MAM
Guest Column : The Importance of User Experience for business you must know
New Delhi: With the ever-global and ever-evolving digital world, what makes your business or brand stand out is your User Interface (UI) and User Experience (UX) design and development. UX design and development is one of the most crucial elements in your branding and marketing strategy. It is the spark that determines the end-users experience and first impressions of your website or mobile application when discovering and interacting with it.
So a simple UX with high-quality images and content is not enough when it comes to today’s rapidly competitive markets and multiple platforms of marketing and marketplaces. An exemplary user experience starts with incorporating easy using features to eye-catching creative designs to top-notch valuable content with layers of attractive and impressionable animations and motion graphics to quick loading time and mobile & other device optimizations to enhance user convenience. Let’s understand why UX design and development are important for your business.
The importance of UX design can’t be stressed enough. To begin with, it lays the groundwork for your brand’s values and importance to be perceived digitally. A good user experience primarily focuses on understanding the user’s needs. It also serves the purpose of providing a helpful, positive experience that helps in customer loyalty and retention towards your brand or business.
In addition to these factors, a worthwhile user experience gives you advanced customer insights, predicts the consumer journey, understands the preferences, needs, likes, dislikes, limitations, and valuable insights of the consumer. Such first-hand data helps your brand optimize marketing strategies, conduct fruitful business practices, and attract new consumers with similar preferences.
Implementing a great UX design can boost your brand or businesses and multiply your search engine optimization. User experiences are one of the biggest factors to a good SEO ranking and the success of your pay-per-click campaigns.
Since Google’s objective is to serve the most relevant information to users and promote great user experiences in their search results and rankings, your brand or business’ website or mobile application with a magnificent UX design is sure to get the added advantage and improve your SEO ranking. Advertising mediums such as Google Ads actively monitor and score the results of their metric “landing page experience” in all ad campaigns and provide you suggestions to improve the user journey.
A great UX design can bring your brand or business valuable conversion and build loyal customers. The simple science behind it is, a customer comes looking to have their requirement met, while searching there are hundreds of websites out there providing solutions but your brand or business website can be the one-stop solution to all their needs if your UX designs are simple and value providing. Most of the time, customers are impatient to find the answers for their search, and hence you can optimize your UX design to reduce their level of effort to the minimum to get your brand or business maximum conversions through your website or mobile application.
Naturally, when customers find the answers to their search, they are more likely to visit your website or application again, thus increasing customer loyalty and building customer interaction further.
The two key points to focus on achieving such valuable conversions are meaningful content and call-to-action and an easy user journey.
Content is the king at all levels, your content is what defines the value to your customers. Choose only to put relevant and easy-to-understand content with highlights of unique selling points of your product or service. Your UX design should position your call-to-action buttons in an engaging and attractive style. These buttons should be clear to increase the chances of interaction with your brand and business. An exemplary CTA button shouldn’t be a simple call-to-action but also provide the purpose of clicking it, thereby increasing the chance of clicks.
“Sign up for our newsletter for exciting discounts, tips, and offers” or “Register to avail 10 per cent off” are great click-bait examples. Such UX designs not only provide you data but also a clear demographic understanding of your target audience.
Needless to say, an impressive UX design can touch and inspire many, by making their journey of making a purchase on your website easy and effective. A powerful UX design can leave countless lasting impressions on your customers and their peers through word of mouth building your secured and ever-lasting brand awareness and image.
(Dhananjay Arora is the CEO of Kwebmaker Digital Agency. The views expressed in the column are personal and Indiantelevision.com may not subscribe to them.)
Brands
Big Bowl appoints Lyxel & Flamingo as social and media partner
QSR brand eyes next growth phase after crossing Rs 100 crore ARR milestone
MUMBAI: Big Bowl, one of India’s largest bowl-format quick service restaurant brands from Lenexis Foodworks, has appointed Lyxel & Flamingo (L&F) as its social and media partner as it prepares for its next phase of growth.
The partnership comes after the brand crossed the Rs 100 crore annual recurring revenue milestone in 2025 and aims to help accelerate its journey towards Rs 150 crore ARR in its fifth year since launch.
Big Bowl currently operates more than 250 kitchens across 50 cities and has emerged as a major player in India’s organised bowl-format food segment. Built around hearty portions and delivery-first convenience, the brand offers a wide mix of Indian, Chinese and fusion bowls designed for quick, affordable and portable consumption.
As urban consumers increasingly gravitate towards easy-to-carry and value-driven meal formats, the company sees the bowl category as a scalable format aligned with modern eating habits.
With the appointment of Lyxel & Flamingo, Big Bowl plans to consolidate its social media and digital media operations under a single partner. The move is intended to sharpen its digital reach, strengthen youth-focused storytelling and improve performance marketing outcomes.
Lyxel & Flamingo, one of India’s largest independent digital-first agencies, manages more than 350 brands and oversees advertising spends exceeding $100 million across its network.
Under the mandate, the agency will handle Big Bowl’s social media strategy, content development, digital performance marketing, media planning and buying, as well as campaign amplification across platforms.
Commenting on the partnership, Lenexis Foodworks founder and director Aayush Madhusudan Agrawal said, “Big Bowl has scaled rapidly to cross Rs 100 crore ARR and established itself as one of the largest bowl-format brands in the country. As a delivery-first, digitally native brand, our next phase of growth will be driven by sharper performance systems and stronger brand storytelling. Consolidating social and media with Lyxel & Flamingo allows us to integrate data, creativity and media precision as we scale towards our next revenue milestone.”
Lenexis Foodworks marketing head Vikas Iyer, added that the delivery-led category requires content, media and performance marketing to work closely together.
“With Lyxel & Flamingo, we aim to build a sharper social voice, stronger acquisition systems and measurable impact, ensuring the brand scales not just in presence but also in precision,” he said.
Lyxel & Flamingo chief executive officer Dev Batra, said the agency will combine data-driven marketing with creative storytelling to support Big Bowl’s growth. “Big Bowl brings the flavour, and L&F brings the fire. Our strategy combines data-led performance with engaging storytelling to help build a strong digital brand presence while delivering measurable business results,” he said.
With this partnership, Big Bowl is looking to strengthen its position as a digitally driven QSR brand, blending brand-building with performance marketing as it scales within India’s rapidly growing organised food delivery market.
