“No product is an island. A product is more than a product. It is a cohesive, integrated set of experiences. Think through all of the stages of a product or service – from initial intentions through final reflections, from the first usage to help, service, and maintenance. Make them all work together seamlessly "
— Don Norman, inventor of the term “User Experience”
A UI or UX designer’s main aim indeed is to enhance users’ satisfaction by creating products and interfaces that are simple, efficient, and easy to use. It also should have a high impact on the ROI of a company but not everybody understands it.
We're obsessed with our users, we spend time with our users, and we gain empathy from them. We're doing all these things that are about the *human* side of human-computer interaction. And it's as if culturally, you know, we try to bring balance to the *number side* of UX. . But we have to always keep in mind the number side which represents the ROI side. It defines the bottom line of why empathy can create more money or create more conversions, more customer satisfaction, more loyalty, more sell-throughs, and more retention of customers – why that all correlate directly.
Let's look at a few case studies, too, to finalize. Let's jump in: Justifying UX - by the numbers. So, what do we know about ROI and UX? Well, one of the best thumbnails that you can expect from your KPI increase is an 83% increase in those KPIs from the user experience. And it's getting easier and easier to quickly test and measure your KPIs with tools on the web.
These are more enhanced tools that make Google Analytics seem old-school. They provide heat maps, conversion paths, funnels, and things like that. So, there are many KPI tools that you can start using. We'll talk a little bit about some of the techniques that can help you with that. So, early-on sensitivity to UX in the dev cycle has reduced the amount of effort by 33–50%.
So, you can reduce the amount of time you're coding. You can also improve some very important measurements inside of realizing the value of your user experience efforts. Many organizations are focusing on *features*. So, your development effort is a feature- and functionality-driven. Seventy percent of projects fail due to a lack of user acceptance.
Google has an agenda for UX built into its SEO algorithms. They want a good user experience. They know it's key to keep people staying on the site. So, if we look at some of these other metrics such as the willingness to purchase – how much do you think you can improve that in terms of good UX? With good UX, you can improve by around 14%. People's willingness to purchase will go up by 14%, roughly, if you have a good user experience.
How likely will people recommend it if it's a good user experience? Roughly 17% and defection rates can go *down* by almost 16%; so, between 14–16% or 17% of improvements. That's substantial. Most companies have to deal with UI issues. It used to be – in the '80s and '90s – that you could just throw the UI on at the end.
Being a tech-based company makes whatever we do revolve around our customers. dKilo's team of UX Researchers, Engineers, and the QA team collaborate to ensure the maximum flexibility and efficiency for the users of our application.
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