UX’s Elevation From Support Function to Growth Engine
UX has evolved from a support function into a recognized driver of measurable business outcomes, with organizations increasingly treating it as essential infrastructure rather than an optional enhancement.
In simpler words, corporate America has moved beyond treating UX as discretionary spending. When asked how their organizations view UX, 54% of senior managers classify it as a critical driver of business outcomes—a five-fold difference from the 11% who still relegate it to "nice-to-have" status. The remaining organizations split between viewing UX as helpful but non-essential (17%) or primarily as a compliance requirement (18%).
This represents a fundamental shift in executive mindset. UX has crossed the threshold from cost center to value creator, achieving the kind of strategic recognition that took marketing decades to establish.
“UX is a value creator”
Meanwhile, the expansion of UX influence shows remarkable consistency across organizations. Over the past three years, 89% report growth in UX's organizational role, with 35% describing the expansion as significant and 54% as moderate. Only 10% report static importance, while virtually no organizations (0.6%) report decreased relevance.
This sustained growth pattern is particularly striking when you consider that organizations are under tremendous economic pressure. OCTO’s 2024 Economics of Design report found that 63% of business leaders typically adopt conservative approaches during market uncertainty. Our latest research suggests UX has achieved recession-resistant status, with organizations doubling down rather than cutting back.
As for the areas where UX delivers impact, companies see benefits across their entire operation. Customer satisfaction leads at 59%, but organizations report value in multiple business areas including retention and loyalty (47%), and development cycle acceleration (45%).
AI’s Impact on UX ROI and Innovation
