Boulder Colorado web design agency, The Creative Alliance offers user experience and ROI insight into the latest resource


In today’s competitive business environment, it’s harder than ever to distinguish your business from the competition. The product and service offerings are so similar in many cases that you need to find an additional way to differentiate your business.

Increasingly, that differentiator is user experience (UX). UX is the feeling a customer or potential customer has when interacting with your business through your website, products, services, and other means. The ease (or difficulty) of these interactions plays an important role in shaping their opinion of your business.

When people have a positive experience with your brand, your business benefits in so many ways. This involves seeing more website conversions, increasing customer satisfaction, and improving customer loyalty and retention. And, of course, these and other upgrades increase your income.

Be intentional about improving UX through your UX strategy

A positive user experience does not happen by accident. To create it, you need to have a UX strategy. This plan can be for an individual product or service, a group of offers, or your entire organization.

But whatever the direction, your strategy is a carefully crafted set of steps designed to improve your UX. Your vision of the improved “future state” of interactions with customers and prospects determines these stages. And the plan is presented with milestones and a deadline for the completion of the whole project.

A UX strategy should also define ways to measure improvement. Understanding the return on investment (ROI) of UX initiatives helps you determine if and how to pursue future UX projects. It is not enough to “feel” that customers and prospects are happier. You must be able to objectively measure your results and assess the success of a project.

How UX design drove positive improvement for IBM

You might think that a business icon like IBM doesn’t have to worry about user experience. But you don’t become a household name by ignoring what your customers want!

Big Blue uses a concept called “design thinking” to help it identify user pain points and design solutions that effectively address them. A Forrester report indicates that the company has these Goals for designthinking:

  • Delight customers and increase profits by designing solutions that meet user needs
  • Identify and invest in the most impactful projects to reduce risk and improve results
  • Reduce time to market to dramatically reduce costs and gain competitive advantage
  • Discover redundant or unnecessary processes to streamline efficiency
  • Encourage employees to be creative, collaborate and do a better job

The report includes information on a study conducted by Forrester. This study found that: “IBM’s Design Thinking practice has the following financial impact over three years: $48.4 million in benefits versus $12 million in costs, which translates to a present value (NPV) of $36.3 million and a return on investment of 301%.”

There is no guarantee that every company will experience a 301% ROI on their UX initiatives. But this number should fire the imagination of anyone tasked with improving their company’s performance!

UX research, strategy and design benefits businesses of all sizes

Not all companies can invest in UX research, strategy and design the way IBM does. However, there are plenty of money-saving tactics your business can use to improve your user experience.

For example, you can measure the experience you provide to customers and prospects through activities such as:

  • Competitive analyzes
  • Customer surveys
  • Heuristic evaluations (i.e. tests to find usability issues)
  • Accessibility audits

And the benefit of starting to focus on user experience is that the incremental improvements you make add up quickly. Soon they are providing a competitive advantage over competitors who ignore the needs of their customers and prospects.

How to interpret UX ROI

You can measure the ROI of UX projects in several ways, including:

  • Conversion rate
  • Rebound rate
  • Development costs
  • It’s time to get started
  • Client satisfaction

You can even gauge the ROI by looking at the key performance indicators (KPIs) monitored by your customer service group. But, as with all aspects of UX strategy, a plan is essential. You need to know how to measure your UX ROI.

Developing this plan requires that you:

  • Identify your target audience
  • Document the main tasks that users want to perform
  • Compare the user experience as it looks today
  • Write down your company’s overall KPIs
  • Identify relevant UX metrics
  • Link your UX metrics to your KPIs
  • Determine how design changes can improve these metrics
  • Calculate a ROI
  • Perform regular UX audits
  • Evaluate results and take appropriate action

It might seem like a lot of work, especially if you’ve never started a UX initiative before. However, once you understand the steps and complete them once, future initiatives are easy to develop and execute.

Involve UX experts early

Companies today have a better understanding of the impact of user experience on business performance. As a result, they’re making a significant shift: they’re giving UX experts a “seat at the table” when they kick off key projects rather than asking for feedback later.

This approach benefits businesses in several ways, including that it:

  • Prevents false starts and reduces the need for downstream “course corrections”
  • Save time and reduce development costs
  • Empowers stakeholders to move forward with confidence that the project will achieve its goals
  • Reduces end-user frustration and disappointment
  • Enhances the company’s reputation for providing professional and refined products and services
  • Create new business opportunities

Of course, to get these benefits, you need to work with experienced experts in UX research, strategy, and design.

Anyone can recommend changes to your website, products, or services that they think will improve the user experience. But there is a big difference between believing and knowing by experience what will work and how to confirm, objectively, that a solution works.

At The Creative Alliance, our award-winning UX experts have decades of collective experience getting to the heart of UX problems, crafting effective solutions, and implementing change. And we have a reputation for doing it efficiently and cost-effectively.

Because not only do you need to provide the best possible user experience, but you also need to move from project launch to UX “go-live” without unnecessary and costly delays.

Find out how we help businesses do just that. Contact the Creative Alliance today!

About Creative Alliance, Lafayette, CO

The Creative Alliance is a results-driven digital marketing company with a history of growing successful businesses.

Media contact: Jodee Goodwin | 303-665-8101

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