Insight: SaaS (15) Why does SaaS need user experience?
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In the previous article ‘Insight: SaaS (14) The Moat of SaaS’, we discussed the moat of SaaS companies. We’ll discuss why SaaS software also necessitates a sophisticated design and actual user experience in this piece.
Which of these two companies’ products would you choose as your first reaction if you were a consumer?
Humans are still visual animals, we must confess at times. We begin by selecting items that are appealing to the eye. It’s still crucial to consider whether the product is well-designed. If having a good product with a website and UI poorly designed, you will fall behind your competitors. Then stop making excuses and start changing your product experience and redesigning your official website.
Every SaaS company will claim that its solutions work. How can clients choose from a large number of vendors? In the end, products with better designs usually win out. Design is playing an increasingly important role in SaaS products. A SaaS product with no design feels like a drab old machine, and even if it can spin, the crunching noise is irritating.
More and more SaaS companies are abandoning their original strategy of ignoring design. Their products appear to be quite tempting. Due to the obvious rapid growth of the SaaS industry in recent years, an escalating number of Product and Design talents have joined the fray. They introduced new elements to the SaaS industry, causing it to evolve. SaaS products are becoming less and less like traditional software and more like Internet products.
The most motivating statement they bring is that SaaS should be focused on the user experience. The current trend in SaaS solutions is to get closer to end-users and design SaaS based on actual user experience. And the rapid iteration of SaaS has hastened the formation of this trend. The traditional software hasn’t been upgraded in a long time, and the UI from 5–6 years ago hasn’t been replaced. However, SaaS must be updated every few months, and the user interface must stay up with current design trends as rapidly as possible.
Why is user experience important in SaaS?
1. For SaaS companies who offer a Free Trial or Freemium, the product’s design determines whether you live or die. Customers won’t be able to figure out how to use your goods if the experience isn’t excellent enough. If I were a client, I would quickly leave because you were wasting the time of others. It won’t help anymore, even if it’s free. No one decided to experience a product that has failed. The strict requirement necessitates not only SaaS companies performing the most fundamental operations but also pushing these functions into customers’ mouths like pizza. The customer will be confused if there are more than ten buttons in a stage. Please try guidance if you can’t build a product like Steve Jobs.
2. The proportion of bottom-up purchases is rising. The previous sales key persons are: CEO, CIO, VP, they decide whether to buy the software, even though they are not the actual users of the software. SaaS companies simply need to pitch and sell to these purchasers, and they don’t have to worry about pleasing actual users. Even if the user is dissatisfied with the product, the fee will be renewed as long as the decision-maker is satisfied.
However, as the number of users becomes decision-makers, you must build a good product to win favor. Users are satisfied with the product first in many SaaS deals, and users recommend decision-makers to buy. Because of the bottom-up tendency, SaaS must pay attention to the end-user experience. As they’ve become a crucial part of the deal.
3. A positive customer experience ensures the best payment rate; NDR indicators are not just the responsibility of CSM. The customer’s renewal status is ultimately determined by the product level. The user experience is a critical component of the product. This era, we often remark, is a good era for great products. Better products will win. Product-led Growth is becoming increasingly popular as a means of achieving growth.
Product-led growth (PLG) is an end-user-focused growth model that depends on the product itself as the primary engine of customer acquisition, conversion, and expansion, according to OpenView’s definition. The key to user acquisition has shifted from sales to products. Good products generate positive word-of-mouth publicity. In the end, the product will have the final say.
Design the product experience well. This is the future of SaaS.
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