If you are an expert in the field, then #1, you are fluent in Acronyms (AKA: the language of business), and #2, you know from experience that a client’s investment in good user experience design (UX) ultimately pays for itself. Even more importantly, if they don’t consider it from the beginning, it will cost them…big time.
Investing in user-centric, comprehensive, and goal-oriented design and architecture from the get-go not only creates a better experience for the end user, but also has the potential to increase conversions at an exponential rate of return. Trusted industry sources report an average of $131 dollars returned for each $1 invested in professional UX design.
Adhering to these best practices creates a better impact digitally within the site as well as with increased marketing share from users who are eager to spread the message of a positive experience. This ultimately frees up valuable resources to dedicate their bandwidth to projects that represent a higher value to the business.
Why Investing in Good UX is Crucial to Digital Success
We’ve dug into as many industry blogs and sites as we could find around the topic and discovered consistent themes across the board. Here are the top 3 themes from a reputable source, along with some helpful quotes from each article to explore the DL on ROI and UXD.
1. Good UX Design Means Better Business (via Forbes)
“In a recent study from Forrester Research, a well-designed user interface could raise your website’s conversion rate by up to 200%, and a better UX design could yield conversion rates up to 400%. Put simply, the metrics speak for themselves.”
“Many businesses are tasked with the challenge of driving the importance of UX to multiple stakeholders whose focus is primarily on the numbers. In this case, a cost/benefit analysis incorporating statistics on UX ROI can prove beneficial in comparing before-and-after results against key performance indicators.”
“By implementing UX strategies, we can effectively improve how a company engages with its customers and interacts with its website via any device or application. This applies both to internal and external operations with companies seeing increased sales, lower cost of customer acquisition, increased customer retention, more market share, and less training costs. Alternately, a user experience that is not optimized can decrease conversions drastically.”
2. Improve Customer Experience with UX Investments that Increase ROI (via Interaction Design Foundation)
“The Design Management Institute, for instance, has found that design-centric companies (such as Apple, Coca-Cola, and IBM) outperformed the S&P index (which indicates the industry’s average performance) by 228% over a 10-year period from 2003 to 2013. That’s even before considering the internal cost savings that come with greater productivity, reduced redundancy in workflows, lowered development and maintenance costs, and many other factors.”
“Jacob Nielsen (Nielsen Norman Group) found that when UX improves the customer experience, it raises a company’s KPIs (Key Performance Indicators) up to 83% in conversion lift.”
3. Bad or Lack Of User Experience Costs Organizations. Good UX Maximizes Profits And Minimizes Loss. (via Medium: UX Planet)
“Programmers typically spend 50% of their time on avoidable rework, the cost of fixing errors after development can be 100x more than before development, and internal training for unintuitive software can raise costs.”
In summary, whether you are a key stakeholder within an organization who would like to raise internal awareness about the importance of Good UXD or you are an industry professional who needs help educating a client, the first place to start is by creating a common vision.
Define what the KPIs are for the initiative at hand. Then begin gathering all baseline metrics related to those defined KPIs. This way you can be sure to measure and continuously prove value to your UXD or adjust your strategy where necessary.