User Experience
Research
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Design
Leadership
What is User Experience
User Experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products. This involves the design of the entire process of acquiring and integrating the solution, including aspects of branding, design, usability and function. It encompasses the visual appearance, interactive behavior, and assistive capabilities.
The overall goal of designing experiences is to take the inherent complexity and make it simple. The one overarching principle is to make it easy and obvious to do the right thing and hard or impossible to do the wrong thing. That may sound easy, but it is not.
– Easy to Use 2.0
UX considers the Why, What and How of the target audience. The Why involves their motivations for adopting the solution, whether they relate to a task they wish to perform with it or they associate with the brand. The What addresses the things people can do with a solution – its utility. The How relates to the design of functionality in an accessible and aesthetically pleasant way. UX design starts with the Why before determining the What and then, finally, the How in order to create solutions that people can form meaningful experiences with.
UX design tasks include: understanding the market problem, business objectives and target end-users goals (this usually includes conducting user research); developing high-level conceptual designs like workflow to vet assumptions; iterative prototyping to validate design solutions; and usability evaluations to ensure that the target audiences goals are met and expectations are exceeded.
User Experience ROI
Reduced Long-Term Costs
Investing in UX lets you get things right from the start. Beginning with the right design and putting the money in at the first stage of the process will reduce overall costs and ultimately make things easier. The money you invest in UX now will save you from costly fixes in the future.
Increased Sales
You can reduce frustration and make for a more pleasant purchasing experience, ultimately increasing sales. These results can be measured by comparing before and after using metrics such as average revenue per user (ARPU) or conversion rate.
Increased Productivity
In The ROI of User Experience, Dr. Susan notes that 50% of development time during projects is spent doing avoidable work and that up to 15% of software projects are abandoned. Investing in UX from the start can minimize unnecessary work, leaving your employees free to spend their time on other important projects for your business. The careful planning that comes from UX helps to ensure that every moment of your employees’ time is spent adding value to your business.
Long-Term User Loyalty
A study by Bain & Co. found that a 10% increase in user retention will increase your business’s value by an average of 30%. There are very few things that can deliver as fantastic ROI as increased user retention and the best way to earn loyal users is by delivering a great UX.