The Benefits of User-Centered Design
User-Centered Design 101
Why is it necessary for the modern company to design its products around the user? It’s a simple and obvious assertion to say that brands should accommodate their audience — Of course, we want to tailor a product to the likes of its users. But the idea of having the user’s experience at the center of the creation process is actually fairly novel in the business world. As a culture, we’re beginning to understand that building connection and understanding with our audience trumps even the most effective sales tactics and marketing schemes. Customization is the new norm, and all businesses need to account for the fact that their audience expects a precise and relevant user experience. If done correctly, the user-centered design creates a symbiosis between the needs of your users and the needs of your business. More than anything else, user-centered design means basing the creation process around empathy and real human experience.
The Mechanics of User-Centered Design
User-centered design is an iterative process that involves several steps including research, brainstorming, evaluation, and adaptation. Let’s delve into this process to see how a UX framework can be used to create exceptional products and services. We know that it's critical for a brand to intimately know its audience and their pain points. So let’s skip right to what to do after you have this information.
First, brands must understand how their product will be used — What is the underlying purpose, or the problem that it solves for customers? How does it differ from similar products of its kind? When the solution provided is clearly understood, all efforts can be put toward ensuring that the product truly solves that problem. In addition, efforts can be put toward communicating that value to potential users. Once the big ‘why’ is established, you can start brainstorming scenarios in which customers would need your product. What unique obstacles could arise as they try to solve this problem? How can your product address these nuances?
Next, consider what the user needs to use your product — like an internet connection, a certain skill set, a certain budget, or other specific tools that not everyone has access to. How can you eliminate some of these obstacles of use? What unique problems does your target audience struggle with and how can your product soothe their fears? Add qualities to the product that fit your audience’s preferences. For example, does your audience identify as a minimalist? Then making sure your design is clean and clear is even more important. Does your audience consist of artists and creatives? Then a beautiful and sophisticated aesthetic matters.
Once these issues are worked through, brands can begin creating potential solutions for the user and testing their effectiveness. In this stage, what is created is tweaked and changed as new information is revealed through testing. How can you trim the fat off of the product and remove unnecessary steps to getting the problem solved? After this, the product is released to the public where further improvements can be made. As the needs of the audience changes, brands are challenged to keep up and mold the product as new needs arise. This means that user-centered design doesn’t end when the product is released.
The Benefits of User-Centered Design
According to UXPlanet, “Walmart’s redesign of their e-commerce site resulted in a 214% increase in visitors. Bank of America increased its online banking registration by 45% after a UX redesign of the process. IBM’s report on User-Centered Design notes that: every dollar invested in ease of use returns $10 to $100.”
We know that better quality products will yield higher revenue in the long run, but what about the hidden ROI of user-centered design?
Brands that choose to focus on the user end up developing products that stand the test of time. They also exercise and understand empathy more than non-UX-focused companies, which gives them a leg up on the competition.
Brands can save both money and time spent on customer support, troubleshooting, and refunds given to confused customers who are struggling to use the product.
UX-focused companies naturally build a company culture of learning, adapting, and tweaking products to perform better. This gives them a greater understanding of their industry and audience. Businesses that are always learning and growing are more sustainable — especially in an age of technology that changes so rapidly.
In a world of hyper-competition, low attention spans, and low consumer trust, continuously demonstrating that your brand is humble, open to learning, and able to deliver solutions creates rock-solid trust. This means greater brand loyalty, less money spent on customer acquisition, and better customer retention — a win-win for both you and your userbase.
