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  • Arda Aksoy

Top 6 UX Mistakes to Avoid When Building SaaS Products

Software as a Service (SaaS) is a competitive and prevalent business model in a digitalized world. The SaaS products such as Google Apps, Dropbox, Github, Office 365 are in almost every aspect of our daily lives. Therefore, one can state that today's world goes around SaaS products.

What makes those Saas Products, like Google Apps and Office 365, much irreplaceable in our business life and personal life is their benefits, functionality, and creativity, which are all byproducts of good UX Design and UI.

What happens when UX Design or UI is not good and includes mistakes? When those mistakes are not corrected, the SaaS product is destined to be forgotten because, as it was stated, SaaS is a very competitive business model. There is no room for a bad design or bad interface in such a marketplace.

To build a successful SaaS product, designing a good UX is a necessity. The first impression is created by design. When the UX goes wrong for a SaaS product, the user would not probably visit that product again. Without the target audience, a SaaS product would be pointless.

There might be many sources of bad UX Design. But, before moving on with the most common UX mistakes, we want to mention how to identify and solve users' problems.

How to identify and solve users' problems

Users' experience and needs matter. Therefore, a good UX design is built upon durable processes of identifying and solving user problems.

To identify and solve user problems, there are some processes that a good designer can follow:

1) It is crucial to involve user research while developing the SaaS product. This process might include contacting the users through interviews or polls to see how they perceive and solve the current problems. Also, presenting a minimum viable product (MVP) of SaaS before fully developing the product is a smart move for conducting user research.

2) Acquiring knowledge of what the other companies in the market handle the problems is valuable information because of two reasons:

-You avoid making the same mistake that the other businesses fell into before.

-By knowing what other businesses solve the problem, you might differentiate your brand from the others.

To conclude, the designers can identify the problems and consequently solve the issues with those steps mentioned above.

The Most Common 6 UX Problems in SaaS Products

1)Not prioritizing users

For a SaaS product, the target is the users. As the user needs/expectations change (which happens all the time), the design should adapt to these changes in an optimal way. Also, the users are a good source of feedback. Not listening to the users' feedback would be ignoring the users' needs, consequently missing the SaaS product's target. Creating a product would be meaningless without conducting any research on the needs of the users or demands of the market.

💬 How to tackle this problem with a good UX Design?

A good UX Designer is acknowledged by the fact that the users should be prioritized in every case. Therefore, the designer creates an environment that corresponds to the needs and preferences of the users. The designer also conducts extensive user research/testing, runs re-iterations when necessary, and is open to hearing feedback from the users.

2)Excessive use of technical jargon

Even if the target audience of the SaaS product is business-oriented users, you should avoid excessive use of technical jargon because first, too much technical jargon will bore the users. Second, assuming that your target audience has high-level technical knowledge is not correct. The simple is the better.

💬 How to tackle this problem with a good UX Design?

A good UX designer should assume the users have the minimum knowledge about the technical terms, so the designer avoids the abundant use of technical jargon.

3)Aesthetics over functionality/Functionality over Aesthetics

The SaaS product should pursue a balance between aesthetics and functionality. When one of them is prioritized over another, this is problematic. Too much aesthetics overrides functionality or vice versa. Compromising on any of them would lessen the quality of users' experiences.

💬 How to tackle this problem with a good UX Design?

A good UX creates a balance between aesthetics and functionality of a SaaS product. The SaaS product with a good design creates an aesthetic environment for the users while the user enjoys the Saas Product's functionality. Therefore, by creating a balance between aesthetics and functionality, a good UX results in a positive and lasting user experience.

4)Not having a properly designed onboarding process

If the onboarding process of a SaaS product is not properly designed, the most obvious result is the increasing number of churns. The reason is an onboarding process is a help a user can get from the SaaS product. When the users cannot receive support, consequently, the users cancel their subscriptions.

💬 How to tackle this problem with a good UX Design?

A good UX design offers a properly designed onboarding process so that the SaaS product will provide a clean and user-friendly environment to the users. Consequently, the users have a positive experience, and they adopt the SaaS product more easily.

5)Overly complicated forms

Does anybody want to spend 5 minutes registering to a product after spending 5 minutes on finding how to register? Or does anybody want to open 3 different tabs to register? No, any of the users do not want to spend much time in a complicated environment in a digital world. SaaS products should be simple and offer fast solutions.

💬 How to tackle this problem with a good UX Design?

A good UX makes the SaaS product as simple as possible. It focuses on creating a smooth experience for the users. As a result, the users spend minimum effort to use the product and achieve their goals through the product.

6)Focusing on features while forgetting about benefits

The SaaS product's value comes from its benefits besides its technical features for the users. However, when this fact is forgotten, and features receive all the attention by the designer, this does not raise the value of the product. Too many explanations on the features do not answer the most important question that the users have: "What benefit does this product bring to me?"

💬 How to tackle this problem with a good UX Design?

A good UX design creates a balance between technical features and benefits of the SaaS product in the content. When mentioning the SaaS product, good content includes the benefits the users will have with this product.

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