This is the question on everyone’s lips at the moment and one we get asked very often, especially since we give UX so much importance in our work process at Hi INTERACTIVE.
The easy answer is: Yes, of course you should!
Although I’ve answered your question, it’s far from helping you understand what that means and why you should implement UX. Far from just describing the utopian vision of UX as the solution to every problem, I hope to give you tangible reasons to understand the real benefits.
Who are your users?
This is usually one of the first questions we like to ask clients. Surprisingly the answer isn’t always obvious and many clients tend to have different ideas depending on the department or position within the company.
Understanding the difference between your target audience, your actual audience and deciding which to focus on is crucial in developing the right tool.
The first thing our UX team does, is try to discover exactly who we’re creating a solution for. We understand that the success of a solution is defined by whether users will want to use it and find it valuable enough to keep coming back.
Are you solving the right problem?
We see hundreds of APPs or solutions flooding the market everyday. Despite the initial interest many get put aside after a few days or weeks. When we get asked to create a new solution, our clients might give us a list of all the features they feel the solution requires.
Discovering the problems that need solving is no easy task. One can easily be clouded by opinions and users often can not tell us exactly what they want.
Helping the client understand user’s pain points and which is the optimum solution within the companies capabilities, is part of the UX professionals responsibilities and part of the growing process of any project.
Measure the right success
Data is everywhere, especially when creating digital solutions. We can easily be overwhelmed and focus on the wrong metrics, although interesting, don’t actually give us the data we need.
Establishing the right objectives for the project and understanding which data will confirm the success or failure of a solution is crucial.
In UX practices we sit down with a client to understand the business strategy and key success metrics for the project in order to best serve both the business and the user. Understanding the metrics helps us to decide where to focus our efforts to create a better solution.
Nothing is ever finished
The days of creating a closed package solution and presenting it to the public are long gone. Ever evolving users, technologies and competitors force us to keep developing our solution to better meet the user’s needs.
This is usually achieved with continuous usability tests and iterations, thus turning our solution into an ever evolving machine that never sleeps.
A UX professional has the difficult task of “reading between the lines” of user’s feedback and understanding what features will bring value and which would be a waste of time and money to develop.
Looking past the buzz of UX, there are actual benefits to implementing UX in your organisation. In this article I touched on a few of the major advantages, but UX can bring even more to the table, such as optimizing processes and unlocking innovative thinking.
The level of UX needed may vary depending on the project or company needs.