10 Signs You Should Invest in UX
1. Your customers can’t find what you are selling.
I recently attempted to purchase gift cards off of the wearlively.com site. I wasn’t able to access the “gift card” link due to an image that was placed over it. This might sounds like an anomaly or really big thing that rarely happens. Not true. UX mistakes causing business impact happen all the time. With all of the screen sizes that are used today, responsive design is more important than ever. Luckily for me (and you), wearLively has some awesome customer service and they moved the image over so the “gift card” link is accessible! If you haven’t tried out their stuff yet, I highly recommend it!
2. Your customer service does not directly loop back into your product.
Wearlively did a great job of looping from customer service directly into the product. Customer information was taken by customer service, moved to the product team and was immediately acted upon, improving the user experience. If your customer service team isn’t top notch, they might be blaming the customer when it is not the customer’s fault. Different browsers, different screen sizes, different operating systems and different user flows are likely to cause discrepancies between what your user sees and what your customer service rep sees. A great solution is to make it really easy for your customer service rep’s to see your customers’ screens by using video conferencing instead of phone calls. Some screen sharing tools that you can used via video conferencing are:
I use appear.in on a daily basis, but Google Hangouts is an ‘ol stand by. The most important part is that you have more than one tool at your disposal in the case your reps encounters bandwidth issues which happens frequently regardless of the platform.
3. Your dev team tells you something cannot be done or moves it down the priority list.
If you are having trouble getting your development team to prioritize a story in the current sprint or worse they tell you that something cannot be done, a UX Designer should be able to assess alternative options that can make the fix feasible. She should also be able to communicate to the dev team the business case for the change or feature addition. Again, this is a common problem. You might think this is a personnel problem or a technical problem, but really it is a communication problem. Good UX Designers are great communicators that can weed through technical problems that impact their users.
4. You hate the way your software looks and you don’t know why.
If your software leaves something to be desired on the looks front, but you aren’t exactly sure why or what should be done to make it look better, you definitely need UX and UI help. One big distinction that gets overlook fairly easily, is the enormous design difference between a web site and functional SaaS. Most don’t have trouble understanding the different in the technology required to build one vs. the other, but the design elements are vastly different and a good designer of one may not be a good design of the other. When selecting a UX Designer it’s important to make sure that he fits the needs of your product. Alignment of skills is important, along with a solid understanding of your brand and goals.
5. You don’t know why your customers aren’t buying.
UX Designers can tell what kind of data to collect, research your specific customers’ needs and wants, and suggest actionable changes that will lead to meaningful changes in your customers buying habits. At the very least, a UX Designer will be able to tell you what your customers are saying to about your products. This is extremely helpful in understanding the root problem which is typically one of three things (1) your product is missing the mark somehow, (2) you are not targeting/attracting the right segment, or (3) there is a fundamental problem in your decision to purchase flow.
6. You don’t know who your customers are or should be.
Identifying an ideal customer is a tough (and ongoing) process. It requires understanding a user’s problem at a deeper level than a user understands it themselves. Talking to users is important, but if you don’t know what to ask or what to focus on, you might just be wasting your time. By knowing your customers habits, you can find them, talk to them and ask them the questions that are most relevant to them! Knowing what is most relevant to your users is essential to building a product that solves problem they have.
7. You are having heated debates about a topic and no real way to resolve it?
Digital products are complex animals. A lot of ideas can be “right”. I love working as a UX consultant for my clients because I can remain somewhat detached from the product as it is THEIR vision I am attempting to create, not my own. I’m there to understand the vision and then guide the product towards that end goal. I know most UX Designers are internal, but even then, I believe the best way to approach UX is to think outside of yourself and your own preferences. Think about what the users of the product would prefer. If you are not already doing this, talk to your users on a regular basis. UX Designers can provide a window into the user for the dev team. It’s so important to think, test and talk users when defusing debates and UX’ers are well-positioned to guide that process.
8. You have a bunch of data but you can’t make sense of it.
Knowing what data matters to the user’s experience is key to a great product. UX Designers can wade through the mountains of data to pull out the metrics that matter most to your product and business.
9. You know you need data but you don’t know what data.
A UX Designer will be able to come up with a comprehensive plan, after asking you a few specific questions about your audience, for where to access them, what methods to use, and how to build an on-going dialog with your users and potential users.
10. You are beginning the product journey — start with a UX Designer!
If you are designing a product from scratch, you might be tempted to design it yourself and then hire the developers. This is not a great way to go as an excellent UX Designer will be able to help you find great developers, communicate with them effectively, and help you think through things that you would not otherwise see coming. You can save time and money with a great designer as they will know what works and what doesn’t.
Best of luck to you on your UX journey!
Are you building a Saas product that you want to truly serve your users, visit us at http://uxsimplified.com to have a free, no obligation discussion about your ideas. We love to talk UX!