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More UX love­. More business.

Paul Federico

October 27, 2015
Paul Federico

Most clients we work with now understand the importance of providing a great user experience (UX) for their customers. But when we propose a scope of work and say we need a few weeks to get to know their customers, users, and technical people, we sometimes find ourselves having to validate the time and cost.

Allocating funds for UX is perhaps the best investment a business can make. UX is about running your business, not just about how sexy your website looks. UX increases conversions and reduces operational costs by enabling users to work more efficiently. With benefits like these, businesses must also value the process.

Here are some tips for how to develop a great UX.

 

With a great UX, a business can:

  • Gain productivity
  • Increase user adoption
  • Decrease user error
  • Save training costs

 

How websites lose business:

  • Asking users for too much information
  • Too many form fields
  • Too much text
  • Hard to read typography with poor contrast
  • Too much importance given to items that users don’t use
  • Not having a responsive page
  • Not properly platform tested

 

Less equals more:

less=more

Usability testing has shown that too many pages and too many clicks lead to higher bounce rates.  A slow loading time is another issue that greatly affects conversion rates.

 

UX Value Calculator

Check out this UX Value Calculator developed by SAP. It takes into account statistics about customers, such as the number of users involved in a particular task, their fully-loaded cost rates, and the end-to-end time needed to execute these tasks.

UX justifies what designers have been doing for years: problem solving. We can tell from a button’s color, style, and placement if it leads to conversion.  And that means business.

 

No closed-door meetings

When creating a new website, landing page, or application, companies need to fully understand who will be touching their page. Gone are the days where management makes decisions without input from the floor. This is a bottom-up process. You need input from the users and the back-end developers. Website analysis and planning meetings cannot take place behind closed doors with only the company officers present.

 

Develop personas

Interview the customers. How will the website be used? How is data being shared between departments? Does your audience have any handicaps? How technical are your users? Will they be using mostly the mobile site? What are the pain points?

 

Ask these 10 questions:

  1. What problem are you solving?
  2. Who is your ideal user?
  3. What do they want to do?
  4. What do you want them to do?
  5. What do you find most frustrating about your website?
  6. If you could change one thing about your website, what would it be and why?
  7. What features could you not live without?
  8. Which features could you live without?
  9. How can we improve your site?
  10. Anything else we should know?

 

Want value? Stick to the honeycomb:

Is your website…

Princeton Partners UX values

 

For more, check out our whitepaper:Understanding the Art of the User Experience.”