How companies can integrate and benefit from UX design

According to various research, an increasing number of CEOs consider User Experience (UX) an important competitive advantage, but many companies struggle to implement consistent design processes. However, despite a growing awareness of how important the role of user experience is, there are relatively few organisations that actually follow a coherent and structured design process to fully exploit UX. 

This is one of the main reasons why a really good UX design is sometimes not successful. Another reason stems from the fact that the role of UX designers is often still poorly understood. UX design is not about ‘making products beautiful’ or equating the work of graphic designers with marketing. UX is a process in which user needs are placed at the centre of design and development decisions. The task of UX designers is to develop a deep understanding of users, their needs and desires and to bring these insights and new solutions to the management, product and development level. The goal is to develop a product that inspires, convinces and retains users.

With this ‘outside-in’ design approach, solutions are based on actual user behaviour. Insights into user behaviour are brought into the company from outside and are not assumed or conceived within the company.

UX design following this approach makes companies

• learn to think like customers/users
• make decisions based on empathy, on real user behaviour.
• bringing user needs into product development
• can reduce efforts in areas such as sales, service and training
• speed up development cycles and make them more cost-efficient
• need to invest less effort in post-processing

However, it is necessary that UX designers have space to work, a voice, and that all those involved are jointly committed: one therefore speaks of a UX culture ideally supported by the entire company.

 

How companies can successfully implement UX design

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If properly implemented, UX design has the potential to significantly improve the interaction between customers and the company, while increasing the efficiency of teams and departments responsible for product development cycles. The benefits associated with introducing UX design in SMEs are numerous: from increased customer satisfaction to word-of-mouth recommendations that open up new sales opportunities and save valuable resources. Let us therefore see what companies can concretely do to integrate this important role.

1. Promoting collaboration and understanding of UX

Successful UX design comes from the close collaboration between the various departments of the company: management, product teams, developers and UX designers. However, colleagues and stakeholders often do not fully understand the work of UX designers or the importance of their activities. Sharing the UX team's insights and progress with stakeholders facilitates understanding of their role and helps gather valuable ideas from across the organisation.

Perks of this collaboration and sharing include:

• Active engagement: companies that foster a collaborative culture achieve higher employee satisfaction and productivity.
• Holistic solutions: working closely together ensures that all perspectives (user, technical and business) are considered, leading to more effective products.
• Continuous innovation: sharing ideas between teams encourages new solutions and improves the design process. 
• Inclusiveness: no one feels excluded from the process, which fosters a more united and cohesive working environment.
• Empathy for users: a greater understanding by all employees of the needs and problems of end users helps to create more focused, satisfying and accessible solutions.

Providing regular updates and organising interactive workshops between departments can significantly improve the overall efficiency of the UX process, ensuring that the design is oriented towards both business objectives and user needs.

 

2. Enabling regular contact with users

To develop empathy for user behaviour, problems, goals and desires, UX designers need to have contact with real users* and be able to collect relevant data using various research techniques and methods**. As ‘translators and user advocates’, this enables them to bring valuable insights to product development, which contribute significantly to success.

However, there are times when it is not possible to establish contact with real users. In this case, it is necessary to recruit people as similar as possible to real users. The UX team can develop different recruitment options.

N.B. Research techniques and marketing methods do not help to develop good UX. In marketing, opinions are influenced, sales are the focus. In usability research, the focus is on discovering real behaviour patterns in order to develop appropriate solutions. This requires very different approaches.

 

3. Defining an effective design process

For a successful UX design implementation, it is crucial to establish a clear and structured design process involving all stakeholders. If well designed, this process not only improves collaboration between teams, but also optimises the quality of the final product. Still, its ideal structure varies from company to company and should be adapted to specific needs.

Example of a design process:

• Definition of business requirements: in this phase, the product requirements, the teams involved and the timeframe are identified. Many bad project decisions occur due to the failure to gather business requirements
• Research and analysis: research activities are undertaken to understand user and market needs, using methods such as interviews, surveys and competitive analysis. This phase helps to reduce the risk of design errors, which can have a much higher cost if they are only corrected in the final stages of development.
• Idea creation and wireframes: in cooperation with developers, initial wireframes and mock-ups are created to assess technical feasibility and receive feedback from stakeholders.
• Prototype development: prototypes and content (text and interfaces) are produced that can be tested with users, ensuring that the design meets initial requirements and is functional.
• Usability review and verification: prototypes are reviewed, tested and optimised based on feedback. Usability testing is crucial to identify and solve problems before final development. Most companies that integrate continuous testing into the design process notice a reduction in errors and costs
• Development and adaptation: after design approval, the actual development phase begins, during which designs can be further adapted if necessary.
• Quality control and testing: final tests are carried out to ensure that the product is bug-free and optimised for usability.
• Product optimisation and delivery: the product is optimised based on final feedback and delivered.
• Retrospective: finally, a retrospective is held to document best practices and weaknesses in order to improve future processes.

