The tenuous connection between good UX and revenue
But doesn’t good UX increase revenue? If a user is looking at products A and B and all other things are equal, except that A has better UX, won’t they pick A? Sure, but the price of the two products can’t be equal because building a product with better UX costs something and someone has to pay that cost somehow.
We are often unwilling to pay that cost, even with a product as great as the iPhone. The leap from laptops to the iPhone is arguably the greatest UX improvement of our generation, and most of us don’t even pay full price for the device. Instead, the cost of the device is subsidized by cell carriers who are just trying to sell more data/minutes.
Even with the iPhone’s subsidies and better UX, Android has 70% of the smartphone market. We will put up with worse UX for a cheaper phone that is also partially paid for by our willingness to feed data into Google’s ads business.
Why don’t we care enough about good UX to pay for it, even though good UX saves us time? We don’t really value our time. At work, we get paid the same regardless of how efficient we are. Why pay to be more efficient by using products with good UX? At home, we already waste hours of our lives doom scrolling and binge watching Netflix. We can probably just suffer the extra 2-minutes using an app with bad UX and save our dollars for the next streaming service that drops.
If anyone values UX enough to pay for it, it would be me, someone who was working in the UX business, someone who literally curses at my computer all the time as I’m dealing with bad software. As I’ve thought more about this business and my own behavior, I realized that I’ve drastically over-estimated my willingness to pay for better UX. Wittgenstein was right:
“Nothing is so difficult as not deceiving oneself.”