Companies are increasingly realizing that investing in the user experience can bring benefits and excellent financial results. The most diverse digital channels (website, mobile site, application, etc.) are ATMs capable of reaching more customers, finding new markets and facilitating consumers' access to their goods and services. But if users have a bad experience using these products or services, the business as a whole suffers. On the other hand, if users have a positive and enjoyable experience with the brand, they will bring friends and family to share this same experience.
Imagine a user of a shopping site, for example. If you face difficulties or problems to find the desired product or even the necessary steps for the execution of a purchase, there are great chances that the simply closes the tab of the browser and goes to the competitor. If you cannot complete the purchase, not even the best promotion will make you buy the product. It's just a click and you'll be in another store.
But not only users who benefit from the investment in UX, companies also improve productivity, as well as get more profit and return on investment.
Dr. Susan Weinschenk, director of UX Strategy at Human Factors International (HFI), one of the world's largest companies specializing in user-centric design, showed in a study that projects designed with a focus on user experience generated a significant Return on Investment (ROI).
To illustrate this importance, he cited some data found in the article Why Software Fails. For example, the estimated amount of time programmers spend on avoidable rework is up to 50%. In addition, the cost of correcting a bug after development is 100 times greater than correcting the same bug before completing the project. Therefore, a project that contains the fundamentals of UX since the establishment has fewer possibilities of errors and redesigns, which would only appear after contact of the user with the platform.
Investing in the user experience also means reducing future time and costs with unnecessary maintenance, allowing this amount saved to be allocated to other needs and business expansion. No wonder that UX Designer is one of the most popular positions in recent times according to LinkedIn, justifying the operation of companies by professionals who understand and master the subject.
We often need more tangible evidence of real value in investing in UX. Here are some statistics compiled by designer Jozef Toth on companies that saw favorable numerical results after implementing changes in the design of their products.
-Infinite Scroll can decrease abandonment rates on its homepage. The Time.com website reduced the drop by 15% after adopting infinite scrolling on the home page.
- In 10 years, a $10,000 investment in a design-centric company would have yielded 228% higher returns than a conventional stock market investment.
-Choosing a particular shade of blue resulted in additional revenue of $80 million to Bing.
-For every $1 invested in email marketing, the average return is $44.25.
-88% of online consumers say they are less likely to return to a site after a negative user experience.
-Sites that are slow to charge businesses $2.6 billion a year.
-The users' opinion about the credibility of a site is 75% based on its aesthetic quality.
-85% of adults believe that a company's mobile site should be as good (or better) than the company's own desktop site.
-You are 64 times more likely to climb Mount Everest than clicking on a banner.
UX is the investment with guaranteed return within any company - you have already realized that and you are chasing it. Promoting a successful, clear, simple and easy experience for users considerably increases the chances of re-purchasing your product or service and also provides information to others.