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Why should you care about UX? It's not just something to pay lip service to, or to do to feel cool while hanging out with the mustachioed dudes in tight black jeans drinking some PBR. No. UX is important because the benefits of a good user experience - increased revenue, decreased development time and rework, decreased call center volume, and increased word-of-mouth marketing - far outweigh the cost of achieving that experience. And make no mistake - good UX isn't an accident. Nor is it achieved by locking a smart person or two in a conference room until they get it right. In this session, we'll take a look at several case studies demonstrating the business value of a user-centered approach to design and development.
Citation preview
The Business Case for UX
Introduction to User Experience Methods
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Danielle Gobert Cooley @dgcooley
16 May 2014 #KCDC2014
16 May 2014 @dgcooley #KCDC2014
Danielle Gobert Cooley
16 May 2014 @dgcooley #KCDC2014
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danielle@dgcooley.com
@dgcooley
15 years as a UX Specialist BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in InformaNon Design – Bentley University
hPp://linkedin.com/in/dgcooley
Selected Work
What is UX?
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What is UX?
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4 hPp://www.kickerstudio.com/2008/12/the-‐disciplines-‐of-‐user-‐experience/
What is UX?
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What is UX?
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6 hPp://unbounce.com/online-‐markeNng/32-‐bullseye-‐ux-‐posts-‐to-‐hit-‐your-‐conversion-‐targets/
What is UX?
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7 hPp://randsinrepose.com/archives/a-‐design-‐primer-‐for-‐engineers/
What is UX?
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I think it’s 5 things.
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UX
User Research
What do people need this to do, and why?
InteracNon Design How does it work?
InformaNonDesign How is it
structured?
Content Strategy What is it going to say?
Visual Design What does it look like?
That’s great. Why should I care?
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11 hPp://www.adapNvepath.com/uploads/documents/apr-‐005_businessvalue.pdf
Firms that are bePer able to capture the value of user experience will be the ones that invest in the most ground-‐breaking projects and minimize waste on short-‐term fixes and abandoned projects.
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Our next move was the smartest move we could have made – we asked our customers why they weren’t using it?
^ second
hPp://www.forbes.com/sites/amyanderson/2013/11/06/life-‐is-‐complicated-‐enough-‐keep-‐your-‐socware-‐simple/
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13 hPp://www.nngroup.com/arNcles/usability-‐roi-‐declining-‐but-‐sNll-‐strong/
The average business metrics improvement acer a usability redesign is now* 83%.
*2008
• Conversion rates • Traffic numbers • User Performance • Target Feature usage
Get real. Show me the money.
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“You can’t sell something no one wants (thank you, marketers). You can’t sell something that breaks (thank you, QA). You can’t sell something that funcNons poorly (thanks, devs). Nor that costs too much or gets to market too late (thanks, PMs).
Now, do you really think you can sell something that no one understands how to use?”
-‐David Rollert
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[Aer Lingus] was in serious financial difficulNes and a new CEO had just been appointed. He relentlessly focused on making the online booking process easier for customers. Within less than three years, online bookings rose from 3% to 73%, which helped put the airline on a much more solid financial fooNng.
hPp://www.gerrymcgovern.com/new-‐thinking/convenience-‐trumps-‐security
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18 hPp://www.gerrymcgovern.com/new-‐thinking/cost-‐benefit-‐analysis-‐simplicity
When Manish Chandra was launching Poshmark, one of the design decisions he faced related to the payment system. It was relaNvely easy to plug PayPal in. However, Chandra was focused on making everything really easy for the customer. So, instead of using PayPal, his developers spent two months developing a system where payments could be made in two clicks. The result of Chandra's relentless pursuit of simplicity for the customer was a mobile app that has been a big hit.
16 May 2014 @dgcooley #KCDC2014
19 hPp://bit.ly/1iSDwHl
TWELVE MILLION DOLLARS
hPp://bit.ly/1iSEenW
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THREE HUNDRED MILLION DOLLARS
Blah, blah, blah. What about my stock price?
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In the past 10 years, design-‐driven companies have outperformed the S&P 500 by 228%.
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22 hPp://www.fastcodesign.com/3026287/study-‐good-‐design-‐really-‐is-‐good-‐for-‐business
Ugh. That’s so not sexy.
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24 hPp://www.forbes.com/sites/anthonykosner/2013/11/23/how-‐design-‐and-‐user-‐experience-‐translates-‐to-‐the-‐boPom-‐line/
HA! But I don’t sell anything. We build tools for internal use.
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Photo via: hPp://www.agentur-‐loop.com/en/careers/umbraco-‐net-‐developer
hPp://www.nngroup.com/arNcles/intranet-‐users-‐stuck-‐low-‐producNvity/
hPp://visualstudiomagazine.com/arNcles/salary-‐surveys/salary-‐survey.aspx
$91,646 74%
We don’t have time for that!
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Dev effort
UX effort Dev effort
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But wait! There’s more!
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32 hPp://mashable.com/2012/04/24/call-‐center-‐death-‐exaggerated/
Time is money, yo.
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33 hPp://answerlab.com/clients/case-‐studies/online-‐customer-‐portal-‐study/
our client was able to implement changes that increased the portal usage by 45% and reduced the number of phone calls to their customer service department by 90%.
16 May 2014 @dgcooley #KCDC2014
34 hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
An improved experience by Schneider AutomaNon resulted in $2 million saved in call-‐center support costs over the first 10 months acer the change.
16 May 2014 @dgcooley #KCDC2014
35 hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
A leading printer manufacturer had an installaNon issue so difficult to solve that more than 50% of the first 100,000 users called the customer service line. The cost was nearly $500,000 per month.
16 May 2014 @dgcooley #KCDC2014
36 hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
McAfee Inc. integrated usability design into its ProtecNonPilot socware and cut tech support calls by 90% acer launch.
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37 hPp://www.electronicink.com/a-‐bePer-‐system/Embracing-‐Brevity-‐Pays-‐Off
All companies claim good UX. Can’t we just not but say we did?
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TL; DR
A user-‐centered approach to digital product design and development will: • Give you a product you can sell more of • Save you development Nme (mostly as late-‐stage rework)
• Reduce support costs • Provide a foundaNon for tons of word-‐of-‐mouth markeNng
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AddiNonal Resources
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46 hPp://lesscontentmorestrategy.com
Tomorrow 3:20 Room 2214
More from me?
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September 12 at AJI Socware in Kansas City!
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