The evolving role of UX in business success

Whether we knew it or not, UX was always the background force shaping our online experience. It’s the science of how we interact with and consume the digital world.  

But as the web became more interconnected, more complex, more driven by revenue and engagement metrics, and more fragmented across different apps and platforms, the value of UX increased exponentially. Without good user experience design, the internet would have degenerated into a hot mess long ago.  

In fact, research from Forrester suggests that, for every $1 invested in UX design, you get a return of $100. That’s an ROI of 9,900%. 70% of Gen Z users now assume – in other words, demand – that websites intuitively know what they want. Sometimes before they do. Consumers expect an online experience that’s personal, predictive, frictionless and fun, all at the same time.  

So where does that leave UX in terms of business success? Basically, right at the centre. It’s never been more critical. UX can enhance customer retention and loyalty, increase revenue and optimise online conversion, boost a business’s agility (relative to its competitors) and heavily impact brand perception. In other words, no-one trusts a clunky website anymore.  

Top UX trends for 2025 

UX is in an interesting place in 2025. Thanks to the rise of generative AI, and the relentless integration of AI products across apps, search and web design, hyper-personalised UX has officially arrived.  

“In the past, UX designers had to rely on their own intuition and experience to create products that were easy to use and enjoyable,” says UX Magazine. “However, with the help of AI and ML, designers can now collect data about user behaviour and preferences, and use this data to create products that are tailored to each individual user.”  

Expect to see this trend continue, with natural language models rolling out text and content tailored to each user’s interests and individual browsing patterns.  

The rise of UX strategy 

But AI is just one piece of the larger UX puzzle. By freeing up designers and automating repetitive grunt work, artificial intelligence has actually unlocked the next phase of UX, which is higher-value, more strategic, horizon-level thinking. In other words, UX is (finally) taking its rightful place inside C-Suite, shaping and informing the wider business strategy.  

This, in turn, broadens the skillset of the typical UX professional. It’s not enough now to be able to design a functional app, you need critical thinking, strategic insight, creativity, and a good financial head on your shoulders. “Soft skills will reign supreme,” according to Kate Moran and Sarah Gibbons. “The ability to build relationships, communicate effectively, facilitate a group, and navigate complex organizational dynamics will be as valuable as technical skills, if not more so.” 

If recent surveys are any indication, you’ll also need a knack for research. 74% of UX professionals believe research is partially or fully effective in determining decision-making, and so-called “continuous research” is becoming more and more standard UX practice. There’s been a big shift towards harnessing UX research in product development; testing designs and hypotheses at every stage of the life cycle. By doing this, brands are making sure that new products are a) aligned with relevant user needs, and b) agile enough to adapt to future trends and industry shocks.  

Of course, it’s not all sunshine and roses. The AI hype bubble triggered a massive investment in tech in 2024 – $22.6 billion into AI startups in the first half of the year alone. Unfortunately, with rising inflation and interest rates came job losses, and like many tech sectors, UX has been hit hard: according to Indeed, in 2023, UX job listings dropped about 70% between 2021 and 2023. The Australian UX market, in particular, has been facing some strong head winds lately.  

We’re starting to see that trend swing back slightly, but there’s still an interesting disconnect between the state of the UX labour market and how fundamentally business-critical UX is becoming. Short version: UX has never been more important, but the industry has also never been more volatile. Watch this (well designed) space.