Recently, many legacy offline businesses have gone online and completely revamped their business models. However, if you ask their executives, the process of digital transformation is never. It is easier to understand why you need to transform or what exactly should the outcome be. However, when it comes to execution or finding out what do users or customers need or how to deliver that without loosing the business value, it is challenging.
Often organizations neglect the importance of user experience while being too focused on technologies and functionalities. However, by concentrating on the design of the platform, transformation efforts can be improved.
Digital Transformation: What is it?
An organization’s digital transformation seeks to develop new revenue streams and business models by rethinking how it utilizes technology, processes, and people. User expectations have changed. As a result, globally, digital transformation is expected to add $100 trillion to the world economy by 2025, according to recent research by the World Economic Forum.
A digital platform or mobile application is a digital product for an enterprise that builds traditional goods. Let’s consider DBS Bank. It has a reputation as one of the most innovative banks in the world, redefining the Southeast Asian experience. In 2010, DBS recognized that the digital revolution would impact the banking sector, and its leadership embraced the challenge. Therefore, the entire data use and consumer experience of DBS has been transformed. In addition to journey maps, co-creation spaces, and design toolkits, the company has transformed communication with customers.
Why UX UI is essential to digital transformation
If you ignore customer needs, your business cannot survive. Unfortunately, this is exactly what some organizations do inadvertently while undergoing a digital transition. As in real life, they believe that the same strategies will hold true for online interactions as well. The digital space, however, is different. Online communication doesn’t necessarily rely on the traditional methods of offline communication.
The increasing number of available alternatives, access to reviews, easy comparison of prices, as well as other factors (e.g. delivery time and cost) have significantly increased customer expectations when making purchasing decisions online. Most online shops offer similar products in just a few simple clicks. The customer experience should be so good that even one bad episode can turn a potential buyer away.
These factors can be addressed through good UX UI design. By increasing audience engagement, simplifying interactions with each customer, and generating more sales, UX UI Design can help a business succeed. It is estimated that every dollar invested into improving a user’s experience will return $100. Interestingly, an overwhelming majority of shoppers say they will not return to a site if the UX UI is not good. The entire digital transformation process must be centered around user experience or business goals will not be achieved.
A UX UI-driven digital transformation: How to begin
Fighting fierce competition on the internet isn’t always as simple as creating great products. To become successful, a business needs to either truly delight its customers, or at least make their purchasing experience straightforward. For this to happen, it is crucial to know what the customer wants and needs. These tips provide suggestions on how to create an online transition process that takes a comprehensive view of the user experience.
Conduct UX UI research
Research into UX and UI to make each interaction with your mobile application or website pleasant for the user. An analysis of usability improves the efficiency of functions and solutions already provided or to be provided by your organization. As the digital transformation process continues, all the insights and information gathered at this point can be used to guide further efforts.
In order to conduct research, UX UI professionals use:
- A qualitative approach (discussions) to find out why people do certain things, and
- A quantitative approach (data management, statistics, data analytics) to reveal patterns and test assumptions after qualitative research.
Optimize the experience
Transforming into a digital business requires continuous effort. It isn’t enough to simply design and build a company’s IT infrastructure. If company experiences aren’t optimized later, there will be no long-term gain. In your digital transformation, you always have to strive for improvements and keep track of current trends, as you would with any optimization process.
Finally, businesses must adopt UX UI Design into their digital transformation efforts to leverage disruptive methodologies, trending technologies, and user requirements for their business advantage. UX UI is essential to serve customers better and provide them with an excellent engagement so that they return to you.
