UX Design Strategy Success Stories
Hubspot demonstrated how UX improvements can boost ROI with its website revamp. After reviewing user feedback, the marketing brand tested new copy, imagery, and conversion strategies. The impact was significant. According to their metrics, conversion rates across the website doubled. Sales chat volume increased by 38% and inbound call volume grew 100%.
Jared Spool, founder of a UX design school, recounts a similar story. He refers to it as the “$300 million button,” in which a company increased its revenue by $300 million after tweaking their online checkout process.
Government websites may not be an obvious place to look for UX success stories, but as Forrester reports, they’re starting to see a shift away from walls of text and jargon-laden navigation menus. This can be observed when visiting the user-friendly homepages of the Social Security Administration, U.S. Department of Veteran Affairs and U.S. Department of State – Bureau of Consular Affairs.
The Nielsen Research Group, through a study of the California DMV website. projected how a simple change to their online instructions for drivers renewing their registration could result in an astounding 21,220% ROI.
Embedding UX in Organizational Culture
Part of the struggle in executing a company-wide, user-centric design strategy lies in organizational culture.
Senior executives need to be educated on why UX is critical and the positive impact it can have on the business, like the success stories listed above.
However, this knowledge tends to remain locked in the minds of the designers who don’t always know how to demonstrate the direct link between UX and the company’s bottom line.
This is where an internal champion can help. A champion can bridge the communication gap between senior leaders and designers.
Putting UX to the Test Internally
Engaging an internal champion brings another benefit: the ability to test the strength of your UX program. Consider whether UX would survive if that champion were to leave the organization.
According to Kara Pernice, Senior Vice President at Nielsen Norman Group in a recent video, “If the answer is no, your organization is probably missing systems that support, reinforce and promote UX and you don’t have a viable UX program.” Pernice continues, “You can get there one stage at a time.”
She suggests working on infrastructure, including these four areas: