Executives are responsible for setting the direction their firm will take and steering their teams towards it. As an executive you focus on strategy. You’re not deep in the weeds worrying about the details, so there’s no need for you to worry about the user experience of your product, right? …right?
If you care about customer satisfaction, market share, operating expenses, revenue, competitive advantage, or time to market then you should care about UX.
“Improve our customer satisfaction”
89% of companies plan to compete on the basis of customer experience. The whole field of user experience is about increasing customer satisfaction while they’re using your product. This matters for desktop as well as mobile experiences. Non-mobile friendly sites can hurt a company’s reputation. In fact, 52% of users said that a bad mobile experience made them less likely to engage with a company.
“Increase our market share”
When your product offers a better user experience than your competitors’ you’ll have an advantage. It’s just easier to sell a product with a good experience. Besides new customers through direct sales, with a great user experience you’ll have a far greater chance increasing your word of mouth.
In addition, design driven companies outperform the S&P by 228% over 10 years. Giants like Apple, Coca Cola, Ford, and IBM have all made investments in design thinking and prioritize UX.
“Decrease our operating expenses”
In order to decrease costs and increase efficiencies many firms use out-of-the box software solutions that require a lot of costly customization to become usable for the firm. Developing an internal product that does exactly what you need it to do and is easy to use can dramatically increase efficiencies.
In the build vs buy decision you have more control over the usability of your own software. The goal of usability is to minimize the interaction cost, which can be measured by physical actions and mental effort. Overall, it reduces the time it takes to complete a task.
“Increase our revenue”
We’ve already established that products that provide a good user experience are easier to sell. An e-commerce platform that is easy to use increases conversions. When a customer gets frustrated or confused they’re far less likely to continue with the transaction.
27% of US online shoppers have abandoned carts because the checkout process was too long or complicated. The average large sized e-commerce site can gain a 35% increase in conversion. If all US and EU e-commerce sites optimized their checkout processes that would translate to an additional $260 billion worth of recoverable lost orders.
“Beat the competition or at least keep pace”
User expectations around their experiences with business software and ‘work apps’ are heavily influenced by consumer app experience. As consumer apps continue to ratchet up the user experience, people’s expectations of all apps continue to rise. 95% of consumers agreed with the statement that ‘good user experience just makes sense’.
The competition to provide a good experience is increasing and if a firm does nothing they risk being left behind. 9 out of 10 users report that they have stopped using an app due to poor performance, and 86% of users have deleted at least one app that had performance problems. If your firm fails to keep up to the ever-increasing user expectations, you risk becoming irrelevant.
“Shorten our time to market”
A good design process that includes rapid prototyping and collaborative contributions can dramatically decrease the time to market. If you spend a few weeks ironing out all of the kinks in your design on an iterative prototyping process (preferably one without code) you can save months in development. Many executives believe that ‘we should just get on with it’ and spend less time in the design phase.
Spending more time on the design phase will shorten your time to market and decrease costs of development. According to the System Sciences Institute at IBM, the cost of fixing errors once the product has launched and is in the ‘maintenance’ phase is up to 100x as costly as if you were to fix them during the design phase.
So clearly UX should matter to executives. If accepted into the culture of a firm and celebrated by the upper management design thinking, and by extension, user experience will yield handsome returns. If you’re still on the fence, try these ROI calculators or contact a trusted consultancy to learn more.