User Experience – Should You Even Care?
User experience is a pretty hot topic in the design industry but is it really for everyone? There are a large number of sites that are designed simply for conversion. They ignore UX design altogether because it takes away from the capital they’re going to use for their advertising and marketing campaigns. After all, if the conversion focused designs are working, why change the focus to UX?
There are several reasons why UX matters ever if it doesn’t seem to matter for you right now.
1. It helps establish a brand. Brands know that the better experience their audience gets, the larger their brand equity gets. After a certain point, you have to think at a bigger level to get your business ahead and branding is one of the best ways to do it. Branding through imagery alone lacks substance. Projecting the right message and imagery will get you started in the right direction. However, delivering a great experience on all frontiers will help you sustain the life of the brand.
2. It takes away the blinders that you deal with when you focus too much on conversion. Focusing on conversion is smart because you know the concept is simple. If you can raise your conversions, you can make more profits. However, you’ll never get into the mindset of working on UX elements that can boost your conversions because you need to see things from a UX perspective. By working on improving the experience, you can actually help boost conversion while creating repeat sales and loyal customers.
3. It helps generate buzz. When prospects or customers are given a great experience, they start talking. One thing leads to another and soon you’ll have generated buzz around your app or website. It’s not going to be just your audience that’s going to start talking. Industry websites, review sites, and consumer sites will give you free press if they are impressed with your product’s user experience.
4. It helps you stand out from the competition. Competition is fierce in the digital age. It’s not difficult for a new company to enter a market and it’s easy for competitors to steal your ideas. However, few will put in the effort to work on their UX design and overall experience. Your unique branding and user experience combined will help differentiate your company is a positive way.
and most importantly..
5. It helps you engage. You need to understand that the idea of the information age is over. It’s better to describe the current business era as the attention age. You’re always going to be fighting for attention. You can do a lot of things with UX from making your vehicle entertaining, funny, to interesting. Sticking to the typical conversion focused design may increase profits but they do very little to really capture and keep the attention of your audience.