Top 6 Reasons Why Your Company Needs a UX Specialist
Are you the owner of a developing application? Wondering how your future users will receive it? Do you have an online store but only a small amount of orders? Do your clients randomly quit the purchasing process or give up at the payment page? If any of this are true then you need some advice from a UX expert!
Let’s start from the top, are you 100% you know what UX is?
If you answered yes that question, jump to Part 2! If not, or if you’re unsure, then let’s go on together…
Part 1: UX or User Experience, is the design of products that focus on the users. UX emphasizes that interaction with the product provide the user with positive experiences and solutions and pathways are understandable to the user.
In this case, it is also important to design a product with the weakest link in mind. This means that a completely “green” user can easily use and manipulate your product without difficulties.
Next, technology must take into account every user and accept varying levels of technological literacy. For example, for some senior citizens the idea of bookmarks remains an alien concept. They continue to write down their favorite websites on cards so they can reference them later. While this may work in practice, your product should be accessible to those who have varying levels of tech literacy.
The goal of UX is to allow anyone to understand the product and use the service, even a 90 year old should be able to log on to an airline website and buy a ticket to see their grandchildren without any problems.
A good example of user-oriented design is the iPhone. Steve Jobs wanted the devices to easily fit in the hand and pocket of his customers. Consequently, when designers were designing the first PDA, he made them carry around a piece of wood. This reminded them of what their goal should be and how to make it as comfortable as possible for the user.
UX is critical because “man can survive without technology, but technology cannot exist without man.” In short, without the user there is no technology.
Therefore, it’s important to adapt the product to the needs of the user. And this does not just apply to technology, but everyday situations. UX can apply to everything from official legal letters, assembly manuals (I’m looking at you IKEA), credit agreements or anything else that can be easily misunderstood by users.
It is worth mentioning the story of the mountain. A client wanted a graphic theme for his webpage, which was offering training for developers. The main theme of the home page was supposed to be the mountain peak. According to the client’s vision, it was to be a symbol of development and to inspire people to take up the challenge and aspire for more. Despite the UX designer’s suggestion that this motive may be misleading to the customer, he stubbornly stuck with his idea. He assumed that programmers would understand the metaphor. Only a series of usability tests allowed him to understand that his idea brought the idea of a sports shop or travel agency to his users’ minds.
Part 2: What can a UX Specialist do for you and your business?
UX specialists examine the utility of applications, web pages and mockups in a variety of ways and then try to purpose a better solution from the customer’s viewpoint. One way they do this is usually through usability tests with real users in the form of focus groups or personal interviews. Another way is through expert analysis and self-incarnation (cognitive wandering).
What are some reasons for working with UX specialists?
1: You save money: Business owners are increasingly aware that it is worth investing in usability research during the design process to streamline production.
Robert Pressman claims that every dollar spent on a design solution at a later stage costs $10 more to fix at a later stage and $100 more to fix by the time the product hits the market.
Including usability tests at an early stage of design allows for quick error elimination and improved service. Procrastinating extends production time and increases implementation costs. It’s also important to remember that if 8 people test the product, they should be able to detect about 85% of errors.
2.Increase Conversion on your Page
Usability tests can give you real feedback. You can find out specific reasons as to why conversion rates drop. You will get information on which items to fix; for example, if a user has a problem with registration, why wouldn’t they just leave the site and go elsewhere?
With usability tests you can find out what frustrates you users and what they don’t understand. This is especially useful when you are creating a product from scratch. It’s natural to be attached to your own idea and fail to see that something may not be so clear for someone else.
Tests allow you to look at your product from a wider perspective. We combine real, statistical data with qualitative research, which strives to give a holistic approach to fix the problem. Thanks to this approach we can correct the current problems and come up with innovative solutions for the future.
3. Make the right product from the start
Let’s say you have an idea for a product, you think something is missing on the market and you think your idea will be something of a breakthrough. Awesome! But is it something that others need? Does your product meet your needs?
From the very beginning UX will help you determine whether you have created a useful product and will provide information as to which direction you should develop your product. This save you time, money and puts you on the quickest path to ultimate solution.
UX can help you create a unique product that is intuitive for everyone to use.
4. It can have a positive effect on the SEO of your website
Good UX is important for a search engine. Google evaluates your page based on well-formed page semantics and Google Adwords.
UX Specialist can help you better categorize and select keywords. This makes it easy for the customer to find your product. Based on the keywords you will be able to predict who will hit your page. This in turn, will allow for better matching of the web content to a particular user.
5. You don’t have to spend money on customer service
We are assuming that your website is largely based on self-service. When the customer uses the site and doesn’t need any help, it reduces the costs associated with marinating a customer service office. Research and user interviews help identify the main problems and reduce the number of phone calls to the customer service representative.
Autodesk (one of the largest software developers in the world) notes that two-day usability tests and patches have significantly reduced the number of connections to customer service. Quality UX gives the user intuition to use your site efficiently and effectively.
6. You increase brand loyalty
Satisfaction and trust are the foundations of just about every website. Without a satisfied user, your product is nothing. Customers who like your site and associate it with a positive feeling will be more likely to follow it and use your future products. They will become ambassadors of your brand, and the best advertising is often word of mouth. To increase the chances of this happening involve a UX specialist from the start.
Whether it is gaming, ecommerce, applications or anything else, a UX specialist can help you engage your users and encourage them to be more engaged with your company. This happens because of the positive interaction and the feelings associated with that interaction. If a user enjoys your website and finds it interesting, they will be more likely to spend time there.
Article written by:
Natalia Cichocka: An educated psychologist and art historian. I am interested in User Experience and Design Thinking. I am currently preparing for the ISTQB exam. I’m a book maniac, I love vegetarian cuisine and gothic concerts. Oh, and I have a dachshund!