Breaking the Barrier: Communicating the ROI of UX in a Business Context

As a Head of UX, you understand the critical role that user experience plays in driving business success. But how do you communicate the ROI of UX to stakeholders who may not be as familiar with the language and value of user experience design?

This is a common challenge that many UX leaders face.

In this article, we'll explore the challenges of communicating the ROI of user experience in a business context and provide a framework for effectively overcoming them.

Are you ready to unlock the full potential of your UX initiatives and show the business world the real impact and value of user-centered design?

Let's dive in.

Speaking Different Languages

User experience and design thinking are critical components of modern businesses. They help create better products, improve customer satisfaction, and drive revenue growth.

But despite these benefits, many UX professionals still struggle to get the recognition and investment they need to do their work effectively.

Why is this?

One reason is the fundamental language differences between UX professionals and business people. UX professionals often use terms like "usability" and "user-centered design" that are not immediately meaningful to business stakeholders.

On the other hand, business people speak a language of numbers and metrics, and they want to see a tangible return on investment for their UX initiatives.

To bridge this gap, you need to find a way to communicate the ROI of user experience in a language that business stakeholders understand.

A Vicious Cycle

Not effectively communicating the ROI of user experience can have serious consequences for both UX professionals and businesses.

For UX professionals, it can mean a lack of investment, resources, and support for their initiatives. For businesses, it can mean missed opportunities to improve the user experience, increase customer satisfaction, and drive revenue growth.

Think about it. If business stakeholders don't understand the value of user experience, they may not see the need to invest in it.

The result? A vicious cycle of underinvestment in UX and a failure to realize its full potential.

So, how can you break this cycle and effectively communicate the ROI of user experience to business stakeholders?

A Simple 4-Step Framework

Let's explore a four-step framework for effectively communicating the ROI of user experience in a business context.

Step 1: Understanding the Value of UX Yourself

The first step in effectively communicating the ROI of user experience is to understand it yourself.

This means being able to articulate the impact that UX initiatives have on business outcomes such as increased revenue, improved customer loyalty, and reduced costs.

Step 2: Understanding Business Goals and Priorities

The next step is to understand the goals and priorities of the business.

The key is to put yourself in their shoes and see things from their perspective.

What are their challenges? What do they hope to achieve with their products or services? What metrics do they use to measure success?

By understanding their goals and priorities, you can tailor your message to resonate with them.

In order to get a better understanding of business goals and priorities, you can use stakeholder interviews or review performance data and marketing materials to get a sense of what matters most to your stakeholders.

The more you know about what drives their decision-making, the more effective you will be in communicating the value of user experience.

Step 3: Focusing on Innovators & Early Adopters

Not all business people are created equal, and it's important to pick the right people to become your ambassadors.

Think about the business stakeholders who are likely to be the most receptive to your message, and those who have the most influence within the organization. These are the people you want to focus on.

Ask yourself the following questions to help identify your innovators and early adopters:

• Who are the decision-makers within the organization, and what do they care about? What motivates them?
• Who are the people within the organization who are open-minded and interested in new ideas, and who are likely to be your allies?

Once you have identified your target audience, you can focus on building relationships with them and engaging them in a meaningful conversation about the value of user experience.

You may find that some of these people are already advocates for UX, while others may need to be convinced. But with the right approach and a deep understanding of what motivates them, you can help them see the value of user experience and become your ambassadors.

Step 4: Connecting the Dots

The final step is to bring your understanding of business goals, the value of UX and the right business stakeholders together, to communicate, or even better, demonstrate the power of user experience.

At Ginetta , we have found that user tests and product vision prototypes are powerful tools for demonstrating the value of UX.

Capturing the voice of the user through audio recordings, videos or direct quotes is a powerful way to bring the user's perspective to the attention of the business.

With product vision prototypes, you can give business stakeholders something they can touch and feel in a tangible and visually engaging way.

Some great examples where these approaches were used are Spark for Julius B?r , ZKB's new mobile banking app and BKW HIVE .

Unlocking the Potential of UX

As a Head of UX, you play a critical role in driving the success of your organization. By effectively communicating the ROI of user experience design, you can unlock its full potential and drive meaningful impact for both your business and its users.

So, if you're a Head of UX looking to drive impact and create a more user-centric organization, let's start a conversation.

Reach out and let's have an exchange to discuss how we can support you in unlocking the full potential of UX for your organization.