As UX designers, we have come across bad UI, confusing workflow or something that is just down right frustrating to use. However, it is not always easy or straightforward to communicate these problems effectively.
Here are some of the common questions: What is the priority of these problems? What impact will we make? What do we really get if we solve these users? frustrations? So how do we then translate these UX issues into something that other stakeholder can easily understand? Here are some of the points that we have discussed on how we can better communicate UX issues to get them prioritized and fixed.
Align UX Goal into Business Goal.
We should ask ourselves, ?What do we really get in return from the business point of view?. We have to try to breakdown and align UX values, e.g. easy to use, easy to learn, with business values, e.g. more customers, higher sales, more revenue.
- 30% of the users dropout from the sign up the workflow is confusing and inconsistent with other sign up workflow. With a revamped signup flow, we are expecting to solve this problem and have 10% more people to start using our platform.
- Our employee spent 5 minutes in these tasks which should take only 1 minute. By making change to the current UI and workflow, we will save 80% of employee time which will save the company $10M per year.
- Our ad banners are not very visible and look rather like a background than an ad. From an A/B test, we found that the improved version B had 34% more click rates which will increase our revenue by 10% within the next quarter.
Build empathy for the users.?
Sometimes it is difficult for person who spends 40hrs a week thinking, designing and building the whole system to see why certain things do not work. And at times, because of the lack of information, they thought that they are the users themselves, so ?if I don?t have problem using them, then why would the users have?. The statement above shows a clash between designers and engineers but this is true for every human being. This is why it is so important that you have someone to review your work. For UX design, it is also important to hear the feedback from the users. Here are the ways that we found extremely useful to build empathy towards the users.
- Live User Testing: It is an eye-opening experience to watch users use your product with no influence. This reveals all the problems and struggles that the users have on the product and there is no better to communicate this than watching it live. This is one of the best ways to get stakeholders to recognize and understand how severe certain problems are.
- Customers Call or Proximity: Big companies have a complex organisation which sometimes make users? voice even harder?to reach. Developers continue to develop the product without knowing how many customers are calling the call center or knowing how to sign up at the website. A good way to reconnect this gap is to have a ?Customer Service Day?, which is done by involving the developers to listen to customers? complaint calls so as ?to understand their issues. Another way is to make their users sit closer to the engineers. This will allow engineers to be aware of the everyday problems that are surfacing.
Fight the perfectionist side of you. Focus on the big issue.
?If everything is high priority, then nothing is?. As designers, we have a perfectionist side in us. But it is important to not let it get better of you. A common mistake when trying to communicate is to show everything. Some stakeholders couldn?t be more careful about how certain elements are not aligned, inconsistent button size or weird usage of icon. Focus on what is really important and have high impact to the users. Like one of our friends had shared, ?You first get a buy-in to the big problems, then you just sneak in as much design perfecting fix into it later?
Treat your stakeholders as the users.
As UX designers, we always talk about the importance about the users. Treat your stakeholders as the users. Have we tried hard enough to understand what are the priority of these stakeholders, what are their value, what do they understand and what don?t they understand? Being able to speak more business might be your best bet of getting your point across.
Educate them on UX
Lastly, many people still do not really understand what UX really means. Visually Design, Graphic Design Artist, UI Design,… and the list goes on. It is important that we constantly communicate and educate people on the practice that we do in finding solution to the problem.