Investing in UX is one of the activities with the highest ROI. But what are the UX activities that generate the highest ROI?
What are the main benefits of UX activities
The return on investment (ROI) of companies that invest in UX is very high. It has been calculated by Academy Publications that the average ROI of UX is around 300%. The recent research we ran with Design Accelerator shows the number is even higher in fintech, where the average ROI of UX is between 400% and 600%.
The benefits of good UX can help companies with:
- Better products, that lead to higher engagement and conversion rates
- Less waste in development
- Faster decision-making
- Average increased improvement of 87% of business KPIs
In general this means that products with good UX have a 4x higher chance of success than average products.
But what are the UX activities with the highest ROI? Interaction Design has conducted research on the techniques with the highest return. In this post we summarize their findings. You can find the link to the full article here.
Read further to learn what are the UX activities with the highest ROI, how to do them and what you can expect.
The apps or platforms we release have many different users. But what is the specific group of users for which these products matter the most? What are the ones with the strongest problem? Defining a persona is a way to describe and document who this user is and what matters to them. This activity helps create empathy more easily. It improves your ability to put yourself into their shoes, think as they think and make truly user-centric decisions for your product.
How to create personas
To create personas start from the data you have about who’s using your product. If you have no product yet, then think of who should use it. Make sure you don’t focus only on the demographics, i.e. age, gender, income, but also on the more qualitative elements. Think of the following: What personality traits are relevant? What are the interests of your user? What values does your persona find important when using a product? There’s not a standard way of doing it.
Not all the traits are always relevant in the same way. Think of eating preferences or religious orientation. They may be not relevant at all if you’re working at a solution for the real estate market but very relevant if you want to launch a dating app. So think carefully of what traits you decide to consider and why.
Also, avoid focusing only on the demographics, i.e. age, gender, nationality. The example below from the Growth Tribe shows the risk of doing so.
What is the benefit of having defined a persona
Persona definition contributes to create more user-centric products because it increases our level of empathy. It also creates alignment between product teams and marketing teams. This prevents re-work due to misalignment between teams. It has been calculated that the cost-saving has an average return of 4x.
Wireframes are a low-fidelity version of the product you’re building. They are easy to sketch, have a basic layout and they help focus on the main aspects of your product.
Wireframes are a way to visualize single features as well as the overall information architecture of your product. Information architecture is how the content is structured and presented within the product.
What is the benefit of creating wireframes
Next to being a very simple way of communicating ideas, wireframes lead to 50% more accurate estimates of the time and costs of development. Using wireframes also reduces the requests of clarification from the development team by 80% and it lowers by 25% the rework due to bug fixing in post-production.
You don’t need to be a designer to sketch a wireframe. Everyone who can use a pen or a pencil can put their ideas on paper.
You have defined a feature that solves your users’ needs. A wireframe has helped you visualize how it can be turned into a series of screens. Now you should ask yourself: would users be able to complete a task with the product I’m offering? Are there problems that affect the overall user experience?
With usability testing you test how easy it is for users to use your product. Testing the product usability tells you if your idea has correctly been translated into something people would really use.
How to test usability
Typical examples of usability tests include tracking the time it takes for users to complete a task or the number of clicks it takes to get to a certain screen. The higher the time to perform the task, the harder for users to use your product. Similarly, a number of clicks higher than the minimum needed is a sign that the flow should be simplified to make it easier. Try to improve your product usability by simplifying the amount of information users have to process at each step or by changing the way information is presented. Here you can get the free guide of Design Accelerator to improve the usability of your product.
Benefits of usability testing
Usability tests have the benefit of identifying usability issues as soon as possible. This way you can tackle problems before implementing them in the final version of your product.
Usability testing can reduce the cost of support by up to 90%. It also leads to a more engaging product that retains and converts users.
To read more about how UX and UI improve the key indicators for the success of your product you can read this article.