Regularly reviewed and updated design processes are essential to ensure long-term effectiveness. Companies that implement and monitor well-defined UX design processes see a 60 per cent improvement in user experience and customer satisfaction.

 

4. Promoting validation and continuous testing

Continuous validation of ideas and the use of usability tests should be at the core of every UX designer's activities. These tests provide crucial data on how users actually interact with the product, identifying obstacles and opportunities for optimisation. For example, one study revealed that 55 per cent of companies perform UX testing to improve their user experience, but it is a practice that could be adopted by many more organisations to gain competitive advantages.

Testing early not only helps save resources, but also reduces costs in the later stages of development. Statistics show that 88 per cent of users will abandon a site after a bad user experience. Furthermore, good UX design can increase conversion rates by up to 400%, demonstrating the importance of a continuous testing cycle and optimisation.

Quantitative data such as surveys, analysis and statistics are equally crucial. 42% of companies that continuously improve the user experience see an increase in customer loyalty. This shows that continuous testing and optimisation of interfaces not only improves user satisfaction, but can also significantly increase return on investment (ROI).

 

5. Involving UX designers in Agile processes

UX designers are especially efficient when working collaboratively. They are ideally integrated into Agile processes, so that user needs are incorporated into development at an early stage. Delivering code that works quickly also means knowing what users want and need. UX designers help prioritise when they are involved and have a say.

In this way, UX can be integrated into agile processes:

• Field studies/research before the first sprint 
• Validation of product requirements 
• Supporting product managers in MVP decisions
• Collaborative development of solution approaches (if necessary, quick fixes)
• Feedback loops
• User testing as a fixed component (at least once a month)

With a well-established and organised UX team, even rapid design sprints within a week are possible.

 

6. Valuing roles in UX design

UX design is an extremely broad field, and within companies, the roles associated with UX can vary widely, depending on their size and complexity. Every role has specific skills that address different needs, and it is unrealistic to think that one designer can cover every aspect of the UX process.

Key roles in UX design:

• UX team lead: leads the team of UX designers, aligning the group's activities with the company's strategic objectives.
• UX researcher: focused on a deep understanding of user needs and business objectives.
• UX architect: responsible for creating the information architecture and interaction concepts to ensure that the experience is intuitive and logical.
• UX designer: a multifaceted figure who embraces various aspects of design, from research to interface. This generalist role is increasingly common in smaller companies.
• Product designer: specialises in the design and optimisation of specific products, ensuring that they are functional and user-centred.
• UX writer: focuses on writing text that guides the user, improving the comprehensibility and usability of the interface.
• UX engineers: combine UX design skills with frontend development skills, offering a unique technical vision.
• UI designer: specialises in the visual design of the interface and interaction elements, ensuring that the design is pleasing and functional.
• Visual designer: focuses mainly on aesthetic aspects, helping to create a visually harmonious and coherent environment.

 

7. Allocate an adequate budget for UX design

In order to guarantee the success of a project, it is essential to set aside an adequate budget for UX design. This is not limited to hiring designers, but also includes activities such as user research, usability testing, workshops and ongoing team training. Therefore, it is important to treat UX as a separate and strategic activity, similar to support or marketing, to maximise its effectiveness. 

Good guidelines suggest allocating between 12% and 15% of the total development budget for UX, with estimates based on the ROI generated by a good user experience.  According to research by Forrester, companies that invest in UX often see a return of up to $100 for every dollar spent, which shows how sound financial planning in this area can lead to significant long-term savings. 

Moreover, a strategic investment in UX not only improves the user experience, but also leads to tangible results such as increased conversions and customer satisfaction. Reserving sufficient budget allows for the integration of continuous testing processes and iterative improvements, ensuring that each product release meets user expectations and contributes to business success.

 

Conclusion

We saw that implementing effective UX design is not just a matter of aesthetics, but requires a strategic approach involving team collaboration, regular contact with users, and a well-defined design process. Any company, regardless of size, can benefit from integrating UX design into its processes, thereby improving the user experience and gaining a competitive advantage.

The key to success lies in allocating adequate resources, enhancing specialised roles in UX design, and fostering continuous testing and validation to ensure that the final product meets the real needs of users. Involving UX designers in Agile processes also ensures flexibility and better alignment with business objectives. A dedicated UX budget not only leads to better products, but also offers a significant return on investment, with increased conversions and customer retention.

If your company is ready to improve the user experience and integrate UX design into business processes, DevInterface is here to support you. Our team of experts in UX/UI design is ready to help you create customised solutions, optimising user interaction and helping your business grow. Contact us today to find out how we can work together to make your digital projects a success.