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Should I Invest In UX? Your Questions Answered

The term UX (or user experience) is bandied around a lot these days. It’s the new buzzword, It’s the new yo-yo!

But what actually is UX, what does it mean?

User experience is defined as: “the overall experience of a person using a product such as a website or computer application, especially in terms of how easy or pleasing it is to use.”

More importantly, what does that mean for you?!

With the above definition as a guideline, I’m sure you can understand why UX is so vitally important to you and your business. Providing a good user experience is of the utmost importance (for a plethora of reasons that I’ll cover in more detail later!) but at the crux of it, giving good UX is about providing your users value and delivering it in a seamless, effective and pleasing way.

In my (potentially slightly biased) opinion, user experience is finally coming into it’s own and thankfully getting the coverage and credit it deserves! Unlike yo-yo’s, it’s here to stay!

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Here are some stats to peak your interest:

  • “Every dollar invested in UX generates around $100 dollars return” – IBM ….I mean we could just stop right here!
  • It’s on average 6 times more expensive to gain a new customer than to keep the current one.
  • 95% of users think that good UX pays off and let’s face it, what they think counts!
  • A site with a well-designed user interface can have up to 200% higher conversion rates than one that was poorly designed.

Still need more convincing? Check out these case studies!

Everyone loves a case study – I am certainly partial to one myself! Read on to see why you should up the ante with UX and what you can expect in terms of return on investment.

Schuh – Schuh knew that to boost online sales, they needed to devote time and money into making sure that their online store was as intuitive and easy to use and navigate across mobile devices as the experience the customer encounters when they go into a physical shop.

After 2 rounds of user testing, Schuh pinpointed 2 problems affecting conversion and illuminated other areas causing friction and damaging conversion rates. They uncovered issues with navigation usability, the speed of the site and the intuitiveness store checker.

Schuh went on to address the issues that customers faced when reserving stock online, they made things clearer and more obvious which resulted in increased conversion.

Dulux – Is that paint going to actually look like the colour on the tin when you’ve painted your Kitchen with it?! – Everyone knows that feeling! To combat this commonly experienced concern, Dulux created an app to improve customer confidence (and conversions too obviously!)

The “visualiser app” was created employing a user centric approach to make certain that all interaction could be as simple and intuitive as possible. A couple of further batches of user testing ensured that the customers experience and the journey through the app delighted them.

The results are clear; the app has upwards of 5 million downloads, tester sales increased by 65%, there was an increase of 92% in stockist searches and a 247% increase in usage!

Javafly – Javafly wanted to increase conversions and boost usability whilst bettering brand perception and reducing the bounce rate on their e-commerce platform.

A UX review of their site was conducted to ascertain which areas could be improved, It uncovered customer’s pain points and gave indications as to what quick wins could be tackled to make a big difference fast.

Post audit, Javafly experienced a 20%+ boost in conversions and 112% increase in revenue, a 74%+ increase in transactions, a 22% average order value increase, a reduced total number of clicks needed to complete a transaction and improved perceived usability!

Kudos to Helena over at Yuzability for collating these 3 great case studies in the first place 🙂 As you can see, there are a great many benefits that come from investing in bettering your user experience.

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Oh, so you want some more reasons do you?! No problem!

Return on your investment, higher conversion, increased sales and all that other good stuff aside (…I know right?!) there’s actually even more to be gained from providing enhanced user experiences…

• Increased user satisfaction – Making gains here will in turn mean that you inspire customer loyalty and longevity whilst no doubt fueling the social proof fire and therefore boosting the number of word of mouth generated referrals. Users expect more – give it to them and reap the rewards.

• Reduced costs all round – You’ll get you intimately know your users in your quest to be able to provide them with exactly what they want (ooo-er!)

This knowledge of what your users want and need and the problems they have will not only helps you to market to them more effectively and in a less scattergun and catch all costly fashion, it’ll actually mean that you will spend less on web development – “50% of a developer’s salary is wasted on fixing errors that a UX design process would have weeded out during an earlier iteration.” Good news!

• Gain competitive advantage – With the UX revolution that’s underway, more and more business are getting behind investing but there’s still time and room for you to make your user’s experience a great differentiator in what is likely a saturated marketplace – who doesn’t want that!?

• Lay the foundations for business longevity – UX spend is naturally on the up as people cotton on to the benefits. In 2014 the average company spend per month was between $1 and $500. In 2015, that figure had increased to between $1,001 and $5,500 with some businesses going even better than that…

From the companies surveyed by UserTesting 4.27% reported spending between $5,001 and $10,000 per month and a further 7.29% spent from $10,000 to $50,000 monthly!

I think it’s fair to say from stats like that, If user experience isn’t something you’ve invested much time, thought or money into as of yet, you’d better get cracking or risk getting left behind.

Not to labour the point or anything but 75% of those not already conducting user experience testing, said they would be over the next year and that insightful survey relates to 2015!!! Get a wriggle on guys!

Surely you’re with me now, investment in UX seems an absolute no brainer!!! 🙂

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How long will it take me to see returns on my UX investment?

Well, this is very much a case of how long is a piece of string?! The more time and money you can afford to invest, the quicker you can learn, react, improve and see returns.

That’s not to say that there’s no point in trying if you’ve not got mega-bucks to spare, you just need to have a plan, prioritise and work methodically to to improve upon your users experience incrementally and iteratively – you’ll be learning and making positive improvements all the while.

What if I’m not a UX expert?

I’ll let you into a secret, not many people are. Improving user experience requires in depth knowledge across a niche skill set that combines an eye for design, psychology, empathy, curiosity, and experience – a rare breed indeed! So make sure you take your time to choose a UX partner that really knows their stuff.

If you have the time and the inclination, you could swat up to get a better understanding yourself (time makes a master though!) here are some really insightful inspiring reads:

• Steve Krug’s: Don’t make me think
• Eric Ries’: The Lean Startup
• Ash Maurya’s: Running Lean & Scaling Lean
• Josh Seiden’s: Lean UX

If you’re excited about the difference inducting user experience practices into your business could make and you can’t wait to get started sign up to my FREE get “1 UX tip in your inbox a week” service today!

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