Leaving User Experience To Chance Hurts Companies And Your Reputation
Have you ever driven in Boston? If you have, then you know that the streets are very difficult to navigate. Why? In colonial Boston someone built a house. And then someone else built a house. Then they built a path between the two houses. And so on and so forth. As a result, Boston's layout was accidental and the result is a convoluted set of streets that frustrates both residents and visitors.
Similarly, application development shops achieve poor results when they design without a plan, leaving user experience to chance. They:
- Hurt conversion rates. A well-designed site can have up to a 200% higher visit-to-order conversion rate than a poorly designed site. And visit-to-lead conversion rates can be more than 400% higher on sites with a superior user experience.
- Alienate customers. Retained customers become an annuity to your business and are ambassadors of your value and brand. Well-designed sites have page abandonment rates up to 41% lower than their inferior cousins.
- Run up development costs. Upfront user experience design can greatly reduce the need for extensive redesign and redevelopment that may be necessary to fix a poor user experience.
Wow! App dev shops who are not doing user experience design have a great opportunity to substantially increase their value to the business. Our latest research on user experience (UX) design shows application development professionals how. (If you are not a Forrester client, request the report in the blog comments with your email address)
Senior Analyst, Forrester Research