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Selling UX In Your Organization
Presented by Carol Smith @carologic
Cleveland UXPAWorld Usability Day 2013
Reasons not to do UX
Arguments Against UX
Time Cost No access to users Liability Not needed Invisible Return on Investment (ROI)
Start Now!
Share What You Learn
http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/garryknight/http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/photostream/
Goals of Sharing
Help the team: understand user’s point of view identify new opportunities prioritize content and solutions design for user’s needs and behaviors create new solutions
Information Radiators
Facilitate Communication Decision Making:
Navigation Features Design
Know Your Audience
You may sell UX to: Clients Project/Product Managers Developers Designers Managers Executives
Explain
Explain how the choices you’ve made lead to a successful project. This isn’t magic, it’s math.
Show your work. Don’t hope someone “gets it,” and don’t blame them if they don’t — convince them.
Mike Monteiro, Design Is a Job via http://uxdesign.smashingmagazine.com/2013/02/20/sell-design-solution-clients/
Negotiate for Your Users
Focus on interest, not positions Need to make a great experience Benefits for user and organization Savings of time, money, resources,
effort, etc.
Watch your pronouns We not them
Want to Sell UX? Stop Talking UX!by Lis Hubert, UX Consultant at Independent on Sep 05, 2013. http://www.slideshare.net/lishubert/want-to-sell-ux-stop-talking-ux
SKEPTICS WILL ASK
http://www.flickr.com/photos/cuppini/3211910657/sizes/o/in/photostream/http://www.flickr.com/photos/cuppini/http://creativecommons.org/licenses/by-nc-nd/2.0/
We Have That Survey Set Up
We are getting data from it. Why would we need anything more?
Surveys
Compliment qualitative work Questions are an art-form
Multiple and un-intended meanings Only get out of it what you ask about
Our Employees
Easy access Know the users Invested in this project
Employees Aren’t the User
Know too much Ego, job, co-workers, etc. Not the intended user
OK for guerilla style testing
Usability Gets in the Way
BrandDesign
Edge Users
Speed of Development
Why Change?
Move On
Too Many Clicks
More than 83% of Internet users are likely to leave a Web site if…too many clicks to find what they’re looking for.
-Arthur Andersen, 2001
Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
Vague, Misleading Links are the Culprit
Give them the “scent”
of informationand they will happily keep clicking
Focus Group vs. Ethnography
http://www.flickr.com/photos/librarycommission/2840794254/sizes/m/in/photostream/http://www.flickr.com/photos/librarycommission/http://creativecommons.org/licenses/by-nc-sa/2.0/
What is the difference?
Ethnography• Observe actual process• Equity among participants• Find patterns of behavior
User Research
We Know it’s Difficult, We Have a Training Program!
http://www.flickr.com/photos/kaptainkobold/5181464194/sizes/o/in/photostream/http://www.flickr.com/photos/kaptainkobold/
Training
Additional time and money Less costly to find and correct issues
Training (Continued)
How much is their time worth? 1 Hour of training? 1 Day of training? 1 Week of training?
Company was able to eliminate training and save $140,000
AT&T saved $2,500,000 in training expenses
Bias & Mayhew, 1994http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
How many test participants to get real results?
Number of Participants
Studies have shown that testing 5-6 representative users of each user type will reveal 80% of usability issues.
http://www.useit.com/alertbox/20000319.htmlJakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
Let go of the Numbers!
This is about people Statistical significance is not feasible
Time Cost
ROI would diminish entirely
Looking for Patterns
Identify repetition After pattern is found, continuation:
Adds cost Delays reporting Low probability of many new findings
Define Purpose
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
Main Purpose # of Participants
Convince skeptics (demonstration)
3
Find serious problems 9-12
Find all serious problems Unknown
Find all problems Unknown
Measure key parameters >20
What This Means
Know your primary user(s) and recruit carefully Very specific user group - 5 works Less well defined - more (8-15 or more)
There is controversy Study in 2001 was inconclusive due
to study design (Spool and Schroeder)
Disclaimers
Testing five users is not always enough
Must be well recruited – not just anyone
Smaller groups do not equate better findings
Low test quality - size doesn’t matter
"Results of usability tests depend considerably on the evaluator"
- Jacobsen and Hertzum, 2001
Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
Return on Investment (ROI)
“If you dedicate at least 10 percent of your project budget to usability activities, you will see an average of 135 percent improvement in usability"
- Jakob Nielsen, principal, Nielsen Norman Group, 2003
http://www.allbusiness.com/company-activities-management/financial/5670570-1.html All Business. Dated:Jan. 8, 2003
Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design.
If the system had been released, it costs 100 times as much relative to fixing in design.
-Gilb, 1988 -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
ROI: In House Advantage
Access to users Access to data Before and after
Small increments of time and effort
# of employees over time
Potentially huge savings in time and money
X =
ROI (continued)
Small things can make a big difference
$300,000,000 Button
Provide right recommendations by observing and talking with the customersSpool, Jared. The $300 Million Button. January 14, 2009.
http://www.uie.com/articles/three_hund_million_button/ Button: BD Create
Create UX Advocates
Who is Already There?
Pay attention to who approaches you Look for your comrades May not be in your area of the
organization Make time to chat with them
Share recent articles about UX Invite to a UX event locally Invite to join LinkedIn or other groups
online
Find & Create New Advocates
Use promotions Remind everyone of successes Provide templates for planning -
include UX Provide highlights and/or reports that
will help them sell UX
Build UX in the Organization
Identify C-level person Get their support for a small study Invite them to sessions Make sure they see benefits gained Remind them of success next time Help them become a promoter
Building UX
Centralized in a department Embedded in existing teams
See Shared Interests (not positions)
Increase sales Save time and money Create happy customers
Benefits from UX
Sell more product Discover unmet needs Reduce:
Costs (support, training) Need for updates and maintenance
releases
From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
Why You Should Care
“Customers are the only stakeholders who are not represented in design meetings.
If it hurts users and will cause customers to leave? Silence.
Unless you speak up. So do it.”
-Jakob Nielsen
Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D http://www.developer.nokia.com/Design/Usability_evangelism.xhtml
10 Ways to Promote UX
1. Invite everyone to observe via remote observation
2. Schedule testing at a regular time3. Promote availability of testing internally (Yammer)4. Network within organization and share what you
do5. Present lunch sessions6. Invite staff to local UX events7. Share recommendations and successes widely8. Post information radiators in shared locations9. Hold a World Usability Day event next year!10.Invite everyone to observe UX sessions in-person
Represent Your UsersThey are depending on you!
Contact Carol
Twitter @carologic
LinkedIn: http://www.linkedin.com/in/caroljsmith
Slides: slideshare.net/carologic
UX Akron
50
Recommended Readings
References
Building Trust and Credibility: How To Sell Your UX Design Solution To Clients by Rian van der Merwe http://uxdesign.smashingmagazine.com/2013/02/20/sell-design-solution-clients/
Cost-Justifying Usability: An Update for the Internet Age, Randolph G. Bias and Deborah J. Mayhew
The $300 Million Button by Jared Spool Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5
Users. March 19, 2000. Measuring the User Experience by Bill Albert and Tom Tullis Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen,
Ph.D http://www.upassoc.org/usability_resources/usability_in_the_real_world/
roi_of_usability.html Molich, Rolf. A Critique of “How to Specify the Participant Group
Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.