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How great UX/UI design contributes to business growth in 2020

Learn how great UX/UI design can contribute to your business's growth, success and brand recognition in 2020 and how you can improve the digital experience of your product.

By

Asma Farooq

August 4, 2020

12 min read. August 4, 2020

User experience (UX) design and user interface (UI) design are now the fastest-growing professions, making it vital for both large and small businesses to invest in it. Good design means good business. Look at the top tech leaders, Google, Netflix, Adobe, what are they doing to be so admired by users?

It would be an understatement to say that design has been gaining momentum in the past decade. Approximately 1 in 10 companies from Fortune 500 are now employing designers on managerial positions and design is now considered a competitive advantage. 

The Design Value Index recently compared 16 top design-driven firms with S&P 500, can you guess what the results were?

Design-driven firms outperform their industry counterparts by 228%. The Design Salary Survey of 2017 found that UX/UI Designers have the highest median salary which shows how relevant and valuable design is becoming to the industry and businesses. 

As initial steps of improving the digital experience of your brand, you can consider implementing IBM’s design thinking approach. IBM has a user-first approach to creating digital experiences.

That means all the decision-making around product design has to be in favor of user’s satisfaction. It’s all about the user ultimately, which is why empathizing and understanding your user is a win-win for any business.

What is UX & UI design?

User experience design is all about the interaction between the user and the product. Consider the task of finding an ideal platform for online payment, which is easy to navigate and makes it easier than ever to pay someone online. In no time, you’ve completed your task, made the payment and you’re on your way.

This is what good user experience is. A seamless experience with a digital product that’s intuitive to use and allows you to find whatever you are looking for within seconds, without any struggle.

Now consider, with less luck, you ended up on a heavy website, which loads slowly, and makes it difficult for you to work your way around the interface. The payment process is lengthy and ambiguous, so eventually, you give up. 

This is what makes a user experience less than convenient. The inconvenience will make the user leave your website and find an alternate where their needs are met and better understood. 

Investing time and effort in UX strategy and optimization leads to gaining the trust of customers, a better-recognized brand, and greater user retention. 

Being well-aware of the changing digital environment is crucial for businesses. UX design is evolving, challenging how businesses operate, and the sooner you adapt, the more successful you can be. 

User interface (UI) design, on the other hand, is the face of the digital product – app, website, or system. It’s the choice of colors, typography, style, spacing, responsiveness, the presentation, and interactivity of the product. 

It’s about how intuitive your product is – intuition in user interface design is a must-have attribute. Wondering how much impact good UX/UI design can have on businesses? Find out here.

UX/UI design helps reduce development costs

UX & UI design truly contributes in lowering the cost for development. As the requirements for each project’s lifecycle tend to increase by a factor of 10, it becomes much more expensive to fix it in the development stage.

This is where UX design testing comes in useful. The user-centered design phase and usability analysis makes the whole process a lot more affordable to fulfil project requirements. That would otherwise be handled in development phase.

There’s also the misconception of the documented value of UX/UI design where organisations are willing to cut UX the minute budget starts to get tight. But that’s exactly when UX/UI design should be employed – when there are budget constraints so the little money left is invested in the right direction.

UX/UI design forms the basis of customer journey

The entire customer journey from the moment the user opens your app or visits your website till they convert by downloading an e-book, making a purchase, or subscribing to your newsletter, is dependent on the user experience. A good experience means good design. 

This wouldn’t be possible without a properly optimized user experience design of your website. Users won’t return to your product if you don’t make an amazing first impression. 

According to a recent study by Forrester, your website’s conversion rate can increase by 200% with a valuable and intuitive user experience and interface design. 

User-centric design thinking is what makes the journey of your customer easy and meaningful. To create a better experience for users, incorporate UX testing into the initial design phase.

Consider creating design thinking workshops, which are activity-based sessions about the design thinking process, for your UX/UI design team. It might make a valuable difference to the productivity of your design team and cure the creative blocks. 

Great UI design and aesthetics stimulates positive word of mouth

Do you still think that aesthetics don’t contribute to the user experience and journey? Turns out, it does. Scientifically, users tend to believe that something that looks well, will also work well. 

