We know that you know the value of User Experience (UX). Your users definitely understand the benefits of great UX.
But what can you do if your company’s Product Manager doesn’t get it? Or even worse, if your CEO doesn’t get it?
Too often, we find great User Experience designers feeling frustrated with their positions.
Either because they are not getting the freedom to do what they do best or maybe because the PM or CEO (with no UX experience) think they know best and are calling out on the UX decisions.
Here are some popular complaints from UX designers:
- An executive team who can’t focus on value over cost
- Mistaking UX for UI
- UX design as a solution for complicated or feature-crowded products.
- Sacrificing the UX because developers decide they can’t execute on a design or don’t feel like doing so.
- Prioritizing features over functionality on the development side.
- Companies who aren’t willing to conduct usability testing.
- Everybody thinks they know how to design and they’re telling me how to do my work.
The list actually goes on, you know it.
If you recognize your company by the complaints, I hope this post can help you.
It’s all about knowing how to advocate and evangelize UX within your company.
Better ROI and Better LTV
There are two thing your CEO truly cares about:
- Acquiring and retaining users who love and use your product
Everything else is a means to an end.
This is also how you should structure your arguments when talking to your C-suit roles in the company, or even for settling a debate with your product manager.
Avoid Costly Repairs in the Future
Good UX saves you money in the long run by helping you get things right from the start.
As Robert Pressman points out in Software Engineering: A Practitioner’s Approach, for every dollar it takes to fix a design related problem, it will be 100 times more costly to fix the problem during development.
This means that sometimes it’s better to go straight to the overhauled design or spend a few more weeks working on your product’s UX than proceeding with a bad user experience that will be more costly to fix over time.
No matter how good your UX is, iterations will always be needed, but changes will be less costly and require fewer resources over time.
You shouldn’t skim through design the same way you wouldn’t release a product that doesn’t meet your QA standards.
Get more users (without spending extra money).
Great UX design means more conversions.
A well-planned user experience will make your product more trustworthy, easier to use and to understand, eventually leading to an increase in conversions.
By eliminating any frictional points, you are making sure the user goes through a smooth experience on your site.
This way, all confusion is eliminated, which means it now requires no effort whatsoever for the users to make a purchase.
The best thing is that your company is probably already investing so much money into user acquisition, inbound and content marketing and running Facebook campaigns.
A Better UX will help your company get more out of its acquisition efforts – more users, for the same amount of money.
More Loyal Users
Loyal users – in other words, higher retention, is what every product needs.
Retention of active users is key for every company’s growth.
A bad user experience will result in high churn rates, lower referral rates and will make your product non-sticky for your users.
Effective user experience meets users needs and helps them achieve their goals intuitively.
A customer grasps to what adds value to them and requires the least amount of effort.
Customer retention is the ultimate ROI as it adds a meaningful value to your business – a great user experience is key.
A research on programmers, developers, and engineers by Dr. Susan Weinschenk puts out that they spend 50% of their time on rework that is avoidable.
Stakeholder interviews, user research, user testing, user session recording – these are some of the things UX Designers do that can fix some of the top reasons from which software projects usually fail.
By going through the full process of designing a great user experience and not rushing into just “get a design” or making decisions that aren’t based on feedback, you can cut time spent on an iteration by half – save money and human resources.
Ultimately, they can generate more revenue, increasing productivity by spending less time fixing software problems that could have been stable since the beginning.
Show the Real Value of Effective User Experience by Measuring the ROI
The ultimate way to make your company understand why they should let you, a UX designer, lead the right design process is by making sure you are impacting on the right metrics they care about.
This way, you will show them the value of great user experience.
You can measure the number of conversions, registered users, a decrease in abandonment or drop- offs, the amount of time saved in users and development, the decrease in the amount of training required, increase in the usage of the application, and so on.
Each one of these metrics, improved by great UX work will take you one step further into getting the freedom to do the brilliant work you already know how to do.
By showcasing A/B tests and data that back up your work and shows that changes you’ve made affect the bottom-line, you will be able to convince your managers that they should give you the freedom that you deserve.
How does your company approach UX design? What were your wins as new UX designers?