Before we jump into the good stuff, let’s talk about what UX/UI Design really is. According to world leaders in research-based user experience, Nielsen Norman Group states, “User experience encompasses all aspects of the end-users interaction with the company, its services, and its products.” According to the world’s leading online design school, Interaction Design Foundation, “User interface (UI) design is the process designers use to build interfaces in software or computerized devices, focusing on looks or style.”
Together UX and UI design take human behavior and design principles to create delightful experiences that enable users to accomplish their goals. At YAMU, we like to think of UX as the architect, creating the blueprint of a home, and UI as the designer, furnishing the house to evoke emotions. There are many frameworks, tools, and guidelines involved in achieving “good design.”
Website design may often fall to the bottom of many business’ owners’ priorities lists. However, investing time and resources into proper UX/UI design, especially at the beginning of a new project or redesign, will yield positive benefits and measurable results beyond its original investment. At YAMU, we prioritize our client’s customers’ wants and needs in order to achieve business objectives.
1. Improve Customer Experience
The end-user is at the heart of good UX and UI design. An effective and enjoyable website experience helps users navigate through a flow to reach an end goal. To do so, we must understand their needs and desires, empathize with their pain points, and provide easily understood and quickly accessible solutions.
UX research identifies friction areas that cause users’ frustration, and UX design restructures content, layouts, or flows to relieve these friction points. UI design then uses engaging design elements and clear signals to aid users in their journey.
According to Sweor, a professional website design service, “75% of consumers admit to making judgments on a company’s credibility based on the company’s website design.” It’s safe to say a website is like the online “Face of the Company” that greatly influences brand perception in the minds of consumers.
2. Improve Conversion Rates
Most websites, especially SaaS or E-commerce, want users to interact with their business. This is a conversion. There are macro conversions, the primary goals, and micro conversions, smaller steps or milestones that help reach a primary goal. An example of a macro conversion would be booking a demo with a SaaS sales rep. An example of a micro conversion would be signing up for a newsletter on a landing page. It is without a doubt that UX and UI affect conversions.
Here are a few scenarios that demonstrate how poor UX and UI affect conversions:
- The “add to cart” button on a mobile device is too small, and the user becomes frustrated and decides to leave the e-commerce site.
- There are too many required fields in a form and too many steps in the signup process, so the user becomes impatient and decides to look for a different option.
There are strategies and design techniques that allow both the business and users to be satisfied. For example, by placing call-to-actions where users expect to see them and displaying progress bars during a multi-step process, the amount of friction is significantly reduced, so conversion rates inevitably rise.
3. Improve Google Rankings
Google is known for prioritizing users’ needs and penalizing websites that provide poor experiences. Along with many factors that impact a website’s search results ranking, Google recently added Page Experience Signal, which evaluates criteria such as page load speeds, mobile-friendliness, and interactivity. According to Sweor, the average smartphone conversion rates are up 64% compared to desktop conversion rates.
UX and UI designers often take a mobile-first approach which is so important in the modern day, where mobile usage often outnumbers desktop usage. Elements, layouts, and animations that look super cool on desktop devices can sometimes cause frustrations and poor usability on mobile devices. Therefore, investing in good UX and UI design improves a website experience and aids SEO efforts by improving search engine rankings and increasing the amount of organic traffic.
4. Decrease Bounce Rates
Bounce rate is “the percentage of visitors to a particular website who navigate away from the site after viewing only one page.” High bounce rates include off-putting designs, low-quality content, or poor usability. Using UX and UI design to improve bounce rates will open the door to more possibilities.
Users will stick around long enough to explore other pages, gain value that will make them perceive your business positively, and even interact with your website!
How do UX and UI do this? The combination understands what information users are looking for and strategically and aesthetically places it before them. By providing real value, users are more likely to interact with your business in other ways.
5. Build Brand Identity & Reputation
A website can be invaluable for building brand identity and connecting directly with users. UX design can communicate your brand’s messaging pillars and company values, and UI design can evoke emotions related to your brand’s tone and style.
If users interact with your business for the first time through your website, they might conclude that their experience with your website will be consistent with other parts of your business. This is especially impactful for SaaS and E-commerce businesses. If your website is difficult to use or the UI design feels cheap, they might assume they’ll have the same experience with your products or services! Every touchpoint between a business and users should be thoughtfully designed to create positive experiences.
See UX/UI Design Work Wonders For Your Business
You don’t have to take our word for it. These claims have been heavily supported by solid data and qualitative user research, from experts, for years. At YAMU, we are very creative, but we are also very data-driven. We utilize user research and usability testing in our UX and CRO services to make data-backed decisions regarding design and strategy. We specialize in growth marketing services for SaaS and E-commerce businesses and have helped hundreds of companies scale, increase conversions, and optimize channels.
UX and UI design is a crucial step in almost every service YAMU provides, and for a good reason – it greatly impacts the user journey. These 5 reasons to invest in UX and UI design are just the tip of the iceberg, but they can benefit any website or business. To identify opportunities for improvement on your website, help your business achieve its goals, and create better user experiences, schedule a call with Yamu today.