{"id":6617,"date":"2022-05-04T09:06:57","date_gmt":"2022-05-04T09:06:57","guid":{"rendered":"https:\/\/www.uxdesigninstitute.com\/blog\/?p=6617"},"modified":"2023-11-13T22:54:43","modified_gmt":"2023-11-13T22:54:43","slug":"the-value-of-ux-design","status":"publish","type":"post","link":"https:\/\/www.uxdesigninstitute.com\/blog\/the-value-of-ux-design\/","title":{"rendered":"The value of UX Design"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The value of UX design extends well beyond creating beautiful, user-friendly products.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In terms of brand success, there is a huge difference to be seen between those companies that prioritise UX and those that overlook it.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then, of course, there\u2019s the human aspect: what\u2019s the value of UX design for the people who actually interact with the products and services in question?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In this post, we get specific about the value of UX design from both a business and an end user perspective.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#what-exactly-is-ux-design\"><span style=\"font-weight: 400;\">What exactly is UX design?<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#the-business-value-of-ux-design\"><span style=\"font-weight: 400;\">The business value of UX design<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#the-human-value-of-ux-design\"><span style=\"font-weight: 400;\">The human value of UX design<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"#the-value-of-ux-design\"><span style=\"font-weight: 400;\">The value of UX design in a nutshell<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">That\u2019s what we\u2019ll cover, starting with a quick definition of what UX design is.<\/span><\/p>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_professional-diploma-in-ux-designp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/ux-design?utm_source=blog&utm_medium=blog_panel_pdux&utm_campaign=blog_promo\" style=\"\">\n                    <p>[GET CERTIFIED IN UX]<\/p>\n                    <span>Take our Professional Diploma in UX Design course<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h2 id=\"what-exactly-is-ux-design\"><strong>What exactly is UX design?<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">UX stands for \u201cuser experience\u201d and it basically describes how a user feels when they use a product or service. A good user experience is easy and enjoyable, while a bad user experience is complicated, confusing and frustrating.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">UX design is the process of designing these experiences. It involves identifying and understanding a specific user problem and designing products or services to address the problem in a way that centres the user.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Colman Walsh, CEO of the <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/\"><span style=\"font-weight: 400;\">UX Design Institute<\/span><\/a><span style=\"font-weight: 400;\">, explains in more detail what UX design is in <\/span><span style=\"font-weight: 400;\">this video<\/span><span style=\"font-weight: 400;\">:<\/span><\/p>\n<p><iframe loading=\"lazy\" src=\"\/\/www.youtube.com\/embed\/JeQemoIJZVc\" width=\"560\" height=\"314\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">The type of user experience a brand or company provides has a big impact on whether or not customers return\u2014and whether or not they would recommend a product or service to their friends. Ultimately, UX determines whether or not a brand is successful.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That\u2019s UX design in a nutshell. Now let\u2019s consider why UX design matters and the value it brings.\u00a0<\/span><\/p>\n<h2 id=\"the-business-value-of-ux-design\"><strong>The business value of UX design<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">One way to measure the value of UX design is to consider the business impact. There is a wealth of compelling data out there, so let\u2019s review some of the most impressive hard numbers.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">On average, every $1 invested in UX brings a return of $100. That\u2019s an impressive ROI of 9,900% (Source: <\/span><a href=\"https:\/\/www.spiralytics.com\/blog\/powerful-ux-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Spiralytics<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A well-designed user interface can increase the conversion rate of your website by up to 200% (Source: <\/span><a href=\"https:\/\/www.forrester.com\/report\/The+Six+Steps+For+Justifying+Better+UX\/-\/E-RES117708\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Forrester Research<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improving the UX design of a website can enable a business to achieve a conversion rate as high as 400% (Source: <\/span><a href=\"https:\/\/www.forrester.com\/report\/The+Six+Steps+For+Justifying+Better+UX\/-\/E-RES117708\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Forrester Research<\/span><\/a><span style=\"font-weight: 400;\">) <\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">66% of customers are willing to pay more for a great experience (Source: <\/span><a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2020\/01\/state-of-the-connected-customers-report.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Salesforce<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">84% of customers say the overall experience a company provides is just as important as its products and services (Source: <\/span><a href=\"https:\/\/www.salesforce.com\/eu\/blog\/2020\/01\/state-of-the-connected-customers-report.