The document discusses the return on investment (ROI) of user experience (UX) design. It defines UX as shaping a user's experience with a product or service to make it intuitive, effective, efficient, positive and meaningful. The document provides examples of ROI from UX, including IBM's finding that every dollar invested in usability returns $10-$100. Non-revenue forms of ROI from UX include reduced costs from less customer and internal support, increased productivity from saving users' time, and improved brand metrics from enhanced user experiences. It also discusses how better UX can change user behaviors and expectations over time.

1. The ROI of UX
How to prove the value of
investing in user experience
Tom Voirol, Global Head of User Engagement!

2. User Experience Design defined!
“An approach to shaping the entirety of a user’s
experience with a product, service, or organisation
with the goal of making it intuitive, effective,
efficient, positive and meaningful.”
- me

3. What is ROI?!
ROI =
Gains − Cost
Cost

4. Why talk about ROI?!

5. Why talk about ROI?!

6. IBM: Cost-justifying Ease of Use!
“Every dollar invested in ease of
use returns $10 to $100”

7. What ROI?!
R O I
Return Investment

8. Investment?

9. What constitutes UXD?!

10. For what outcome?!
Give people what they need
Influence people’s behaviour

11. As opposed to what?!

12. Or even worse…!

13. How IT sees your users!

14. How you should see your users!

15. Where IT sees your users!

16. Where you should see your users!

17. Where you should see your users!

18. Return?

19. What ROI?!
R O I
Revenue?

20. A story…!

21. Teehan & Lax UX Fund!

22. But maybe…!
…you’re not in the revenue business
…you don’t have a revenue problem

23. What ROI?!
R O I
Revenue
Return

24. Non-revenue forms of return!
Save costs
Save time / increase productivity
Change behaviour
Share of voice
Cost of doing business

25. Save costs!
Reduced customer support
costs
Reduced internal support
costs
Reduced project costs

26. Reduced internal support costs!
”Hidden support costs for coworkers helping
others is estimated to between $6,000 and
$15,000 each year for every computer”
Bulkeley, W. M. “Study finds hidden costs of computing.”
The Wall Street Journal, 2 Nov. 1992

27. Reduced project costs!
=
=

28. Save time / increase productivity!
Your time
Your users’ time
GOMS model

29. GOMS!
Goals, Operators, Methods, and Selection rules!

30. Change behaviour!
If it’s easier/smoother/more
fun, they’re more likely to do
it
Gamification
Website metrics (preferably
goal conversion)

31. Gamification!

32. Gamification!

33. http://www.forrester.com/go?objectid=RES46499
How much will your website metrics improve?!

34. Share of voice!
Social media
PR
Leading to awareness,
appreciation, advocacy and
ultimately action à revenue

47. Zappos!
A service company that happens to sell shoes
• Free shipping both ways
• 365-day return policy
• Fast fulfilment, expedited delivery
• 24/7 1-800 number on every page
• Fast, friendly & expert customer service

48. Success!
Year one turnover: A few thousand $
Year two: $1.6m
Year eight: $1,000m
Acquired by Amazon for $1.2bn

50. Cost of doing business!
Competitive pressure
Customer expectations
The ROI of common sense

51. Competitive pressure!

52. Customer expectations!

53. Basic attributes!
Users expect these.
Singapore Airlines
• gets me where I want to go
• is on time
• doesn’t crash
Hygiene factors - leave it out
and all other efforts will be in
vain.

54. Performance attributes!
The more/better, the happier
users will be.
Singapore Airlines
• gives me more legroom
• provides better food
• has friendlier service
You can improve satisfaction
by investing in these.

55. Delight attributes!
Unexpected, over-delivering, out of the
ordinary
Singapore Airlines
• provides inflight Wi-Fi
• hands out noise-cancelling
headphones
• picks you up at home with a limo
As they get copied by the competition,
they become performance attributes,
then basic attributes.

56. The ROI of common sense!
“What’s the ROI of
putting your pants on in
the morning?”
“It’s hard to measure,
but there are negative
consequences for not
doing it”