Services

In this episode of Marketing vs The World, we’re diving deep into the world of user experience (UX) with Gareth Dunlop, a UX expert and entrepreneur who has successfully grown and sold two agencies. We explore why UX is more than just usability—it’s about creating desirability too. Gareth shares insights on the psychological art of UX, the balance between business objectives and user needs and how to build a business case for UX. Plus, we get a peek behind the curtain into his entrepreneurial journey.

Keep reading for highlights of our conversation with Gareth, or if you want to hear the full story, click listen to below.

Listen on Spotify | Listen on Apple

Copied to clipboard

What Is UX and Why Does It Matter?

Gareth kicks off the conversation with an analogy that makes UX instantly relatable. He explains that UX is about creating holistic experiences. Much like a restaurant’s ambiance can affect how you feel about the meal, a user’s journey on your website is shaped by more than just its functionality—it’s about how the user feels.

At its core, UX is how a user feels when interacting with your digital product. It’s a deliberate act of treating your users well, understanding their needs and designing experiences that influence their behaviours.

Gareth sums it up perfectly: “The better a user feels, the more likely they are to behave the way you want.”

Listen on Spotify | Listen on Apple

Desirability vs. Usability: A Fine Balance

One of the most thought-provoking parts of our chat was Gareth’s take on desirability versus usability in UX design.

Desirability: This is the emotional pull that makes users want a product. Think Taylor Swift tickets—they’re so desirable that fans will endure hours of frustration for the chance to buy them.
Usability: This is about making a process simple, seamless and frustration-free. For commoditised products, like an iPhone case, usability is king.

“The best-performing digital products get the balance between desirability and usability just right,” Gareth explains. He uses Apple as an example, showing how they create desire through sleek, captivating visuals while addressing user concerns, like the reliability of Face ID.

But even giants like Apple can falter. Gareth highlights how brands sometimes focus too much on desirability and miss out on making the user journey intuitive—a reminder that both aspects are critical.

Listen on Spotify | Listen on Apple

How to Design Great UX

Gareth outlines a clear roadmap for creating exceptional user experiences:

Start with Data: Benchmark your site’s performance using analytics tools like Google Analytics and Hotjar. Identify key metrics—conversion rates, drop-offs and user flows.
Bring in User Insights: Supplement the data with qualitative research, like surveys or usability testing. Simple questions like, “Why did you visit this site?” can uncover invaluable insights.
Find Quick Wins: Focus on low-cost, high-impact changes first to show tangible improvements. An audit is often a great starting point.
Balance Business and User Needs: Great UX marries what the business wants with what the user needs, ensuring neither is sacrificed.

Ready to listen to the full episode?
Listen on Spotify | Listen on Apple

Building a Business Case for UX

If you’re struggling to convince stakeholders to invest in UX, Gareth’s advice is gold:

Show the Numbers: Quantitative data doesn’t lie. Highlight potential gains, like increasing conversions from 1.5% to 2%.
Explain the Costs of Bad UX: Poor user experiences hurt more than just conversions—they damage your brand, squander ad spend and drive customers to competitors.
Demonstrate the Upside: Showcase the commercial and customer satisfaction benefits of better UX.

“Even small insights can move the dial,” Gareth says, urging businesses to start wherever they can—even if budgets are tight.

Listen on Spotify | Listen on Apple

Gareth’s Entrepreneurial Journey

Beyond UX, Gareth shared his journey of growing and selling two agencies. His advice for entrepreneurs? Run your business like it’s ready to sell, even if you’re not planning to.

Transparency, professionalism and clean operations set you up for success when the right opportunity knocks. And for those looking to sell, Gareth emphasises the importance of knowing your numbers and being ready to give potential buyers confidence in your business.

Listen on Spotify | Listen on Apple

Key Takeaways

UX is about how users feel—balancing desirability and usability is the key to success.
Start with data to identify issues, but always bring in user insights for a complete picture.
Build a business case for UX by showing the numbers, costs of bad UX and potential rewards.
For entrepreneurs, always run your business like it’s sellable, even if you’re not ready to sell.

Listen Now

This blog only scratches the surface of our conversation with Gareth Dunlop. For more actionable tips, deeper insights into UX and an inspiring entrepreneurial story, listen to the full episode of Marketing vs. The World using the links below.

Listen on Spotify | Listen on Apple

Connect With Us

To learn more about UX, you can connect with Gareth on LinkedIn. For more insights and updates on the world of marketing, follow Abbie Dando and Monday Clicks.

DISCLAIMER

This article has been created using various AI tools, which transcribe raw audio and transform the content into a blog post. This helps us ensure each Marketing vs The World episode is released as quickly as possible. Monday Clicks does not use AI for any client content creation.

More Blogs