Why Every Business Needs To Invest In UX Design?

The rapid technological advances means that businesses need to adapt to the changes in consumer behaviour in order to meet their customers’ needs and expectations. So, to succeed a business needs to adopt a user-centred design process, which is an iterative design process that focuses on gaining an understanding of the target users, in order to design and deliver digital products and services with great user experience (UX).

What is user experience?

User experience can be defined as:

a person’s perceptions and responses that result from the use or anticipated use of a product, system or service.
— The International Organisation for Standardisation, ISO 9241-210

Why is good user experience important for business?

A good user experience helps with google ranking and increases your website conversion rate.  In a recent Forbes article, it highlighted the importance of user experience and stated the key finding from a recent Forrester Research study, as follows:

a well-designed user interface could raise your website’s conversion rate by up to a 200%, and a better UX design could yield conversion rates up to 400%.
— Forrester Research

According to behavioural scientist Dr Susan Weinschenk, a business that does not invest in UX design when designing and developing their digital products could result in losses to the business. Please see below the video on the ROI of user experience:

ROI of User Experience. http://www.humanfactors.com/project/index.asp About this video: In this animated video Dr. Susan Weinschenk demonstrates how user centered design results in significant return on investment (ROI). Transcript: User experience is the science and art of designing a product like a website or a software application so that it's easy to use.

Investing in improving your user experience would greatly benefit your business by increasing sales, customer satisfaction and loyalty as well as reducing development and support costs. Delivering a great user experience leads to enhanced brand reputation and increases the number of customer recommendations, helping your business to grow.