(The context of this article is Usability and User Interface Design/Experience in digital products and services in the Middle East Region, specifically in Saudi Arabia. The content should not be taken as a science, but rather an opinion, from real working knowledge of design industry and know-how)

Lately I have been working on a lot of User Interfaces in the past five years. Real life experience while working with professionals from McKinsey, Boston Consulting, and Accenture teaches you a lot more than what one learns academically. Working with several Program Managers, Project Managers, Business Analysts, and Consultants teaches you how to transform business ideas into effective and creative UI/UX solutions.

I remember as child working in Windows 3.1 was so much more easier than learning the syntax of the DOS command prompt. Thats what got me hooked. When most people are told that you specialise in user-interface design, and have the creative portfolio to prove. They raise eyebrows, perhaps thinking that such things are not part of core delivery. In many ways the market itself is not knowledgeable enough and at times lacks the tolerance to accept creatives from varying backgrounds.

But here are a few indicators that the market is slowly but surely changing:

• The terms such as User Experience and Usability are seen in RFPs in greater likelihood.
• A lot of RFP’s issued specifically request usability evaluations.
• Many traditional digital agencies started posting “UX/UI” roles in their recruitment processes
• The importance of a Clear and Memorable UI is fuelled by the growth of Android and iOS smartphones and tablets. It makes people realize that all software should be easy to use.
• Program/Project Managers appreciate that a Good UI not only makes their project more aesthetically pleasing, but increases ease of use, and clarity, thus boosting profits and pleasing senior management, stakeholders, customers, and end-users.
• An experienced UI Designer is an important part of any software team.

Organizations that are:

1 – Fully Dependent on Digital

Brands and services that are highly dependent on their digital presence. Also applicable to services that are linked to digital mediums, such as eCommerce, Mobile Apps, News and Media sites (Digital Only), and many B2B Applications.

Example: Souq, Fursaty, Cobone and many others

2 – Somewhat dependent on Digital

Brands and services in this category are the sort of businesses where digital adds a substantial value or profits to the company. The businesses have other more regular and traditional channels of revenue but digital channel contributes in a big way to their business. For example Airlines, Hotels, Car Rentals, Insurance and other services, tickets/utility/services payments and online banking/financial platforms.

Example: Saudia Airlines, NAS Airlines, Arab News, and Saudi Gazette.

3 – Not quite dependent on digital

These are the sort of companies that have a somewhat controversial in the digital world. Meaning ‘Digital’ doesn’t really make a difference to their growth or exposure. For example cement factories, stone and tile companies, beauty parlours etc. These businesses solely depend on direct and in-direct lead generation. Sometimes if the service background is b2c, such as a beauty salon a Facebook page really helps, and so do Facebook advertising campaigns.

4 – In the shadow of Digital

Although brand and overall image as the first form of communication is highly important. These companies grow on merely due to their solid history as performers in their areas. These companies only care about projects which are silent, long term, and help significantly in boosting their profits. Many times they are the very big fish.

So why should you bother with all of this?

If you are a Project/Program Manager:

A good ‘User Experience’ enables your products/services to be visually appealing, increases clarity, decreases confusion, and thus boosts sales and profit.

If you are a Marketing Professional:

Focusing on Usability and UX is dependent on which of these above category your business falls under.

The out line above will help marketeers to make a good judgement and sell concepts more appropriately to their customers.

If you are a UI/UX professional:

It will help to be more down to earth and prove with visuals the kind of benefit you would add to a project. Proving by doing really works here.