User experience is one of the most important aspects of any company’s online offering, and can truly make or break their digital presence, reputation and sales.
Drawing on their own knowledge and expertise within the field of user experience, UX-focused digital agency MadeByPi has revealed the research which could drive away business. The recent 2017 UX Industry Survey uncovered some fascinating insights applicable to every marketing professional.
Customers now have heightened expectations of user experience, and this presents a series of unique challenges to marketers seeking to appeal to their end customer. As the findings of this survey report, failure to address these shifting customer needs and expectations leads to inevitably falling behind the competition, and could prove catastrophic for businesses across a wide variety of sectors.
Key findings within this often overlooked but vital piece of research delve deeper into what fuels consumer decisions. One of the most crucial of these findings concerns the shifting power structure between customers and companies; where previously a company would try to convince a customer to purchase a particular service or goods after their creation, now there is a generalized swing towards the customer-focused mindset which is producing tremendous ROI for adoptees. 27% of survey respondents state their budget has changed over the last year in accordance with shifting attitudes in UX research.
In addition, the survey discovered that 70% of respondents conducted UX research on their websites; this result outweighed the findings amongst other user-led platforms such as mobile apps, software and websites, suggesting websites are still at the core of most businesses’ offering, whilst simultaneously outlining how increasingly important digital is for companies of all sizes.
The overall findings of the report suggest something many marketers and UX professionals have been suggesting for years – that in modern marketing, the customer or end user is integral of understanding success in every industry, and further user research and UX will help to unlock more ways to reach and appeal to these users.
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