How to balance business priorities and UX
As a designer, you are more likely to become a staunch advocate for users, putting usability and sound design practice before anything else, which is amazing.
But we have to also realize that if the business does not make money and grow, our efforts would be futile, and of course, there would be no pay.
Companies run the risk of losing customers in the long run if they only prioritize business goals at the expense of a great user experience.
However, if companies only give customers a great user experience, they risk missing out on lucrative business opportunities.
Nothing is ever good in excess, and the same is true here. The key to long-term success is providing users with an optimal user experience while maintaining focus on business goals.
THE COMPROMISE SPECTRUM: DARK UX PATTERNS VS.GREY(ISH)
Dark patterns are not white or black; it’s best to see them as a spectrum. Some have more ‘dark’ intentions than others.
An example of a dark pattern is bait and switch, where users are presented with the information they are interested in and, once they click, it changes altogether.
An example of grey patterns would be selecting the checkbox on a signup page that reads “Send me news, events, and exclusive offers” which is checked by default and expecting users to uncheck it if they are not interested.
A general rule is to fight against the extremes of the spectrum. With solutions that won’t leave customers feeling frustrated or duped, you can combat dishonest patterns like hidden fees, cloaked advertisements, and bait-and-switch.
Things to consider to create a balance between business priorities and UX
- Analyze the current position
Before you attempt to create balance, you first need to know what works and what doesn’t. Identify the benefits and drawbacks, constraints of the current UX strategy and posture, and how they influence each business element.
This will provide context for dark and grey patterns in the user experience and the business outcome in each scenario.
2. Frame UX problems as business risks.
No matter the positive results from dark patterns, they create long-term consequences that far outweigh the benefits. Bad reviews could lead to possible lawsuits that would eventually stifle business growth.
3. Become the go-to person for the team:
Approaching UX problems from the perspective of business risks puts you in a position to provide advice and bounce ideas with stakeholders and product teams to create more sustainable solutions.
4. Document UX Strategy:
Documenting UX strategy provides a shared source of truth for the team. Leverage this document to capture users’ pains and business goals. Also, include specific UX results the team hopes to achieve through the lens of the business goals.
It is also important to note that business values and UX are not antagonistic. You need an excellent product to make money.
In conclusion, ask the right questions to get the correct answers. Then you can apply the 5 Why model to uncover real issues masked in vague processes and workflows and solve root causes, not antidotes that would eventually create more problems.
Educate stakeholders about the importance of good UX in achieving business goals. Of course, there will be scenarios where business priorities do not align with good UX. In this context, consider where these issues lie in the dark pattern spectrum.
When defending UX, it is more effective to present data. Drawing insights from historical data and conducting A/B testing was necessary to uncover how these dark patterns would affect business goals.
It is effective to anchor on long-term business goals and vision when presenting your case for better UX.
