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Why reducing customer complaints is something businesses pay attention to
“Customer Service is part of the User Experience.” A Head of UX told me while giving an anecdote about mentoring Junior Designers.
It wasn’t apparent to many Junior Designers, and you might not have realized it either.
However, talking with Customer support not only gives a snapshot into what users are most concerned about. It also provides us with a measurement that designers often look for when discussing the value of design: the “ROI of UX.”
Here’s how.
Design KPIs, or metrics that matter to designers
Believe it or not, designers have metrics they care about and quantify at times.
These Design KPIs came about because there wasn’t a good representation of the negative long-term effects of specific actions.
For example, imagine that you use a dark pattern on your website to trick users into buying a $200 cutting board.