From Poor UX to Increased ROI: A Step-by-Step Guide to Advocating for a Website Redesign
How I Could Have Advocated for a UX-Driven Website Redesign at a Traditional Publishing Company
Based on my experience working at a traditional Nigerian publishing company with a poor online presence, I identified problems with the website’s user experience (UX) that affected sales. I also proposed a five-step plan for advocating for a UX-driven website redesign. By following these steps and providing concrete evidence and examples, I believe that a redesign could have enhanced the company’s online presence, increased sales, and achieved its bottom-line objectives.
I wrote a blog post a while back about the need for better user experience design on traditional publishing houses’ websites. Now that I know better, I would have advocated different solutions. The purpose of this post is to reflect on “what I could have done.”
A lot of traditional companies are slow to embrace current trends, especially digital transformations.
But how do you convince your boss, who might be reluctant to change or invest in something new, that UX is important and worth it? How do you persuade them that redesigning the website is not just a nice-to-have, but a must-have? How do you persuade them that UX matters and that it can have a positive impact on the company’s bottom line? How do you overcome their resistance to change and their scepticism about the value of UX?
User experience design involves creating a user interface that is easy to use, aesthetically pleasing and meets the needs of the user. It can significantly impact a business’s bottom line by increasing customer satisfaction, retention, and sales. A well-designed user interface can also reduce the cost of customer support by making it easier for customers to complete core tasks, such as checkout or finding information.
User experience writing is another critical component of user experience design. It involves creating clear, concise, and human-centred content that guides users through the website or mobile app. User experience writing can significantly improve the user experience by making it easier for users to understand how to use the website or mobile app, and it can also increase customer satisfaction.
Many successful companies have recognized the importance of user experience design and user experience writing. For example, Apple is well-known for its focus on user experience design, which has helped them become one of the most successful companies in the world. Airbnb’s redesign increased user engagement by 30%, and their revenue by $1 billion. Google’s redesign of its search results page increased clicks on ads by 18%.
In my role as the digital marketing executive for an impressive Nigerian publishing company, I once faced the challenge of increasing its online presence, despite having a great lineup of authors and high-quality print products.
As a newly hired member of staff, I noticed that the company’s website and mobile app had a poor user experience (UX) that negatively impacted sales.
Looking back, I wish I had advocated for a website redesign by drawing parallels between better UX and increased sales.
Using examples and expert opinions, I will describe the steps I could have taken to advocate for a UX-driven website redesign.
Step 1: Identify the issues
The first step in advocating for a redesign was to thoroughly analyse the company’s website and mobile app. This would have identified the specific issues that hindered usability. In this case, I observed:
- Difficult navigation
- Ineffective search functionality
- Unappealing UI with a dark theme
- Lack of accessible customer care services
- Content that wasn’t clear, concise, or human-centred
These issues, among others, resulted in a decline in sales on the website. This was despite the excellent quality of the books and the authors’ reputation.
Step 2: Conducting Research and Gathering Evidence
To convince the company’s decision-makers, I would need to present evidence that supports the connection between effective UX design and increased sales.
To show the importance of UX, I would have collected data about our website’s performance. In this instance.
- Conversion rates were low, with many users abandoning their carts
- The bounce rate was high, indicating that visitors were quickly leaving the site without engaging
- Negative customer feedback highlighted the website’s poor usability and lack of helpful content
Research conducted by Forrester shows that companies that invest in UX design can see a return on investment (ROI) of up to 100 times their initial investment. Additionally, a study by Accenture found that 75% of users would leave a website if it took too long to load, and 88% of users would not return to a website after a bad user experience. These statistics demonstrate the importance of user experience in attracting and retaining customers.
Examples of successful website redesigns, such as the New York Times and MailChimp, demonstrate how improved UX can lead to increased user engagement and revenue growth.
