a business case for user-centered design

A Business Case for User-Centered Experience Design by Alisan Atvur, Sept 2010

TalkA business case for user-centered experience design

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Friday, September 24, 2010

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Raise your hand ifyou have had to convince someone of the value of user-centered design.



Raise your hand ifyou’ve had an argument about the role of a user-experience professional.



Raise your hand ifyou have client relationships that lasted for an extended period of time (longer than 12 months).



GoalHelp our clients to discover the value of user-centered design.



How to useEach of these “thoughts” is a conversation you could have with your client. The topics are meant to be thought-provoking and but not so politically charged that they can compromise your relationships with your colleagues, your clients and your employees.



thought

Before you are a consumeryou are a user.

Can you see the value in both?



consumption |kənˈsəm(p) sh ən|

the purchase and use of goods and services by the public



consumption |kənˈsəm(p) sh ən|

the purchase and use of goods and services by the public

the action of using something or the state of being used for some purpose

use|yoōs|



You learn information about a lawnmower by watching a commercial.




You visit a website to learn more about that lawnmower.




You read the signage in the store around and about the lawnmower.





You interact with the packaging of the lawnmower.





You physically interact with the lawnmower.









You buy the lawnmower.







You learn information about a lawnmower by watching a commercial. You use the lawnmower to cut the crab

grass in your lawn. However, you run over your kid’s Nerf howler football, which breaks your lawnmower’s belt.








You learn information about a lawnmower by watching a commercial. You use the lawnmower to cut the crab

grass in your lawn. However, you run over your kid’s Nerf howler football, which breaks your lawnmower’s belt.


You buy an extra belt for your lawnmower online.You interact with the

packaging of the lawnmower.







You read the instructions for installing the new belt for your lawnmower.

You use the lawnmower to cut the crab grass in your lawn. However, you run over your kid’s Nerf howler football, which breaks your lawnmower’s belt.













You install the belt and tell your kids to put up their toys.












You install the belt and tell your kids to put up their toys.





use use use use use consumption use consumption use use



thought

Divergent and convergent thinking bring about meaningful innovation.A common side effect of meaningful innovation is that it is often lucrative.

Do you seek user-centered innovation or market-driven change?



Divergent Thinking Convergent Thinking



Convergent Thinking

Divergent Thinking



Convergent Thinking

Divergent Thinking

Previous solutionthat no longer works



Convergent Thinking

Divergent Thinking

Previous solutionthat no longer works

Does this design decision result in a positive change For the company? For the user? Both?



This process can be good for the company and the user.



thought

Beating a competitor is the battle. Improving your industry is the war. User-centered design can do both.

What is your fight strategy?



thought

User-centered design is a cultural decision with company implications (and vice versa).

Do you work within a culture?If so, how does the culture regard the user?



thought

If you are not listening to your users,you are not listening to your users.It’s fiscally dangerous to assume omniscience.

Do you see the difference in value between user research and market research?



thought

User-centered designis it’s own marketing campaign.

Is the story of your marketing relevant to the use of your product or service?



User-centered redesign of their products were the centerpiece of the recent marketing campaign.

14% growth in sales (while their competitors went down)



thought

If your product or service is not user-friendly,it is not a long-term solution.

Is your business philosophy to pay for series of short-term patches or invest in longer-term approaches?

(Note: To choose to iterate is a mature philosophy)



In closingEach interaction in our lives is a gift.Designing experiences is an honor.



Thank you

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a business case for user-centered design

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