User experience (UX) is present in everything we interact with; our task isn’t just to create a user experience but to make it better. However, a good user experience isn’t merely about making users happy with their interaction. As UX designers, our goal is to enable users to efficiently complete the tasks they wish to perform on a website, while simultaneously increasing the profits and reducing costs for the brand or business.

How do UX designers assist businesses?

UI and UX designs should be in harmony with the brand’s identity, echoing the principles of Brand Position as outlined by David A. Aaker in his book ‘Building Strong Brands’.

Analyzing a brand’s core idea, understanding the target audience, actively communicating, and creating an advantage helps establish a clear brand position.

When designing, UX and UI designers should consider the habits of their target audience. For instance, if the target audience is users above fifty, the product might require larger fonts and clearer color contrasts. Additionally, coordinating with product managers on the product’s brand personality is crucial to understanding the intended message and commercial objectives the UI and UX should convey.

Speaking in terms of the business

A UX Designer must understand that UX design is only a part of the product development process. Effective communication and coordination skills are essential for creating superior products.

When interacting with product managers or marketing teams, it’s important to “speak in terms of the business,” attentively listening to the product manager’s expectations regarding product revenue, costs, market share, shareholder value, and understanding how our business operates.

This approach ensures the product aligns with the enterprise’s brand direction. Success is measured by the team’s achievements, not just the design output.

In today’s world, where customers have countless options and can easily shift their business elsewhere, it’s more crucial than ever for companies to focus on creating positive user experiences. By making your website or application user-friendly, you not only build brand value but also enhance customer satisfaction and lifetime value, while reducing customer churn.