The ROI of your User Interface Design
Every dollar spent on User Experience Design can bring up to 100$ dollars in return. This a fact. We are all users of something and we get frustrated daily over a bad user experience of a website, email, software and how we try to get rid of it soon. There are only a few seconds before the user decides if go ahead with something or leave it (eventually forever) and the 70% of failed projects were due to a problem of user experience. It’s not the idea. It’s not even the hype around it. The secret is how you tell people how to use your product. If you fail on this, they will find an alternative and nowadays, alternative are everywhere. Your competitors are there waiting for you to lose some potential client.
Why User Interface Design Fail?Let’s say you did all well. You decided to invest in the best UI ever and you hired a good professional for the job. A Graphic User Interface Designer has in his/her hand a lot of power. And a lot of stress to handle. Sometimes a professional with amazing ideas, skills and experience fails because time (the usually is the first metric to give value to a project) is not enough to communicate with the client, fully understand their expectation, translate ideas into Graphic Interface… That is why reducing the amount of tasks the designer have to perform and make every step easier can make the UI Design not only faster but also better. It gives to the designer time to focus on the user, to tailor the perfect experience for the target and use creativity to get a unique product. In this way the money invested in the project doesn’t go away “for the developing time”. You don’t have to pay for minutes and hours but to create the best environment for your users. This is how every dollar you spend will get you hundreds of dollars.
The Economy of AttentionWhat is the most valuable commodity nowadays? Gold? Copper? Coltan? What is the most valuable asset for any business? Information? Capital? The answer is one: attention. Any business needs clients and to attract clients we need to get their attention. Unfortunately attention is rare lately: people is overwhelmed, overstimulated by information, content, advertising, messages, notification and it become numb to new stimulations. The top players of the IT world make their applications every day more catchy, more addictive keeping users always more attached to them. Your potential audience is already spoiled: they want it all and they want it immediately and if it’s not, they lose interest. This is why our economy is based on attention more than anything and a project can be made or end broken by 5 seconds more got or lost in the usage of an application or browsing a website. If you think you had an idea, if you think you found a solution for a problem, if you are sure that people would pay to use your solution first ask: “How the user gets to use the solution?” If using your solutions it’s hard you are not resolving a problem for anyone but creating one for yourself. How many clicks or tap you need to do before finalizing the operation? How many fields or forms you need to fill in order to make it work? How long does it take to understand how it work? How all the functionality of your solution looks graphically? All these, and more, questions, are mandatory for any project as softwares, app, web platforms, user interface of technological devices… If you want to succeed you need to keep the attention of your potential clients high while they start using your solution for the first time and not get them frustrated and lost. The battle now is all on user interface.
:The Good, the Bad and the Ugly: a story of user interface developmentSome time ago a designer was developing the user interface for a client. It was a software made to manage orders and supplies in an online store connected with different physical affiliate stores. Every affiliate would have used the software and the use of it was part of the “package” that they would by to get in the business The client wasn’t very clear about what he wanted so he asked to the designer to provide some different proposal. The designer created 3 different mock-ups:
- One was showing ALL the features of the software, he called this “the Good”
- The second was showing just a couple of main features, hiding the others in submenus and links, but not showing the full potential of the software to new users, this was called “the Bad”
- Another one was showing more features but it was totally minimalistic and without any decorative detail , this was called “The Ugly”