How UI and UX Can Shape the Future State of Your Business

Always be testing.
 
We sat down with Owen Geach, JTB Experience Director, to discuss how UI and UX can shape the future state of your business.
 
Most businesses, including our own, are constantly looking for ways to stay ahead and differentiate from competitors. Yet so often with clients we are asked the question: “Why is UX important for business?”
 
Among the myriad ways that can drive success, is the strategic application of User Interface (UI) and User Experience (UX) design principles. Outside of our industry you might question what the difference is, while within our community, they are deeply nuanced and equally critical to a brand’s future.
 
To clarify the distinction between UI and UX, we need to acknowledge that they are often used interchangeably, while representing two distinct facets of design that work together to create digital experiences that are engaging, memorable, and ultimately, that convert. A visually engaging interface is more impactful when paired with intuitive navigation and seamless functionality, resulting in a memorable user experience that fosters loyalty and drives business growth.
 
At JTB, we have different clients with varying digital literacy. While many clients come to us for UI design, it’s our job to help them understand that UX is the complimentary piece of strategic work.

The benefits of good UI/UX:

When we talk about UI design, we’re talking about the look and feel of a digital product or platform. Elements including layout, visual design, typography, colour, and interactive elements like animation. Done well, UI should engage users across aesthetic, making the interface visually appealing, while intuitive to navigate. But what is UX design and why is it important?

A lot of clients tend to focus on accessibility – and yet UX is so much more than colour contrast and bigger fonts. It’s our job to highlight the value in research and user testing, and how it can shape the future state of any business.

Using software like Hotjar, we’re able to see where users are spending most of their time on a client’s website, where they are getting stuck, what content is being ignored or potentially unnecessary, and what we can improve.

UX design is focused on the overall user experience, and satisfaction levels. The benefits of UX is more about the functionality of the product, how users interact with it, and their responses throughout the journey. UX design involves a lot of heavy lifting up front, before the UI design project kicks off, and covers everything from user research, prototyping, testing, and iteration; to ensure an experience for the end user that makes sense: one that’s enjoyable, reduces bounce rates, and ultimately drives conversion. Perhaps not as sexy as UI design, it’s what we geek out over at JTB, more than anything else.

A good UI and UX is important for business because:

1. Enhanced Brand Perception: A business’s online presence is often the first point of contact with potential customers. A well-designed UI/UX not only attracts users but also conveys the brand’s personality and values. Consistency in design elements across all digital touch points can foster brand recognition and build trust with an audience, ultimately shaping how the business is perceived in the market.
   
2. Improved Customer Engagement:Engaging customers is essential for business success, and UI/UX design plays a pivotal role in fostering these meaningful interactions. By understanding user needs and preferences, businesses can tailor their digital experiences to resonate with their target audience. Whether it’s through intuitive navigation, personalised content recommendations, or a seamless checkout process, a thoughtful UX design keeps users engaged and encourages repeat visits, driving business growth by boosting new customer acquisition (& cashflow). Exceeding customer expectations provides a high ROAS and overall investment return by leveraging high conversion rates. This keeps cash flowing to other growth initiatives.
3. Competitive Advantage: The obvious one – businesses need to differentiate themselves to stand out in any saturated market. UI/UX is this differentiator, offering a unique value proposition that sets a business apart from others. By prioritising user-centric design principles, businesses can create a competitive advantage that not only attracts new customers but also retains existing ones, fostering long-term success and sustainability. This is especially true in highly competitive markets where there is low brand loyalty and high brand sensitivity (if you can’t make it cheaper, at least make the customer experience better to counteract high price sensitivity).
4. Increased Conversion Rates: Ultimately, the goal of any business is to convert visitors into customers, and a well-executed UI/UX design can significantly impact conversion rates. By optimising the user journey, removing friction points, and guiding users seamlessly through the sales funnel, businesses can increase their chances of conversion. Whether it’s through compelling call-to-action buttons, streamlined forms, or persuasive product descriptions, strategic UI/UX design maximises conversion opportunities, driving revenue and growth.
5. Adaptability to Changing Trends: With new technologies and trends shaping user expectations, it’s crucial for businesses to prioritise UI/UX design, to be better equipped to adapt and stay ahead of the curve. Whether it’s embracing mobile responsiveness, implementing voice interfaces, or integrating immersive technologies like augmented reality, a forward-thinking approach to UI/UX design ensures that businesses remain relevant and future-proofed in a rapidly evolving digital landscape.

JTB’s UI and UX Work

As an example, JTB was approached by AGL for their future state design project: the Head of Digital came to us, saying that they had various agencies look at their project and they wanted our thoughts. They came to us to redesign their homepage, of which we produced several concepts to push the idea of what their digital presence could be. This meant no boundaries, no constraints, simply blue sky thinking – what would blow the stakeholders away. Of course, there were a few mandatories – like the search bar and certain services being visible. In this case, the importance of UX was critical, with so many different stakeholders and users on the site.

We have also been working with Porsche to elevate their UX, in line with the rest of their public brand perception. This is an ongoing project in which we are constantly reassessing and testing. Just like the car itself, the digital experience of Porsche needs to be maintained so as to be performing at its best.

In Conclusion

From enhancing brand perception and driving customer engagement to gaining a competitive advantage and increasing conversion rates, the benefits of prioritising UI/UX design are clear. At JTB we see this as one of the most important investments in thoughtful and user-centric design practices. In doing so, businesses can not only meet the needs of today’s users but also anticipate and adapt to the demands of tomorrow’s digital landscape, ensuring long-term success and sustainability.

We’d love to talk about how investing in UI & UX can have a significant impact on your business’s future success.

Contact us for more information or reach out [email protected] to arrange a chat.