FYD

Why UX is important for small business

User experience, or UX, is the overall experience of a person using a product such as a website or app. UX isn’t limited to the visual interface of your product. It’s a concept that encompasses the entire journey a person takes.

Take for example a simple search on Google. You’re presented with a logo and a search field. Now imagine that every time you searched on Google it took 15 seconds to get a result—you’d no longer be able to instantly get an answer to your question. Your experience with Google would be dramatically different.

How your visitors engage with your website should be an evolving priority for your business. UX is important because it solves a need for your audience. Getting them from point A to point B in the fewest steps possible with the least amount of struggle should always be the goal. Additionally, a meaningful user experience allows you to define the journey on your website that are most conducive to business success.

In a recent study from Forrester Research, a well-designed user interface could raise your website’s conversion rate by up to a 200%. A better UX design could yield conversion rates up to 400%. Put simply, the metrics speak for themselves.

Planning the UX journey

When customers come to your site, you have only seconds to influence them. Investing in UX optimization is necessary to quickly gain trust, brand recognition and ensure user retention. In the case of MF Fire, we wanted to ensure the customer journey on both mobile and desktop were streamlined to:

  1. Introduce the product line.
  2. Inform the customer of the benefits of their products.
  3. Provide simple product customization tools.
  4. Checkout.

Clearly understanding why customers come to a site and what they need works in favor of both the audience and the business. Customer journey mapping is a widely used and impactful technique that can help you improve products, marketing, UX, and merchandising decisions.

Where to start UX improvements

You don’t have to be a UX pro to at least start a plan for improvements. Before your designer opens up Photoshop, start with a simple list:

Having a rough outline of the above is a big step forward before designing anything. If you need help with that journey we’re here to help!

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