My talk on ROI of UX in Dublin hosted by FluidUI.com

1. ROI OF UX
Jill DaSilva
@dasilva_jill
Head of UX Strategy & Co-Founder, DigitalKarma.io
IxD Advisory Board Member, Santa Monica College
Former Lead Instructor UXDI, General Assembly

2. ‣Began programming at 8 years old.
‣Designing Digital experiences since the early 2000’s
‣Ixd Advisory Board Member, Santa Monica College
‣Former Lead UXDI Immersive instructor, General
Assembly (GA)
‣UXDI Global Education Strategy Team Member (GA)
‣Enterprise Education Team Member (GA)
‣Recognized as “50 LA tech CEOs, founders, executives,
hackers, & investors you must follow on Twitter” by
Built in Los Angeles
JILL DASILVA, HEAD OF PRODUCT & CO-FOUNDER, DigitalKarma.io

3. CHASE BANK
THAT UX IS SO HOT RIGHT NOW!

4. “User experience encompasses all
aspects of the end-user’s
interaction with the company, its
services, and its products.”
DONALD NORMAN
WHAT IS USER EXPERIENCE?

5. CHASE BANK
IN 1943…
Colossus was the
first electronic
digital
programmable
computing device,
and was used to
break German
ciphers during
World War II.
http://en.wikipedia.org/wiki/Computer

6. IN THE ’80’s…
http://static.lukew.com/webnative_growth_2x.png
http://www.digibarn.com/collections/systems/trs80-colorcomputer/
NOW…

7. "The world is sort of waking up
to design thinking.
We’ve seen this in all of our
research,
CEOs are very focused around
the customer experience. This
is […] where we’re seeing the
demand."
IBM TO SPEND $100 MILLION + ON HIRING UX DESIGNERS
JOHN ARMSTRONG, IBM INTERACTIVE EXPERIENCE
http://www.fastcodesign.com/3028271/ibm-invests-100-million-to-expand-design-business

8. “It took Joel Silverman years to
become a master dog trainer. But
only a few commands to master
depositing checks at Chase.”
CHASE BANK
WINNING THE EXPERIENCE WARS

9. “Technology designed for you so
you can easily master the way
you bank.”
CHASE BANK
WINNING THE EXPERIENCE WARS

10. CHASE BANK
“It took Serena Williams
14 years to master the
art of tennis but only one
try to master the Chase
mobile app”
WINNING THE EXPERIENCE WARS

11. WHAT IS THE ROI OF UX?

12. CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$

13. CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$
2. IMPROVE KPI’S

14. CHASE BANK
TOP THREE REASONS UX IS IMPORTANT:
1. SAVE TIME AND MONEY $$$
2. IMPROVE KPI’S
3. INCREASE REVENUE

15. CHASE BANK
SAVE TIME AND MONEY $$$
https://www.cbinsights.com/blog/startup-failure-reasons-top/

16. CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers
will conduct:
https://www.cbinsights.com/blog/startup-failure-reasons-top/

17. CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers
will conduct:
• Surveys, Interviews,
User Testing to test the
Value Propostition
https://www.cbinsights.com/blog/startup-failure-reasons-top/

18. CHASE BANK
SAVE TIME AND MONEY $$$
Early on, UX Designers
will conduct:
• Surveys, Interviews,
User Testing to test the
Value Propostition
• Can users afford your
product?
https://www.cbinsights.com/blog/startup-failure-reasons-top/

19. CHASE BANK
SAVE TIME AND MONEY $$$
‣ Test product feasibility
‣ Does this product
solve a need?
‣ Who does this solve a
need for?
http://inventorspot.com/

20. CHASE BANK
SAVE TIME AND MONEY $$$
‣ Design for the actual
user and context of use
‣ Test and iterate prior to
development to greatly
reduce development
time and costs
http://doocci.com/2009/02/19/i-cannot-pee-in-public-not-because-i-am-shy/

21. SAVE TIME AND MONEY $$$
‣ The amount of time
that developers spend
on avoidable re-work is
50%.
https://www.cs.umd.edu/projects/SoftEng/ESEG/papers/82.78.pdf

22. CHASE BANK
SAVE TIME AND MONEY $$$
‣ The cost of fixing an error after development is 100 times
more than fixing that error before the project is completed.
https://www.cs.umd.edu/projects/SoftEng/ESEG/papers/82.78.pdf

23. SAVE TIME AND MONEY $$$
http://blog.fluidui.com/why-prototyping-can-save-your-company-a-fortune/
‣ The cost of fixing issues at the different stages of the software life cycle.

