Not long ago, users were accustomed to navigate through complex user interfaces without much complaint. But our culture increasingly rewards intuitive and simple environments. Users have much higher expectations in terms of design, due to the excellent application interfaces we have today.
Because of this change, the centrality of design is a reality for all businesses, even those that traditionally have been characterized by little or no intuitively designed applications at all, like SAP. Andreas Hauser, Head of Global Design at the design and co-innovation center of the German company, recently said, in fact, there has been "a change of focus in the design of products or services. Now, we don't think anymore in terms of providing features but in terms of providing experiences.”
In this post, we explain the advantages of putting design at the service of a business:
This post is also available in Spanish.
Advantages of putting design at the service of a business
First, a good user experience design provides human value to the experience that used to lead to greater customer satisfaction. Consequently, this leads to a higher rate of adoption and loyalty from the client towards the product or service concerned.
In addition to the intangible benefit, paying attention to design can also mean a monetized return. This is confirmed by a study done by the Design Management Institute, which has shown that US listed companies that are intensive in design, like Apple, Nike, Procter & Gamble, Coca-Cola or Starbucks, among others, obtained returns 219% higher than the average of the S&P500 index companies between 2004 and 2014.
Design provides an opportunity for differentiation, which is key in a world where consumers are surrounded by infinite possibilities. Increasingly, their purchasing decisions are more influenced by variables like offering a much better buying experience than competitors. Nowadays, this variable plays a much more important role than price to influence a customer's buying decision.
The multinational HAVAS has the same opinion as Andreas Hauser. In a recent article by its Executive President, the importance of user experience is stated, reminding us that major technological champions, like Uber, Facebook or Airbnb, have neither cars nor content nor flats. All their value (and profit) is in their interfaces.
The design revolution has to reinvent ... design itself
Other evidence that indicates we live in a world in which design is a priority is the increasingly frequent presence of UX design experts in the Boards of Directors of large companies. This new profile, which we have talked about in a previous post, is responsible for defining and implementing the UX strategy in the organization and must act as a liaison between the departments of design, strategy, and development.
Another challenge that design has to overcome is the one that limits its scope to the product. It is essential to broaden its range to apply design to strategy. In a recent interview with Bloomberg, Roger Martin, Director of the Martin Prosperity Institute, talks about this challenge. He believes the ultimate goal of design in a company must be the articulation of an ecosystem of innovative work. A company that has already achieved this is Apple, capable of presenting successive disruptions (iPod, iPhone, iPad ...) as if they had been produced in an assembly line.
Keys to put design in the center of your organization
Returning to the article by Andreas Hauser, putting design in the center of a business requires five steps:
- Clearly identifying the return on investment (for this, SAP even has a calculator).
- Planning a strategy that offers short-term results with which to buy time to reach more essential ones.
- Obtaining commitment and involvement of all levels of the organization.
- Building a culture of innovation.
- Overcoming the idea that design is an end in itself to consider it as a process in five stages: empathize, discover, invent, prototype, and test.
Signaturit: a tool to improve your company's UX
At Signaturit, attention to design and developing a simple and intuitive interface, without sacrificing the highest standards of privacy, has been our main objective, since the very beginning.
The simple process of requesting a signature or being able to sign a document directly through your email account makes us the fastest and easiest way to use eSignature solution in the market. Similarly, from Signaturit's dashboard, we offer easy-to-use advanced options to all our users, particularly to businesses.
Companies get the most benefit of having all the signed documents stored in the cloud. And they also take great advantage of our template's feature that allows sending recurrent documents to sign very easily. Besides, the signing process experience can be smoothly integrated into any flow, thanks to our API.
If you haven't done this already, we invite you to try Signaturit for free. Your clients will appreciate an intuitive and friendly electronic signature experience, fully adapted to your company's workflow.
This post is also available in Spanish.
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