The first step of any project where I am working with UX design is that of taking contact with various stakeholders and decision-makers in order to gather information about the scope of the project. I am often met with questions that have the purpose of understanding what type of impact UX will have on business scores. The stakeholders are interested in finding out how will changes in flows for placing orders or in various types of interaction details with a specific system/website become visible on the business end that some of them are seeing.
That’s all excellent questions and the fact that they are being raised with the scope of understanding is already a big step in the right direction. Companies with highly effective UX have increased their revenue by 37%, according to a study from a couple of years ago. Understanding that there is a business value in supporting and prioritizing UX is a turning point that can make a lot of difference. In fact, a superb User Experience is key to future success.
A company’s success has several parameters. Cost and actual need of a service/product are important traditional ones and they are still present. There are several companies doing well on balancing these two but their number is decreasing due to competitors paying more attention to UX, may it be digital or not. These competitors are elevating the importance of customer expectations to a level where adding UX to the business plan is essential for others to stay in the game.
Mapping business-value goals to UX
Starting from the business objectives is essential for determining what type of user experience solutions are needed and how we can measure the business value that UX brings. Let’s take some potential business goals as example:
- Fewer errors when performing tasks
- Increased number of finalized sales
- Customer service contacts should lead to fewer follow-up calls for checking status of an ongoing
Each of these business goals can be mapped to UX solutions and help prioritize the exact one which has highest impact on a specific goal. For example:
The business objectives should already be prioritized and that will help prioritizing UX design work as well. Putting the two together helps demonstrate that no UX design activity is isolated from broader business goals that a company has. Every UX decision should have a direct connection to the overall business goals and company strategy.
The UX solution is then tested through qualitative or quantitative research methods and compared to current state. With these results in hand the business will then be able to show improvement of business goals that have led in the very beginning to prioritizing of specific UX solutions over others according to which ones would support business goals more.