Why is UX Research more important than ever?
Start investing in Scientific User Experience Research or diminish the use of your product
"Why keep on guessing, when you can ask
the users and know the true facts?"
What does companies like Trader Joe’s, Amazon, GoDaddy, and the Ritz-Carlton have in common? Well, Google “Top customer service companies”, and you can see that they are all voted by their consumers for having the best costumer service. A product is more than the product, a design is more than a design, they both are a cohesive, integrated set of experiences. It is only when the product and the design comes in contact with the user that the actual magic happens. As much you invest in becoming the best customer service company in the world, you should spend the same focus and effort in becoming the best user experience company for your customers.
Forrester Research finds that “implementing a focus on customers’ experience increases their willingness to pay by 14.4%, reduces their reluctance to switch brands by 15.8%, and boosts their likelihood to recommend your product by 16.6%.” However, still user research and testing are the first things removed from software development process when the budget or timeline is getting tight.
When creating and refining the product road maps and company strategies in-house it is too often that your management team, designers and developers become blindsided of believing that the customers will come to love the product as much as the entire team love it. That the costumers will immediately know who to navigate as your employees easily in their sleep can tell where to find what where.
This is a wrong and dangerous belief, as a company and an employer, you are not the actual end-user and buyer. Of course, you can through hours of workshops keep guessing what the customer wants by forming a hypothesis, however without actually testing the product with the user, you are bound to trip up on your assumptions and possibly build something completely useless. I say, why keep on guessing, when you can ask the users and know the true facts? By looking at the pain points as a novice and creating user personas will help you drop assumptions.
Win the Customer
Survey results from Flavio Martins’s book Win the Customer unveils that:
- 86% would pay more for a better customer experience
- 89% switched to a competitor because they had a bad customer experience
- 73% said a friendly customer service made them fall in love with a brand
The book’s advice is to stop undervaluing customer service, my advice on top of that is to stop undervaluing UX-Research.
In the Walker 2020 report “Costumer 2020: More insight for a new decade” released an eye-opening preview of B-to-B customer experience in the year 2020, that the customer experience will become even more important than the price or product itself.
It’s time for transformative change Meeting customer expectations in the new decade means shifting from being “customer focused” to “customer committed.”. The seven reasons why UX-Research & UX-Design is more important than ever are:
1. Increases Conversion Rates.
Customers are impatient by nature. In recent years, the average human