User Experience

User experience: The key to digital transformation

Digital transformation initiatives affect executives from across virtually every industry. These projects impact the fundamental ways businesses operate, and they must be completed quickly (and cost-effectively, too). But before leaders jump into creating ad-hoc solutions just to meet deadlines, it’s time to step back and strategize—what are the specific problems that need to be solved through digital transformation?

For many companies, one of the biggest issues to tackle via digital transformation is poor user experience (UX), both in customer-facing applications and the software employees use every day.

A UX redesign can supercharge productivity, add immense value to customer interactions, and help employees love their jobs. Here are some tell-tale signs that your enterprise app UX could use some love:

You’re losing the users.

The clearest indicator that an app has ineffective UX is simple: no one is using it. If user adoption rates for your applications are around 30%, that’s a sure sign that your UX could be improved. The reason people aren’t using the app is likely because it’s just not intuitive or easy to use.

Shannon Hale, director of user experience at Skuid, says another sign is grumbling from employees and customers. Don’t ignore complaints—take them to heart. For employees, developing workarounds for inefficient systems takes time, which costs money. For customers—well, they’ll just use someone else’s app.

“If you regularly hear employees complain that it takes too long to view or enter information, or that they have to go through too many pages, this could be a sign that your UX needs to be revisited,” says Shannon Hale, director of user experience at Skuid.

You can’t trust the data.

Do you find yourself frustrated while making decisions based on the information in your customer relationship management (CRM) system? Ask yourself—is it your data? If you’re using generic CRM software that forces your business into a box, data can become suspect.

The tricky thing about CRM systems is they rely on people entering high-quality data. But when someone has to enter the same data into multiple systems that don’t talk to each other, mistakes get made. Suddenly, a simple typo, omission, or oversight can cost you thousands of dollars or hundreds of minutes apologizing to customers for the error.

You can change the course.

If you’re reading this and thinking that your UX could use a refresh, don’t worry—it’s easier than you might think. Download our free eBook, “Drive CRM success through effective user experience,” to learn how to make your UX sing—and get the tools to pull it off.

crm user experience


Content Marketing Manager

By day, I strategize, create, and promote compelling content. By night, I read books and devour chocolate.