Many small and mid-sized businesses keep investing in platforms, apps and digital products without properly validating the real needs of end users — a mistake that can prove costly, according to Deeploy, a digital talent platform that warns of the hidden costs tied to tech decisions made without a customer-centric approach.

In practice, the company explains, this failure translates into several types of losses for businesses. "There are three key areas of loss stemming from the absence of a user-centric mindset: rework costs, lost conversions, and higher customer support demand," the company notes.

One of the most direct impacts shows up in repeated technical work. According to the company, "an estimated 50% of developers' time is spent fixing errors that could have been avoided at the design stage." At a time when tech talent is increasingly scarce and expensive, that kind of waste can hit small and mid-sized businesses especially hard.

Another problem shows up in the relationship with the end customer, particularly on e-commerce platforms and digital products with a transactional component. "Studies show the average checkout abandonment rate is close to 70%," says Fernando Padovan, adding that "a confusing interface or a lengthy payment process results in an immediate loss of revenue."

User experience also has an indirect effect on operating costs. "Lack of clarity in design overloads support lines," he says, adding: "A 10% reduction in support calls achieved through UX improvements can translate into savings of thousands of euros a year for a mid-sized company."

"UX/UI Isn't Aesthetics, It's Strategy"

For Deeploy, one of the most common mistakes among Portuguese SMEs is still treating UX/UI as a visual layer, rather than a discipline tied to efficiency, adoption and return on investment.

"Many SMEs skip prototyping and real user testing altogether. The product ends up designed around the manager's personal taste, or around whatever's easiest for the developer to build," says Fernando Padovan.

Among the most common mistakes, the company also points to the confusion between visual appearance and functional experience. "The product might look great, but if navigation is slow, long or confusing, users will abandon it," he sums up.

Lack of measurement is another obstacle. According to Deeploy's CEO, many companies still launch digital products without tracking real user behavior. "Launching a product without monitoring where users click or drop off means operating blind. And without data, there's no continuous improvement," he argues.

Accessibility is another frequently overlooked issue. "Many companies ignore the fact that a significant share of the Portuguese population has low digital literacy or visual and motor limitations, and end up losing market share through exclusion," he warns.

Business Impact Ranges From Conversion to Time-to-Market

Deeploy argues that return on investment in UX/UI can be measured through its direct impact on several business metrics, from conversion rates to customer acquisition cost.

"ROI in design isn't subjective. It shows up in clear metrics," says Fernando Padovan. "Intuitive interfaces guide users to the call to action with no friction, and convert better," he explains.

Retention can also benefit from a better experience. "A good experience builds habit and loyalty, increasing customer lifetime value," he notes.

Another gain lies in execution speed. "By prototyping and testing ideas before writing code, companies shorten the development cycle and speed up time-to-market," he stresses.

On the marketing side, the impact can show up in acquisition costs. "A good experience generates word-of-mouth, trust and repeat use, reducing the need for constant investment in advertising," he points out.

Fernando Padovan also cites figures frequently referenced in the industry. "According to Forrester Research, on average, every euro invested in UX can generate a 100-euro return," he says, arguing that "human-centered design minimizes the risk of launching something nobody wants to use."

Beyond the product itself, Deeploy points to another often-underestimated cost: the impact of hiring the wrong person for strategic product and design roles.

"A mismatched hire can cost up to 150% of that professional's annual salary, once you factor in lost time, the impact on team pace, reopening the hiring process, and delayed execution," says Fernando Padovan.

The company also reports persistent challenges in recruiting specialized talent. "Our hiring difficulty index remains around 80%, based on feedback from our clients," he adds.