User experience (UX) design has been proven to be a critical aspect of digital product development that can make or break a startup’s chances of success. If the UX design is done well, it can lead to high conversion rates, customer loyalty, and revenue growth.
Despite this, early-stage startups often neglect UX design, which can lead to poor user engagement, low conversion rates, and ultimately, failure. Those are common UX mistakes early-stage startups make and can determine their future.
Neglecting User Research
Have you ever heard the phrase “know your audience”? It’s an essential principle for any business, especially startups. One of the most common mistakes that startups make is neglecting user research. In other words, they don’t take the time to understand the needs, preferences, and behaviors of their target audience. This can lead to designing products that don’t meet the needs of their users.
Neglecting user research can also hurt a startup’s business goals. According to UserTesting, companies that conduct user research are twice as likely to exceed their goals. On the other hand, companies that don’t prioritize user research might end up with a product that doesn’t meet the needs of their users, resulting in low conversion rates, high bounce rates, and poor customer satisfaction.
Take the example of Color, a startup that launched a social photo-sharing app in 2012. Despite raising $41 million in funding, the app failed after just eight months due to its confusing user interface and lack of user research.
User research is not just about understanding what users want, but also about understanding their needs, motivations, and pain points. It’s about putting yourself in their shoes and designing a product that meets their expectations.
Companies like Airbnb understand the importance of user research and conduct usability tests and surveys to improve their user experience. For instance, they introduced the “Instant Booking” feature, which allows users to book a property with just one click. This feature has resulted in a significant increase in bookings, demonstrating the value of user research in improving the user experience.
So, how can startups avoid neglecting user research? It’s simple: conduct user research early in the product development process.
Use a combination of qualitative and quantitative research methods to understand the target audience’s goals, motivations, behaviors, and pain points, and don’t forget to do usability testing before developing the interface. This will help you design a product that addresses their needs and expectations and correct usability issues early on, leading to better user engagement and improved conversion rates.
Failing to Define User Personas
One of the most common mistakes that startups make is failing to define their user personas. But what exactly are user personas, you might ask?
Well, they’re essentially fictional characters that represent your target audience, and they can give startups a better understanding of their users’ needs, behaviors, and preferences, which allows them to design products that meet their specific needs.
Here’s an interesting fact for you: according to Hubspot, companies that use customer personas have a 2-5x higher click-through rate (CTR). MarketingSherpa saw a whopping 900% increase in time spent on a client’s website after defining their personas! That’s a pretty compelling reason to start defining your user personas, don’t you think?
Take the Sonar Trade fintech case, for example. We defined their user personas early on in the development process, which helped our client prioritize essential features and create a simple, intuitive interface. This approach was key to the app’s success, and in a short period, we helped them grow from 1k to 10k active users!
On the other hand, if you don’t define your user personas, you run the risk of designing a product that doesn’t appeal to your target audience. You may think you know what your users want, but often people are biased into thinking that way and end up delivering a product that no one users because it doesn’t solve their problems.
In short, if you want your startup to succeed, defining your user personas (from real users, not made-up personas!) is a crucial step that you simply can’t afford to skip!
Overcomplicating the User Interface
Startups often make the mistake of overcomplicating the user interface by including too many features or making the product too complex, which can lead to confusion and frustration for users. This often happens because startups feel pressure from stakeholders or investors to add more features, and they forget to prioritize the user experience.
However, a complicated user interface can be a big turnoff for users, and it may result in a high bounce rate and low customer satisfaction. According to a study by Google, users consistently rate visually complex websites as less beautiful than simpler ones. And when it comes to websites, 76% of users say that the most important factor in design is “the ease with which I can find what I want.”
For instance, remember Google Plus? It had a convoluted user interface that made it difficult for users to navigate and use. As a result, the social media platform failed to gain traction and was eventually shut down in 2019 after failing to compete with other social media platforms like Facebook and Twitter.
On the other hand, startups like Slack have made simplicity and ease of use a priority in their user interface design. The messaging app’s clean and intuitive interface has made it a popular choice for businesses, and it has contributed to its success. Slack’s focus on simplicity shows the value of prioritizing the user experience in product design.
So, what can you do to avoid overcomplicating your product’s user interface? Find a balance between including enough features to meet your users’ needs and keeping the design intuitive and easy to navigate. Use clear and concise language for instructions and avoid using jargon or technical terms that might be unfamiliar to your users. Test your product with real users to identify any areas of confusion, and refine your design based on their feedback. A simple and intuitive user interface will lead to better user engagement and increased conversion rates.
Ignoring Feedback
User feedback is a goldmine of information for startups looking to improve their product and user experience.
A Microsoft study found that 90% of users are willing to provide feedback if it results in a better product. Companies that listen to customer feedback and incorporate it into their product design have a 10% higher customer loyalty rate, according to Forbes.
For instance, Twitter has continuously incorporated user feedback into its product design, resulting in improvements such as the “Retweet” button and the “Twitter Polls” feature. This approach has contributed to Twitter’s success and continued relevance in the social media landscape.
Ignoring feedback can lead to a product that doesn’t meet the needs of its users.
To avoid this mistake, it’s important to actively seek out user feedback and use that information to improve your product. You can use surveys, user testing, and feedback forms to collect user feedback regularly. Analyze the feedback and use it to identify areas for improvement in your product. Act on the feedback and make necessary changes to improve your product.
Remember, user feedback is a valuable source of information that can help you create a product that resonates with your audience. By incorporating user feedback, you can create a better user experience that will lead to better engagement and increased conversion rates.
Not Prioritizing Accessibility
Prioritizing accessibility in UX design is critical to ensuring that products are usable for everyone, including those with disabilities. Unfortunately, many startups fail to prioritize accessibility, which can exclude a significant portion of the population and limit their product’s reach.
Did you know that 15% of the world’s population, or around 1 billion people, live with some form of disability, according to the World Health Organization (WHO)? That’s a lot of people who could benefit from a more accessible product.
Unfortunately, a study by WebAIM found that 98.1% of websites have at least one WCAG 2.0 failure, which means that they are not accessible to a significant portion of the population. This just shows how much work needs to be done to make products more accessible.
On the other hand, startups like the Ride app recognized the importance of accessibility and designed their product to include people with disabilities. The app’s features were specifically designed to meet the needs of its users and provide a seamless user experience. This approach resulted in the app’s success, which was acquired by Uber in 2016.
To prioritize accessibility, it’s essential to design products that are compatible with assistive technologies, such as screen readers and captioning for videos. High-contrast color schemes and clear, concise language can also improve readability and make products more accessible. Testing products with users who have different abilities and incorporating their feedback can also identify areas of improvement.
By doing so, startups can improve their user experience, increase customer loyalty, and reach a broader audience. In today’s digital world, designing products that are accessible to everyone is not only the right thing to do but can also be a competitive advantage.
If early-stage startups want to increase their chances of success, they need to prioritize UX design.
Startups can achieve this by conducting thorough user research, defining user personas, keeping things simple, actively seeking user feedback, and prioritizing accessibility.
Investing in UX design is not just a matter of aesthetics (although very important too), it is a matter of business success. A well-designed UX can increase customer retention, user engagement, and conversion rates. That is also backed by real-world examples of startups that have successfully implemented UX best practices, especially if it’s done since the beginning.
So, if you want your startup to succeed, make sure you invest in UX design from the start.
EN_US
PT-BR