Introduction

Did you know that when users come to your website they already have some expectations about the site? According to Sweor, 38% of people will stop engaging with a website if content or a layout are unattractive. Users became more sensitive to features because they value their time and expect high-quality services on the internet. 

This article will tell about UX/UI Design and CX design, the process of design and design optimization. You will learn how to calculate ROI from the design and why UI/UX is important to invest in.

What are the definitions of UI and UX? 

Let’s begin with the vocabulary. UX is User Experience, this is an experience which a user gets while working on a website. The main duty of every UX designer is to make the user do a certain action by involving necessary user experience tools.

UI is User Interface, this is about what color-grade a website has, how it looks on a desktop or another device, if it is convenient to press the buttons on a mobile screen, etc.

And CX is Customer Experience. This definition includes users' experience on every touch screen involved. Online shopping websites, social media, blogs, etc. are platforms of interactions with a brand. The main goal of CX design is to make the optimal experience at all touch boards.

These definitions have a strong connection, so if UI/UX designer skills also include CX design, then this designer is priceless.

How does a user experience design services look like?

In fact, the user experience design process can also help businesses improve some parts of work. It’s because designing includes such stages as market research where the business already can see weaknesses or strengths, creation, usability tests, and design optimization. 

Usability tests and optimization should be conducted during all design process because if we omit this work until the final stage, then there is a possibility money and time are spent in vain. Medium participant Tejj writes that 50% of developers' time is spent on avoidable re-work. Make more usability tests and save efforts.

How to conduct UX optimization?

Now we dwell on the optimization issue to make a design creation more qualitative. A user experience analyst can use this note to stick to the right optimization approach.

Step 1. Define Personas (representation of a customer type). Maybe a previous description of personas wasn’t aligned with the real picture. It's easy to define user experience design after picturing the exact personas. The main question that should be answered is who are we designing for? A designer should understand how users think, what their aches are, what users’ problems can be solved and how better deliver a message.

Step 2. Conduct Behavioral UX Data Analysis. User experience research can be maintained using Google Analytics for page views tracking, traffic, and behavioral analysis, events report, timing and conversion. Core metrics or some other tools also can be used. This analyze will tell you where a user stops doing an action, how much time the user spends on a certain page, where he or she clicks, etc. 

Step 3. Conduct usability tests. It is important to do them at every stage of work because every stage has many things to improve. That is why regular usability tests help to prevent additional expenses during the designing process. 

Here are user experience questions to ask:

• What CTA and other parts of a website work well? 

• What user experience elements don’t work well?

• Where users get confused and stop doing actions?

• Does the website respond to users’ expectations?

Note one of the advantages of usability tests. After usability testing, 90% of reduction in support costs happens according to Medium participant Tejj.

Step 4. Analyze, make recommendations. This stage has to show where optimization opportunities are and how a situation can be improved.

Common types of behavioral UX issues:

• Complicated navigation;

• Complicated taxonomy that doesn't correspond to users needs;

• User path of a website doesn't indicate a real one; 

• Other issues.

Note, that design for user experience can differ from your vision. So trust a user experience specialist because it's in his/her competence to know UX components that work well and user experience principles that have to be used during the work.

You may have a question about how UX helps business? Maybe you already have good results from a website and you just don’t get people when they put so much time and money in UX optimization. In fact, the impact of UX on business can be calculated. This helps to evaluate the value of the asset. 

How to calculate the ROI of UX design?

It’s even more delightful to see that you don’t have to spend much time on calculations because Human Factors International already created a convenient decision. On their website, you can calculate the future gain from improvement by using a simple calculator.

Maybe calculation will surprise you with numbers, but remember the fact that every dollar invested in UX brings 100 in return, according to Medium participant Tejj.

UX business impact and ROI also can be calculated using the following metrics:

• Increase in conversion rate

• Increase in order values

• Increase in number of page views

• Decrease in calls to help desk

• Saving of user’s time

• Reduction of user errors

There are plenty of opportunities to estimate the value of user experience optimization. It’s up to a person's inventiveness and user experience goals.

What influence customer experience has on business?

The use of UI and UX is huge. But when one has doubts about some topic, it’s better to refer to statistics. According to the PwC’s new "Future of Customer Experience" study, customers across a wide variety of industries said they were willing to pay as much as 16% above the average for better service. 

Building a better service became easy because all information is in front of us 24/7. This information can be taken even from personal experience. For example, with what degree of probability, do you come back to a company that provides you a bad customer experience? Just imagine, about 32% of customers said they would walk away from a brand they love after a single bad experience. From the brand they LOVE.

Conclusion

Digital experience captures more and more space in customer service. Speed and efficiency are the cornerstones of the customer experience, according to PwC, with 52% of consumers surveyed saying they would pay more for greater speed and efficiency. About 43% would pay more for greater convenience. Do you see the opportunities? Sometimes a decision is simple. Just optimize a website and business goals will start to bring enormous results.

As a matter of fact, it’s a relief to learn the statistics that says that 93% of executives think that improving user experience is a top strategic priority. Contact us and we make your priority our priority.

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