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The Importance of UX Research to Businesses

April 23, 2021by Obruche Orugbo0
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This article explains the importance of UX research to businesses so you can get a deeper insight into why every company should invest in brilliant UX. User experience research design aims to tailor a product or service to the needs of its customers.  User experience analysis is all about deeply knowing who is interested in what you’re creating, their expectations, priorities, and how they’ll engage with your product, how well you’re meeting their needs, and identifying ways to develop something that best meets their needs.

UX Research helps inform design decisions and ensures that a company meets and exceeds the needs of its customers. There are three main ways in which UX research can benefit any business enterprise.

 

Lowering production or process costs

Increasing customer satisfaction and loyalty

Discovering new ways to make more money



Lowering production or process costs

One of the most compelling reasons for businesses to engage in User experience research is to reduce production and process costs. Discovering the true interests of consumers allows you to better consider what ideas can work for them, ensuring that you never spend production time on functionality that isn’t useful to them and that expectations are taken into account from the start. Cost reduction is one of the importance of UX research to businesses.

 

This type of analysis is often summed up as ensuring that you’re designing the right thing. Having a consistent target at the start of a project allows for quicker decision-making and eliminates the risk of rework. Studies have shown that making changes during the project development phase is the best practice to an effective design, additionally, it is very expensive to make changes post-production.

 

Also, see

What is UX consulting?

User Experience and its link to HCI & Usability Testing

How to Win at Business by Incorporating User Experience Strategies

Why Should You Consider Website Usability Testing?

According to some estimates, modifications made after implementation are up to 100 times more costly than fixes made during the design stage. It is surely worthwhile to invest and ensure that you are developing the best option for your customers. Additionally, you should run a usability test during the implementation process to ensure that you’re applying the solution in a user-friendly manner. This is often referred to as designing the right product.  Iterative testing often aids in the discovery of shifting consumer desires, allowing you to pivot if required. Consequently, there is less risk of wasting construction time or having to redo work.

User experience research is important because internal solutions that are costing the organisation money can often be identified and addressed by UX research. For instance, if a UX Researcher conducted an interview and discovers that users of an online platform frequently contact help call centres because they don’t understand how to make use of the platform, the researcher may take action by recommending new ways to present information to consumers that is more straightforward, so they don’t have to call the help centre frequently. As a result, the organisation will save money by not having to hire as many call centre agents.

 



Increasing customer satisfaction and loyalty

Customers have higher aspirations than ever before for a good user experience. Providing a good experience as a benchmark is no longer a differentiator, but rather the desired minimum, particularly in the case of digital products and services.

Users are willing to abandon a website if they can’t find what they’re searching for or if it has a usability issue, according to research.  Businesses should use UX Research to ensure that core actions, such as ordering or signing up, are simple for consumers to complete. Customers are less likely to switch to a rival for the same service if it is easy to use. To fully engage people, you must go beyond anticipating and meeting their desires. This is one of the importance of user experience research to businesses.

 

There are many examples of businesses that have been wildly profitable by concentrating on delivering an effective user experience. Consider companies such as Apple or Uber. Apple customers queue up to pay full price for the new devices because they consistently have a positive experience. Users who have had a consistently favorable experience with your name, product, or service are less likely to turn to a rival.

 

Discovering new ways to make more money

Customers are more likely to buy from a company with good user experience over and over again, and they’re more likely to recommend you to their friends and relatives. Usability test can help you discover the potential for enhancements or new capabilities and functionality that you may not have discovered otherwise, but which can help you offer significant value to your customers thereby increasing the business profit.

Connecting current usability findings, reviews, and ethnographic research on popular brands helps you to understand how people communicate with the product or service in the real world.

 

Also, see

Getting Started With Usability Testing

How User Experience Influences Brand Building

Performance is the Best Way to Improve the User Experience

7 Ways A UX Consultant Can Help Your Business Succeed

 

This helps you to see what is resonating well and what should be improved on the tested product. For example, you can find that your customers have workarounds for challenging tasks, or that they use another method to meet a need that your product does not meet.

This type of information will assist you in planning upcoming fixes or features to prioritise, as well as new ideas to provide that you would not have previously considered. You should also assess your rivals in the same way as you would evaluate your goods, and can provide you with a different viewpoint about what features consumers value or help you identify shortcomings that you can build on and increase revenue.

It is important to know that most popular products are not entirely novel concepts; rather, they make it simpler or more streamlined to achieve objectives. Some of the most important results of user experience research are insights into consumers’ goals and expectations, as well as an analysis of ways to best support the overall user experience.



In summary

The Importance of UX Research to Businesses can not be overlooked. User experience research plays a very vital role in helping businesses build usable products by lowering production or process costs by constantly running usability test during the product development stage. By constantly running usability testing can help you increase customer satisfaction and loyalty. User experience research is so important and covers a broader area of the overall user experience from gaining deeper insight about customers’ expectations which in turn increase their optimum satisfaction and loyalty.

User experience research also helps businesses discover new ways to make more money by meeting customers at the point of their needs. The overall importance of user experience research is to help businesses build a product in a way users will want to make use of it. Hope this article helps you understand why your business should invest in a good user experience. You can also learn about usability testing by listening to the Clevenovia UX Cast on usability testing.

 

 

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