Too often do we find ourselves attracted to a thought-provoking ad, only to be prompted to an app that has a poor user experience, wasting your time and leaving a bad taste in your mouth for that brand who failed to deliver on the promise. This is the result of a business placing value in the wrong areas, with a good UX designer only engaged when the bounce rates and low engagement crying out for attention. If you are about to launch your app or hoping to revitalise your existing one but are unsure where to put the budget - let’s discuss why a good UX designer is your best marketing asset.
They have their finger on the pulse
UX designers will ultimately be the only ones actively testing and learning in the market, riding out trends and deciding the direction that apps take in the present and in the future. This is one almighty responsibility to place on the shoulders of a poor or even average UX designer, and might even decide the fate of the success of your app. Do you want your app to be designed by someone who understands your competitor’s app, or the one who can poke holes in their design because they produce a higher-performing user experience?
Because your marketing won’t matter if your reviews and downloads aren’t there
There are a number of ways that smart marketing plans can capture the attention of your ideal audience, but that doesn’t mean they will hang around and endure a poor UX design once you have prompted them to download. Hiring a good UX designer will actually do the heavy lifting for you, resulting in a lower cost per conversion as the uptake will be stronger. Reviews are another defining success parameter as it is what your future users are going to be reading before they make the choice to interact with your app, and you don’t want them to look out for the errors so many included in their scathing reviews. Once again, if positive reviews are in high supply you might again be able to reduce your marketing spend with the organic app store ranking naturally prioritising the place.
You’re creating an experience, not just a service
When you imagine users downloading and engaging with your app, you probably romanticise that encounter to be one that is a positive and memorable experience. Unfortunately, most apps just are what they are, which does make special ones so much more enjoyable when they come around every so often. A good UX designer will push past convention and challenge you to see your idea through another lens, and it might even benefit other areas of your business if you implement their expertise. You only get one chance to launch your app and make an impact, so prioritise this process with a great design from the start.
You are getting so much more than a ‘good UX designer’
As is the case with more creative leaders, you are tapping into more than just their core craft. The same goes for a good UX designer, as they will also have a wide knowledge of photography, copywriting, SEO and all those pieces that come together to create a truly seamless journey. They will also have a number of contacts that they might also be able to connect you with, as well as an impressive portfolio that you can take a look at and play around with some existing concepts to see if they work for your app design. When you invest in a good UX designer, you are tapping into more than the scope of the project, but their advice and learnings that have earned them this reputation.
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In an ideal world, you have a great app and a huge marketing budget to share it with the masses, but this isn’t always the case. If you need to achieve some sort of trade-off to get your app to market, make sure it doesn’t cut a good UX designer from the project.