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Salesforce<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">72% of customers will tell 6 other people about a good user experience they had. This is excellent for brand reputation and winning new customers (Source: <\/span><a href=\"https:\/\/www.spiralytics.com\/blog\/powerful-ux-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Spiralytics<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">)<\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">From these stats, it\u2019s clear that the value of UX design is directly reflected in key business metrics. Ultimately, the business value of UX design translates into:<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Improved customer loyalty and retention<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A stronger brand reputation<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Better word-of-mouth marketing, with satisfied users more likely to recommend your brand<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Higher conversion rates<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Increased sales and revenue<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">A competitive edge in your market<\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Another notable way in which UX design brings value is that it keeps you focused on the right people (your customers) and on designing the right solutions. The <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/ux-process\/\"><span style=\"font-weight: 400;\">UX design process<\/span><\/a><span style=\"font-weight: 400;\"> centres on conducting user research in order to understand who your users are, what problems they face and what they require in terms of a viable solution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From there, it encourages testing and gathering feedback in order to improve designs before developing them into fully-fledged products. In addition to fostering a user-first culture, this helps to reduce development costs. <\/span><a href=\"https:\/\/www.isixsigma.com\/industries\/software-it\/defect-prevention-reducing-costs-and-enhancing-quality\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Research by IBM<\/span><\/a><span style=\"font-weight: 400;\"> found that the cost of correcting a mistake after a product goes to market is between four and five times more expensive than identifying and fixing an issue discovered during the design phase.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Those are the benefits of investing in UX. But what happens when companies neglect to take UX design seriously? We\u2019ve got some data on that too.\u00a0<\/span><\/p>\n<h3><strong>What happens when companies fail to invest in UX design?<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">Investing in UX design is good for business. Conversely, there are major consequences of <\/span><i><span style=\"font-weight: 400;\">not <\/span><\/i><span style=\"font-weight: 400;\">prioritising the user experience. Here\u2019s what happens when companies don\u2019t invest in UX design:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">70% of ecommerce customers abandon purchases because of bad UX (Source: <\/span><a href=\"https:\/\/www.spiralytics.com\/blog\/powerful-ux-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Spiralytics<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">88% of online consumers are less likely to return to a website after a bad user experience (Source: <\/span><a href=\"https:\/\/www.toptal.com\/designers\/ux\/ux-statistics-insights-infographic\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Toptal<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">90% of users reported that they stopped using an app altogether due to a poor user experience (Source: <\/span><a href=\"https:\/\/www.toptal.com\/designers\/ux\/ux-statistics-insights-infographic\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Toptal<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An eye-watering 70% of online businesses fail because of bad usability and UX (Source: <\/span><a href=\"https:\/\/blog.uxeria.com\/15-statistics-that-will-convince-your-boss-to-invest-in-ux\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Uxeria<\/span><\/a><span style=\"font-weight: 400;\">)<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Of those who encounter a bad user experience, 13% will tell 15 or more other people about it. That\u2019s extremely damaging for business (Source: <\/span><a href=\"https:\/\/www.spiralytics.com\/blog\/powerful-ux-statistics\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Spiralytics<\/span><\/a><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">)<\/span><\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">As you can see, overlooking the value of UX design is not a smart move. Now let\u2019s dive deeper into the value of UX design with some case studies.\u00a0<\/span><\/p>\n<section id=\"promotion\" class=\"promotion-content-raw inlinepromo inlinepromo_certificate-in-working-with-developersp-1 my-4\" style=\"\">\n\t<div class=\"w-container\">\n\t\t<div class=\"row align-items-center\">\n\t\t\t<div class=\"col-md-12 promotion-info\">\n                <a class=\"link-content\" href=\"https:\/\/www.uxdesigninstitute.com\/courses\/working-with-developers?utm_source=blog&amp;utm_medium=blog_panel_text&amp;utm_campaign=blog_promo\" style=\"\">\n                    <p>[CERTIFICATE IN WORKING WITH DEVELOPERS]<\/p>\n                    <span>Increase your Confidence when Working with Developers<\/span>\n                <\/a>\n\t\t\t<\/div>\n\t\t<\/div>\n\t<\/div>\n<\/section>\n\n<h3><strong>Examples of companies and brands who have leveraged the value of UX design\u00a0<\/strong><\/h3>\n<p><span style=\"font-weight: 400;\">The value of UX design is evident in the success of brands and companies who not only prioritise UX but do it exceptionally well.\u00a0<\/span><\/p>\n<h4><strong>The value of UX design: Airbnb<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Consider <\/span><a href=\"https:\/\/www.airbnb.co.uk\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Airbnb<\/span><\/a><span style=\"font-weight: 400;\">, the most famous platform for holiday home rentals. At one point, Airbnb was what you might call a failing startup, with low revenue and zero growth.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, once the founders stopped fixating on creating something scalable and focused instead on creating a great user experience, they were able to transform their faltering business into one of the most successful companies in the world.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Airbnb co-founder Joe Gebbia <\/span><a href=\"https:\/\/review.firstround.com\/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">explains<\/span><\/a><span style=\"font-weight: 400;\"> how an experience he had at design school influenced his approach to building a successful product: <\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><span style=\"font-weight: 400;\"><br \/>\n<\/span><i><span style=\"font-weight: 400;\">\u201cIf we were working on a medical device, we would go talk with all of the stakeholders, all of the users of that product, the doctors, nurses, patients\u2026 We\u2019d have the device applied to us, and we would sit there and feel exactly what it felt like to be the patient, and it was in that moment where you start to go &#8216;aha, that\u2019s really uncomfortable. There\u2019s probably a better way to do this.