The business value of user experience – INFOGRAPHIC

By On3 Marketing In Software Development July 10, 2014

User experience is more important than functionality

Mobile applications continue to be a hot topic of discussion in the world of enterprise. There is an increasing pressure being placed on organizations to have a touchscreen presence – both inside the office and among the general public. But while there should be a sense of urgency that drives companies to explore investing in these kinds of solutions, it should not obscure the ultimate goal – not only having an enterprise application, but possessing one that functions as it is intended to.
This is especially true for those apps that are consumer-facing. These tools might have, at one point in time, been considered to be the assets of a business that went above and beyond. But as an increasing number of customers elect to engage with companies through smartphones and tablets, custom mobile app development is becoming a necessity.

Consumers craving mobile interactions

Effective software can, in this day and age, become a deciding factor regarding a customer’s continued patronage. This is a very real fear for enterprises – 60 percent of organizations believe themselves to be more vulnerable to lost businesses because their competitors are more engaged in the mobile sphere than they are, according to a study conducted by Appcelerator.

These are not unfounded concerns, either. Forrester reported that only 37 percent of businesses are considered to have “good” or “excellent” customer service, as dictated by those consumers who do business with them. Similarly, a SpeechCycle and Echo Research survey found that half of smartphone users would rather leverage a mobile app than make a traditional phone call to the help desk.

With these figures in mind, it could be inferred that the lack of a mobile, consumer-geared application is the direct result of declining customer satisfaction in many instances. The solution, of course, is to invest in the staffing assets or outsourced help required to build one of these programs – and to do so in such a way that fosters an immersive user interface design.

Experiencing the return on investment

Cost is one of the enterprise’s natural enemies. Many modern company decisions are made on the basis that the funding allocated will reappear further down the line as a direct result of an expenditure in question. The return on investment is critical for a business to have an idea of in any situation, and building mobile apps is not an exception.

Part of experiencing the advertised windfall that accompanies custom software solutions is to invest heavily in the experience of the user. By making sure that everything works as it is supposed to and in a way that is appealing to the customer, companies can save on other costs like those associated with support – less effort will be used up trying to compensate for software shortcomings – and the design process of the app itself. Obviously, if it works right the first time, there will be fewer instances where the program needs to be pulled for retooling.

It is critical in today’s mobile world for enterprises to have at least one well-designed application among their business arsenal. On3 has all the staff and skills needed to make this a reality for any organization.

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