Step 3: Presenting the Case for a Redesign
Armed with evidence and examples, I could have presented my case for a website redesign to the company’s management. I would have emphasised the importance of effective UX design in achieving the company’s goals and demonstrated how a redesign could:
- Increase sales by simplifying the checkout process
- Boost user engagement by making the website more visually appealing and easier to navigate
- Enhance customer satisfaction by offering easy access to customer care services
- Improve the company’s reputation by providing clear, concise, and human-centred content
Step 4: Quoting Expert Opinions
To further strengthen my argument, I could have cited expert opinions on UX design. For instance, Don Norman, a pioneer in UX and author of “The Design of Everyday Things,” states that “[effective design] is actually about how the product works, how it functions, how easy it is to use, and how it fits into people’s lives”.
Furthermore, according to a study by the Nielsen Norman Group, “on average, every dollar invested in UX brings 100 dollars in return.”
Step 5: Proposing a Plan of Action
With a solid case for a redesign, I would have proposed a plan of action to the company’s decision-makers. This plan would have included:
- Hiring a UX design agency or assembling an internal team of UX designers, writers, and developers
- Conducting user research to better understand the needs and preferences of the target audience
- Implementing best practices in UX design and writing to address the identified issues
- Regularly testing and iterating the design to ensure continuous improvement
Three examples of successful website redesigns
- Airbnb: In 2014, Airbnb redesigned its website to provide a better user experience for its customers. The redesign included a new homepage with larger photos and more prominent search functionality, as well as a new search results page that provided more detailed information about each listing. The redesign resulted in a 30% increase in user engagement and a $1 billion increase in revenue.
- Slack: In 2019, Slack redesigned its desktop and mobile apps to make them faster and more efficient for users. The redesign included a new navigation bar that made it easier for users to switch between channels and direct messages, as well as a new compose button that made it easier to start a new message. The redesign resulted in a 10% increase in daily active users and a 7% increase in messages sent per user.
- The Guardian: In 2018, The Guardian redesigned its website to provide a better user experience for its readers. The redesign included a new homepage that provided more personalised content recommendations, as well as a new article page that made it easier for users to navigate through long-form articles. The redesign resulted in a 60% increase in time spent on the website and a 150% increase in article shares.
Additionally, I would have provided management with examples of publishing companies with great user experiences, and why I believe that is the case:
- Penguin Random House: The Penguin Random House website has a clean and plain design that makes it easy for users to find and purchase books. The homepage features a prominent search bar and a list of new releases, bestsellers, and recommended reads. Users can also browse by genre or author, and the website provides helpful information about each book, such as the synopsis, author bio, and customer reviews. The website is also optimised for mobile devices, making it easy for users to purchase books on the go.
2. Scholastic: The Scholastic website is designed with children in mind, making it easy for young readers to find and purchase books. The website features bright colours, playful graphics, and interactive elements, such as quizzes and games. Users can browse by age group, genre, or series, and the website provides helpful information about each book, such as the reading level and Lexile score. The website also includes resources for teachers and parents, such as lesson plans and reading guides.
3. Barnes & Noble: The Barnes & Noble website is designed to provide a seamless shopping experience for users. The homepage features a prominent search bar and easy-to-use navigation menus, making it easy for users to find and purchase books. The website also includes helpful features, such as a wishlist, customer reviews, and recommended reads. Users can also access their Barnes & Noble membership benefits, such as free shipping and exclusive discounts.
In conclusion, advocating for a UX-driven website redesign at a traditional publishing company may be a challenging task. However, by following these steps and providing concrete evidence and examples, I believe I could have made a compelling case for redesign benefits. I gave examples of companies that are able to attract and retain customers, increase sales, and achieve their bottom-line objectives by prioritising user experience design and user experience writing. By investing in better UX, the publishing company could enhance its online presence, increase sales, and achieve its bottom-line objectives.
I realize that I could have taken a more proactive and assertive approach in advocating for a better user experience for the publishing company’s website and mobile app. Moving forward, I will strive to gather more data and statistics to support my arguments, provide more concrete examples of successful redesigns, and emphasize the importance of user experience design in achieving business objectives.
