The UX Crisis: Why 1 in 3 digital experiences are failing

Recent research from Bernadette and Watermelon’s Digital Experience Index reveals a worrying trend: one in three digital experiences are failing users. Nearly half of consumers feel brands are missing the mark with their websites and apps, while 47% struggle to access support. With 60% of brand interactions happening online, poor UX isn’t just frustrating—it’s costly, estimated to cost brands 8% of their annual revenue, or £3.07 trillion globally.

Alex, Strategy and Innovation Director at Wiedemann Lampe, highlights that many brands prioritise aesthetics over functionality, treating digital platforms as afterthoughts. "There are two tiers of UX," explaining that the most effective UX aligns with a brand’s vision and values, going beyond just best practices to address a brand’s unique challenges. This approach ensures that digital experiences are not only functional but memorable.

One major issue is the lack of meaningful user research. "Start by better understanding your users. Take more time to speak with them, test with them, and understand their real needs and behaviours before rushing into development." Hayden Sheppard from Conran Design Group also points out that UX is often neglected, with brands launching platforms that aren't refined over time. Without continual feedback and research, experiences risk being based on assumptions rather than actual user needs.

Alex also points out that while seamless experiences are essential, some intentional friction can make a digital journey more memorable. "Not enough friction can turn an experience into something forgettable." This resonates with insights from Anton Martinez and James Howard from Koto, who emphasise that friction, when added thoughtfully, can enhance the user experience and reinforce a brand's identity.

Accessibility is another critical area that brands often overlook. As Jordan Sheldrick Devine from DesignStudio argues, "When accessibility is deprioritised, brands alienate users who rely on inclusive design features." Alex highlights that accessibility should be a foundational design principle, not a retrofitted afterthought. Brands that embrace inclusivity from the outset can create a competitive advantage and ensure their experiences resonate with a wider audience.

Finally, closing the experience gap requires a long-term commitment to ongoing optimisation and research. "Digital UX must be a strategic, ongoing effort," Emphasising the importance of continual refinement. By embedding authentic brand expression, user research, and inclusivity into their digital products, brands can bridge the gap between "good enough" and truly great UX.

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