Phones that tell us where to go and how, watches that work like phones & homes that wait in anticipation to welcome us; there is no denying that our lives today are deeply integrated with technology. So, given the competitiveness in cyberspace, how does one stand out? The short answer is, by using good UX design. But how can you measure the monetary value of UX design, and can it actually impact the value of your business? We at Team Codesign take a look.
Think about the last time you visited a website or downloaded an app. Did you like it? Or was something a little off? For example, maybe the website took too long to load, or the app stopped working in between. If you think that the value of something as creative as UX design cannot be measured; think again.
Just as you would do for your business, the value of UX Design can be measured using Key Performance Indicators or KPIs. These can range from measuring the Task Success Rate to the User Error Rate or the Net Promoter Score & even Customer Satisfaction. And that’s just the beginning. The good news is that companies can set their own guidelines of what they wish to measure.
Now that we know we can measure the value of design, how does one apply it to increase their business value?
Every design has a purpose. At face value, the purpose is to enhance the users’ experience. Dig a little deeper, and the purpose is to enhance one's profit margins. So, in order to do both effectively one needs to reflect on why they are taking on a design project & what it is that the company expects to achieve out of it? This expectation needs to be crystal clear. Only then will the UX design team be able to consistently check if their design serves the businesses purpose.
For companies who choose to have a website or an app, just to expand their digital presence, it is important to remember that cyberspace can be a double-edged sword. Meaning, that a website/app created without much thought may actually end up doing more harm than good to a business. For UX design to be effective, the design experience must align with business needs.
Your UX Design is perhaps one of the first things a potential customer interacts with. It is therefore imperative that everybody takes it seriously. After all, first impressions are the last impressions as well!
What this essentially means is two things. One, top-management needs to show interest in the design process. This will show the rest of the company that design is serious business. That doesn’t mean that everybody starts nit-picking at the design. What it means is that different departments need to come together to work cohesively as a whole, to better the business output of the design.
Two, it will show middle management that design decisions should not be based on personal preferences. Just because the design doesn’t match one manager’s aesthetic tastes, doesn’t mean it needs to be changed. However, if the same manager can explain how the design will negatively impact the business, then it is worth making changes. In today’s world of design, it is essential to have a quantitative approach.
The basis for a quantitative approach to UX Design is research. Every design decision has to be tried and tested with customers, in order for it to have a positive impact on your business value. This could involve a competitor analysis, market research and so on and so forth. Consistently testing design decisions help you both measure their effectiveness & understand your customer’s needs better. And in order to do research well, you need to invest in it.
Investing in UX research has long-term benefits for your business. However, it needs to be done right. There is not much point in investing, if your product is already failing. It might help a bit, but it may not be able to make much of an impact. However, if you begin with research, you greatly increase your chances of success. Instead of waiting for a problem to occur, why not proactively try to prevent it?
At this point, we at Team Codesign feel we have made quite a case for businesses to consider the value of good UX design. However, if you are still on the fence, why not reach out to us for a conversation. At the most, you may gain some clarity either way.