In 2020, user experience overtook price and product as the biggest brand differentiator (Walker). Every $1 invested in UX brings $100 in return. That’s an ROI of 9,900%! (Forrester). The top companies leading in user experience outperformed the S&P index by 35%. (Forrester)
Amazon's founder Jeff Bezos spent 100:1 in UX over advertising in the early days and continue to do so (Walker). Airbnb attributed user research and tests as the turning point from failure to $10b in valuation (Walker). Hubspot grew to 10m in visitors after 3 months of intense UX re-design. (Walker)
Having UX design reduces the amount of time developers have to re-work a product by up to 50%. 70% of projects fail and eventually gets abandon due to lack of user acceptance done. It costs 100x more to fix a problem in development stages then in the UX stage.
Heuristics evaluation is a low-effort first pass to gain feedback on designs. An experienced UX designer will review and score an app's user experience based on 10 recognised user experience best practices (see checklist below). Performing heuristics can improve user experience significantly even without doing user testing.
A usability test is a one-on-one session where a recruited user is instructed to perform tasks on an app (clickable prototype) while we make observations and get feedback.
These tests identify usability issues, and capture users’ instincts, interactions, and choices. Five unique users tested on the same flow would usually uncover 90% of issues, which makes usability tests a highly critical activity in UX design.
In A/B testing, two different versions of a design are published. The first design (A) acts as a control. The second design (B) has a component or content variation we'd like to test for. An example would be varying the text of a call-to-action button from the control. The A/B software would direct live users towards either variation of the designs, split 50-50.
We would then evaluate the analytics data to see which performs better. Example, out of 100 user sessions, 30% click on the control design (A)'s call-to-action button vs. 70% on variation design (B)'s call-to-action. Design (B) becomes the clear winner, signalling a better user experience.
A/B tests are usually done for website and mobile app landing pages to optimise for clicks and conversions. We turn mockups into HTML webpages and use softwares such as Google Optimize to design test campaigns.