This document discusses the importance and benefits of user experience (UX) for increasing ROI. It notes that Amazon made an additional $300M in 2015 due to UX improvements. UX should be a priority as 70% of websites fail due to poor experience. Investing in UX can save 50% of costs for digital projects. The document contrasts the lean UX approach of iterative testing and improvement with the traditional approach of internal testing after full development. It recommends using UX analytics to identify high value features and continuously improving the experience based on user feedback to maximize ROI over time.