Whenever I tell someone I’m an aspiring User Experience designer, I’m often met with puzzled looks and questions about what UX is and the role it plays in a company. UX design may not be as widely recognized as other business functions, but it’s essential. Early in my studies, a quote that stuck with me captured the subtlety of great design:

“Good design, when it’s done well, becomes invisible. It’s only when it’s done poorly that we notice it.” — Jared Spool

But while users might not always recognize the impact, businesses that invest in UX research certainly do. When companies take the time to understand their users through research, the rewards are clear: higher customer retention, improved conversion rates, and a more loyal customer base.

How UX adds value

Companies that prioritize UX research gain a deeper understanding of what users actually want. This means they’re able to design products that aren’t just functional, but enjoyable to use. The result? Happier customers, stronger brand loyalty, and increased success. Investing in UX helps businesses turn ideas into products that people love — and keep coming back to.

The cost of ignoring UX

On the flip side, when companies don’t invest in UX research, the results are often frustrating for users. Outdated designs, confusing workflows, and clunky interfaces can drive customers away. Poor UX leads to lower user adoption, higher customer support costs, and worse yet, increased churn.

I like to think about it this way: if two companies offer the same service, but one has a user-friendly, enjoyable experience and the other is difficult to use, which one will customers choose? Time and time again, research shows that people value experiences over just services. It’s not just about solving a problem; it’s about how enjoyable the solution is. And that’s where UX gives companies a competitive edge.

Revealing the value of UX

One of the challenges for designers is getting businesses to take UX seriously. Because it’s a relatively new field, UX is often seen as “nice to have” rather than essential and can be the first thing cut when budgets get tight. However, designers can demonstrate the tangible impact of UX with data. Metrics like increased retention, reduced customer service costs, and higher conversion rates provide solid evidence of UX’s value.

As I continue my path in design, understanding the value of UX will be key to my success, as it will allow me to advocate for its importance within companies. The lessons I’m learning now about the business value of UX will guide me as I aim to design experiences that are enjoyable and drive meaningful outcomes for businesses.