UX Design - jego rola w biznesie
Awareness of the usefulness of User Experience Design (UX) is steadily growing. More and more people are realizing that UX and its various areas (such as UX Writing, which we discussed HERE) are not just a "trend" but a conscious and responsible approach to building products, websites, and... strategic advantages.
Many companies still underestimate the role of UX. Most often, these are well-established firms with a long tradition in the market. They frequently dismiss the importance of a systematic approach to designing user experiences. They maintain the belief that investments in UX are costly and do not deliver direct or easily measurable financial benefits. Their focus remains primarily on short-term profits. In doing so, they ignore the fact that well-designed UX impacts long-term customer loyalty. Moreover, it increases profitability and reduces the need for expensive changes in the future. In such organizations, it is particularly difficult to convince management to invest in areas where results are neither immediately visible nor easy to measure—such as improving user satisfaction or enhancing product usability.
In business, there is still a prevailing perception that the UX design process is abstract and subjective. Many people believe it is difficult to establish clear success criteria within it. Meanwhile, the business world is dominated by a data-driven approach and measurable outcomes. For this reason, the lack of immediate and quantifiable UX results often leads to it being perceived as less important. As a consequence, some companies fail to recognize that user experience design can generate real and lasting profits. In reality, it is UX that enhances customer satisfaction, increases engagement, and strengthens brand loyalty. As a result, investments in UX can yield tangible financial benefits and build a competitive advantage.
UX and its impact on business outcomes – examples
Walmart, one of the largest retailers in the world, focused on user experience (UX). The company decided to redesign its website and mobile application. The goal was to create a shopping platform that is more intuitive, personalized, and convenient. Key changes included simplifying the purchasing process, improving product search, and introducing recommendations tailored to users. Thanks to this, Walmart aimed to increase customer engagement and boost sales.
The results quickly proved positive. Online sales increased significantly, and customer satisfaction improved. Easier and more convenient shopping translated into tangible business benefits. This shows that well-designed UX supports both user needs and organizational goals.
Podobną drogą poszedł On the other hand, Bank of America redesigned its online banking platform, emphasizing simplifying and personalizing the user experience. The 'Keep the Change' initiative significantly increased customer engagement and satisfaction by rounding up transactions to the nearest dollar and transferring the difference to the customer's savings account. This feature not only facilitated saving money for customers but also significantly increased the number of new savings accounts opened in the bank. Bank of America strengthened its position in the banking services market by focusing on user needs and providing added value., który przeprojektował swoją platformę bankowości internetowej. Postawił na uproszczenie obsługi i personalizację doświadczeń. Jednym z elementów tej strategii była inicjatywa „Keep the Change”. Funkcja ta automatycznie zaokrąglała transakcje do pełnego dolara, a różnicę odkładała na konto oszczędnościowe klienta. Rozwiązanie zwiększyło zaangażowanie i satysfakcję klientów. Ułatwiło też oszczędzanie, co wprost przełożyło się na wzrost liczby nowo otwieranych kont oszczędnościowych. Dzięki temu bank wzmocnił swoją pozycję konkurencyjną.
On the Polish market, a similar approach was adopted by mBank, which introduced the mSaver feature. Although it works slightly differently than “Keep the Change,” it is based on a similar idea. Both services encourage customers to save regularly while making everyday transactions. The mechanisms may differ in detail, as they are adapted to the specifics of each bank. However, the business outcome remains similar—greater customer engagement and the long-term building of relationships.
Photo: Weronika Dyląg
UX in Insurance
In the insurance sector, the customer experience is often complex and burdened with numerous formalities. This is why UX (User Experience) design can have a crucial impact on a company’s success—including its financial performance. Simplifying application processes, improving user interfaces, creating intuitive online purchase paths, and ensuring easy access to policy information are all elements that significantly increase customer satisfaction.
A well-designed website or mobile application has a significant impact on the number of insurance policies purchased. At the same time, it reduces policy cancellations and strengthens customer loyalty. Personalization and streamlining of the insurance purchase process help users better understand the offer and more easily tailor it to their needs. The result is clear—more customers and improved sales performance.
Investments in UX also bring operational benefits to insurers. Modern self-service systems allow customers to manage their policies independently, report claims online, and use automated responses for basic inquiries. This significantly reduces the workload on customer service teams, improving the company’s overall operational efficiency.
Moreover, fast and efficient service builds trust at moments when the customer particularly needs support. Insurers can then better manage their resources and focus on developing new products and innovations. This, in turn, strengthens their market position and can directly translate into improved financial performance.
Examples
Lemonade: Lemonade, an insurer, utilizes artificial intelligence and behavioral data to personalize insurance offers, simplifying and speeding up the policy purchase process for customers. Through investments in UX and UI, Lemonade revolutionized the insurance purchasing experience, allowing customers to buy a policy within minutes without contacting an agent. This approach increased customer satisfaction and improved the company's financial performance, making it one of the most innovative entities in the insurance market.
AXA: The global insurance giant AXA focused on the digital transformation of its business, introducing a range of UX/UI solutions to streamline policy management and claims reporting for customers. AXA increased user engagement and customer service efficiency by developing mobile applications and portals offering intuitive and personalized interfaces. These investments contributed to increased customer loyalty and satisfaction and, ultimately, improved financial results.
ZhongAn: Chinese insurance company ZhongAn uses big data technology and behavioral analysis to offer personalized insurance. Thanks to advanced UX design, the online platform enables customers to purchase insurance tailored to their needs easily and quickly. ZhongAn's innovative approach to user experience and effective data utilization allowed the company to quickly gain a significant market share and achieve considerable financial success.
Photo: Weronika Dyląg
UX – not only for end-users
Efficiency
Investments in UX for internal systems can increase operational efficiency. For example, improving the user interface of Enterprise Resource Planning (ERP) or Customer Relationship Management (CRM) systems can significantly streamline work processes, reducing the time needed for daily tasks. This can contribute to lowering operational costs and increasing employee productivity, which, in turn, affects the company's financial results.
Error Reduction and Data Quality Improvement
Enhancing UX in internal applications can also help reduce user errors, which is crucial in financial, logistical, or data management applications. Improved data quality impacts the accuracy of analyses and business decisions, leading to better resource management, cost optimization, and increased revenue.
Employee Satisfaction and Engagement
Investments in UX can also improve employee satisfaction and engagement, providing long-term benefits for organizations. Employees using intuitive and efficient tools are more likely to be satisfied with their work, resulting in lower turnover and greater loyalty. Satisfied employees are also more productive and inclined to innovate, contributing to the company's competitiveness in the market.
Example
IBM is an example of a company that invested in UX for its internal systems and tools, significantly improving work efficiency and reducing costs. By introducing consistent design standards and focusing on user needs, IBM achieved better integration of its systems, facilitating employee access to necessary information and tools. These investments improved internal operational efficiency and strengthened IBM's position as a leader in innovation and UX design.
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