PRO INSIGHT
Being able to talk the language of the business is helpful in a few situations…
Firstly, understanding a few business fundamentals will help you make better design decisions.
Second, it will help you to communicate how your ideas are contributing towards business objectives.
You don’t need to be an expert, but you do need to understand how businesses create and capture value.
Start by understanding what KPIs matter most to your business and what their strategic objectives are for growth, engagement, satisfaction etc.
Then working backwards from there, consider how the projects you’ve worked on support these goals.
Jack O’Donoghue (2 x Bestselling UX Course Creator)
– UX Strategy Blueprint
– Design Thinking Made Simple
In the high-stakes environment of the boardroom, where every decision can pivot the future of a company, winning over skeptics on the importance of User Experience (UX) can be a daunting task.
However, armed with the right tactics, UX professionals can turn doubt into belief, skepticism into advocacy.
Here are seven ingenious strategies to sway even the most hardened boardroom skeptics.
1. Show Real Numbers
Nothing speaks to executives like concrete data. Present case studies where enhanced UX led to measurable business outcomes, such as increased sales, higher customer retention, or reduced support calls. When they see the direct correlation between UX improvements and the bottom line, the value of UX becomes indisputable.
When they see the direct correlation between UX improvements and the bottom line, the value of UX becomes indisputable.
2. ROI Calculations
Develop a return on investment (ROI) model for UX initiatives. Quantifying the financial benefits (like increased conversion rates or decreased development costs due to fewer revisions) can be a compelling argument to invest in UX.
3. User Feedback Videos
Sometimes, seeing and hearing real users struggling with a product is more impactful than any report. Videos of user testing sessions, highlighting frustrations and confusions, can be an emotional and convincing argument for the importance of good UX.
Seeing and hearing real users struggling with a product is more impactful than any report.
4. Competitor Analysis
Leverage the power of competition. Show examples of competitors who have excelled or failed due to their UX strategies. This not only highlights the importance of UX but also taps into their desire to stay ahead in the market.
5. Customer Journey Maps
Illustrate the user’s journey through the product, pointing out pain points and their implications. By visually representing the user experience, you make the abstract concept of UX tangible and relatable for the board members.
By visually representing the user experience, you make the abstract concept of UX tangible.
6. Interactive Prototypes
Bring in interactive prototypes or demos. Letting skeptics experience the difference between poor and good UX firsthand can be a powerful eye-opener and a persuasive tool in demonstrating the impact of UX.
7. Analogies & Metaphors
Use simple yet effective analogies (like comparing a website to a physical store) to demystify UX concepts. This helps in breaking down complex UX principles into digestible, relatable ideas that are easier for non-technical stakeholders to grasp.
How to Speak the Language of Business
For UX designers to truly resonate with board members, it’s important to speak the language of business.
This means having a firm grasp of key business metrics such as revenue growth, market share, and customer lifetime value.
By understanding these metrics, UX designers can tailor their discussions to highlight how user experience directly influences these areas.
For instance, showcasing how a streamlined checkout process can boost revenue growth, or how a user-friendly interface can increase market share by attracting and retaining more customers.
This strategic alignment not only demonstrates the tangible impact of UX on key business outcomes but also positions UX designers as valuable contributors to the company’s overall success.
How to Tailor Your Message to Each Board Member
Effectively communicating the value of UX in the boardroom often requires a bespoke approach, tailored to the diverse interests and areas of expertise of each board member.
Financial stakeholders, for instance, tend to prioritize cost savings and return on investment (ROI).
In this context, UX designers should focus on articulating how UX initiatives can reduce costs through efficient design practices and increase revenue through improved user engagement.
On the other hand, marketing executives are typically more attuned to customer satisfaction and brand perception.
For them, the emphasis should be on how a superior user experience enhances brand loyalty and creates positive brand associations, leading to increased customer advocacy and market presence.
By customizing the message in this manner, UX designers can more effectively demonstrate the multifaceted value of UX, ensuring that it resonates with each member’s unique perspective and contributes to the overarching strategic objectives of the organization.
Wrapping Up
Convincing boardroom skeptics of the value of UX is less about pushing an agenda and more about educating and demonstrating its undeniable impact on business success.
By employing these tactics, UX professionals can not only win over skeptics but also turn them into champions of user-centric design in their organizations.
You Asked, We Answered
Q: How does user experience design impact conversion rates?
A: User experience design directly influences conversion rates by making digital products more intuitive and engaging, leading to increased user satisfaction and higher conversions.
Q: Can improving the customer journey enhance customer retention?
A: Absolutely. A well-crafted customer journey fosters a positive experience, significantly boosting customer retention by making users feel valued and understood.
Q: What role does UX play in the success of a digital product?
A: UX is crucial for digital product success as it focuses on user needs, ensuring the product is not only functional but also enjoyable to use, thus driving user engagement and loyalty.
Q: How does customer experience differ from user experience?
A: Customer experience encompasses all interactions a customer has with a brand, while user experience specifically relates to the usability and pleasure derived from interacting with a product or service.
Q: Why is development time important in UX?
A: Efficient development time in UX ensures quicker market readiness of products, allowing businesses to adapt rapidly to user feedback and market demands.
Q: What’s the importance of a well-designed user interface?
A: A well-designed user interface simplifies user interaction, enhances user satisfaction, and contributes significantly to the overall user experience of a product.
Q: How does understanding user behavior improve product design?
A: Understanding user behavior helps tailor product design to meet actual user needs and preferences, resulting in more effective and satisfying user experiences.
Q: Can user experience design contribute to business growth?
A: Yes, by enhancing user satisfaction and engagement, good UX design can lead to higher customer loyalty and acquisition, driving overall business growth.
