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Author: Diego Rivas, Head of Product
In the world of enterprise software, user experience often takes a back seat to an exhaustive list of features. Yet, it’s the UX that determines whether software becomes an invaluable tool or just another workplace hurdle. In this post, I will explore how a well-crafted UX can transform mandatory software use into a pleasant journey, and crucially how it also has a tangible impact on business outcomes.
The Hidden Costs of Poor UX
In today’s fast-paced enterprise environments, where every minute counts, poor user experience isn’t just an inconvenience- it’s a significant business risk. Inefficient software can lead to lower employee satisfaction, and increased error rates. Additionally, the frustration of dealing with poor software can lead to burnout and high employee turnover, which are costly for any business. In a competitive market, retaining top talent is paramount, and providing them with the right tools is a significant part of that equation.
Challenges Unique to the Enterprise Environment
Enterprise environments present unique UX challenges. Users often have no choice but to use the tools provided—a captive audience much like travellers stranded in an airport with limited dining options. This doesn’t excuse poor UX; instead, it amplifies the need for software that empowers rather than frustrates.
Balancing intricate workflows with simplicity is challenging. Dealing with legacy systems adds another layer of complexity, often forcing new software to integrate with outdated platforms. Moreover, the disconnect between decision-makers and end-users can lead to software that’s feature-rich but user-poor. For instance, when a global bank (that shall remain unnamed) implemented a new customer relationship management (CRM) system without consulting its frontline employees, the result was a cumbersome tool that slowed down customer interactions and led to widespread dissatisfaction, illustrating the importance of consulting the end-users of the tools, on both the customer and employee side. The same applies for stakeholders in the lending world; lenders need to ensure brokers and end-users have a seamless experience, converting them into advocates of their systems. In a world where the scope for differentiation is limited, user experience is vital.
Catering to users with varying technical proficiencies and roles requires designs accessible to everyone in the organisation. It’s tempting to cram in features to tick procurement boxes, but this can compromise usability. Prioritising essential functions and presenting them elegantly is key.
Why Investing in UX Makes Business Sense
Intuitive software reduces the learning curve and minimises errors. When employees can navigate systems effortlessly, they focus more on their tasks and less on wrestling with the interface. In fact, according to a study by McKinsey, companies that invest in UX design see a 32% increase in revenue and a 56% higher total returns to shareholders compared to their counterparts.
There’s also a direct impact on lower training costs and fewer support tickets. Over time, these savings significantly affect the bottom line.
In markets where procurement often becomes a checkbox exercise handled by those who won’t actually use the product, UX can be a differentiator. Products like Slack have shown that exceptional UX can set you apart, even if you’re not as feature-complete as competitors. A great user experience is often invisible—users don’t think about it when everything works smoothly. It's only when something is poorly designed that it draws attention and frustration. This is the power of intuitive UX: it allows users to focus on their tasks without distraction, creating a sense of effortlessness. By defying the conventional feature-heavy approach and focusing on user-centric design, companies can differentiate themselves in saturated markets—much like how James Dyson revolutionised household appliances by focusing on design and user experience. As Dyson aptly said, “Don’t be confined by rules. If you are to make a success of your idea, being different is an asset.”
The Ripple Effect of Exceptional UX
Employees often move between companies, bringing their preferred tools with them. A usable, intuitive, and satisfying product that your users love can lead to referrals, contract extensions, or increased use, directly impacting your bottom line. When employees advocate for the tools they love, they become unofficial ambassadors, promoting your software to new potential clients without additional marketing costs. This organic growth is invaluable and highlights the importance of investing in UX.
Our Principles at Mast for Delivering Outstanding UX
At Mast, we are proud to be one of the first cloud-native mortgage origination platforms, built to help lenders process mortgage applications faster while offering a cutting-edge user experience. Our platform is designed with flexibility and speed at its core, allowing lenders to adapt to changing demands and deliver efficient, streamlined services. By focusing on user experience, we aim to not only simplify the mortgage process but also set new standards in how lenders interact with their systems.
To achieve this, we’ve embraced product principles centred around delivering excellent UX:
- Contextual: We only request or display data when it's necessary. For instance, in a mortgage case, users are presented with tasks only when they are relevant to the step they’re in, ensuring a clean and uncluttered interface.
- Preventive: Our system is designed to prevent unnecessary mistakes. Before executing critical actions, users receive prompts or confirmations, such as our "policy prompts," to help prevent costly mistakes and avoid rework.
- Automatic: We reduce manual effort by automating tasks wherever possible, including pre-populating certain fields in the forms. Integrations with services like LendingMetrics’s ADP, SIRA, and core platforms such as Finastra’s Fusion Essence streamline parts of the underwriting process, making it more efficient.
- Transparent: Clear communication and traceability are core to our platform. Users can easily track changes and understand how information flows through the system.
- Modular/Flexible: Our platform is highly customizable, allowing clients to tailor it to their specific loan and underwriting requirements.
- Universal: We build our platform with both current and future clients in mind, ensuring it remains adaptable and scalable for all users, irrespective of their jurisdiction or technical knowledge.
The Ultimate Goal: Empowering Your Users
Paraphrasing Jason Fried from 37signals, it’s not about the software, but what you can do with it. The best software doesn’t just perform functions—it amplifies the capabilities of its users. By prioritising UX, you’re not just investing in a tool but empowering your team to achieve excellence.
(from here an excellent resource for learning about other products’ onboarding UX.)
In a world where technology is integral to success, it’s time for enterprises to put user experience at the forefront of their software strategy. Not only will this lead to happier, more productive users, but it will also drive tangible business results from a frictionless user journey that promotes higher engagement with the software.
