This presentation was given at SDC 2013. It is a summary of figures for ROI of UX , but most of all an explanation why ROI is totally out of scope when disussing "why UX".
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
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
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
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
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.