Why you should care about User Experience as a growing business

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Why you should care about User Experience as a growing business

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What is User Experience?

UX design this, UX design that… it seems like it’s all the rage now. Suddenly, everyone and their gran is chatting about the importance of UX – but what really is it? And why is it important to your business? User Experience design, or UX design, is an integral process of designing software, websites and applications. User Experience design focuses on the user, taking an empathetic approach to explore how real people will use your product. User Experience designers take on the responsibility for interviewing users, creating workflows, market analysis, customer journey maps and much more. Each project will have its own unique challenges and limitations, and UX design explores all solutions to find the most intuitive. Bad UX design can cause a range of problems for growing businesses, from turning off new customers to causing misalignment on your internal team. Investing in the UX design of your product has a high ROI, with every $1 spent on UX design returning between $2 to $100 of profit. Mike Gebbia, co-founder of AirBnB, accredits the success of the business to switching their mindset to design thinking – and the results took their concept from failing to multi-billion dollars in value.

 

Sketching wireframes and making notes for a mobile application.

 

UX is focused on the user

Customer-centered product

Who is the most important part of your business? Customers. User Experience design is an iterative practice and involves working closely with the end users to gain knowledge and understanding of how the product will work for them. If a customer has an enjoyable experience using your product, they are far more likely to return – in fact, 88% of users won’t return to a website if they’ve had a bad user experience. Considering UX as a valuable asset in your tool belt as a growing business can in turn improve your brand image to customers and clients.

Internal/admin software

The importance of UX within internal and admin software can often be glossed over, when in reality it could be the most powerful skill to harness when creating a bespoke software for your business needs. Focusing on how your team will use the product, how the product can improve current business processes and where current pain points are, allows UXers to design software that is crafted to your team’s needs and existing knowledge. UX designers can draw on skills already known, and tailor the flow and experience of the application to one that your team has adapted to, significantly reducing the transition period and training requirements.

 

 

Accessibility

1 in 5 working adults have a disability, yet as more businesses and spaces move online – especially in the last few years – many have been left behind and excluded. Accessibility is a practice that ensures that users are not left out of the final product. Good UX designers will take an empathetic approach to design, and look to include diverse groups in user testing, in order to design inclusive and accessible products. Many growing businesses often neglect a whole market of potential customers, simply because accessibility hasn’t been considered from the start. 73% of potential disabled customers experience barriers on more than a quarter of websites they visited.

There is a common myth that spending the time developing products for accessibility is separate – however, in designing for the few you will in turn design for the many. Anyone can need accessible products at any time – therefore it’s important that as businesses, we are catering to those who need it.

 

User Experience can yield a better ROI

When UX is done right, your investment return rate can rise to as high as 301%. As your business starts to expand and you find yourself in the fortunate position of deciding how and where to invest that money back into the business, UX should be a top consideration of any business with a digital product or service.

Investing in User Experience can be as simple as running up to date user testing, which can be done internally for as little as £100, which can keep you in the loop about what your customers think about your product. If you’re developing a new product, it’s worth considering how you can adjust your timeline to allow for a defined UX design period, which can ultimately save on costly reworks later down the line.

 

 

How Imaginative Software embraces User Experience to empower your growing business

Empathy is the foundation of good design

At Imaginative, our process for designing software begins and ends with User Experience design. We advocate for a design phase within our Agile workflow, as it saves us time later down the line in the project because we make a conscious effort to answer the tough questions at the start. Within our projects, we believe it’s important to be empathetic and considerate of the end users – we’re a friendly bunch here, so why wouldn’t we translate that into our processes?

We check our personal bias and experience at the door

We are actively challenging our personal bias and experiences, leaving them at the door to take a non-attached approach to each project. Ultimately, we are clear-headed and laser focused on what will be the best for your users, customers and team. Approaching projects like this means we can make clear, unaffected decisions that put the project goals at the centre.

Collaboratively, always

Most importantly, at Imaginative Software, we are always collaborative in our approach. We know that the best ideas come from a hive of minds, not just one sole designer stowed away churning out ideas, which is why we work collaboratively to solve problems and often find our most enjoyable projects are the ones in which we get to work with clients who are just as excited as us to craft something imaginative.

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