How to Introduce UX as a Competitive Advantage to the C-Suite
UX feels like one of those terms that is suddenly a buzzword in the world of digital products and design. Despite actually being around for decades, UX is becoming more popular for a reason. It cuts costs, builds a presence, and, ultimately, creates an effective customer experience.
Unfortunately, those at the C-Suite level don’t always see things the same way, and it can be hard to get them on board with UX. To some executives, the design is just another unneeded expense, and the benefits aren’t apparent. Let alone being willing to invest in hiring a good UX designer to shake things up.
Some of the most successful companies in the world are design-driven companies. So, why isn’t there as much focus on UX design as there should be? The blunt truth is, the C-Suite just doesn’t understand. This doesn’t mean introducing UX is a lost cause, however. There are ways to show the bosses the importance of UX, and let them know how much of a competitive advantage it is.
Here’s how.
Talk in a relatable way.
The moment anybody starts talking about a topic we don’t understand, we switch off. The same goes for the way UX designers talk to executives about their niche.
It’s like if a tech expert starts to pitch to you different SaaS ideas. It’s a simple enough concept to understand. But instead of discussing how it can improve business processes, you were told that it employs cloud technology, RTC, and embedded APIs. It may go a little over your head.
Finding the balance between knowledgeable and understandable is important. Because you want to get people on board by letting them know what you are talking about. At the same time as actually making them understand what it is you are talking about.
Source: Bashooka
So, when it comes to talking about UX with the bosses, try to use jargon-free language. The C-suite won’t know what words like kerning or opacity mean. Instead, talk about interactions and layout. It may seem a little patronizing, but it’s better to be clear than confusing.
To stop your ideas from being rejected, speak the language of those who make the decisions. This way, when it comes to explaining why you need website maintenance or extra research, they will listen. Giving both you and the customer an overall better experience.
Think like an executive.
People at the top want one simple thing. Results.
They want more customers, lower costs, and higher income. This means your job is to show them how investing in UX will help them reach these goals. This is where you bring in facts and figures to prove your point.
For example, you may say:
“We are currently losing 25% of customers a month. By changing our UX design, I can reduce this to 10%.“
Or:
“By making these alterations to UX in this area, we can get 20% of customers to spend $100 more each week.“
It can be hard for designers to talk like this. Yet, you should be confident in presenting real statistics. Just like if the IT Head was pitching reasons why is it necessary to buy a functional testing tool.
Being specific with your points will help show that you aren’t just pulling information out of the air. And that your ideas will make a real difference to the company.
For example, If you are wondering how to start a call center in this way, the first thing you need to do is research. Look at the goals they want to achieve. Gather up as much information as you can, look at the areas you can make a difference, and put the details together.
Stick to your point and show that you are concerned about their concerns. This builds trust and proves you know what you are talking about. Remember to keep things concise, this will help your audience stay focused.
This way, you are talking to C-suite in a way they can relate to. Remember, they care about results. Presenting facts to them proves you, as a UX designer, can get the results they want. By doing this repeatedly, the heads will soon be able to see where you are coming from.
Source: Usabilla
Make the most of metrics.
Analyzing and making the most of metrics is a great way to prove how valuable UX really is to your firm. Especially if they align with the ways that the leaders think.
What this does mean is that designers should be able to turn the value of their work into numerical data. It can be hard to change from a creative to a numerical way of thinking. But luckily, The best business software analyzes data, such as Google Analytics for SEO, so we can see the results. Saving us unnecessary brain aches.
For example, setting up a task timer will help you monitor if you are achieving your time goals. It will help you show the effectiveness of your work. For instance, if a user is spending a while completing an action, this means it isn’t well designed. Meaning more money, time, and effort need to go into it to make it more user-friendly.
So, if you can show numerical data on certain points, you can prove that improving UX will drive more custom.
Take some time to figure out the places you would benefit from implementing metrics to show the boss. This will make your work more efficient and means you can pick and choose where to take numerical data from. Metrics are also a great way to learn about your customers and the way they use your site.
Use all this to report back to your boss and make a point of how UX makes a difference to the customer experience.
Remind them you can help their vision.
All leaders want to create a vision. And all visionaries want their ideas to be embedded in the DNA of a company. But these visions are not possible in a digital workplace, without the aid of a UX designer. And you need to let people know this.
How do you do this? By bringing people together from across the company to work on goals together. Using your UX design experience, you can put these ideas in place and make them work.
Source: Keyword Room
It doesn’t matter if you work for a global shoe enterprise or for a firm that focuses on scheduling software for small businesses. UX design is an essential part of reaching goals and making ideas work. It is your team that turns an idea into a real customer experience on a site. You are turning values and visions into reality by bringing together ideas. And make sure customers are having a good experience on your firm’s site.
For example, say the company’s vision is to be a happy place for every customer. To do this, the designer suggests each page should be a different color. Whilst the head of marketing thinks adding in a sales call plan examples will drive more sales. You can bring these ideas together and make them happen.
This makes you an essential part of pushing things forwards. The C-suite needs to know that none of this would be possible without you or investment in your team.
Even if you are working remotely, you can still pull together thoughts and opinions on how to improve. This can be done through a meeting invitation for video calls and online meetings.
UX knowledge is power.
Whilst the C-Suite wants to cut costs and get more custom, none of this is possible without a good website. The marketing team can go through questions like “where can I find a SaaS conference near me?“; and the content editor can make sure all the copy and content on the site is correct. However, only the UX designer can create a real experience for a customer.
You know how to use colors and pictures to draw a user in and keep them there. A good UX designer keeps a customer clicking through and exploring each page in depth.
UX gives a competitive edge simply by changing the design, composition, and color. All of this creates a unique experience for visitors. Something which keeps customers happy and increases revenue.
Source: Elevation Web
Whether you are changing the way you speak or using metrics, it is possible to show the C-Suite the importance of UX. And it’s important to do so, too. Use your visual skills to show them how vital your role is and the difference you can make to help reach their goals.
It’s up to you to change the perception of UX for your company. But with time and effort, you will get there. Soon, UX won’t just be a buzzword in the C-Suite, for them, it will be an essential part of an effective team.