User Experience - the Key Driver of Businesses Today
October 15, 2019

Akshaya Choudhary
Cigniti Technologies

Share this

In an era of intense competition in the digital domain, businesses are catering to the myriad demands of customers by launching newer and qualitatively superior products in double quick time. This has created a glut of products in the market where most of them remain on the sidelines and do not pass muster on the crucible of customer satisfaction.

Previously, the success of a company used to be dependent on the delivery of quality products or services in the market. Today, thanks to the changing habits and preferences of customers, businesses have to rely on product differentiation based on User Experience (UX), which is frictionless, seamless, and aligns with the users' needs and expectations.

According to a study by Forrester Research, an enhanced UX design can increase the conversion rate by 400%. If UX has become the ultimate arbiter in determining the success or failure of a product or service, let us first understand what UX is all about.

What is User Experience (UX)?

User Experience (UX) is the satisfying experience that users get while using a product or service based on parameters such as utility, usability, accessibility, credibility, desirability, and cost-effectiveness.

UX design refers to the designing of products (physical or digital) or services by focusing on their quality and usability. The products should enhance the experience that users undergo while interacting with them.

Today, in the lean/Agile driven ecosystem, UX has moved from offering customer satisfaction to customer delight. The latter is about experiencing the unexpected. A Forester study has observed that businesses designing products with UX in mind get better customer acquisition and retention, market share, and reduced support cost. The best example could be cited as that of Amazon where the initial effort was aimed more towards bettering the User Experience rather than launching an all-out advertising blitz.

Remember, aesthetics and innovation alone cannot make a product successful. It is ultimately the user-friendliness that leads to satisfaction and success. Hence, to ensure a better UX, businesses should invest in conducting rigorous user experience testing. According to this, the beta version of a product is given to a small set of target users to identify the usability defects. UX user experience testing focuses on the ease of using a product as well as understanding and handling its features and functionalities.

Advantages of Conducting User Experience Testing

Usability testing is highly recommended for ensuring customer satisfaction, acquisition, retention, and a better ROI. UX must be obtained through numbers and decisions based on data and facts. User testing involves conducting a usability assessment of the product. This brings forth the pain points users might face while using the product or service.

■ Identifies usability issues before a product is delivered to the end-users.

■ Enhances end-user satisfaction even leading to delight.

■ Makes the application robust, dynamic, secure, effective, and efficient.

■ Helps to garner actual feedback from your target customers instead of depending on some random comments or opinions from people.

4 Elements of UX Validated by User Testing Services

The four elements of UX that define the scope and objectives of user experience are:

Usability: This is all about ensuring users complete the intended tasks seamlessly while using the product or service. For example, seamless usability of an eCommerce app would mean users' ability to log in, view the products and prices, make payment, and check out of the app without encountering any issue.

Value addition: Usability is a subset of user experience and does not guarantee the success of a product in the marketplace. For example, smartphones are replacing the feature phones even when the latter are considered to be more user-friendly. The reason being smartphones add value to the users by allowing them to browse the internet or use various apps. Thus, a product shall add value to the user experience when its features are aligned to the needs of the users.

Adaptability: This refers to the users ability to download, install, and use a product. To ensure the same, developers (and UX testing professionals) incorporate design elements to let users discover the features of a product organically. Thus, even if a product is easy-to-use and offers a great value to the users, should it be difficult to access and install, users are going to leave it altogether.

Desirability: This refers to the emotional appeal a product generates among the users. A large part of it depends on the product's visual design and brand equity. For example, many electronic products featuring a number of brands, even though offer great value addition and adaptability, are not desired by the end-users vis-a-vis some of the successful brands.

Conclusion

Staying competitive in today's business environment is underpinned on many factors. However, user experience combining elements like usability, value, adaptability, and desirability has become critical in achieving success for any product or service. This is where UX user experience testing can facilitate the identification (and elimination) of glitches users face while using the app. It can go a long way in ensuring the success of a product or service in the market place.

Akshaya Choudhary is Content Marketer at Cigniti Technologies, an Independent Software Testing company
Share this

The Latest

September 23, 2021

The Internet played a greater role than ever in supporting enterprise productivity over the past year-plus, as newly remote workers logged onto the job via residential links that, it turns out, left much to be desired in terms of enabling work ...

September 22, 2021

The world's appetite for cloud services has increased but now, more than 18 months since the beginning of the pandemic, organizations are assessing their cloud spend and trying to better understand the IT investments that were made under pressure. This is a huge challenge in and of itself, with the added complexity of embracing hybrid work ...

September 21, 2021

After a year of unprecedented challenges and change, tech pros responding to this year’s survey, IT Pro Day 2021 survey: Bring IT On from SolarWinds, report a positive perception of their roles and say they look forward to what lies ahead ...

September 20, 2021

One of the key performance indicators for IT Ops is MTTR (Mean-Time-To-Resolution). MTTR essentially measures the length of your incident management lifecycle: from detection; through assignment, triage and investigation; to remediation and resolution. IT Ops teams strive to shorten their incident management lifecycle and lower their MTTR, to meet their SLAs and maintain healthy infrastructures and services. But that's often easier said than done, with incident triage being a key factor in that challenge ...

September 16, 2021

Achieve more with less. How many of you feel that pressure — or, even worse, hear those words — trickle down from leadership? The reality is that overworked and under-resourced IT departments will only lead to chronic errors, missed deadlines and service assurance failures. After all, we're only human. So what are overburdened IT departments to do? Reduce the human factor. In a word: automate ...

September 15, 2021

On average, data innovators release twice as many products and increase employee productivity at double the rate of organizations with less mature data strategies, according to the State of Data Innovation report from Splunk ...

September 14, 2021

While 90% of respondents believe observability is important and strategic to their business — and 94% believe it to be strategic to their role — just 26% noted mature observability practices within their business, according to the 2021 Observability Forecast ...

September 13, 2021

Let's explore a few of the most prominent app success indicators and how app engineers can shift their development strategy to better meet the needs of today's app users ...

September 09, 2021

Business enterprises aiming at digital transformation or IT companies developing new software applications face challenges in developing eye-catching, robust, fast-loading, mobile-friendly, content-rich, and user-friendly software. However, with increased pressure to reduce costs and save time, business enterprises often give a short shrift to performance testing services ...

September 08, 2021

DevOps, SRE and other operations teams use observability solutions with AIOps to ingest and normalize data to get visibility into tech stacks from a centralized system, reduce noise and understand the data's context for quicker mean time to recovery (MTTR). With AI using these processes to produce actionable insights, teams are free to spend more time innovating and providing superior service assurance. Let's explore AI's role in ingestion and normalization, and then dive into correlation and deduplication too ...