How To Become a UX-Led SaaS Company?

The topic I want to talk about today is very important for the survival of any tech company nowadays.

Usually, when you found a company, you think you know your customers really really well.

Sometimes this notion leads to ‘zero’ growth within a first year and ends in shutting down the company completely.

This happens because:

You are 100% not a user of your own product

You must identify who the users of your product are and segment them accordingly.

This will help you categorize your users and customize the features accordingly. 

By focusing on your customer’s needs and feelings can change the way you market and talk about your product and will result in 10x, 100x in growth upon launch.

Here is the quote by Alberto Brea on how UX-led companies disrupt the industry:

Amazon didn’t kill the retail industry,
It did it to itself with bad customer service.

Spotify didn’t kill the music industry.
It did it to itself by forcing people to buy full-length albums.

Airbnb didn’t kill the hotel industry.
It did it to itself with limited availability & pricing options. 

Technology by itself is not the real disruptor.

Being a non-customer centric is the biggest threat to any business.
— Alberto Brea, Executive director, Strategy & Planning @Ogilvy New York

what does the ‘UX-led” mean?

It means, making UX part of the company strategy from the beginning, and not only in implementation of projects. 

Mary Meeker identified that enterprise companies started to care about the design more in her ‘Internet Trends’ report from 2018.

The ratio of designers to developers at enterprise companies is increasing as consumer tech teaches people to expect better interfaces.

Pull not Push principle

This principle comes from Agile.

Nobody likes being told what to do. For example, if I come to you with an idea or request, you might do it or hesitate depending on how you like it.

Because this is not your idea full-heartedly, so the motivation will be low.

‘Pull not push’ concept is giving your employees to choose which projects or tasks to work on.

So if you want to build a great experience on the outside for your customers, you also need to start building great experiences on the inside with your employees.


What are the benefits of being a UX led company?

  • Efficient product development (You cut down the development time significantly by reducing the amount of questions & assumptions)

  • Better NPS (Net promoter score)

  • Incentivize employees to come up with ideas even if they could fail but might 10X your revenue.

Steps to take to become a UX-led

  1. Bring a senior UX designer to the executive level of your organization.

  2. Make user experience is a part of company’s strategy from the beginning.

  3. Introduce UX education across all departments (Marketing, Development, Customer Success etc.) in your company. In this case, everybody will be thinking user-centric and not just product team or managers.

  4. Use the ‘Pull not Push’ principle with your employees to incentivize and inspire them more.

Still not convinced?

Here are some stats (by Invision) on why UX-led companies can attract, retain & delight more customers than others:

  • Judgments on website credibility are 75% based on a site’s overall aesthetics.

  • 88% of online consumers are less likely to return to a site after a bad experience.

  • First impressions are 94% design-related.