Rough Patch? Tap Into UX Design Principles for Better CX


You may not need a business in the metaverse, or a TikTok presence, but how can you know where you really need to invest for your customers?

The speed of change is breakneck in modern business. Your customers’ preferences and needs change. Your differentiations, opportunities and safety net in the competitive landscape changes. Trying to stay in front of the next big thing is overwhelming and exhausting, and to be frank, makes people act stupid.

Chasing change, you may question, “do I need a spot in the metaverse? Should I create an NFT? Do I need to be on TikTok? I really need to be on TikTok.”

For many businesses, it’s a resounding “No.” You don’t really need to be on TikTok. Unless of course, your customers are engaging on TikTok, gaining product inspiration from TikTok or having their needs met by TikTok.

You may not need a business in the metaverse, but how can you know where you really need to invest? It’s simple, really. By implementing a strategic user experience (UX) practice, you’ll gain insights to continuously improve customer outcomes (across channels and interactions) and reveal opportunities for greater impact and profitability for your business.

You’ll incrementally evolve to give customers greater value and a smoother experience, while gifting yourself the data-informed confidence to make sound decisions and take tempered risks.

Quick Recap — What Is UX Strategy?

User experience (UX) strategy is the intentional practice of analyzing user behavior and outcomes and putting together a plan of action to improve those outcomes, through improved design, messaging, testing or other factors. The best UX strategies tie directly to business goals, like increasing conversions or reducing customer churn.

Ultimately, UX strategy is a cycle of using data and user research to understand what customers need and where they’re challenged and making incremental improvements to guide their behavior and elevate their overall experience.

Related Article: Most Prominent Psychological Principles That Govern Product Design

Why Is UX a Critical Investment?

Elevating your customers’ UX cements brand loyalty and customer retention.

Just think of your own experiences. When you easily find the perfect gift on a website, check out smoothly, receive the expected item without hiccups — or get great, responsive customer service for any hiccups — you’re much more likely to shop from that site again. The same goes for a movie you loved — you’ll watch the sequel; or that perfect margarita — you’ll enjoy a second round.

It’s not just feel-good. Investing in great UX to drive loyalty has a direct impact on your bottom line; 32% of customers said they’d stop doing business with a brand they loved after just one bad experience, and 73% said experience influences their purchasing decisions.

User experience research and design uncovers:

  • Customers’ issues and needs
  • Actionable steps to fix and meet them
  • Profit in way of improved conversions
  • ROI by driving maximum value from your investments

Ultimately, UX reveals opportunities to better connect, persuade and guide customers to take desired actions.

Related Article: Let Experience Design Be Your Competitive Advantage in 2022

Control Your Destiny With Strategic UX

Modern business is highly temperamental and interconnected, and much of it you cannot control.

You cannot control shipping container, materials or trucker shortages, international tariffs and other supply chain issues. You cannot control the Great Resignation or a competitive labor market. You cannot control inflation and consumers’ resulting wallet tightening.



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