&#8221;<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400;\">Now, any newcomers who join the Airbnb team take an all-expenses-paid trip in their first or second week on the job so they can experience the product from the user\u2019s perspective. UX is at the heart of everything Airbnb does and the company has achieved huge success as a result. That\u2019s the value of UX design in action.<\/span><\/p>\n<h4><strong>The value of UX design: Virgin America<\/strong><\/h4>\n<p><span style=\"font-weight: 400;\">Back in 2014, Virgin America (now part of Alaska Airlines) set out to revamp the entire user experience of booking flights on their website. They created the world\u2019s first ever responsive airline website, with the goal of catering much more effectively to the needs of modern-day travellers.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In a bid to improve the user experience, they redesigned their website to incorporate full-screen, single scroll booking and opted to present the user with just one decision at a time. They simplified and decluttered the entire process and their efforts well and truly paid off.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Virgin America, the <\/span><a href=\"https:\/\/www.toptal.com\/designers\/ux\/roi-of-ux-redesign-case-studies\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">value of UX design<\/span><\/a><span style=\"font-weight: 400;\"> translated into a 14% increase in conversion rate and a 20% decrease in the number of customer support calls needed. And, thanks to the redesign, users were able to book their flights almost twice as fast as before.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Airbnb and Virgin America are just two examples of many brands who have profited from the value of UX design. And for every positive case study, there are sadly even more companies who have suffered the consequences of delivering a bad user experience. You can read about some of the most regrettable UX choices that cost companies millions in <\/span><a href=\"https:\/\/w3-lab.com\/bad-ux-choices-cost-companies-millions\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">this article<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p>&nbsp;<\/p>\n<h2 id=\"the-human-value-of-ux-design\"><strong>The human value of UX design<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The value of UX design doesn\u2019t only apply to businesses. It also has a major impact on the end users \u2014 people like you and I who engage with different products and services every day. <\/span><b>\u00a0<\/b><\/p>\n<p><span style=\"font-weight: 400;\">If you think on a very large scale, UX design influences whether we have enjoyable, easy, efficient experiences or entirely negative ones. It determines what solutions are available to us and the kind of access we have to those solutions.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In some cases, bad UX can be frustrating \u2014 for instance, if you want to buy something online but the website you\u2019re using is infuriatingly difficult to navigate. In other cases, bad UX can be incredibly distressing. Consider the scenario of having to go into hospital for treatment and finding that every aspect of the experience is poorly designed. This could become a real source of anguish in your life.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Then there\u2019s the matter of inclusivity and accessibility. UX design determines whether or not products are accessible to and inclusive of <\/span><i><span style=\"font-weight: 400;\">all <\/span><\/i><span style=\"font-weight: 400;\">users, regardless of who they are and what different needs, requirements and disabilities they may have.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The value of UX isn\u2019t just about creating nice websites and boosting a company\u2019s revenue. It\u2019s about designing a world which is enjoyable, inclusive, accessible and usable for everybody.<\/span><\/p>\n<h2 id=\"the-value-of-ux-design\"><strong>The value of UX design in a nutshell<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s impossible to overstate the value of UX design. From a business perspective, prioritising the user experience results in happier customers who remain loyal over time. This in turn achieves higher conversion rates and increased revenue, lower development costs and an overall stronger, more competitive brand.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">From a human perspective, the value of UX design can be felt in how we experience the world around us. It gives us solutions to everyday problems and ensures those solutions are enjoyable, user-friendly, and, most importantly, accessible and inclusive.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You\u2019ve learned about the value of UX design. Now why not discover the fun side of UX? We show you how to make products that are both usable <\/span><i><span style=\"font-weight: 400;\">and <\/span><\/i><span style=\"font-weight: 400;\">entertaining in <\/span><a href=\"https:\/\/www.uxdesigninstitute.com\/blog\/fun-side-of-ux\/\"><span style=\"font-weight: 400;\">this guide<\/span><\/a><span style=\"font-weight: 400;\">.\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is the value of UX design? Why should brands prioritise UX design and what\u2019s the value for the end user? Get the most important facts and figures here.<\/p>\n","protected":false},"author":22,"featured_media":6626,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[278,279],"tags":[],"class_list":["post-6617","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-design","category-ux-explained"],"_links":{"self":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/6617","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/users\/22"}],"replies":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/comments?post=6617"}],"version-history":[{"count":14,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/6617\/revisions"}],"predecessor-version":[{"id":9377,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/posts\/6617\/revisions\/9377"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media\/6626"}],"wp:attachment":[{"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/media?parent=6617"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/categories?post=6617"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.uxdesigninstitute.com\/blog\/wp-json\/wp\/v2\/tags?post=6617"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}