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ROI of UX

ROI of UX. Hi! My name is Ingrid. BSC Systems Engineering Usability evangelist 1995 inUse agency 2002 2005: BIM evangelist (Business Impact Mapping and Management). Ingrid Domingues ingrid.domingues@inuse.se. The investors ’ idea.

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ROI of UX

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  1. ROI of UX

  2. Hi! My name is Ingrid • BSC Systems Engineering • Usability evangelist 1995 • inUse agency 2002 • 2005: BIM evangelist(Business ImpactMapping and Management) Ingrid Dominguesingrid.domingues@inuse.se

  3. The investors’ idea

  4. 42 (14) %2011 Chaosreport from Standishgroup

  5. 49(57) 9(29)

  6. Why? • Weak definition ofrequirements • Poorcommunication • Stakeholders lack commitment

  7. an important part of Why UX is the solution • Starting withhighleveldesign forces the stakehholderstohavetheirprioritiesclear • Whenreqiuirementsbecomesvisual and interactive, theyaremuchbetterunderstood • Goodtechniquestohelpstakeholdersto understand theircustomersneeds and whyone design fails and another is a greatsucess

  8. Sucessful UX activities • Stakeholderinterviews • Observeusers • First design the mostimportantflows • Test in use, early and continously • Followpatterns for detailing design

  9. 3 areas for ROI of UX • Efficiency (task oriented) solutions • Commercial solutions • Project and Maintenance

  10. ROI types – task oriented • Increased efficiency • Shorter time to learn • Decreased user errors • Decreased costs for user support

  11. ROI : Decreasedusererrors

  12. ROI : Decreasedcost for user support ”Hidden support costs for coworkershelpingothersis estimated tobetween 6000 to 15000 dollar eachyearfor every computer” Bulkeley 1992

  13. 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

  14. ROI : increasedsales “One study estimated that improvingthe customer experience increasesthe number of buyers by 40% and increase order size by 10%.” Creative Good, 2000

  15. ROI : customer support costs Clean, Cutting-Edge UI Design Cuts McAfee's Support Calls by 90% Software CEO, 2004

  16. 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

  17. ROI: Less timespent on discussing bad design alternatives 4700 190 Applyestablishedpatterns for interaction eg”the moment ofseduction”

  18. ROI : reducedtime (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 other20% arebugs)

  19. “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

  20. FUCK ROI !!! ROI of UX

  21. 1 Based on a fatalmisconception Managers thinkthat design is extra work, thereforetheyneedtofindoutifit`sworth 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

  22. 2 Not applicable in the formal sense ROI is a quantitativefinancial approach and focus on valuesthatareforseen an easilymeasured.UX is aboutfinding new waysofhelpingpeople do whattheywant in smarterways, and changingpeoplesbehavioirs. The UXdesign process is itself a wayofchanging business.

  23. 3Managers seldom check the result 70% do not have a structuredfollowup on ther IT investments Öhrlings PWC 2007

  24. This is whatreallymatters • Knowingwhatto do • Producinggood design • Managingsucess

  25. BUX • Knowingwhatto do • Producinggood design • Managingsucess

  26. BUX • Knowingwhatto do • Producinggood design • Managingsucess

  27. Business ImpactMap

  28. Customerjourney

  29. Satisfaction ”The focused”TARGET FOR FIRST RELEASE  • I find more than expected • Related content • Persona pages • I get what I want • Suggestions based on previous use of the service • I find what I want • Good search functionality • - Suggestive search • - Easy text input (Box) • Effective browse • - Latest content displayed on top = • Hard to find/Can’t find • Not available • The content is not in the service  Time Use Grow

  30. We’redrowning!! inUse helped a customerprioritize CR:s, based on a Business ImpactMap. Savings: 1/3 of all incoming CR could be neglected1,5 yearofdevelopmenttime

  31. BUX • Knowingwhatto do • Producinggood design • Managingsucess

  32. Userneedsmeans business

  33. Business needs gives the framework Average tip +12% “The $144,146,165 Button” = 694 520 000 SEKMay 13, 2012

  34. Good design is emotional

  35. BUX • Knowingwhatto do • Producinggood design • Managingsucess

  36. Business Impact Management • Knowwhatto do • Start with the mostimportantflows • Knowwhatto test = the thingsthatusersevaluate = the productcapaibilitiesthat serves theirneeds. • Feed back to managers by progress measured in fulfillmentofuserneeds, not onlytime and costs.

  37. A/B & multi-variate tests +370%

  38. BUX Knowingwhatto do Producinggood design Managingsucess

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