Gartner Blog Network


User Experience Is Not Always The Key Priority For Technology Buyers

by Rajesh Kandaswamy  |  May 7, 2015  |  1 Comment

Many vendors highlight user experience as a key element of their offerings. Quality of user experience is an important factor in many technology purchase decisions, but not all. Focus on it in the wrong circumstance can lead to overlooking more pertinent factors. While it is hard to find anyone who says user experience is not important, it does not mean that they always base their purchase decision on it. A couple of such circumstances:

  • Areas where the user is neither a customer nor someone whose preference is significant for decision making. For instance, a provider with an interesting solution in analyzing transactions for fraud spoke to me about the better user interface capabilities in their product compared to competition. But, many banks either outsource that particular function or perform it using contractors. User interface is not among the critical requirements here.
  • Areas where there is scant evidence of customer user experience translating into more customers, more business or better retention. This can occur in product and services where there are high switching costs or a lack of alternatives.

Both these do not imply that that good user experience is not needed; there will be an acceptable level that will be needed, but anything beyond it may not influence the purchase decision.

Though I picked user interface to speak about, this is not restricted to it. Broadly, vendors have to carefully pick the critical factors that impact the purchase decision and solve for them first and not assume that certain ones are always among the top priorities.

Additional Resources

View Free, Relevant Gartner Research

Gartner's research helps you cut through the complexity and deliver the knowledge you need to make the right decisions quickly, and with confidence.

Read Free Gartner Research

Category: 

Rajesh Kandaswamy
Research Director
1 years at Gartner
20 years IT Industry

Rajesh Kandaswamy covers the banking industry for technology and service providers. His focus areas within banking include retail banking, credit cards, payments, mortgage, consumer and commercial lending, risk management, and technology finance. His primary technology areas are mobile banking, mobile and cloud payments, channel convergence, digital strategy, big data analytics, core banking, program governance, and outsourcing. Read Full Bio


Thoughts on User Experience Is Not Always The Key Priority For Technology Buyers




Comments are closed

Comments or opinions expressed on this blog are those of the individual contributors only, and do not necessarily represent the views of Gartner, Inc. or its management. Readers may copy and redistribute blog postings on other blogs, or otherwise for private, non-commercial or journalistic purposes, with attribution to Gartner. This content may not be used for any other purposes in any other formats or media. The content on this blog is provided on an "as-is" basis. Gartner shall not be liable for any damages whatsoever arising out of the content or use of this blog.