Why UX Should Be on Every Business Leader’s Radar: Turning Friction into Flow

The kids go back to school next week. That leaves just enough time for a quick getaway to the high country -- it’s our happy place. Away from the noise and hustle of the city, we relax, laugh, recharge and connect as a family one more time before homework takes center stage.

Last night, my son and I decided to break off from the pack and explore an old mining town. We walked the streets, chatted with sidewalk vendors and took our time strolling through each shop along narrow streets. One shop stood out above all the others. The entry door was unnecessarily heavy – effort was required to get inside. The aisles were equally confusing. Tee shirts on the left, produce on the right, bumper stickers up ahead, crystal rocks along the lower shelf. The checkout process was, literally, a maze. Three turns around tight corners (with bare shelves – zero point of sale items to experience along the way) lead to an empty register. “Where did everyone go?” my son asked. ?

Normally, I’d just leave the store and never come back. But, my son was having fun, so, we backtracked from the checkout isle and explored a little longer. This is where the occupational hazard of asking questions kicked in. I wondered how I would organize the store to make the user experience better. Which leads to the point of this article: If the user experience (UX) you create in person or online is janky, if it requires effort or is generally a pain to navigate, potential customers will double click or walk out before you even get a chance to engage them.

As a business leader, understanding UX design isn't just a "nice-to-have" — it's a game-changer. Why? Because a well-designed user experience can transform casual visitors into loyal fans. It’s not just about making things look good; it’s about making your product experience intuitive, enjoyable, and accessible. And when you get it right, the results speak for themselves: increased engagement, higher retention rates, and ultimately, a healthier bottom line.

Focusing on digital (this could also apply to physical spaces too), here's what’s on my UX priority list. What would you add?

1. First Impressions Matter: When a person interacts with your digital product, their first impression can make or break the deal. A smooth, aesthetically pleasing interface sets the tone for the entire experience, encouraging users to stick around and explore. Whenever you tackle a new UX project, make sure you honor the user-centricity principle and do what’s best for your users while balancing the needs of your business.

2. Retention Over Acquisition: Acquiring new customers is great –– retaining them is gold. A seamless UX ensures users not only return but also become advocates for your brand. Think about how many apps you’ve deleted just because they were too complicated or frustrating to use.?

3. Boosts Conversion Rates: Good UX isn’t just about keeping users happy; it’s about guiding them towards specific actions, like making a purchase or signing up for a service. By simplifying navigation and reducing friction, you’re more likely to see those conversions rise. I might have bought something from the store we were in had there been a point of sale matrix that was interesting, memorable and easy.

4. Reduces Costs: Investing in UX up front can save you a ton of money down the road. Fewer bugs, less customer support and happier customers mean lower operational costs and higher efficiency in the long run.

5. Strengthens Your Brand: Your product’s UX is an extension of your brand. A well-crafted user experience reflects positively on your business, showing that you care about your customers and are committed to delivering quality.

6. Data-Driven Decisions: Great UX design relies on data and user feedback. By understanding your users’ behavior, you can make informed decisions that continually improve the experience.

7. Competitive Advantage: In today’s digital world, a great UX can set you apart from the competition. It’s the difference between being just another option and being the preferred choice.

So, next time you’re walking through an old mining town or discussing strategy with your team when you’re back in the office, make sure UX is on the agenda. It’s not just the designer’s job; it’s a crucial part of your business’s success. By taking UX seriously, you’re not only enhancing user satisfaction but also driving your business forward.

After all, the best products don’t just work—they delight.