Why UI/UX Design Matters for SaaS Success

For a SaaS product success is about keeping their users coming back month after month. And when it comes to retention its not just about how stunning your app looks. The user is only impressed by how easily they can get things done on your app. That is what provides them with value. So how will a SaaS app achieve that? The answer is UI/UX design.

A thoughtful UI/UX strategy is what makes an app a success in today’s crowded SaaS sector. So let’s explore that defining aspect.

What is SaaS UI/UX Design?

A SaaS app is very different from other digital products. A lot of traditional software products can only be installed on the client’s local servers after a one-time fee. On the other hand, a SaaS product is accessible through the Internet.

Think of Spotify. 

• It can be installed through an app store and it operates entirely online. 
• It runs on a subscription model.
• It gets regular updates without the user having to do anything.
• It can be accessed on multiple devices from anywhere with an internet connection.

Do you see these features? These are the features of a SaaS product/app. So what is UI/UX design?

UI/UX design is the process of developing or designing the interactivity, look, and feel of a product. More precisely, UI UX design is all about designing the user interface (UI) and the user experience (UX).  

Now we understand both a SaaS product and UI/UX design. So what is SaaS UI/UX Design? 

SaaS UI/UX design is the look and feel of the SaaS app. It is also the intuitive and smooth interface of the app. Together they create a product that is easy to navigate, intuitive, responsive, and secure. 

We already mentioned that SaaS apps run on a subscription model. This means that the success of a SaaS product depends upon its retention rate. And the UI/UX of an app has a lot to do with retention. So let’s talk about all the ways in which the UI/UX of a SaaS product can make or break it.

The Impact of UI/UX Design in SaaS

The SaaS market has been crowded lately. AI has made coding more accessible and contributed to this. For everything you want to do, there is a SaaS tool out there. So why would a customer stick to your app instead of switching to your competitor? 

Let’s think. The user starts out looking for a SaaS app for a specific need. Among the many apps that they find they will make a choice and install it. This choice would be based on the features, the UI, and the price of the app. This is not the end of the user’s journey. The user now uses the app and might end up being satisfied with it or not. Some reasons for dissatisfaction include confusing interfaces, poor performance, complicated user flows, unclear navigation, and cluttered layouts (all examples of bad UI/UX). If the users are not satisfied they might look for alternatives. This means that you won’t be able to retain your customers. 

What is your takeaway from the above scenario? 

A major reason that led to the user installing the SaaS app is the UI. Similarly, the main reason that led to dissatisfaction with the app was bad UI/UX. The takeaway here is that good UI/UX design impacts metrics such as customer acquisition and retention. In fact, you could take it one step further and say that it even impacts the churn rate. These are all metrics that can make or break a SaaS app. Therefore the UI/UX design of a SaaS product has a significant impact on its success.

Key Benefits of Investing in SaaS UI/UX Design

We have already discussed how UI/UX can impact the success of your SaaS app. And one thing is obvious from our discussion. Investing time and money in availing of UI/UX design services will reward you with many benefits. Let’s put the key benefits in black and white:

• Increased Customer Acquisition
• Reduced Churn Rates
• Better Customer Retention
• Enhanced Engagement
• Build Brand Loyalty
• Helps your App stand out from the Competition

The SaaS UI/UX Design Process

1. Research 

The first step in the UI/UX design process is research. By research what we mean is collecting information. Things like user preferences, pain points, etc. All this will help a UI/UX designer envision the SaaS app with clarity.

2. UI/UX Strategy

Once the research is done the designers come up with a UI/UX strategy. They will structure the user journey, outline the core functionalities and arrange information in the right hierarchy. This strategising is important because it will provide a framework for the final app.

3. Prototyping

The next step is to develop a prototype. This can be tested by among the team to identify potential issues. The prototype doesn’t have to be perfect.

4. Iteration

The initial prototype is meant to be improved or iterated. Gather feedback and solve any issues. Keep working on it. Your app might only emerge after many iterations and that is okay. In fact, that is just how it is supposed to be.

5. Visual Appeal

You now have a functional SaaS app devoid of any issues. The next step is to make it visually appealing. Ensure consistency in colors and typography. 

These are the steps involved in the SaaS UI/UX design process. Your team or the UI/UX Design services company you have hired has to successfully complete all these steps. Your SaaS app can only be launched once that much is done.

Best Practices for SaaS UI/UX Design 

The following are some best practices followed by any expert UI/UX Design services company. 

• Maintaining simplicity in design.
• Prioritizing clarity in navigation.
• Easy and simplified onboarding process.
• Logical information heiracrhy.
• Inclusive designs.
• Avoiding cuttered layouts.
• Implemented intuitive labeling.
• Consistency in colors an typography.
• Readable font sizes.
• Making sure no feature gets buried in the navigation.
• Getting rid of unnecessary elements.
• Removing design elements that create friction with functionality. 
• Providing regular updates.
• Making changes according to user feedback.

The Future of SaaS UI/UX Design

The SaaS industry keeps growing each day. In addition, AI and machine learning is making waves within the industry. Integrating these technologies would form the crux of UI/UX design in the SaaS sector. 

It is also worth noting that there is now an increased focus on hyper-personalization. Moving forward, this trend is only set to continue. In fact, staying relevant and adapting quickly will determine the success of SaaS apps. There is a growing sea of competition waiting to overtake your app. So staying up-to-date is the need of the hour.

Wrapping Up – Is Investing in SaaS UI/UX Design Really Worth It?

The benefits of a well-designed SaaS app outweigh the cost of developing one. So the answer is obvious. The investment is worth it. You stand to gain improved engagement, customer acquisition, brand loyalty, retention and reduced churn rates. Your SaaS product will thrive as your users find value in your product. And the design will keep them coming back for more.