roi of-ux-dublin
TRANSCRIPT
ROI OF UX
Jill DaSilva @dasilva_jill
Head of UX Strategy & Co-Founder, DigitalKarma.io IxD Advisory Board Member, Santa Monica College
Former Lead Instructor UXDI, General Assembly
‣Began programming at 8 years old. ‣Designing Digital experiences since the early 2000’s ‣Ixd Advisory Board Member, Santa Monica College ‣Former Lead UXDI Immersive instructor, General Assembly (GA) ‣UXDI Global Education Strategy Team Member (GA) ‣Enterprise Education Team Member (GA) ‣Recognized as “50 LA tech CEOs, founders, executives, hackers, & investors you must follow on Twitter” by Built in Los Angeles
JILL DASILVA, HEAD OF PRODUCT & CO-FOUNDER, DigitalKarma.io
CHASE BANK
THAT UX IS SO HOT RIGHT NOW!
“User experience encompasses all aspects of the end-user’s interaction with the company, its services, and its products.”DONALD NORMAN
WHAT IS USER EXPERIENCE?
CHASE BANK
IN 1943…
Colossus was the first electronic digital programmable computing device, and was used to break German ciphers during World War II.
http://en.wikipedia.org/wiki/Computer
IN THE ’80’s…
http://static.lukew.com/webnative_growth_2x.png
http://www.digibarn.com/collections/systems/trs80-colorcomputer/
NOW…
"The world is sort of waking up to design thinking. We’ve seen this in all of our research, CEOs are very focused around the customer experience. This is […] where we’re seeing the demand."
IBM TO SPEND $100 MILLION + ON HIRING UX DESIGNERS
JOHN ARMSTRONG, IBM INTERACTIVE EXPERIENCEhttp://www.fastcodesign.com/3028271/ibm-invests-100-million-to-expand-design-business
“It took Joel Silverman years to become a master dog trainer. But only a few commands to master depositing checks at Chase.”
CHASE BANK
WINNING THE EXPERIENCE WARS
“Technology designed for you so you can easily master the way you bank.”
CHASE BANK
WINNING THE EXPERIENCE WARS
CHASE BANK
“It took Serena Williams 14 years to master the art of tennis but only one try to master the Chase mobile app”
WINNING THE EXPERIENCE WARS
WHAT IS THE ROI OF UX?
CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$
CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$ 2. IMPROVE KPI’S
CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$ 2. IMPROVE KPI’S 3. INCREASE REVENUE
CHASE BANK
SAVE TIME AND MONEY $$$
https://www.cbinsights.com/blog/startup-failure-reasons-top/
CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers will conduct:
https://www.cbinsights.com/blog/startup-failure-reasons-top/
CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers will conduct:
• Surveys, Interviews, User Testing to test the Value Propostition
https://www.cbinsights.com/blog/startup-failure-reasons-top/
CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers will conduct:
• Surveys, Interviews, User Testing to test the Value Propostition
• Can users afford your product?
https://www.cbinsights.com/blog/startup-failure-reasons-top/
CHASE BANK
SAVE TIME AND MONEY $$$
‣Test product feasibility ‣Does this product solve a need? ‣Who does this solve a need for?
http://inventorspot.com/
CHASE BANK
SAVE TIME AND MONEY $$$
‣Design for the actual user and context of use ‣Test and iterate prior to development to greatly reduce development time and costs
http://doocci.com/2009/02/19/i-cannot-pee-in-public-not-because-i-am-shy/
SAVE TIME AND MONEY $$$
‣The amount of time that developers spend on avoidable re-work is 50%.
https://www.cs.umd.edu/projects/SoftEng/ESEG/papers/82.78.pdf
CHASE BANK
SAVE TIME AND MONEY $$$
‣The cost of fixing an error after development is 100 times more than fixing that error before the project is completed.
https://www.cs.umd.edu/projects/SoftEng/ESEG/papers/82.78.pdf
SAVE TIME AND MONEY $$$
http://blog.fluidui.com/why-prototyping-can-save-your-company-a-fortune/
‣ The cost of fixing issues at the different stages of the software life cycle.
CHASE BANK
HOW TO CALCULATE THE BENEFITS OF ADDING UX TO YOUR WORKFLOW:
From Dr. Susan Weinshenk’s white paper “Usablity: A Business Case”
Dr. Susan Weinshenk http://www.usability.gov/what-and-why/benefits-of-ucd.html
• Errors
◦ (# of errors) x (avg. repair time) x (employee cost) x (# of employees) = cost savings
◦ Example: (2 errors/week) x (60 mins) x ($30/hour) x (100 employees) = $6,0000/week or $300,000/year
• Cost of Development and Maintenance
◦ (# of changes) x (avg. hrs/change) x (cost of developer) x (4, if late) = cost savings
◦ Example: (20 changes) x (8 hrs each) x ($40/hour) = $6,400 if fixed early or $25,600 if changed late
• Productivity
◦ (time saved) x (employee cost) x (# of employees) = cost savings
◦ Example: (1 hr/week) x ($30/hr) x (1000 employees) = $30,000/ week or $15,000,000/year
IMPROVE KPI’S
‣Paid Actions
IMPROVE KPI’S
‣Fewer Abandonments/Lower Bounce Rate
IMPROVE KPI’S
‣Decrease calls to help desks
IMPROVE KPI’S
‣ Increase Engagement
INCREASE REVENUE
‣$300 million button
this button
www.uie.com/articles/three_hund_million_button
THANK YOU!!
Jill DaSilva @dasilva_jill
Head of UX Strategy & Co-Founder, DigitalKarma.io IxD Advisory Board Member, Santa Monica College
Former Lead Instructor UXDI, General Assembly
ADDITIONAL RESOURCES & STUFF
SOME BOOKS‣ UX Strategy ‣ The User Experience Team of One ‣ Undercover Experience Design: Voices Matter ‣ Design of Everyday Things ‣ About Face Essentials Interaction Design
‣ http://info.usertesting.com/OnDemandWebinarInvestinginUserExperienceMar2015.html
ROI OF UX
TRUSTED SOURCES‣ http://www.nngroup.com ‣ http://www.uie.com/ ‣ http://www.uie.com/articles/three_hund_million_button ‣ http://blog.fluidui.com/
COOL UX CHECKLIST‣ http://uxchecklist.github.io/
ADDITIONAL RESOURCES & STUFF
ADDITIONAL READING ON WHY UX IS IMPORTANT
‣ http://blog.crazyegg.com/2012/07/24/what-is-user-experience/ ‣ http://designshack.net/articles/why-does-user-experience-matter/ ‣ http://insights.wired.com/profiles/blogs/great-user-experience-why-does-it-
matter ‣ https://www.youtube.com/watch?v=O94kYyzqvTc&feature=youtu.be ‣ http://spectrum.ieee.org/computing/software/why-software-fails ‣ http://www.usability.gov/what-and-why/benefits-of-ucd.html ‣ 35 Free e-books: http://www.keepitusable.com/blog/?p=2291
ADDITIONAL RESOURCES & STUFF
USEFUL LINKS‣ http://www.usability.gov/ [For user testing] ‣ http://www.usertesting.com/ [remote user testing; fast results] ‣ MVP vs. MDP: http://www.startupblender.com/minimum-viable-product-vs-minimum-delightful-product/
‣ https://medium.com/@jonhpittman/the-tyranny-of-the-minimum-viable-product-fb25e2e57e6e
ADDITIONAL RESOURCES & STUFF