Design Impact on Purchase Decisions

Most people involved in user experience design spend the majority of their effort on honing their skills and applying them in creating a great look and feel for the offerings on which they work. However, it is often necessary to clearly communicate the business value of that design work. The most important business metric is often the impact of the design on purchase decisions. Similar to the surveys I've conducted in the past on this, I recently decided to poll the followers I have on my @ibmdesign Twitter account. I asked them the question, "what percentage of your product purchase decisions are typically based on the look and feel of the user interface?" and received the responses visualized in this pie chart. A total of 88% of respondents reported that look and feel was the basis of the purchase decision more than half of the time and 32% reported that it was the basis of their decision 76-100% of the time. These results corroborate and further extend previous findings which indicated that half of purchase decisions are based solely on the look and feel of the user interface.

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