Head of Design
The question "What does a company gain by investing in design?" is gaining more and more relevance in the modern world. Everyday design is not limited to the creation of beautiful screens. In fact, design in practice seeks to solve real, everyday problems in a human way.
Yes, the world has changed and will continue to change very quickly. Technology evolves daily and the relationship between companies and consumers has changed significantly in the last few years. The customer is not just looking for a product that meets his needs or a service that solves his problem: he needs a quality experience, from beginning to end, so that he will use your product or service again. And it is exactly in this quality experience that design can help your company.
(source: DMI / Design Management Institute)
User Experience (UX) is the concept of putting the user at the center of the
development of any product or service. It is necessary to understand their pains,
needs, and context of use so that the product/service provides value, generates
good customer experiences, and meets a business need. The company needs to
work on building and maintaining the product/service so that the experience gets
Many people understand that a UI is limited to a screen of an app or website, but
the concept of UI is much broader and more complex. For example:
"Alexa, turn on the air conditioning."
Communicating with your Alexa, is a beautiful example of a user interface!
Although you use a voice command, it is still the interface you use to interact with
a product or service, just like your mouse and keyboard. They are different ways to
interact with your computer.
Despite being complementary concepts and being connected, UX and UI play
different roles in building the consumer experience.
UX Design or User Experience: is the nomenclature given to classify the customer
interaction process with a product or service, based on the available resources and
Delivering a quality customer experience is fundamental to the success of any
brand. UX is present in all stages of product construction, not just the final phase.
In the case of UI or User Interface, this is the area responsible for creating
interfaces that are friendlier, more intuitive and with as little "friction" as possible
for carrying out the task. Consequently, it impacts on the customer experience, so
UX and UI are closely intertwined.
One of the great challenges of the UI area is to uncomplicate the ways of use. This
applies especially to the product world. Have you noticed that simple everyday
objects, like the remote control, have also changed recently? They are more userfriendly and simple. That's UI!
But the User Interface universe is not only that, in fact, it is more present in your
daily life than you can imagine.
Investing in user experience and improvement points is fundamental to have a
more strategic business and aligned with the desires of your audience, besides
being an excellent opportunity to correct and avoid possible failures.
It has never been more important than now to analyze user behavior, their
preferences, and the way they act, so it is important that companies are tuned in to
these signals in order to interpret and translate their needs assertively.
You already know that it is important to have a keen eye for user experience, but
UX/UI is not just about that, it goes much further.
In order to remain competitive and active, every company needs to ensure that its
product or service is assertive. This all starts in the build journey, and UX/UI helps
to make accurate decisions, based on data, experiments, and prototypes, bringing
more solidity and security, in all stages of this development process.
The digital product market changes rapidly and the continuity of your product can
be compromised if you are not aware of the metrics, they are like a compass that
will help guide your next steps.
To help you understand more about this, we have listed the main metrics focused
on digital product development and the focus of each one, check them out:
This metric defines the average cost required to acquire a new customer. CAC is
vital for analyzing the viability of a business model and for evaluating investments
in product marketing.
Example: if your direct investments in customer acquisition total $20,000 in a
month, and you have obtained 20 customers, your CAC is $1,000 per customer.
It is important to mention that this calculation is always done considering also the
investments and new customers in the same period.
LTV or Customer Lifetime Value (CVT), is the value your user provides during the
entire period he or she is a subscriber or user of a product. This metric is the key to
measuring the financial value of each customer.
Customer Success and Customer Support directly influence this metric. The more
satisfied a customer is, the more likely they are to remain a loyal customer.
The Cancellation or Abandonment Rate, shows the number of people that
are no longer frequent users or subscribers of a digital product. Understanding the
impact of this metric on the financial health of your company will make all the
difference to keep it profitable and strong in the market for a long time.
The first step is to define a time period for the calculation, it can be annual, halfyearly or monthly. This way, you will have the churn based on a certain defined
Churn = (customers who cancelled)/(customers at the beginning of the month) x 100
NPS is a very traditional metric with the purpose of measuring how satisfied users
are with your digital product, functionality or service.
There are a number of other metrics such as MAU (monthly active users) and
DAU (daily active users), ROI, Bounce Rate, app shop ratings and many others. Each
product or service has a specific tracking need.
Now you know how data can guide your business decisions in a strategic way,
avoiding mistakes and boosting the positive results of your company.
Don't just stay in theory, it is important to put this knowledge into practice so that
you reap all the benefits of investing in Design in the whole process of developing
digital products and services.
Read also: How can Quality Assurance help in digital product development?
Increase in conversion
When all stages of the purchase journey are well developed and tested, this boosts
the chances of purchase for those who do not yet know your brand and increases
the loyalty of customers who have already had positive interactions.
Better shopping experience
This is one of the goals of any brand, to improve the user experience throughout
their buying journey, so it is important to invest in creating a digital environment
that enhances their chances of conversion and loyalty.
There is no better advertising than customer satisfaction, so it is important to offer
an experience that conveys quality and trust. When the user is satisfied, the
connection with the brand becomes even stronger.
Strengthening of the brand
When a company demonstrates concern with the experience of its clients, it ends
up generating a great approach with the public, which becomes a differential.
In the digital context, offering a good customer experience generates feedback that
can affect your reputation negatively or positively, especially because in recent
years, several platforms have focused their credibility through recommendations.
You may have already noticed that it is possible to rate the food of a restaurant, the
transport service by app and so many others.
To ensure your customer has a quality experience, it's important to consider UX
and UI Design work, both are vital to the success of your brand.
As you may have noticed, it is essential to invest in a humanised, personalised, easy
and simple experience. That way, in addition to creating a potential connection you
ensure the continuity of your brand.
There is no way to create a successful journey without putting the user at the
centre of decisions. levvahas a team of experts with extensive expertise in UX/UI
projects. Talk to us and learn how we can help your company!
Working here is different, only those on the inside know what it is like, and the outsiders are nuts to know all about it. In order to build a great business you need great people. Want to be part of an amazing team? Explore our jobs spots.