What is the ROI of Happy Users?

"I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."
Maya Angelou (American memoirist, poet, and civil rights activist - 1928-2014)

How can I measure the effect of users’ happiness on numbers? What is the return on investment of improving the customer experience?

The state of CX and UX

When customers rate the experience with 5 stars, they are more likely to trust, recommend and purchase.
Qualtrics, 2022

CEOs don’t prioritise customers: CEOs about their top strategic business priorities: Only 6% mentioned the ‘customer’.
Gartner, 2023

NPS scores 2023 still show room for improvement.
Relently, 2023

UX Maturity is emerging but almost no company is user-driven (the highest stage of UX maturity).
Nielsen Norman Group, 2022

Successful brands help their users to do their 'jobs'

What jobs-to-be-done do users have here?

  • Get inspired by popular destinations
  • Plan itinery
  • Do team building

How can you support your users in achieving their goals? How can you address their higher level goals in life (e.g. feeling a sense of belonging, feeling safe, feeling accomplished, getting excited, learning something new, etc.)? Why are people buying (or not buying) your product? What job do they have to do that your product can help them to achieve?

When you can answer these questions, your investment in the user will bring you many returns.

Emotions of Online Shopping

A Usability Study of Online Stores Using EEG Measurements.

-> Open PDF

Searching & Finding - A Lifelong Quest

How do users search? This question is quite crucial for the user experience.

-> Open PDF

Usability & User Experience Book

Text book with UX basics for exam preparation.

-> Open Amazon