Business-centric UX and customer-centric UX are two different ways to approach user experience design. Each of these methods has its own strengths, and by combining the strengths of both methods. You can create an optimal user experience that leaves both your customers and your business highly satisfied with the end result of your UX design process. Let’s take a look at how each method differs from the other, as well as how they complement one another to create the most effective UX possible in any project.
What is User Experience (UX)?
User experience (UX) is a term used in digital product design to refer to a person’s emotions and attitudes about using a particular product or service, with the goal of improving the user’s satisfaction with the product or service.
A person will have different UX when using an app for work, than they would if they were using that same app for personal use. For example, a business app might be focused on making it as easy as possible for a person to get their job done. For example, if you’re using your company’s emailing system and you type Hey Jack into the subject line field instead of Hello Jack it automatically fills out the recipient address so you can continue typing Hey Jack into the body message box.
The logic behind this is that most people who are working for their company are not interested in wasting time trying to figure out how to fill out an email. They want it to be as quick and efficient as possible. On the other hand, a personal emailing app may allow you to fill out both fields at once. Because there’s no set standard like there would be at work. It also assumes people want to spend more time crafting messages rather than simply getting them done quickly.
Goals of UX
So which do you prefer? An interface that was designed with you in mind and makes it easier for you to achieve what you’re trying to do? Or an interface designed with someone else’s needs first? One of the goals of UX is to make the user feel comfortable enough to explore and learn. If something isn’t broken, why fix it? And if something does need fixing, why change it unnecessarily? If it ain’t broke don’t fix it right? Why add unnecessary bells and whistles just to say you did? Keeping things simple helps users find what they’re looking for faster.
What some companies forget though, is that keeping things simple doesn’t necessarily mean staying the same. Keeping things simple means optimizing and finding ways to improve while retaining the original intent of simplicity. When UX designers focus on optimizing from the customer perspective. Rather than from their own point of view, customers are happy and sales increase!
Do you prefer interfaces that are designed for you and make it easier for you to achieve what you’re trying to do? Or interfaces designed for others that may waste your time? Simple designs have many advantages including helping users find what they’re looking for faster, increasing sales and providing a sense of delight.
What is Business-Centric User Experience?
Business-centric user experience is a type of design that focuses on the needs, goals, and tasks of the business or organization first before considering the needs of the customer. This type of design can be counterproductive to creating a positive customer experience. Because it ignores their feedback and requirements during the design process.
Additionally, this type of UX fails to consider how customers will actually use the product in order to best meet their needs. Therefore, customers are more likely to abandon the product. Finally, this design approach puts more emphasis on monetization. Than usability by limiting features with costs rather than utilizing what works best for the customer.
Streamlining the Workflow
We are all about streamlining the workflow for your business. Especially when it comes to customer experience. With a custom UI design that is driven by data-driven analytics. We can make sure that you’re in touch with what matters most to your customers – their needs.
One way we do this is by making sure that the design of your site aligns with what visitors expect from a typical website in their field. So, if they visit an airline’s website, they want to find flight schedules and prices. If they go to a movie theater’s site, they want the latest showtimes. You get the idea!
With our expertise at designing user interfaces for small businesses like yours. We have seen firsthand how much time and money these best practices save companies on marketing costs. Because more people end up purchasing as opposed to getting frustrated looking around on a confusing interface that doesn’t cater to their needs.
In short, your customers will be happier because the content is easier to find and the overall layout will be clearer for them. Not only does this lead to a better customer experience. But also leads to less downtime for you which means more profit!
How do Businesses Create Excellent Business-Centric User Experiences?
Some businesses are better at creating a customer-centric user experience than others. In order to create an excellent business-centric user experience. You need to not only be aware of your customers’ needs. But also know how they want to be approached so they feel like they’re being heard. If a customer is constantly seeing ads for products that they don’t want or aren’t their style. It’s likely that the advertising campaign won’t be successful.
On the other hand, if someone feels like they have been treated with dignity and respect while browsing the store’s website. Then it will likely lead to more sales. Another great example would be when you visit a restaurant and there are two servers who ask if you’re ready to order. One says I’ll go grab some menus while the other says What can I get started for you? How many times has this happened to us? It can make all the difference in the world because one person might enjoy feeling like they’ve made a decision on their own and another person might enjoy feeling appreciated. There are a number of different ways to establish a company-centric user experience.
A lack of consideration for these different types of experiences can hurt customer satisfaction. Which leads to decreased profits and the potential loss of future clients. Creating an exceptional business-centric user experience may be difficult due to outside factors. Such as budget limitations or other projects demanding attention. But focusing on what matters most will always produce results.
When Should You Use Business-Centric Approach in Your UX Design?
A business-centric approach to UX design can help you provide a more personalized experience for your customers. However, if the goal is to create a product or service. That will be used by many people, then a customer-centric approach may serve you better. There are also some potential downsides to business-centric UX design. For example, it might not suit everyone’s needs in terms of workflow efficiency or personalization preferences.
On the other hand, customer-centric UX design often requires less user effort than does designing for yourself. It’s worth thinking about which approach suits your specific situation best. Which approach is right for you? It really depends on what your goals are as an organization, who your target market is, and how much control over the final output you want to maintain.
If your goal is to have one product tailored to your audience (e.g., a dating app). Then the customer-centric approach would likely work well for you. But if you are building an application that will appeal to many different audiences (e.g., Evernote). A business-centric approach may be the better way to go.
When Should You Use Customer-Centric Approach in Your UX Design?
