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Stop and listen to your users

Source: Phoenix UX, 8 April 2013

7 February saw Econsultancy and Whatusersdo hold an event that talked about how clients essentially understood the need for User Experience but still didn't include it within their budgets or at least didn't give User Experience enough priority and importance.

More than 1,400 digital and ecommerce professionals took part in the survey (both client and agency side) with the majority (over 90%) sighting increased sales and conversion, customer satisfaction and customer loyalty as the outcomes of conducting User Experience research. Even with these positive expectations and experiences, only 55% of respondents said that their organization currently conducts any User Experience testing.

Further more only 44% of respondents rated their organization's User Experience skills as 'excellent' or 'good', with 39% respondents stating that they only conduct user testing on major releases. Considering how important User Experience is thought to be, the above figures are alarming.

The survey also quizzed respondents on the most commonly used User Experience related methodologies within their organizations; in-person/lab user experience testing (49%), content testing e.g. MVT and A/B (48%), and remote user experience testing (34%).

When it came to mobile user experience testing the results were very interesting. When you take into consideration that Android has a penetration of 47% and iOS has a penetration of 28% it was surprising to learn that the majority focus their research efforts on iOS (smartphone 42%, tablet 33%). Only 25% tested on Android smartphones and 12% tested Android tablets.

From the results it is clear that there is a divide from what people think and understand about 'good User Experience' to actually delivering upon it for their customers.

One of the key reasons for this was that User Experience research was expensive. Lack of budget and resources were sighted as another key reason for not conducting research or only conducting 'minimal re search'.

The research also showed that 61% of companies with a turnover less than £10 million have no dedicated in-house User Experience team. Interestingly, 44% of companies with a turnover greater than £10 million also do not have a dedicated in-house User Experience team.

How do we fit into the picture? Phoenix UX was setup with the intention of making high quality User Experience research more accessible to our clients. We want our clients to be able to reach out to us with even the smallest query and know that we will give them the level of advice that would be expected from their own in house team. Being cost effective yet bringing our experience and objectivity to the table we can be an in-house User Experience team to our clients that don't have one.

Phoenix UX - Stop and listen