Learn what the benefits of UX are and how this practice makes the customer become a fan of your product
By Nelson Legal
Just around the corner, he is arriving, the most desired, the most sought after, the most wanted and valuable, the
customer! Also known as consumer, user, target audience and so on… All companies need it to exist, and keeping consumers loyal to their brand has been an increasingly difficult task.
Gone are the days when, in order to have the consumer’s heart, it was enough to sell a good and cheap product. Much more is needed… Today,
big brands compete for the chance to deliver the best consumer experience.
Receiving so much attention, the customer was extremely judicious and attentive to any slip and, if that happens, he doesn’t think twice about changing the brand.
With every problem that comes in the way of the consumer, there are countless companies that solve it with a hand on the back. But a company that, in addition to solving the problem, is still able to put a smile on the face and warm the heart of that customer, this is much more difficult to achieve.
And it’s difficult because the company needs to create a special bond with its customer, it has to dig deep and be able to predict what he will like and dislike, and how much effort he will be willing to put in. And most importantly, ensure that everything that has been done will be clear and intuitively understood. Complex, right?
That’s where the UX comes in,
User Experience or User Experience, translated from English. Created by Don Norman in the 1990s while working at Apple, the definition came about because he wanted to improve the user experience with his computers. Not just when they were interacting with the computer turned on, but before and after that.
A good example of this is how a restaurant has the best hamburger in town. It’s no use a perfect hamburger if you don’t think about comfort, service and menu, among other details just as important. Each of these items can make a customer decide whether to spend more or less, whether to return or not, whether to indicate or speak ill of the restaurant. Everything has to be very well planned to please and really serve you!
But how will UX practice impact my business?
This planning, focused on the user experience, can also save effort and money, and increase your company’s profits. According to
Robert Pressman’s book, “Software Engineering: A Professional Approach”, for every
$1.00 spent on UX to solve a problem during product planning, $10.00 would be spent on solve the same problem in development and BRL 100.00 or more for the problem to be solved after the product was released. In other words, in addition to avoiding problems, this planning can also direct and facilitate the path between the customer and their product.
A recent study by
Forrester Research revealed that
a well-designed user interface can increase a website’s conversion rate by up to 200%, and a good user experience can raise conversion rates by 400%.
No wonder that large multinational companies are advocates of UX investments. Amazon, for example, continually applies A/B tests to all aspects of the interfaces that its customers serve, constantly updating and redesigning them based on data. Since 2015, Amazon has been the largest e-commerce store in the world and the most valuable in the United States.
Here in Brazil we have the case of Nubank,
the main fintech in Latin America thatwas born in 2013 and today it has more than 5 million loyal customers. Since its birth, fintech has had the user at the center of all its decisions. According to Guilherme Neumann, ex-UX Lead at Nubank, “the design or interface solution that emerges is a consequence not only of the work that the designer does, but of the concern that everyone at Nubank has with the experience of those who use the product. ”
We see how UX has proved to be important for these companies, and can also help others to achieve numerous benefits, such as:
- Increase profit and conversion: users become loyal to easy-to-use products;
- Increase customer satisfaction ratings: users love well-designed products that give them what they need and what they don’t even know they need;
- Decrease support contacts: user testing results in more fluid and intuitive usability for the greatest number of people;
- Avoid rework in product development: UX focuses on understanding the user journey and applying tests, which reduces the occurrence of planning errors;
- Reduce the risk of producing the wrong product: user surveys will look for products that add real value to them on a day-to-day basis.
To start investing in UX, the first step can be to add a Product Designer to your team, someone who is able to bring the User Experience culture into the company and engage the teams as a whole.
The next step is to form teams with experts in specific areas of the UX, such as research, writing, interface (UI), prototyping and testing. The ideal is for everyone to complement each other, while individually being able to act in all areas of UX.
Want to know more about this subject?
Contact us to talk about how to include UX in practice. Several companies have already had positive results after including UX in their daily lives and yours could be next!
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