the roi of good user experience sdc 2013

ROI of UX

Hi! My name is Ingrid

Ingrid Dominguesingrid.domingues@inuse.se

• BSC Systems Engineering• Usability evangelist 1995• inUse agency 2002 • 2005: BIM evangelist

(Business Impact Mapping and Management)

The investors’ idea

42 (14) %2011 Chaos report from Standish group

49(57)

9(29)

Why?1. Weak definition of

requirements2. Poor communication3. Stakeholders lack commitment

Why UX is the solution

UX is a proccess where

1. Requirements evolve from high level to detail

2. Visual, interactive design suggetstions are communicated

3. Evaluations, walk-trought and other teqniquies enhances stakeholders understanding

an important part of

Sucessful UX activities

• Stakeholder interviews• Observe users • First design the most important flows • Test in use, early and continously• Follow patterns for detailing design

3 areas for ROI of UX

1. Efficiency (task oriented) solutions2. Commercial solutions3. Project and Maintenance

ROI types – task oriented

• Increased efficiency

• Shorter time to learn

• Decreased user errors

• Decreased costs for user support

ROI : Decreased user errors

ROI : Decreased cost for user support

”Hidden support costs for coworkers helping others is estimated to between 6000 to 15000 dollar each year for every computer” Bulkeley 1992

ROI types – commercial

• Increased customer satisfaction and strengthened brand

• Increased sales

• Existing customers buy more when visiting the site

• More and returning customers

• Decreased customer support costs

ROI : increased sales

“One study estimated that improvingthe customer experience increasesthe number of buyers by 40% and increase order size by 10%.”

Creative Good, 2000

ROI : customer support costs

Clean, Cutting-Edge UI Design Cuts McAfee's Support Calls by 90%

Software CEO, 2004

ROI from UX – project & maintenance

• Savings gained from making changes earlier in the design process

• Clear and focused requirements, less time spent on guessing

• Reduced costs for support

• Less time spent on discussing bad design alternatives

• Reduced costs for maintenance

ROI: Less time spent on discussing bad design alternatives

190

4700

Apply established patterns for interaction

eg ”the moment of

seduction”

ROI : reduced time (cost) for maintenance

Solutions that follows a clear pattern for UI is saving money.

The User Interface of software is:– 47‐66% of a project’s total code– 80% of the unforeseen fixes required

(the other 20% are bugs)

“The average business metrics improvement after a usability redesign is now 83%.

This is substantially less than 6 years ago (135%), but ROI remains high because usability is still cheap relative to gains.”

Jacob Nielsen, 2008

ROI of UXFUCK ROI !!!

1 Based on a fatal misconception

Managers think that design is extra work, therefore they need to find out if it`s worth it.

“…whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all”

Douglas Martin Book Design

2 Not applicable in the formal sense

ROI is a quantitative financial approach and focus on values that are forseen an easily measured. UX is about finding new ways of helping people do what they want in smarter ways, and changing peoples behavioirs.

The UXdesign process is itself a way of changing business.

3 Managers seldom check the result

70% do not have a structured follow up on ther IT investments

Öhrlings PWC 2007

This is what really matters

1. Knowing what to do2. Producing good design3. Managing sucess

BUX1. Knowing what to do2. Producing good design3. Managing sucess

BUX1. Knowing what to do2. Producing good design3. Managing sucess

Business Impact Map

Customer journey

Use Grow

=

Hard to find/Can’t find

Not available• The content is not in the

service

I find what I want• Good search functionality

- Suggestive search- Easy text input (Box)

• Effective browse- Latest content displayed on

top

I find more than expected• Related content• Persona pages

I get what I want• Suggestions based on

previous use of the service

Time

Satisfaction

”The focused”TARGET FOR

FIRST RELEASE

inUse helped a customer prioritize CR:s, based on a Business Impact Map. Savings: 1/3 of all incoming CR could be neglected 1,5 year of development time

We’redrowning!!

BUX1. Knowing what to do2. Producing good design3. Managing sucess

User needs means business

Business needs gives the framework

Average tip +12%

“The $144,146,165 Button” = 694 520 000 SEK

May 13, 2012

Good design is emotional

BUX1. Knowing what to do2. Producing good design3. Managing sucess

Business Impact Management

1. Know what to do2. Start with the most important flows3. Know what to test = the things

that users evaluate = the product capaibilities that serves their needs.

4. Feed back to managers by progress measured in fulfillment of user needs, not only time and costs.

A/B & multi-variate tests

+370%

BUX

Knowing what to doProducing good designManaging sucess