A customer-centric approach to UX design means that you need to think about the needs, wants, and limitations of your customers as a major part of your planning process. For example, let’s say that you’re creating a web app for an event planner who manages multiple events at the same time. This is a customer with many diverse needs – they need to be able to update their schedule in real time, delegate tasks, communicate with other users they’ve hired, etc.
A business-centric approach might mean that you focus on features like calendar management or task delegation. Because those are specific features your company provides. But it would miss the important function this customer has for having multiple calendars.
In this case, it might make more sense to focus on providing tools and information related to managing multiple calendars rather than just one calendar.
When should you use customer-centric approach in your UX design?
You should consider this kind of user experience when there is a large diversity among your target market. If, for example, your product were targeted to two different audiences (say high school students and teachers). Then designing from both perspectives will provide you with greater insight into how each group uses your product differently. With a customer-centric UX strategy, you can give each audience what they need without diluting the product to serve everyone equally. On the flip side, if you go through with a business-centric strategy instead. You’ll have to cut back certain features for one audience or another. Which may frustrate your target market and lead them away from your product.
When deciding whether or not to incorporate customer-centric UX strategy into your design process. Keep in mind that a business-centric approach saves time and money by focusing on what’s easiest for your company.
However, sometimes investing more upfront costs up front can save significant costs down the road by building an intuitive interface with custom features designed around your customers’ needs. As your UX designer, you want to ask yourself these questions before determining if a customer-centric approach is best for your project:
1) What’s my goal? 2) How much time do I have? 3) Is this a new product or am I making changes to an existing one? 4) What are my resources and budget constraints? The answers to these four questions can help you decide whether or not incorporating customer-centric UX strategy is best for your product.
How to Balance Business-Centric UX with Customer-Centric UX?
The first step to balancing business-centric UX with customer-centric UX is to know the difference between the two approaches. Business-centric UX focuses on providing a good user experience for the company’s needs. While customer-centric UX aims to provide a good user experience for the customer.
The second step is to consider how each approach will affect your customers’ experiences. With customer-centric UX, you might need more upfront investment in research to better understand your target audience. So that you can use their feedback throughout the design process. You’ll also need to invest in tools that make it easier for customers to leave feedback about your product or service.
On the other hand, if you want to focus more on satisfying the company’s goals than those of the customer, then business-centric UX might be right for you. But remember that this approach may come at the expense of reducing customer satisfaction levels. For example, if your goal is to reduce customer churn rates by cutting features from a popular software package. But most customers are frustrated by these changes, then you’ve sacrificed long-term profits for short-term gains. And once you start making decisions based solely on business metrics. Without considering the overall customer experience, your products and services will begin to suffer as well.
How do you balance business-centric UX with customer-centric UX?
It all depends on what’s important to you: the success of your company or the happiness of your customers. The third step is to think about which approach would be best suited to your situation. Is there an opportunity to innovate in order to disrupt the market, or does everyone already have access to the same information and knowledge? Will your potential customers care about aesthetics, branding, or usability when making their purchase decision? Or are they only concerned with price tags and speed of delivery time? Are you looking for increased efficiency or increased engagement through gamification mechanics like loyalty points?
The final step is execution. While both approaches require hard work and dedication, it’s worth taking the time to identify where your business falls on the spectrum between corporate centricity and customer centricity. Which one represents the values you want your brand identity to reflect? Which one reflects the reality of your current environment?
Once you’ve answered these questions, then you’ll be ready to decide which approach should guide every part of your user experience design strategy moving forward.
Business-Centric UX or Customer-Centric UX: Which Is the Winner?
User experience (UX) is a fundamental aspect of any business, with UX defining as the person’s perceptions and responses that result from the use or anticipated use of a product. One of the most significant differences between these two types of user experience is in how they prioritize customer needs over business needs.
Business-centric UX prioritizes company needs first, with customer satisfaction coming secondarily; customer-centric UX focuses on customer success first and business success secondarily. A key difference between the two types of UX is how each one balances customer service with market share.
Business-centric UX only cares about market share
Customer-centric UX seeks to maximize both, while business-centric UX only cares about market share at the expense of customer service. In terms of overall impact on society, there are many pros for each type but only one big con for each type. When it comes to business-centric UX. The main pro is its efficiency when it comes to short-term financial gain by putting customers last.
On the other hand, its main con is how much easier it can be for companies to put their profits before their customers’ interests. For customer-centric UX, its main pro is how caring this type of UX appears in light of recent scandals related to not caring about customer needs. Such as Wells Fargo’s fake accounts scandal and Uber’s sexual harassment scandal.
Its main con is how difficult it can be to maintain long-term customer relationships. If companies constantly focus solely on short-term gains. When deciding which type of UX is better for your company. You should weigh out the pros and cons and figure out what will work best based on your specific industry and what you value most in your personal life.
If short-term profitability is more important than anything else, then business-centric UX would be right for you. If customer service is more important than anything else. Then customer-centric UX would be right for you. With all things considered, customer-centric UX seems like the better option.
A Quick Wrap
On the surface, it might seem that business-centric user experience is the way to go because it will yield more favorable results for your company. But in reality, customer-centric user experience can be beneficial as well. It all depends on what your needs are and how you plan on using this information. For example, if you’re a startup trying to make a name for yourself and win over investors. Then going with business-centered UX might be best since their opinions are critical to success.
If you’re an established brand with loyal customers who come back time after time because they know they’ll get exactly what they need, then customer-centered UX might work better since these consumers don’t require outside input or feedback in order to make a purchase decision. Plus, building customer loyalty is also important for any business, so considering both types of UX strategies would be ideal.