The document discusses the return on investment (ROI) of user experience (UX). It begins by defining UX and noting that as technology becomes more pervasive, user experience will determine which products win in the marketplace. It then provides three reasons why UX is important: 1) it can save time and money by reducing rework and errors, 2) it can improve key performance indicators like conversions and engagement, and 3) it can increase revenue directly. The document emphasizes testing ideas with users early to avoid costly development errors and provides examples of how UX has significantly impacted companies' profits.

1. ROI OF UX
Jill DaSilva
@dasilva_jill
Lead Instructor UXDI, General Assembly
Head of UX Strategy & Co-Founder, DigitalKarma.io
IxD Advisory Board Member, Santa Monica College
- thank them for coming
- if you have fun today, please tweet about it!

2. WHAT IS USER EXPERIENCE?
JESSE JAMES GARRET
“Experience design is the design of anything
independent of medium, or across media, with human
experience as an explicit outcome and human
engagement as an explicit goal.”
- discuss the purchase of Jess James Garret’s business (Adaptive Path) announced 1 year ago in October, by Capitol One and how it’s great sign of how
businesses are moving towards making sure that a user needs are met to create loyalty (loyalty -> increased usage -> word of mouth = growth)

3. 3
WIN THE“It took Joel Silverman years to become a
master dog trainer. But only a few
commands to master depositing checks at
Chase.”
WIN THE EXPERIENCE WARS
CHASE BANK
As technology becomes more and more pervasive, features are no longer what differentiate one product from another. Instead, products that provide users
with a better experience will win.

4. 4
WIN THE“Technology designed for you so you can
easily master the way you bank.”
WIN THE EXPERIENCE WARS
CHASE BANK

5. 5WIN THE EXPERIENCE WARS
CHASE BANK
“It took Serena Williams 14
years to master the art of tennis
but only one try to master the
Chase mobile app”
[from a television commercial] “It took Serena Williams 14 years to master the art of tennis but only one try to master the Chase mobile app”
https://www.youtube.com/watch?v=UtPY1GBtT5A

6. WHAT IS USER EXPERIENCE?
DONALD NORMAN
“User experience encompasses all aspects of
the end-user’s interaction with the company,
its services, and its products.”
Nielson Norman Group
Disney example
emails, planning online and with the app, magic bands and their convenience, pictures after

7. DESIGNING THE USER EXPERIENCE
Disney example
emails, planning online and with the app, magic bands and their convenience (win-win for users and Disney), pictures after you get home

8. DESIGNING THE USER EXPERIENCE
WHAT MOST PEOPLE THINK UX IS
Field research
Face to face interviewing
Creation and administering of tests
Gathering, organizing, and presenting statistics
Documentation of personas and findings
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information Architecture
Usability
Prototyping
Interface layout
Interface design
Visual design
Taxonomy creation
Terminology creation
Copy writing
Presentation and speaking
Working tightly with programmers
Brainstorm coordination
Company culture evangelism
Communication to stakeholders
helloerik.com/ux-is-not-ui
Interface design and visual design are only parts of UX ;)
Not sure if it’s the same in Brazil, but in the U.S., it’s common for hiring managers to get the two confused.

9. DESIGNING THE USER EXPERIENCE
WHAT UX ACTUALLY IS
Field research
Face to face interviewing
Creation and administering of tests
Gathering, organizing, and presenting statistics
Documentation of personas and findings
Product design
Feature writing
Requirement writing
Graphic arts
Interaction design
Information Architecture
Usability
Prototyping
Interface layout
Interface design
Visual design
Taxonomy creation
Terminology creation
Copy writing
Presentation and speaking
Working tightly with programmers
Brainstorm coordination
Company culture evangelism
Communication to stakeholders
helloerik.com/ux-is-not-ui
still not the whole list!

