User experience (UX) is more than what your clients see when they interact with your website; UX truly encompasses their entire experience. It factors in what happens before and after they come to your site, how long your site takes to load, and how well it’s optimized for all platforms (phone, tablet, etc.). Although your website might look beautiful, it doesn’t guarantee a positive user experience. UX is design, but it’s also how it’s married together with content, user interaction, and functionality. It’s the total picture.
Many companies have a professional designer create their website. This is a great first step from a visual standpoint, but it’s a small portion of the entire experience a user has. As focus on UX becomes more commonplace, companies without dedicated UX experts will fall behind.
The longer your business doesn’t utilize UX professionals, the more likely potential clients are to leave your site or application out of frustration. Mobile users are 5 times more likely to abandon a task if a site isn’t optimized for their devices1. The ultimate goal for every application is to allow the user to complete the tasks necessary to achieve their goals in the least amount of steps possible, and in a manner which is both intuitive and accessible. Think of it like being in a new grocery store: when you can’t find what you’re looking for, you become frustrated. You might contemplate leaving that store and going to a competitor. The same line of thought applies to your website. You need to put yourself in your user’s shoes. If you, as the creator of an application, have a hard time completing the intended tasks, what chance does your user have?
Embracing good UX isn’t just a way to get your client to perform more tasks in a shorter amount of time; it also helps your clients to feel valued. By focusing on UX, you’re showing your potential client base that you care about them during all phases of the client journey. According to Forbes, Jeff Bezos made UX a major priority during his first year at Amazon 2. He invested 100 times more of the budget in client experience than he did in advertising. UX can be your company’s differentiator; good design is rarely noticed, but bad design is rarely forgotten.
Not only is bad design rarely forgotten, it is often extremely costly. One example is the $300,000,000 button3. A major online retailer found, through usability testing, that clients were bailing out of the checkout process because of frustration with registration. The issue wasn’t so much the layout of the registration as it was when the user was being prompted to register. Instead forcing the user to register prior to checking out, they let the user complete their checkout and offered a simple registration once the transaction was complete. This simple change to the user’s experience resulted in a 45% increase in client purchases. This translated to $15,000,000 in additional revenue in the first month, and ultimately to $300,000,000 in the first year.
At C/D/H, our team of UX professionals work to identify pain points and solutions, utilizing best practice methodologies including usability testing, systems design, product planning, and design strategy. As part of our discovery process we work with our clients to determine the functionality required to achieve their goals. The clients’ requirements are then translated into wireframes, and high-fidelity mockups, which our UX and Application Development teams reference as visual resources, similar to a blueprint, and work in tandem to create the final product.
If you feel your business is falling behind by not better leveraging great UX in your strategy, reach out to our experts at firstname.lastname@example.org. Whether you have questions about consultation, or want to know more about the field of UX, we are happy to talk with you.
This blog is written by Ben Frose and Matt Rose.