The impact of UX on your business

Did you know that people who download an app and find it difficult to use quickly look for an alternative, and on average, only 20% of those people give it a second chance?

Did you also know that, on average, a person spends just one minute on a website before leaving? Once they’re gone, it’s harder to win them back if you haven’t managed to capture their attention. So, what you need to do is grab their interest within the first few seconds and have everything ready so that your users can easily, quickly, and safely find what they need.

Let’s recap what “UX Design” means:

In simple terms, UX design is the phase where digital products are planned and created with a focus on user experience. UX designers understand how to enhance customer satisfaction by optimizing usability, accessibility, and enjoyment. While aesthetics play a significant role in building credibility, this type of design goes beyond looks to provide elements within the digital product that meet customers’ needs, leading to more sales, transactions, or interactions that increase customer loyalty. In short, UX is becoming increasingly important.

These are the critical elements of user experience:

  • Useful: It should provide users with elements that help them achieve their goals.
  • sable: It should be easy to use across different digital platforms and be especially effective if the process is omnichannel.
  • Desirable: It should be visually appealing, attract users, and contain necessary elements for interaction.
  • Valuable: The product’s design should solve user needs and address their concerns.
  • Findable: Users should easily discover the path to what they need.
  • Accessible: Anyone should access the product and use its public or private features.
  • Credible: Users should have trust in what they see and read through the product’s elements.

Each of these elements is considered by designers when building a digital product. When you start designing your digital product, ask yourself questions to ensure you meet each of these elements, such as:

  • Does your design provide useful elements for the customer?
  • Is the functionality user-friendly across different digital platforms (PC, Android, iOS)?
  • Does it include aesthetic appeal and necessary elements?
  • Does your design solve problems and answer questions?
  • How easily can a visitor find what they’re looking for?
  • Can anyone access public sections of the digital product without effort?
  • How reliable are the design elements used?

Now, let’s take a look at the aspects of UX you shouldn’t neglect:

Response Times

Technology and the internet have given us the opportunity to access digital products from anywhere in the world, and we’re always in a hurry to get things done. That’s why users are becoming more impatient, expecting everything to be just a touch away and to respond almost immediately to their actions. For instance, web users typically abandon a site if it doesn’t load within 9 seconds. Search algorithms like Google prioritize fast-loading sites and leave slower ones behind. Speed matters—a lot. Therefore, if your website causes problems for users, you’ll lose them quickly.

Ease of Use

Ease of use is closely linked to the logic people have for completing a task, as well as the actions or steps that have become ingrained in our minds due to our interactions with other websites or apps. As users interact with web pages or apps that have a specific way of doing things, these practices become a standard. For instance, having a search bar and navigation menu at the top of a website or using the hamburger menu. The way you communicate the function is crucial in enabling users to understand their course of action in milliseconds.

Appearance and Structure

Did you know that people associate the credibility of a digital product with its aesthetics? Therefore, the appearance of a website is important. A cluttered digital product raises doubts, as our brains are highly skilled at processing images. Not having good icons or images that express your intentions can lead to user abandonment, reducing the opportunity to continue their journey towards your goals, whether it’s sales or any other objective you have for your visitors.

Structure matters a great deal. That’s why it’s crucial to place what’s important and solves your users’ problems at the top of your digital product. This prevents excessive scrolling, which can bore visitors within seconds and lead them to seek other search alternatives. Unless, with each scroll, you manage to capture their attention and encourage them to continue. If it’s a website, it must also work seamlessly on mobile devices (be responsive). For apps, remember that not all users are willing to allocate storage on their devices, so you must appeal to those who decide to do so.

Calls to Action

Navigability in digital products, moving forward and backward, knowing where you are, and moving seamlessly are great features. However, you must guide your audience where you want them to go. For example, if you have an e-commerce business, the idea is for customers to find the products they want, with the payment process being simple, quick, and secure. This will keep shopping cart abandonment rates low. The same applies to sites focused on capturing information. If you want visitors to register and the process is lengthy, many users will leave.

Testing

Testing is a critical phase to minimize risks. Today, more than the different methodologies or steps to design or develop software, we should be thinking about our customers, as they are the ones who will use our digital product. In various stages of your product’s life cycle, you should always, and I mean always, take the opportunity to test your product at the stage you’re in. Your customers will provide insights into where you should steer your business flows. This is where you can employ various strategies like A/B testing, which lets you offer two options to your customers, allowing you to measure which one attracts more users and offers better usability. Are you ready to set up your consumer lab?

Metrics

Someone once said, “What is not measured is not managed.” This is why it’s essential to quantify and qualify what your users think, feel, and say. This is relevant for keeping your digital product alive. Your website or app should be a “living” entity that evolves with the same goal or purpose it was designed for, while being able to generate interactions that make your users’ lives easier.

How to Improve the UX of Your Digital Product

Now that you understand what UX is and its importance, here are some tips for enhancing your users’ experience and achieving your digital business goals:

Identify who your users are, define your target audience, discover their interests, true needs, expectations for problem-solving, and reasons for seeking or using your product. Delve deeply into your current and potential customers to gain a better understanding. People are becoming increasingly aware of the importance of having a purpose and aligning with those who share similar values. If you manage to connect with your audience on a personal level, you can develop solutions, design experiences, and address needs that will increase customer loyalty.

Offer channels for customers to contact you, such as chat buttons, WhatsApp, or contact and information pages. It’s essential that users can reach you easily, quickly, and, above all, promptly.

For e-commerce companies, pay special attention to the payment process. Many users will abandon the process at the last minute due to privacy concerns, complexity, excessive data requests, or any factor that creates friction or barriers to a simple, reliable, and fast transaction. It’s crucial to convey that the process will be secure and reliable, and to be clear about payment options, starting from the beginning of the purchase process. Don’t force users to register before making a purchase, provide rapid response times for each click, and minimize information requests. Also, offer effective help to address last-minute doubts.

If your product or service is related to the financial sector, each transaction or functionality provided should instill a high level of trust. You shouldn’t compromise on security protocols while maintaining user-friendliness. Any functionality offered must be executed impeccably, with clear confirmation or rejection messages presented to enable users to make decisions and understand their next steps. Make the most of user information to provide pathways and facilitate their subsequent actions.

In general, it’s vital to understand specific human behaviors when interacting with each digital product. When creating new digital products or introducing new features to an existing product, aim to:

  • Enable users to recognize when they are taking actions that lead down an undesirable path in the process. Help them understand what’s happening and how to address it.
  • Always display available options, using icons or images that users can quickly identify. This is better than forcing people to remember the steps they need to follow. Always keep users informed about potential actions or occurrences before validation to prevent user errors, while managing the cognitive load effectively.
  • The steps for completing a process are important, but even more so when they are clear and require only necessary, straightforward steps. Allow users to make decisions, control their progress, and move forward and backward in the process. When launching a new feature or functionality, let users decide whether they want a guided introduction with explanations and benefits. If they opt out, provide that option in the future.
  • Lastly, users develop interaction patterns, whether due to their individual logic or the logic they have adopted from interacting with other digital products. Therefore, you must be consistent in the way interactions occur in all sections and functionalities of the product. If you establish standards, adhere to them, and, when introducing a new way of doing things, be stringent in minimizing the introduction of steps, objects, and information. UX invites your users to keep using your digital product, which is key to achieving the conversion goals you’ve set for your business. By offering a fast, secure, easy-to-navigate, and easy-to-understand digital product, current and potential customers will feel comfortable and will interact with minimal inconvenience.

They will likely continue using your product and may even recommend it to others, helping you gain new users.

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