First impressions are a contributing factor to how much users would be willing to return to your product. And if they like the visual experience, the aesthetics and usability, they are also likely to recommend your product to friends and family and stimulate positive word of mouth. The interaction, usability, navigation, and aesthetics are all correlated and equally responsible for the outcome of your business. 

A study published by the British Computer Society reveals that 75% of a website or app’s credibility is solely dependent on its aesthetics and visual appearance. Also, 52% of users in 2020 say the main reason for not returning to a website is aesthetics. 

So you should reconsider prioritizing your visual direction because it’s second to none in UX/UI strategy and design. Another study shows that 94% of the time, a user abandons a website or an app because of design-related complications. 

Therefore, great UX/UI design is also about integrating the feel of your brand into your product’s interface. It all has to come together as one cohesive entity. The strategy, the psychology, the aesthetics.

Research shows that 75% of buying decisions are made based on colors so it’s vital to research the color theory, psychological meaning of colors, and choosing the right colors for your product.

That means the user may never actually visit your website or app again if they don’t find the colors visually appealing at first glance.

It’s also important to understand which colors are more psychologically relevant to the essence of your brand, rather than assuming what your users may like. 

Strategic planning and defining the experience of your user is important, but when you also take care of ‘how’ it’s all presented to the user, that’s when you win the game.

It’s a complete myth that aesthetics are not important if you have great usability. There are often some usability experts who dismiss the value and role of aesthetics in design, celebrating popular but unattractive websites like Craigslist.

In short, attractive things work better and users believe that they will work better, so aesthetics always have a function.

UX/UI design leads to more brand recognition

Expanding on our previous point of good aesthetics = more credibility, you should know that great UX/UI design is about an increase in customer satisfaction and loyalty and your brand becoming more trustworthy with time and effort. 

When your customers are satisfied with the experience they have with your digital product, it’s better for your business, it leads to conversions, and generates revenue.

Building a strongly recognized brand is about implementing design thinking. Understanding the needs, behavior, and values of your customers and optimizing your UX strategy around it.

UX/UI design is about how form follows function

User experience is also about functionality, intuition, and navigation. Take an e-commerce website as an example. 

The user would start their journey by landing on a home page, then they would most likely choose a category from the dropdown menu, then they would go to the category or product page and then finally to checkout and payment method. 

This is the most common route for an e-commerce website, and users would simply expect all related digital products to having the same route. 

Ensuring that the form follows function is necessary. Users should easily familiarize themselves with your interface. The experience design should never lead the user away from their goal. 

If they find it difficult to complete actions with your product, they are likely to drop off. It’s great to take care of these navigation attributes for better customer experience and greater satisfaction. It would also increase the number of people using your product.

Good UX Design leads to website conversions and better business

It’s becoming harder and harder to stand out as a brand. 

Millions of technology companies and service providers, offering the same products and services like yours, to consumers. The question is, how will you stand out? 

Your website and your app are the faces of your brand and the only way to stand out is when you successfully market yourself as leaders in your industry. 

That’s only possible through a digital product experience that’s so good that it grasps users’ attention in seconds and they stick around. If you decide to put dedication, hard work, and an ample amount of time into creating a kickass experience, then the users will stay.

Your users will become valuable customers, they’ll convert, take actions on your digital product, and eventually, your website traffic will increase. 

So the marketers, UX/UI designers, and developers of your business are the sole caretakers of users’ experiences. Therefore, investing in hiring the best UX/UI design teams will always have its rewards of significant growth in your business. 

Long story short

By now, you would probably have realized the significant contribution that good UX and UI design can make to your brand and business growth. 

To sum it up, here are some facts to make you even more motivated towards investing in building a strong design team or polishing your skillset if you are a UX/UI designer working for a business.

Read more facts and statistics about the changing landscape of UX Design in 2020 in research by techjury. 

In short, it will make you a better business leader, turn your users into valuable customers, and convince your users to buy your product and that you are a trustworthy brand. 

Also, here are some tips on how you can go about improving the user experience and interface design of your digital products.

Keeping these aspects in mind will always pay off and you will end up creating a product that’s loved by users and brings them value.

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