The Problem of Being “Good Enough”
A lot of companies focus on solving bugs in their apps and on websites thinking this will make their products “good enough.” But “good enough” is exactly what is holding these companies back. They don’t think about users.
User interface based on intuition is useless and even harmful, meaning drop-offs, low conversion, and poor revenue. User research methods allow to find similarities between your target audience members, recognize their conceptual models, and uncover problems they experience with your product. Interviews with users and stakeholders, SWOT analysis and other user experience research methods help to acquire information. Based on the results analysis, designers validate their assumptions and make right decisions.
Let’s look at an app from the users perspective. This is what they expect from the app:
- meeting the expectations they have for it;
- accomplishing user goals.
That’s it! Good user experience research meets not only user goals, but business ones as well.
UX Improvements Save Your Money by Reducing Wasted Development Time
Dr. Susan Weinschenk from Human Factors International (HFI) noticed that the estimated amount of money that is spent worldwide in IT is rated at $1T a year. The abandoned projects percent equals 15%. The developers spend about half of their time on rework that is actually avoidable.
The developers spend about half of their time on rework that is actually avoidable.
The cost of fixing an error after development is a 100 times higher than fixing an error just before the project development is completed. In that case, an error isn’t necessarily a bug, it could be:
- an incorrect assumption of users behavior;
- an offer that doesn’t make sense to users;
- confusing navigation that makes users lost;
- an inaccessible design choice;
- trendy features that nobody wants to use.
As a result of such errors, a massive part of the user interface is confusing and hard to operate, which affects business revenue dramatically. Let’s take a look at the example of how user experience research pays off by doing some calculations with abstract numbers: each customer spends $100 a month. 50 users a day abandon your app because of a poor UX, so you are losing $165 a day or $60,225 a year. If you spend let’s say $10,000 to fix user experience issues and another $10,000 to rewrite the code based on those UX improvements, overall you will spend $20,000. Improved user experience saves you roughly $40,000.
Focusing on UX Increases Your Revenue
Do you know what makes your users get frustrated? What offerings do they misunderstand and what keeps them from converting? User experience research helps answer those questions and understand why customers behave the way they do. Making aware marketing decisions and updating your design fast will influence conversions. Sometimes it’s enough to move a CTA button to see results if you know where to move it, and if the button is a case, of course.
Those who have had a positive user experience with your app or a website are going to be more likely to stick with your service or products, and even potentially become your brand advocates.
Good UX Gives You a Competitive Advantage
Keep in mind that positive customer experience is not just a good design and smooth UX of your app or a website, but the entire interaction the user has with your company and its employees. Investing time and money in UX updates is the important step in reducing churn rate and increasing customer loyalty.
A good example of business success built on focusing on customer experience is the Internet retail giant Amazon. Amazon developers perform regular A/B testing of different variations of user interfaces to stay updated on how designs are performing. In a 2013 letter to Amazon shareholders, Amazon founder and CEO, Jeff Bezos, states that having a long-term focus on customer experience pays off better than a short-term focus on profit margins:
…I think long-term thinking squares the circle. Proactively delighting customers earns trust, which earns more business from those customers, even in new business arenas. Take a long-term view, and the interests of customers and shareholders align.
As of 2015, Amazon was the world’s largest Internet retailer and the most valuable retailer in the USA, which proves that Jeff Bezos’ strategy is a success. His winning approach paid off handsomely by making him the richest man in the world according to Forbes 2017.
As you can tell, UX research can save you thousands of dollars and hundreds of development hours, and more importantly, make users loyal to your brand. Isn’t this what your app and website are for?
Source link https://uxplanet.org/what-is-a-purpose-of-user-experience-research-1fc2ffe668d7?source=rss—-819cc2aaeee0—4