Yes, a good UX design has balanced layouts, solid functionality and a consistent user journey. But it's real focus goes beyond the UI. Good UX design lies in creating solutions that are optimised for the user, ultimately providing business value for your organisation.
Why is good UX so successful?
While great Customer Experience creates value across all touchpoints a client has with your company, user experience becomes meaningful when it successfully meets the needs of a user visiting a brand’s website or app. It aims to gauge the user’s requirements, thus providing an overall positive and memorable brand experience; this ensures that the user remains loyal and keeps coming back. Furthermore, a valuable user experience allows us to then define user journeys and discover which are most favourable to profitability.
A little while ago McKinsey published an interesting study discussing the worth of good design. Through tracking the design practices of 300 companies it was proven that companies that adopt a focussed UX process perform roughly twice as well as businesses that don’t. This shows the strong link between design and business success.
The report identifies four themes of good design – analytical leadership, cross-functional talent, continuous iteration and user experience. These themes form the basis of the Design Index which rates companies according to how strong they are. It also corresponds to the financial performance of each organisation.
What type of companies invest in design?
Only a select group of companies are receiving the most value from design; this is according to a recent report published by Invision. Out of 2,200 companies, 80% of them often included design on projects. Out of this only, 5% are empowering their design for the greatest benefits while 41% have significant room to grow. Organisations approach design differently, understanding these differences can help a business grow and begin to build a better design practice, which could open up a world of new possibilities of growth.
Within the report, the 2200 companies surveyed can be divided into various levels of maturity when it comes to their design approach.
Level 1: Producers
These businesses tend to focus on the visual aspect of design rather than the functional
Level 2: Connectors
Connectors tend to work in collaboration, forming processes and integrated workshops with non-designers in the company.
Level 3: Architects
Architects believe design to be scalable, they support more complex strategies also while integrating themselves into equally compound internal operations.
Level 4: Scientists
Businesses at level 4 focus on designs that produce solid results. They spend time crafting processes from the foundation phases of a design through to user research and even monitor the success of specific efforts.
Level 5: Visionaries
Visionaries believe that design truly means business. These companies have reported that design produces a variety of constructive outcomes, these include employee productivity, growth in the financial markets and the development of intellectual property.
Where does my business fit in?
Most businesses will fall between level 3 or 4 in terms of maturity – right in the middle.
The companies that benefit the most from design include organisations such as healthcare, pharmaceuticals, advertising, transport and automotive. These companies tend to have fewer lower-maturity businesses than the overall average.
The companies that could potentially improve their strategy include education, NGOs, research and development companies, retail, consumer goods and the banking sector.
How is successful UX implemented?
At Amazee Labs, we pride ourselves on always creating value for the user as well as our client’s business. Our overall thinking is based first and foremost on the user and their needs but also includes the overall strategy, brand positioning and business needs along the way.
To craft the most valuable platforms for your marketing, sales and communication goals, we use an agile design system. The workflow defines the steps of our Experience Design Journey and will be tailored to your needs and project requirements.
A Case Study
At Amazee Labs, we use our experience and collaborative approach to design, build and maintain Drupal websites tailored to the individual needs of our clients; Sonova being one of them. Amazee Labs has been responsible for improving and maintaining Sonova’s platform since 2013. As the brand matured, it required stronger levels of brand communication, better user experience and updated technology.
By changing their website, Sonova aimed to advance from being a manufacturer to an advanced holistic solution. After meeting with the client and clearly defining the goals for the project, our UX team spent time studying the brand’s multiple user types and their requirements. Thus, developing a content-first UX strategy focussing user requirements, brand communication and inclusive strategic goals. See the full case study here.
Are you interested in seeing what good UX can do for the value of your business? Let’s talk!