How are your customers benefiting from your product?
What customer patterns do you notice?
Is there anything you could do to make the product better?
These are just a few questions you need to ask yourself when running a successful business. You are in business to provide a valuable service or product to customers/users. Whilst the business objectives are important, it is imperative that they also match the user requirements.
This is where true UX comes into play. The user experience needs to be considered before any graphic design or development is started. Several projects have began without any focus on the user experience. The project has gone straight into production and the team hope for the best. This can be a costly mistake as without user feedback or user research they can be creating a product or service which offers no value to the user or is hard to use. This can lead to low conversion rates and abandonment.
UX should not be seen as a last minute fixer, it should be used as the foundation to any successful service or product.