Written by: Anastasia Antonova, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
In a competitive startup landscape, a superior user experience can be the key differentiator. Startups that prioritise UX are more likely to stand out and attract users in a crowded market. When we talk about design, we often think about creativity which seems very distant from the tech industry. However, if we look at the leading tech companies, they all have big design teams, especially UX/UI Designers. So I want to talk more about what a UX Designer will bring to your business.
Creativity goes hand-in-hand with innovation. Design teams often use the Design Thinking framework to develop and validate their ideas. The framework consists of the following stages: Empathise, Define, Ideate, Prototype, and Test. Even though creativity is important, the job of a UX Designer is very structured, has a long discovery and research stage, and is backed up by user feedback and testing. Creativity is the key to coming up with potential out-of-the-box solutions, but it is also the UX designer’s job to make sure those solutions are viable.
A UX designer focuses on understanding the needs and preferences of users. This user-centric approach ensures that the product is designed to meet the actual requirements and expectations of the target audience.
Benefits of UX design
When a team of founders and developers reaches out me, they have an idea for an application/a piece of software, and the skill needed to build it. They then share their vision with me, and I give it structure. Sometimes, my clients have an existing application, but it’s not user-friendly and it gets in the way of work. My job is to analyse the processes and come up with the solution that will help business achieve their KPIs.
One of my projects was to improve the speed of registration of traffic accidents to under 4 min. So I had to think what would be the most efficient way to help the worker input all the information, location, close off the roads, put up new dynamic road signs, call police/ambulance, and much more. At the end the software was redesigned in a way that didn’t require much learning from new workers, and made it easy to monitor traffic accidents, and register them in the appropriate amount of time.
User-Centric Design. Oftentimes I see that a project manager or a start-up founder will have an idea and they pass that idea to their developer. Then who decides how that solution is going to look like? Who decides what features to include and where to place them in a page? There are too many applications, where certain features were placed randomly and then over time new features are being added on top and without a proper system/ hierarchy in place the whole user flow collapses, users have to spend very long time to learn to use your product. Usually, if there are similar products with better UX design, the users will go for better UX.
A UX Designer will test and validate your ideas. A UX designer will create an interactive prototype of your product much faster than it can be developed. It will work almost the same as your final product, so during moderated user testing sessions, your customers will use it as they would your final product, but if there are any areas that could be improved upon, it will be noted by an UX Designer and fixed straight away. So by the time the product goes to the developers you can be sure that each feature is in its right place.
Reduced Development Costs. It takes less time to design than to develop a product. Catching usability issues and refining the design early in the development process can save significant costs. A UX designer can help identify potential problems before they become expensive to fix, reducing the likelihood of costly redesigns.
Time-efficiency. It might take a month to create an interactive prototype and test it and it might take more than a year to develop it. By understanding user needs and priorities, a startup can focus on developing features that matter most to its users, accelerating the product development cycle.
Customer retention. Create user-friendly and intuitive interfaces so your customers will want to stay with you. The market is very saturated, so if your product is difficult to use, or doesn’t bring enough value, your customers will quickly move on to your competitors. A well-designed user experience leads to higher user satisfaction. This, in turn, can result in positive reviews, word-of-mouth recommendations, and increased user retention, all of which are crucial for the success of a startup.
Accessibility and Inclusivity: A UX designer considers accessibility and inclusivity in the design process, making sure that the product is usable by a diverse audience. This is not only ethical but also expands the potential user base for the startup.
In summary, having a UX designer in a tech startup is an investment into the long-term success and sustainability of the product. It ensures that the technology is not only functional but also user-friendly, aligning with the needs and expectations of the target audience.
Do you want a UX support for your tech start-up, who would make sure that your ideas are packed and presented in a way your users will understand and love? I have helped many start-ups and companies to stand out in the market and transformed complex business ideas into viable prototypes.
Anastasia Antonova, Executive Contributor Brainz Magazine
Anastasia Antonova is an experienced Senior UX/UI Designer who specializes in delivering innovative digital products for a diverse range of clients. She has successfully delivered user-centric designs for clients such as Novartis, Mercedes-Benz, the NHS, CBRE, and the Welsh Government. Anastasia conducts thorough competitive analysis and user research to ensure the best possible results and customer satisfaction. With a proven track record of research-based solutions in the hospitality, fintech, and e-commerce sectors, Anastasia has delivered high-end products and design systems.