10. DESIGNING THE USER EXPERIENCE
FROM THE DESIGNER’S PERSPECTIVE…
UX IS BIG!

11. DESIGNING THE USER EXPERIENCE
UX is at the intersection of all product elements

12. 12
WHY IS UX IMPORTANT?
THE ROI OF UX
the first step in the UX process

13. IBM TO SPEND $100 MILLION+ ON HIRING UX DESIGNERS
JOHN ARMSTRONG, IBM INTERACTIVE EXPERIENCE
"The world is sort of waking up to design thinking.
We’ve seen in all of our research, CEOs are very focused
around the customer experience. This is […] where we’re
seeing the demand."
http://www.fastcodesign.com/3028271/ibm-invests-100-million-to-expand-design-business
A year ago, IBM announced that they will be hiring over a thousand UX designers.
- and the UX field is expected to grow over 20% in the next 10 years.
- this photo is a render of IBM's new Interactive Experience lab coming to New York. There will be 10 new labs built around the world.

14. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$

15. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
2. IMPROVE KPI’S

16. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
2. IMPROVE KPI’S
3. INCREASE REVENUE

17. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
‣ How to do find out if the market
“needs” your product?
‣ Research early on:
‣ Can users afford your product?
‣ Conduct surveys and interviews
to test the value proposition
http://inventorspot.com/
HTTPS://WWW.CBINSIGHTS.COM/BLOG/STARTUP-FAILURE-REASONS-TOP/
- How to do find out if the market “needs” your product?
- By conducting research early on:
- market research: can users afford your product
- user research: surveys and interviews to test the value proposition

18. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
‣ Test product feasibility
‣ Does this product solve a need?
‣ Who does this solve a need for?
‣ MVP strategy
http://inventorspot.com/
- by testing with targeted users early on, you can decide sooner than later if the product makes sense prior to costly development
- minimum viable product = What do you need to build in order to test the product’s feasibility/value statement?
- least amount of money and time expended in order to test your the product hypothesis

19. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
‣ Design for the actual user
http://doocci.com/2009/02/19/i-cannot-pee-in-public-not-because-i-am-shy/
- It’s important to design for the actual user.
- test the product yourself to see if it functions the way it’s intended
- anyone think these urinals are too close together?
- with proper user research (surveys, interviews and observations), UX designers can design solutions that best meet the users needs
- it’s important to be willing to throw away your own assumptions about the features, functions or flows and understand the actual needs of your users.

20. TOP 3 REASONS UX IS IMPORTANT
1. SAVE TIME AND MONEY $$$
‣ Test and iterate prior to
development to greatly reduce
development time and costs
http://www.gizmodo.co.uk/2014/03/google-glass-looks-supercool-compared-with-the-prototype/
- by testing with targeted users early on, you can decide sooner than later if the product makes sense prior to costly development
- anyone know what prototype this product is for?
- when designing desktop and mobile experiences, i highly recommend building and testing a clickable prototype prior to front end development

21. TOP 3 REASONS UX IS IMPORTANT
1. 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
- research shows that the amount of time a developer spends on avoidable re-work is 50%!!
- “Such rework consists of effort spent fixing software difficulties that could have been discovered earlier and fixed less expensively or avoided
altogether.
- [the reduction of avoidable work comes] from prototyping and other multi-stakeholder shared learning activities, a departure from traditional
reductionist processes that stipulate requirements in advance, then reduce them to practice via design and coding.”

22. TOP 3 REASONS UX IS IMPORTANT
1. 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
- and the cost of this rework is 100 times more than fixing that error before the project is complete.
- designers typically cost less per hour than developers and engineers
- and reputations can be hard repair if a product goes out that wasn’t validated and tested.
- while developers and UI designers may often catch usability errors, it’s not typically in the scope of what they are thinking about
- this is not only costly to the business bottomline, but also to the frustration level of employees; I’ve seen my share of developers who get frustrated over
doing their work again, especially if it seemed avoidable.

