Written on 2nd March 2017 - 2 minutes

Could a poor user experience be damaging your business?

There is no question that user experience (UX) is critical to the success of new software and that a bad UX could potentially be damaging to your brand both internally and externally.

It is now no longer good enough for your systems to ‘just work’, users demand it looks good, is easy to use and that their journey is as fluid as possible. A good UX can be the difference between them using the system or avoiding it altogether. And with user-centred design being the catalyst for digital transformation, the issue is high on the agenda for many sectors.

What effect can bad UX have on your business?

Discourages use

The harder your system is to navigate and use, the less enjoyable the experience is for your users. This will not only affect your customer retention but will mean your staff will have a less efficient work process.

Reduces productivity

A bad UX will result in user fatigue as their journey and being able to navigate your site becomes a complicated and lengthy process. This will in turn lead to increased contact from frustrated users who can’t work out how to complete tasks.

Increases costs

With your users discouraged from using your systems and staff productivity reduced, there is a high potential that this will lead to an increase in your running costs.

How can you improve your UX?

A great UX is not just about functionality but about usability too. There are a few things you need to consider to ensure you are providing your users with the best experience possible.

  • Clear navigation – Don’t make your users work harder than they have to, create a clear navigation to make journey’s as intuitive as possible.
  • Understand your users – One size does not fit all! Understand the requirements of your varied users and departments so that you are catering for them all.
  • Responsive – In an age where mobile use is overtaking desktop, users expect to be able to access systems consistently across all their devices, from smart watches to desktops and everything in between. Make sure the experience you provide is a positive one across them all.
  • Visually engaging – Visual design can help users understand where they are, how far they are through a process and more, all of which can improve engagement.
  • Keep it simple – Keeping pages uncluttered, will mean your users won’t be distracted by additional information that they may not need. You can always add ‘further help’ prompts if you think they will need more information.
  • Consistent Imagery / Icons – As we move to more visual design, don’t be tempted to create bespoke icons that your user’s will have to learn. If there are existing ones that do the job utilise these (so long as its legal to do so).

A user journey audit is a good place to start to make sure your systems meet user needs. A qualified UX Architect or Business Analyst should be able to help analyse user journeys and develop personas to recommend the best changes for your budget; from cosmetic updates to complete system redesign.

For help with creating digital experiences, your users will love, talk to us today.

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