Why UX is fundamental to every business


There are certain terms that web/app developers commonly use, such as UI and UX, which those unfamiliar with the terminology may simply ignore. However UX is fundamental to every business.

Agencies now regularly advertise positions for UX/UI designers, part of a whole raft of new careers brought in on the digital tidal wave that did not exist 10 years ago.

So what is UX? UI?

UX is short for User Experience. Or, if you like, Customer Satisfaction. Only it is specifically about your business on the internet and encompasses your entire digital footprint. Sorry, more jargon. It is not only your website, but all of your social media channels, as well as your email communications. (You may have also heard about UX being referred to in product development/design – it’s everywhere).

UI is the User Interface. Or, how easily your customer can find what they’re looking for – how well you serve them (think customer service).

While these terms apply to the digital world, they can easily be adapted from your daily business operations, where customer satisfaction directly relates to business growth.

So, ask yourself this about your website:

Is it easy for customers to find information about what my business is about?

Is it optimised for viewing on mobile devices?

Is the information designed in a way that is easy to read?

Is the message clear?

Are the images appealing or distracting?

Does it offer everything my customers want? (i.e. online products/ordering/bookings)

Ask of your social networks:

Is it telling the story of my business?

Is it offering information of value?

Is it contributed to on a regular basis?

And of your customer emails:

Is it engaging and informative?

Is the language plain and readable?

Is there a clear call-to-action? i.e. what do you want your customers to do after reading the email?