Picture a sailboat — without the sails to propel it forward through the water, it probably wouldn’t get very far. You might be the proud owner of a boat with a sleek hydrodynamic shape, but you will find yourself drifting without those big canvas sheets to catch the wind.
A sailboat has difficulty existing without the sails — even the name implies that the two are necessary pieces of a comprehensive whole. Apart they will have difficulty reaching their full potential. The boat needs the sails in order to move forward and navigate through the water.
Imagine a SaaS product as the sailboat and the end-user design as the sails. While it is possible for the technology to function and stay afloat on its own, good design is vital to propel it forward to success.
Customer Satisfaction Relies on Good Design
The moment of harmony where technology and design work together is when customer satisfaction is achieved. Even if the product’s technology is seemingly flawless, the customer’s experience with the product is affected if they are unable to navigate intuitively and its internal understand.
So, what happens when you leave SaaS customers not satisfied and do not reach that perfect synergy of technology and design?
It is difficult for both the company and the user to make comprehensive design changes after the product is built out. Total redesign can drain resources and take months or years to complete. Some users will inevitably reject a new look and feel altogether. However, losing customers to frustration with your existing product is potentially even more risky.
Save Time by Being Proactive
The first step is to take an active role in understanding the issues. Getting a handle on the problem right away can save a lot of time and effort later. It helps to go in and see where the majority of users are getting stuck and working from there to figure out a plan of action.
Customers will appreciate proactive action because it shows that you understand their experience.
Boost your product’s UX using WalkMe’s step-by-step guidance. Try it today.
Know that Software Has Its Limitations
The user could be trying to do something on the site that is technically impossible. It helps for the customer to know that there is a limit to what your software can do. While it may seem obvious to you, the SaaS customer may need a better understanding on why a certain action does not work for them. Setting expectations and avoiding misleading advertising can help avoid bigger issues down the road.
Responding to a SaaS customer with the phrase, “it cannot be done” is not the end of the world — it is bound to happen every now and then. Although it could result in more frustration or a cancellation, it is worth it to let the customer know the limits of what you can offer them. As with any obstacle, there will be a workaround, know when it is valuable to find a new way around it.
Improve UX Without Making Big Changes
Since the underlying technology is already present, it is not absolutely necessary to make huge changes. Rather, utilize a Digital Adoption Platform (DAP) like WalkMe to improve your existing UX. WalkMe resides as an overlay to any web-based platform and can give guidance and reassurance to users. While it displays alongside your site’s content, a DAP does not involve any sort of development on the technology’s side.
With this guidance, users will become more engaged with the technology and eventually grow comfortable with how it is set up. This platform has the ability to connect technology and design within a platform while keeping your product exactly as it is.