Transcript Document

ROI of UX
Hi! My name is Ingrid
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Ingrid Domingues
[email protected]
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
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9(29
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Why?
1. Weak definition of requirements
2. Poor communication
3. Stakeholders lack commitment
Why UX is the solution
1.Starting with high level design forces the
stakehholders to have their priorities clear
2.When reqiuirements becomes visual and
interactive, they are much better understood
3.Good techniques to help stakeholders to
understand their customers needs and why
one design fails and another is a great sucess
Sucessful UX activities
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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) solutions
2. Commercial solutions
3. Project and Maintenance
ROI types – task oriented
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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
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Increased customer satisfaction
and strengthened brand
Increased sales
Existing customers
buy more when visiting the site
More and returning customers
Decreased customer support costs
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ROI : increased sales
“One study estimated that improving
the customer experience increases
the 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
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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
4700
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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 UX
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 do
2. Producing good design
3. Managing sucess
BUX
1. Knowing what to do
2. Producing good design
3. Managing sucess
BUX
1. Knowing what to do
2. Producing good design
3. Managing sucess
Business Impact Map
Customer journey
Satisfaction
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I find more than expected
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Related content
Persona pages
”The focused”
TARGET FOR
I find what I want
• Good search functionality
FIRST
RELEASE
- Suggestive search
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I get what I want
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Suggestions based on previous
use of the service
- Easy text input (Box)
Effective browse
- Latest content displayed on
top
Hard to find/Can’t find
Not available
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The content is not in the service
Use
Grow
Time
We’re
drowning!
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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
BUX
1. Knowing what to do
2. Producing good design
3. 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
BUX
1. Knowing what to do
2. Producing good design
3. Managing sucess
Business Impact Management
1. Know what to do
2. Start with the most important flows
3. 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
B
U
X
Knowing what to do
Producing good design
Managing sucess