The Digital Experience Index recently released by Bernadette and Watermelon, digital, and research agencies, has highlighted a concerning statistic: one in three digital experiences are currently failing users. Nearly half of consumers (49%) believe that brands are not meeting their expectations with their websites and apps, and 47% struggle to find the support they need. With 60% of brand interactions now occurring online, these numbers emphasize an urgent issue that designers, developers, and brands must address. Poor digital experiences are not just frustrating; they are costly. The report estimates that inadequate user experience costs brands 8% of their annual revenue, totaling a significant £3.07 trillion ($3.8T) globally.
So, what are brands doing wrong, and how can they go beyond mediocrity to create digital experiences that truly connect with users? Leading designers share their insights on the common pitfalls, exceptional experiences that raise the bar, and what it takes to bridge the gap between functional and fantastic UX.
One of the main challenges brands face is prioritizing style over usability. Hayden Sheppard, a digital designer at Conran Design Group, notes that there is still a prevalent tendency to prioritize aesthetics over functionality. Additionally, limited budgets and time constraints often lead to neglecting UX refinement, treating digital platforms as an afterthought rather than a crucial brand element. Neglecting ongoing maintenance or improvements further compounds the issue.
Another common error is the belief that interface design alone can solve all problems. Anton Martinez and James Howard from Koto argue that a truly effective digital experience stems from various aspects within the business, not just the interface design. Many brands rely on established UX patterns to create familiar experiences, risking a generic feel rather than a unique one.
Accessibility is another critical area that many brands overlook. Jordan Sheldrick Devine, the digital creative director at DesignStudio, emphasizes that accessibility should not be an afterthought but an integral part of design. Neglecting accessibility alienates users who rely on inclusive design features, defeating the purpose of ensuring a seamless experience for everyone.
It’s essential to understand that accessibility is not just about compliance but also a competitive advantage. Brands that prioritize accessibility differentiate themselves, fostering loyalty and inclusivity. Features like high contrast modes and voice navigation benefit a broader range of users, not just those with disabilities.
Lastly, the report underscores the importance of deep and ongoing user research in digital experience design. Jamie Vaughan, the managing director at Signifly, stresses the significance of understanding end-users and gathering their feedback early in the design process through prototypes. When brands assume they understand their audience without direct engagement, they risk creating frustrating experiences rather than helpful ones. Westoby emphasizes the importance of considering the broader digital landscape when designing digital experiences, as there is fierce competition for attention from various distractions and notifications.
User research is not just a one-time task but an ongoing process that involves qualitative interviews, usability testing, and analytics to uncover both obvious and hidden pain points. Lampe stresses the need for continuous engagement with users to truly address their specific needs, challenges, and opportunities.
To create more engaging digital products, brands need to move beyond demographics and surface-level surveys. Observational studies, A/B testing, and ethnographic research can provide valuable insights into user behavior. Vaughan recommends investing time in understanding users, testing with them, and incorporating feedback into the design phase before rushing to development and launch.
The brands that excel in UX continuously refine their experiences based on real user data. By understanding user motivations and predicting potential issues, deep research ensures that digital products remain relevant, intuitive, and genuinely useful.
Despite challenges, some brands have successfully designed seamless UX, such as Monzo, Uber, and Booking.com. These brands prioritize efficiency, speed, and intuitive interfaces to drive action and address user pain points effectively.
E-commerce and subscription services like Bloom & Wild and YouTube Kids are also exemplars of best-in-class UX. These brands focus on creating seamless user journeys, strong brand voices, and eliminating dark patterns to provide experiences that are both functional and accessible.
To close the gap between good and great UX, brands must prioritize ongoing optimization, align UX with brand strategy, prioritize user research, strike a balance between function and friction, and prioritize accessibility from the start. By understanding users, designing with empathy, and ensuring digital touchpoints are both aesthetically pleasing and functional, brands can create truly exceptional digital experiences.