23. • 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
Dr. Susan Weinshenk http://www.usability.gov/what-and-why/benefits-of-ucd.html
From Dr. Susan Weinshenk’s white paper “Usablity: A Business Case”
HOW TO CALCULATE THE BENEFITS OF ADDING UX TO YOUR WORKFLOW:
- here’s a tangible way to calculate the actual ROI of UX by preventing rework.

24. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Conversions
http://www.dexmedia.com/
- #2. Improve KPI’s
- by interviewing actual users, UX designers can gain important insights as to the value proposition that would drive a customer to conversion and to
becoming a customer

25. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Registrations
https://www.hipmunk.com/
- keep it simple; take this email registration for example; I can sign up while I am waiting…

26. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Paid Actions
some paid actions
- UX designers can design and test for an increase in paid action rates paid listings for a directory site.
- With a simple redesign and attention to information hierarchy, I was able to increase paid actions on a directory listings site by an immediate 54%

27. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Fewer Abandonments/Lower
Bounce Rate
- reduce drop off rate by keeping forms simple and reducing the steps, While meeting business requirements
- if a user cannot tell what your site does in just a few seconds or there is a huge barrier to entry, chances are that they will leave your site and keep
searching elsewhere for a solution to meet their needs

28. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Decrease calls to help desks
- by designing simple, easy to use experiences, like account set up and password changes, you can greatly reduce calls to help desks

29. TOP 3 REASONS UX IS IMPORTANT
2. IMPROVE KPI’S
‣ Increase Engagement
- “pick your virginamerica.com alter ego. Your avatar will represent you during your experiences on the site. It can’t, however, represent you in court.”

30. TOP 3 REASONS UX IS IMPORTANT
3. INCREASE REVENUE
‣ $300 million button
http://www.uie.com/articles/three_hund_million_button
this button
- #3 Increase Revenue
- Jared Spool’s $300 million dollar button example
- via user testing and contextual inquiry they were able to increase a company’s yearly profits by $300 million dollars!
- this button saves the user time frustration over remembering yet another user name and password and reduces the steps to purchase
- leave sign up to the end of a shopping process OR, check out as guest.

31. 31
TOOLS

32. SOME DIGITAL ANALYTICS TOOLS
GOOGLE ANALYTICS
- hotjar
hotjar example:
- heat maps
- recordings
- device used
- time on site
- country
- google analytics
- mixpanel

33. 33
DISCUSSION
hotjar example:
- heat maps
- recordings
- device used
- time on site
- country
-

34. 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://www.slideshare.net/JillDaSilva/roiuxjilldasilva20150321-46122659
‣ http://info.usertesting.com/OnDemandWebinarInvestinginUserExperienceMar2015.html
ROI OF UX
Resources for you :)

35. ADDITIONAL RESOURCES & STUFF
TRUSTED SOURCES
‣ http://www.nngroup.com
‣ http://www.uie.com/
‣ http://www.uie.com/articles/three_hund_million_button
‣ http://blog.invisionapp.com/
COOL UX CHECKLIST
‣ http://uxchecklist.github.io/
more resources for you!

36. ADDITIONAL RESOURCES & STUFF
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
and some more…

37. ADDITIONAL RESOURCES & STUFF
USEFUL LINKS
‣ http://www.usability.gov/ [For user testing]
‣ http://www.usertesting.com/ [remote user testing; fast results]
‣ http://tympanus.net/codrops/category/playground/ [inspiring interaction library]
‣ MVP vs. MDP: http://www.startupblender.com/minimum-viable-product-vs-minimum-
delightful-product/
‣ 960 Grid [for responsive design]: http://960.gs/
‣ https://medium.com/@jonhpittman/the-tyranny-of-the-minimum-viable-product-
fb25e2e57e6e
okay, last page ;)

38. THANK YOU!!
Jill DaSilva
@dasilva_jill
Lead Instructor UXDI, General Assembly
Head of UX Strategy & Co-Founder, DigitalKarma.io
IxD Advisory Board Member, Santa Monica College
- thank you for coming
- if you enjoyed today’s ROI discussion, please tweet about it!