Investment in UX design can improve customer experience and a company’s ROI

Every business offers services in order to meet customers' needs and satisfy them in addition to provide an effective customer experience. But there a large number of companies that still struggle to deliver effective customer experience and satisfaction. Investing in better UX design techniques will improve the customer experience as well as enhance customer satisfaction, positively impacting a company’s ROI. Customer-centric customized design is a crucial success factor in the process of product development. As customers want a brand to focus on their preferences, user experience (UX) design has become vital for modern businesses.

Researches show that customers are willing to pay more that offers a guaranteed superior experience. Around 70 percent of buying experiences are based on how the customers feel they are being treated, according to McKinsey. Most people often get muddled over UX and customer experience (CX). However, both terms are different. As UX focuses on the end-user, the person using the product or services, CX concentrates on the customer. Essentially, UX is part of a broader CX, but CX involves some aspects outside of a product that UX does not.

UX Bolsters Customer Satisfaction and ROI

Embracing superior UX designs has the potential to enhance customer experience and make them happy clients, ultimately leading to a higher return. However, before getting dive into the UX design techniques business leaders must consider a UX and ROI strategy. They need to first set their goals. They must define business objectives that should help them pinpoint where they need to direct their efforts. Organizations seek to deliver a better customer experience required to define the usability metrics for their products and how they can fit their customers' needs. For doing this, a business employee can perform usability testing with a user target sample and then glean data from this to do a follow-up that can help them make better data-driven decisions.

Most UX designers understand how crucial it is to implement design thinking and UX design methodologies to create an effective UX framework that covers product durability and consistency. Increasing the ROI of UX, the designing team within an organization need to make the case for their purpose of doing the UX redesign project. After making a thorough research on market demands, the designer needs to create a tailored UX for customers so that there will be no need to make redesigns, consequently lessening long-term development costs and time. 

Research and analysis, rapid prototypes and wireframes, usability testing, speed and trends are some of the most imperative UX design techniques that can drive better customer experience and satisfaction. For instance, before rolled out its redesigned website in 2014, Paypal's site was overly complex. Since then, the company has been simplifying its website and mobile app experience. Conversely, Starbucks uses smart personalization in their mobile app for online ordering by understanding users' buying histories and patterns.