More often than not, a change in direction and strategy can be a catalyst for new ideas to flourish and opportunities to come to life. To truly drive success and growth, many organizations and brands have turned to the obvious inclination of the digital ecosystem and its continued advancements. Businesses are looking for new ways to thrive, and as consumer expectations change, brands must align with those preferences.
Organizations are never numb when it comes to finding strategies for growth. But one discipline within an organization that shouldn’t be overlooked is UX design. As an expert in the field, I’ve seen how UX designers effectively shift the focus back to the user and transform the experience they feel when interacting with an interface that mirrors a service or product.
Here’s how to partner with a UX team to unlock innovation.
GROWTH STARTS WITH THE USER
Innovation and transformation cannot happen without the user and an organization willing to focus on the experiences they want to create for them. Experiences tap into a user’s emotion and ultimately redefine how brands achieve high conversion rates. It is no longer simply a question of selling a service or a product, but rather of experience that boosts brand positioning, recognizability and recall.
The humanization of the approach to experiences builds a strong relationship with users, which strengthens the company’s image and business-consumer trust. Organizations can build their image through UX design because the backbone of this discipline places their most fundamental asset – their people – at the heart of their workflow.
According to a study, 88% of Internet users are less likely to return to a website if they had a bad experience. To increase conversion rates, start with UX design.
ADAPTABILITY IS AN ASSET
While important, design and aesthetics shouldn’t be the only drivers of an organization’s success. UX design encompasses the user interface design of its counterpart; however, it must also produce responsive, error-free navigation to increase consumer retention. This ensures that a business can successfully deliver its products and services to its target audience without miscommunication or frustration.
You should use UX design to propel easy, responsive user navigation and uncover your brand’s underlying goals and motivations by keeping up to date with ever-changing digital trends. If an organization seeks to deliver a targeted design while ensuring users are satisfied, it enhances the brand identity for the user association.
Your UX team should help your organization develop new ideas with experiential designs that demonstrate its focus on innovation and reinvention to delight users. Generating new ideas not only increases the loyalty of current users, but can also help brands attract new users. Satisfying experiences and interactions can open the door to income.
DON’T FORGET INTERNAL GROWTH
As noted, growth begins and ends with the needs of the user, but this user focus can also propel growth internally within a business. Understanding that UX design can enable a product or service to meet user goals and needs is paramount to an organization’s growth because without its audience, the foundation for success can crack.
How, then, can organizations put the user at the heart of their business? Many best practices can streamline and optimize the user experience.
AN EMPHASIS ON REFLECTION
When integrating UX design, it’s essential to think about the underlying goals of your business. Maybe you need to drive more conversions, lower bounce rates, focus on your target audience, or maybe you’re looking to stay relevant in a growing market. Understanding the outcome your brand wants to achieve with UX design is a great starting point that can enable seamless integration.
FOCUS ON ACCESSIBILITY
One of the best ways to optimize an experience is to anticipate user needs by thinking about their access to content and visual design. The focus on accessibility ensures a satisfied user as they recognize the different ways they can interact with an interface. Accessibility – via mobile or desktop – can also ensure the inclusion of all users and highlights the user-centered design paradigm.
A FOCUS ON USABILITY TESTING
Another top practice when considering UX design is being open to usability testing. A robust UX design can only be deployed after being tested for full optimization, which in turn boosts speed. Usability testing and analytics can also boost your organization’s SEO, which will help users find your website faster, which will increase traffic and, therefore, conversion.
The myriad possibilities for innovation and creativity, visual and contextual, in UX design can help organizations grow alongside the ever-changing needs of users in a digital world.
Pioneering the UX discipline as a synonymous force in experience design, ArtVersion elevates businesses with innovative digital designs.
