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ROI of UX
Hi! My name is Ingrid

                            •   BSC Systems Engineering
                            •   Usability evangelist 1995
                            •   inUse agency 2002
                            •   2005: BIM evangelist
                                (Business Impact Mapping
Ingrid Domingues                and Management)
ingrid.domingues@inuse.se
The investors’ idea
42 (14) %
2011 Chaos report from Standish group
49(57)
 9(29)
Why?
1. Weak definition of requirements
2. Poor communication
3. 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
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) solutions
   2. Commercial solutions
   3. 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 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

•   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
   190                               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




              I find more than expected
               •
               •
                   Related content
                   Persona pages
                                                        I get what I want
                                                        •   Suggestions based on previous
                                                            use of the service
                   ”The focused”
                    TARGET FOR
               I find what I want
               • FIRST RELEASE
                    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
We’re
                                                                drowning!!




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   Knowing what to do
    Producing good design
U   Managing sucess


X

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The roi of good user experience SDC 2013

  • 2. Hi! My name is Ingrid • BSC Systems Engineering • Usability evangelist 1995 • inUse agency 2002 • 2005: BIM evangelist (Business Impact Mapping Ingrid Domingues and Management) ingrid.domingues@inuse.se
  • 4. 42 (14) % 2011 Chaos report from Standish group
  • 6. Why? 1. Weak definition of requirements 2. Poor communication 3. Stakeholders lack commitment
  • 7. 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
  • 8. Sucessful UX activities • Stakeholder interviews • Observe users • First design the most important flows • Test in use, early and continously • Follow patterns for detailing design
  • 9. 3 areas for ROI of UX 1. Efficiency (task oriented) solutions 2. Commercial solutions 3. Project and Maintenance
  • 10. ROI types – task oriented • Increased efficiency • Shorter time to learn • Decreased user errors • Decreased costs for user support
  • 11. ROI : Decreased user errors
  • 12. 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
  • 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 : 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
  • 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 time spent on discussing bad design alternatives 4700 190 Apply established patterns for interaction eg ”the moment of seduction”
  • 18. 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)
  • 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
  • 21. 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
  • 22. 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.
  • 23. 3 Managers seldom check the result 70% do not have a structured follow up on ther IT investments Öhrlings PWC 2007
  • 24. This is what really matters 1. Knowing what to do 2. Producing good design 3. Managing sucess
  • 25. BUX 1. Knowing what to do 2. Producing good design 3. Managing sucess
  • 26. BUX 1. Knowing what to do 2. Producing good design 3. Managing sucess
  • 29. Satisfaction  I find more than expected • • Related content Persona pages I get what I want • Suggestions based on previous use of the service ”The focused” TARGET FOR I find what I want • FIRST RELEASE 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’re drowning!! 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
  • 31. BUX 1. Knowing what to do 2. Producing good design 3. Managing sucess
  • 32. User needs means business
  • 33. Business needs gives the framework Average tip +12% “The $144,146,165 Button” = 694 520 000 SEK May 13, 2012
  • 34. Good design is emotional
  • 35. BUX 1. Knowing what to do 2. Producing good design 3. Managing sucess
  • 36. 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.
  • 38. B Knowing what to do Producing good design U Managing sucess X