UX/UI: Expense or Investment?

In all products and services, user experience should be a cornerstone of any business strategy; it focuses on user/client satisfaction and this, in the long term, leads to customer loyalty.

This concept applies to all business units of a company in close contact with the user and principally, those that deal with the planning of digital channels and interfaces offered to the public.

A digital interface that balances user experience with design can greatly improve digital channel performance. For this reason, UI design and UX planning should go beyond the concept and creation of a web platform or content creation. Additionally, it should include previous client-requirement research, behavioral research, interviews, tests, and conceptualization in order to achieve the best possible user experience.

One of these concepts, however, is more abstract than the other: we know UX is much more subjective than UI. UX always depends on what the clients perceive and what satisfies them. This is where subjectivity comes into play since it depends on the customer’s mood at a particular moment. Due to this, it’s natural to ask, is it worth so much money and effort to cover all possible scenarios that satisfy the client and his or her experience with your product or service?

Let’s take a look at some numbers:

  1. ESPN’s profits increased 35% after listening to their clients and implementing their suggestions regarding their webpage redesign.
  2. Selecting a particular tone of the color blue increased Bing.com’s yearly income by 80 million dollars.
  3. 88% of online buyers will probably not return to a site after a bad experience.

As you can see, it is very much worthwhile to invest in user experience. Companies in all sectors are beginning to take ‘experience’ into consideration. Many marketing articles and papers concur: attracting a new client is 10 times more costly than retaining a loyal client. We’re repeating this here deliberately and with a sole message: you must never stop thinking long term; in other words, you must always consider the loyalty a client will give after being dazzled by your product’s or service’s user experience.

That said, when it comes to digital channels - as well as websites - user experience consists of the interaction the user has with a site. Hence, we must plan according to what the user perceives before, during, and after their experience, so this can then be included in the interface.

A notable interface with valuable content, created by achieving a balance between both UX and UI, will have a greater impact. This means that browsing through the product is pleasing, and will lead to future recommendations on the client’s social media or among their acquaintances.

Specifically, we strive to emphasize harmony for the digital channels we are developing. Investing in and taking advantage of UX/UI and its design to improve client retention, as well as client satisfaction, is the key to increasing remuneration for the companies we represent, boosting loyalty towards its products, and increasing sales.

In conclusion, investing in UX/UI in the long term is a key strategy that should be seriously considered.

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