design is expensive, you should look at the cost of bad design.” — Dr. Ralf Speth

Investing in UX design has proved to be a game-changing strategy and affects business success in areas such as: increasing market share, customer retention & satisfaction, customer acquisition & support cost, development waste & efficiency, employee engagement and employee overhead & productivity.

Companies that focus on user experience are year after year leaders in their respective fields.

Fundamentally, this means design matters. The challenge is that we need to get it right, and this isn’t always easy without the right set of tools.

A knowledgeable UX design team is crucial to guide companies through the process and deliver valuable business outcomes.

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