By Kolapo Akinlade
It is no news that in today’s competitive business environment, organisations consistently find avenues for growth in every sense of it. One area often dismissed but integral to business expansion is the user interface and experience (UI/UX) in product and service design. A focus on UX helps companies develop products and services that meet users’ needs, elicit interest, encourage engagement, and, in turn, grow revenue.
The Importance of User Experience (UX) in Business Growth
1. User Satisfaction: A well-designed product or service equals good user experience, and a building block for satisfaction, loyalty and retention.
2. Reduction in Bounce Rates and Increased Conversion Rates: A good user experience across business touchpoints can optimise interactions with increased chances of prospects being converted to loyal customers.
3. Improving Brand Reputation: Sustained use of companies’ touch points by customers who always have satisfying experiences encourages repeat purchases, retention and loyalty among customers who go on to be brand advocates.
It is noteworthy that research is a critical component of UX, providing valuable insights into user needs or pain points, behaviours and motivations. Businesses should harness these research outputs to address users’ motivations and meet their needs or expectations.
This topic will be incomplete without touching on another critical aspect while designing for business growth, that is, Usability Testing and A/B Testing.
Usability Testing is an essential aspect of UX, allowing businesses to test products and services with real users to:
- Identify Usability Issues
- Validate Design Decisions
- Receive feedback for necessary improvements.
A/B testing, also known as split testing, on the other hand, is a method of comparing two or more versions of a product or service to determine which one performs better. This process helps in the following ways:
- Design Elements Optimisation like buttons, forms and navigation, to enhance user experience and produce business outcomes.
- Provision of guidance on Design Decisions: A/B testing is useful to bring forward the design that best meets the target users’ needs and projects the business in the right light to the market
In conclusion, from enhancing user experience to boosting client loyalty, UX is essential to business growth. Businesses can develop goods and services which adequately encourage engagement by the Target Market, boost patronage and in turn revenue by making User Experience top priority.