This is from my presentation at UX ROI. What does RoI mean and to whom when we're talking about a discipline that delivers benefits strategically, tactically and holistically? The RoI of UX is surprisingly easy to measure but that's not where the challenge lies. Find out where it lies and how to negate it so when your boss sees you he sees money

1. UX RoI
What it means and to whom

2. Sean McSharry
UX Strategist
Future dominar of Earth
UX Researcher
UX Architect
Service Designer

3. Sean McSharry
I have consulted for manycompanies

4. profit, revenue, efficiency,
customer numbers, KPIs
$$$$$$$$
Strategic RoI

5. https://www.impactbnd.com/blog/the-business-value-of-ux-design

6. https://www.impactbnd.com/blog/the-business-value-of-ux-design

7. https://www.impactbnd.com/blog/the-business-value-of-ux-design

8. Thank You for coming,
hope you enjoyed the talk
So, UX is designed to deliver on maximum profit and savings
but hang on…

9. - Me
“There are two types of RoI”

10. - Also Me
“One of the biggest challenges to demonstrating the RoI of UX is that
you have to be able to deliver good UX first”

11. UX RoI - Tactical
Demonstrating the tactical value of UX at a project, departmental
and personnel level

12. Tactical UX Resistance
KPIs
Biases / Fears / Territory
Politics
Siloed Decision Making
UX ignorance
Mental Models

13. possible data with each discipline to allow them to make

14. “We need to
DELIVER THE PRODUCT QUICKLY
and we can’t afford to waste time
DOING RESEARCH/UX”
They say…

15. “We need to
and we can’t afford to waste time
ON TRIVIAL SUB-TASK”
ACHIEVE MAIN GOAL
Their mental model is…

16. “We need to
and we can’t afford to waste time
get out of the burning building quickly
washing the dishes first”
UX is that trivia sub-task so they feel…

17. “We need to
and we can’t afford to waste time
cross this river quickly
learning to swim”
What they’re really saying is…

18. UI
Designer
UI/BE
Develop
er
Testing
Systems
Arch.
PO
BA
Brand &
Marketin
g
IA
UX
UX History: Our DNA

19. UI
Designer
UI/BE
Develop
er
Testing
Systems
Arch.PO
BA
Brand &
Marketin
g
IA
UX
UX History: Our DNA

20. UI
DesignerPO IA Testing
Systems
Arch.
Develop
erBA
Brand &
Marketin
g
UX - Where do you come from
UX UX UX UX UX UX UX UX
UX

21. UI
DesignerPO IA Testing
Systems
Arch.
Develop
erBA
Brand &
Marketin
g
UX - From T to Key
UX UX UX UX UX UX UX UX
UX

22. UX RoI -
Tactical
Speak their language

23. - Sean McSharry
“An invisible force that makes their lives easier, better and happier.”
UX in user terms

24. - Sean McSharry
UX in department terms
“An collaborative force that makes their lives easier, better and
happier.”

25. PO
INVESTMENTS
- Elevator pitch, Timescales, budget, target audience, competitors?
RETURNS
- Clarity - single point of truth
- Efficiencies
- Insights and innovation
- Customer numbers or improved analytics (KPIs)
- Credit for success
UX’s RETURNS
- TRUST & ADVOCACY

26. BA (Business Analyst)
- Comprehensive grasp of product / service
- Strong Agile knowledge
- Cogent story writing and mapping
- Strong stakeholder management
INVESTMENTS
UX’s RETURNS
- TRUST & ADVOCACY

27. SA (Systems Architect)
- Desire and ability to understand current systems architecture
- Discussions on how the UX affects current SA plans, priorities,
requirements and budget
- Ability to recognise and debate legitimate systems limitations and
opportunities - from strategy to communications
INVESTMENTS
- Understands effects on, cost/savings, security, data flow, maintenance
- Allows SA to make effective mid-long term architecture and cost
decisions
SA’s RETURNS
UX’s RETURNS
- TRUST & ADVOCACY

28. IA (Information Architect)
You ARE the IA

29. Developers
- Delivery conversations
- Framework, language and API familiarity
- Reusable functions / Pattern recognition
- Systems considerations / limitations familiarity
- Full form factor / responsive considerations
- Full, reliable architecture, right first time, single point of truth/reference
UX’s RETURNS
- TRUST & ADVOCACY
INVESTMENTS
Dev’s RETURNS

30. The user is wrong
We’ll go back and fix it later
UX are holding everyone up
This doesn’t need UXing
We just have to deliver something
We don’t need research, just do the ‘UX’
Its a ‘minimum’ viable product
Resistance and Lies

31. UX RoI - Strategic
Evaluating & Demonstrating the Strategic RoI of UX

32. - Sean McSharry
“A qualitative measurement of your user’s desire to give you their
time and money, made manifest by research and data revealing how
the user would most like to do that”
UX in business terms

33. - Neilson Norman Group
UX Professionals must learn to articulate UX
in the language of business

34. You are here
Where’s UX?

35. https://q6hl9i.axshare.com/what_ux_does.html

36. Business
- Corporate Strategic Plans and Priorities
- Current Revenue, Profit, customer metrics
- Savings / Efficiencies / OpEx (Service Design)
- Insights to direct Strategy
- Customer loyalty/numbers
- $$$$$$$$$$$$$
UX’s RETURNS
- TRUST & ADVOCACY
- POWER
INVESTMENTS
Business RETURNS

37. 12 month customer and finance benchmark data
Gurilla research - find the data
Data options - BI, cust.services, analytics, PO value proposition,
SME sources
Initial measurements - establishing a baseline last 12 months of
monthly: analytics, customer complaints, profits, customer
numbers
Strategic Data Recommendations

38. One of the first jobs of UX is to gather and share the best
possible data with each discipline to enable them to make the
best, most efficient, most user centric decisions, to do their jobs.
Tactical persuasion

39. Take aways
- You can’t prove Strategic RoI without doing real UX
- Establish and measure success metrics early on in the UX process
- You can’t do real UX without Tactical buy in and that means
showing the teams you work with the value of UX to them
- Learn to speak business

40. Sean McSharry
email: ux@logicbureau.com
LinkedIn: www.linkedin.com/seanmcsharry