Why user experience matters more than you think
In today's competitive market, user experience (UX) can make or break your product's success. But what exactly is UX, and why should product founders and owners care about it? Let's dive deeper into why user experience matters and how it extends far beyond your digital product.
Imagine, your business as a welcoming storefront. A positive UX ensures that visitors not only enter but also find what they're looking for effortlessly. It's about creating a connection that goes beyond mere transactions – a connection that resonates with users and keeps them coming back.
Satisfied customers are repeat customers. A seamless and enjoyable UX is the cornerstone of customer satisfaction. When users effortlessly navigate your website or app, find information easily, and complete tasks without frustration, you're building a foundation for lasting customer loyalty.
Understanding user experience: it's bigger than your product
User experience encompasses every interaction a person has with your product or service - from their first discovery to long-term usage and even sharing their experiences with others. Think of UX as the complete story of your customer's journey, not just the chapters about using your product.
During his time at Apple, Don Norman, who helped establish their User Experience Architect's Office in 1990s, emphasised that UX extends far beyond the product itself. It includes everything from discovering the product in a store to unboxing it at home and even telling friends about it later.
The hidden costs of overlooking UX
Consider these everyday scenarios where product design that hasn’t been validated with users, leads to lost business:
Banking apps
Imagine trying to make a quick transfer while paying for dinner, but your banking app buries the transfer function three menus deep. Frustrated users often switch to competitor banks with more intuitive apps, regardless of better interest rates or other benefits.
Music streaming
When a music service makes playlist creation complicated or recommendations irrelevant, users don't think twice about switching to competitors. They might even pay more for a service that better understands their listening habits and makes music discovery effortless.
Food delivery
A confusing checkout process or unclear delivery tracking can turn a hungry customer into an angry ex-customer. When people are hungry and frustrated, they remember that negative experience and share it with others.
The impact of non-validated UX on business outcomes
A user experience that is not developed based on real user needs and requirements can have significant financial implications:
Lost revenue: when users can't easily complete tasks, they abandon transactions
Higher support costs: confused users require more customer service assistance
Decreased loyalty: frustrated customers are more likely to try competitor products
Negative word-of-mouth: people share bad experiences more readily than good ones
Increased customer acquisition costs: you need to spend more to replace lost customers
Why engaging with users is critical
The key to creating great user experience lies in understanding your users' needs, preferences, and pain points. Here's why engagement matters:
Reality check: your assumptions about how users interact with your product often differ from reality
Hidden needs: users often struggle with aspects you never considered problematic
Priority alignment: what you think is important might not match what users actually value
Contextual understanding: users might use your product in ways you never anticipated
Emotional connection: understanding user frustrations and joys helps create more meaningful solutions
Creating user-centred experiences
To build products that truly resonate with users:
Start early: engage with potential users before building anything
Listen more than you talk: let users guide you to what matters most
Observe real usage: watch how people actually use your product
Test assumptions: validate your ideas with real users before full implementation
Iterate based on feedback: continuously improve based on user insights
The bottom line
User experience isn't just about having a sleek interface or smooth functionality - it's about creating a product that fits seamlessly into users' lives and solves their problems effectively. When you prioritize understanding and improving user experience, you're not just building a product; you're building a solution that people want to use and recommend to others.
Remember: Every frustrated user represents not just a potential lost customer, but also lost referrals and damaged brand reputation. By engaging with users early and often, you can create experiences that delight rather than disappoint, leading to sustainable business growth and customer loyalty.