Why You Can’t Afford to Skip User Experience Design
Everyone wants great user experiences but intentional user experience design is a regular casualty of project cost cutting.
While Salesforce and other software vendors invest in the user experience, their investment is intended to produce a system that meets a variety of needs. The vendor’s user experience design isn’t tailored to your needs. When you include professional user experience design in your implementation project, you are investing in an exceptional experience for your users.
Salesforce has built a platform intended to work well for many customers without configuration, but with the ability to be configured to provide excellent experience unique to each individual customer’s needs.
At PolSource, we recommend including user experience design in most implementations–in order to provide exceptional experiences for your end customers, your salespeople, your agents, your marketing staff, and your operations team. We employ a group of User Experience (UX) designers who have experience with both Salesforce as a product and various Customer Relationship Management (CRM) use cases–whether that be service agent experiences, sales cycles, marketing journeys, customer self-service, or many others.
User experience isn’t just about creating delightful, easy-to-use, engaging workflows to meet your company’s needs. It is about building trust–by providing intuitive tools that let everyone work better. It is about building customer satisfaction and retention–by decreasing friction to the information needed to complete a task. It is a driver to happier customers, happier employees, and happier bottom lines. Studies from USABILITY.GOV have shown that companies that invest in UX see a variety of benefits including those listed above.
An estimated 50% of engineering time is spent on doing rework that could have been avoided. What’s more, fixing an error after development is up to 100 times as expensive as it would have been before. That is because, unfortunately, many times you aren’t just fixing the actual error, you are having to rework from both ends.
Not all issues are bugs, sometimes issues are caused by:
- Incorrect assumption about how users will behave
- Features that don’t make sense to users
- Confusing navigation that causes users to get stuck or lost
- Design choices made without user guidance
- Exciting new features that don’t solve user problems
During a UX design phase, these issues can be flushed out before developers even start coding. Starting with user-centered design and soliciting early feedback can head-off the above issues–saving development hours, frustration, and precious project budget. We find that, in general, UX investments more than pay for themselves by providing a unified direction for the project construction. For more detailed information on UX return-on investment (ROI), take a look at the calculators from the HFI.
The following are measures that will be improved by a UX investment:
- Decreased development time/cost
- Decreased maintenance cost
- Decreased support costs
- Decreased documentation cost
- Decreased user error reports
- Decreased handle times
- Decreased user training time
- Decreased time to proficiency
- Increased self-service
- Increased customer satisfaction scores
- Increased customer retention
- Increased employee retention
As you can see, investing in UX isn’t just about building a beautiful interface. It is a tool that provides significant benefits to your business. As you consider your next Salesforce project, before you consider cutting UX design from the scope, consider whether you can afford an implementation without it.