24. CHASE BANK
HOWTO CALCULATE THE BENEFITS OF ADDING UX TO YOUR WORKFLOW:
From Dr. Susan Weinshenk’s white paper “Usablity: A Business Case”
Dr. Susan Weinshenk http://www.usability.gov/what-and-why/benefits-of-ucd.html
• Errors
◦ (# of errors) x (avg. repair time) x (employee cost) x (# of employees) = cost savings
◦ Example: (2 errors/week) x (60 mins) x ($30/hour) x (100 employees) = $6,0000/week or $300,000/year
• Cost of Development and Maintenance
◦ (# of changes) x (avg. hrs/change) x (cost of developer) x (4, if late) = cost savings
◦ Example: (20 changes) x (8 hrs each) x ($40/hour) = $6,400 if fixed early or $25,600 if changed late
• Productivity
◦ (time saved) x (employee cost) x (# of employees) = cost savings
◦ Example: (1 hr/week) x ($30/hr) x (1000 employees) = $30,000/ week or $15,000,000/year

25. CHASE BANK
IMPROVE KPI’S
‣ Conversions
http://www.dexmedia.com/

26. IMPROVE KPI’S
‣ Registrations
https://www.hipmunk.com/

27. IMPROVE KPI’S
‣ Paid Actions

28. IMPROVE KPI’S
‣ Fewer Abandonments/
Lower Bounce Rate

29. IMPROVE KPI’S
‣ Decrease calls to
help desks

30. IMPROVE KPI’S
‣ Increase Engagement

31. INCREASE REVENUE
‣ $300 million button
this button
www.uie.com/articles/three_hund_million_button

32. THANK YOU!!
Jill DaSilva
@dasilva_jill
Head of UX Strategy & Co-Founder, DigitalKarma.io
IxD Advisory Board Member, Santa Monica College
Former Lead Instructor UXDI, General Assembly

33. ADDITIONAL RESOURCES & STUFF
SOME BOOKS
‣ UX Strategy
‣ The User Experience Team of One
‣ Undercover Experience Design: Voices Matter
‣ Design of Everyday Things
‣ About Face Essentials Interaction Design
‣ http://info.usertesting.com/
OnDemandWebinarInvestinginUserExperienceMar2015.html
ROI OF UX

34. TRUSTED SOURCES
‣ http://www.nngroup.com
‣ http://www.uie.com/
‣ http://www.uie.com/articles/three_hund_million_button
‣ http://blog.fluidui.com/
COOL UX CHECKLIST
‣ http://uxchecklist.github.io/
ADDITIONAL RESOURCES & STUFF

35. ADDITIONAL READING ON WHY UX IS IMPORTANT
‣ http://blog.crazyegg.com/2012/07/24/what-is-user-experience/
‣ http://designshack.net/articles/why-does-user-experience-matter/
‣ http://insights.wired.com/profiles/blogs/great-user-experience-why-does-it-
matter
‣ https://www.youtube.com/watch?v=O94kYyzqvTc&feature=youtu.be
‣ http://spectrum.ieee.org/computing/software/why-software-fails
‣ http://www.usability.gov/what-and-why/benefits-of-ucd.html
‣ 35 Free e-books: http://www.keepitusable.com/blog/?p=2291
ADDITIONAL RESOURCES & STUFF

36. USEFUL LINKS
‣ http://www.usability.gov/ [For user testing]
‣ http://www.usertesting.com/ [remote user testing; fast results]
‣ MVP vs. MDP: http://www.startupblender.com/minimum-viable-
product-vs-minimum-delightful-product/
‣ https://medium.com/@jonhpittman/the-tyranny-of-the-minimum-
viable-product-fb25e2e57e6e
ADDITIONAL RESOURCES & STUFF