Jan 19, 2024, Design

The importance of design in a digital product

Aneta Skoczewska Business Consultant
design in digital product
Crafting a digital product is like orchestrating a symphony. It's a dance of skill, creativity, and tech wizardry, all aimed at building cutting-edge solutions that truly hit the spot for users. It's all about being a mind reader, getting under the skin of your audience, and understanding their journey as they navigate through the digital realm to reach their destination. The key to get there unharmed is a proper product design, and here are some reasons why.

Keeping your users hooked

Let’s face it, digital users are becoming a tough crowd. Not only are their expectations skyrocketing, but they’re also putting a heftier dent in your wallet to bring on board. 

  • ProfitWell has found that over the past five years, user acquisition costs have jumped up a whopping 50% for both B2B and B2C companies.

This basically means that it’s in your best interest to create a value so irresistible that people can’t help but come back for seconds. Also don’t forget about the cut-throat competition in the tech landscape, with over 525,000 tech businesses (and their associated products) in the US alone!

More revenue

McKinsey studied 300 companies to find out what’s the real worth of design. As it turned out, businesses that really brought their A-game in design practices saw their revenue, growth, and shareholder returns leap up. In some instances, it was doubling or even tripling the revenue compared to their design-indifferent counterparts! And this wasn’t restricted to only one field. We’re talking a spectrum from med tech, consumer goods, all the way to retail banking.

  • More than 40% of the companies surveyed by McKinsey weren’t really communicating with their end users during development. Just over half confessed they didn’t have an objective way to evaluate or set goals for their design team’s output.

Carving out your brand

Let’s set the scene. Imagine you’re in the early stages of your venture. You’re pretty green with not much to flaunt just yet and you haven’t built anything overly complex or super standout. And here’s the plot twist – you score clients anyway, and it’s all thanks to the top-tier design work showcased in your portfolio. Fast forward a bit, and the apps you’ve crafted are now used by industry giants.

It shows clearly that nailing product design can work wonders in establishing your brand’s street cred in your specific market.

Overview of best practices for product design

Putting Users in the Driver's Seat

Welcome to the online world, where the user is king. It’s never enough to repeat that whatever you’re building, it’s got to meet the sky-high expectations of your users. 

Concentrate on crafting products that get:

  • Who your audience is

  • What they truly need

  • The hiccups they’re running into

  • How you can help them vault over these problems

Smooth experience

We’ve all been there, stuck in digital experiences that throw speed bumps in our path. The “give us your email” form that’s not really needed, the pop-ups that seem to show up out of nowhere, or the confusing menus that make it harder to find what you’re looking for. Great product design is all about simplicity, focusing on what users need. And all they need are digital solutions that load in a snap, navigation which is easy as pie, and instructions kept crystally clear. 

Quality over quantity

Although it might be tempting to cram your product with all the bells and whistles, it’s not the smartest way to spend your resources. Stacking up features won’t give your product an edge over one that truly enhances the digital experience.

Value brings more essence than a cool feature that steals attention from your main goal. Take a look at Google’s homepage – it makes internet searching a breeze, offers a fun distraction with the Google Doodle, or lets you tap into your Google services. Sure, with all that blank space, Google could do so much more. but by doing so it would peel away the real value of the site and the service.

Decisions backed by data

Going with your gut can be fantastic when you’re in the early stages of product design, but sooner or later, all those big dreams have to face the real world. That’s why it’s important to rely on data when creating a product that delivers a worthwhile experience.

Keeping it consistent and ordered

Let’s say you’re cruising around a website, jumping from page to page. You’ll probably notice that the fonts, icons, colors, and layouts are the same all over and it doesn’t feel like you’re hopping between totally different sites.

This isn’t just good for making your brand memorable – consistency leads to intuitive experiences as users surf through your app or website. That’s why you should make your product so intuitive your audience doesn’t have to think much when navigating it.

Remember about visual hierarchy – it’s all about directing the user’s attention to what’s most important. There’s a reason why call-to-action buttons are big and hard to miss, while the menu icon is just three small lines tucked in the corner of the screen. Users know those three lines mean ‘menu’ if they need it, and they’re clear about the action you’re encouraging them to take.

Summing up

Product design is not just an aesthetic endeavor but a strategic one, deeply intertwined with user engagement, revenue generation, and brand establishment. The escalating user acquisition costs and the sprawling tech marketplace accentuate the significance of building products that captivate and retain users. Evidently, businesses that prioritize design see remarkable boosts in their growth metrics, highlighting the tangible value of good design. In a world teeming with options, establishing brand credibility through impeccable design can be a game-changer. Emphasizing user-centricity, simplicity, value-driven features, data-backed decisions, and consistent visual experiences ensures that products not only meet but exceed user expectations. In essence, just as a maestro conducts an orchestra to create a harmonious symphony, product designers must deftly combine various elements to craft digital experiences that resonate with users, fueling success in today’s competitive digital landscape.

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