business of ux - midwest ux presentation
DESCRIPTION
User Experience professionals have a plethora of knowledge from a variety of disciplines: psychology, human-computer interaction, graphic design and cognitive science. However, one essential area is often overlooked - business. In this presentation, Ashley will outline how to integrate business thinking into your UX work in order to influence decision makers and be seen as a thought leader at your company.TRANSCRIPT
Ashley Wrobel, MBA
Senior UX Manager, Manifest Digital
10.24.2014
The Business of UX
MY STORY
WHAT HAS LED TO THE BUSINESS
PROBLEMS TODAY?
HOW CAN WE FIX THE UX –
BUSINESS RELATIONSHIP ON OUR
TEAMS?
HOW CAN I IMPROVE MY WORK ON A
DAILY BASIS?
QUESTIONS
W H AT H A S L E D T O T H E B U S I N E S S
P R O B L E M S O F T O D AY ?
6 ERAS OF BUSINESS
COLONIAL
PERIOD
INDUSTRIAL
REVOLUTION
AGE OF
INDUSTRIAL
ENTREPRENEURS
PRODUCTION
ERA
MARKETING
ERA
RELATIONSHIP
ERA
1776 1891 19211777 19901851
STARBUCKS
BUSINESS=
DESIGNER
ROLE OF THE MAKER
MAKER=
DESIGNER=
BUSINESS
BUSINESSBUSINESS
?
1776 1891 19211777 19901851
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aker
Sup
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DESIGNER
MAKER
MAKER
DESIGNERMAKER-
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BUSINESS=
DESIGNER
MAKER
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RO
LE
DESIGN ROI
http://www.dmi.org/blogpost/1093220/dmi-Dialog?tag=design+valuation8
SATISFACTION ROI
http://www.theacsi.org/national-economic-indicator/financial-indicator9
BUSINESS CHANGEEXAMPLE
Large Company
Mid-Sized Company
Start Up
DISCONNECT
ONLY 3% OF COMPANIES SUCCEED IN
DELIVERING AN EXCELLENT EXPERIENCE –
ONE THAT WOULD SET THEM APART FROM
COMPETITORS.
FORRESTER REPORTS
H O W C A N W E F I X T H E U X -
B U S I N E S S R E L AT I O N S H I P O N O U R
T E A M S ?
USER-CENTERED DESIGN
THE BEST DESIGNED
PRODUCTS AND
SERVICES RESULT FROM
UNDERSTANDING THE
NEEDS OF THE PEOPLE
WHO WILL USE THEM
DESIGN COUNCIL
DESIGNING USER
INTERFACES WITH A
FOCUS OF CREATING
THE HIGHEST
BUSINESS-UX
ALIGNMENT
POSSIBLE.
BUSINESS CENTERED APPROACH
WHY PROJECTS FAIL
2005 http://spectrum.ieee.org/computing/software/why-software-fails
• UNREALISTIC OR UNARTICULATED PROJECT GOALS
• BADLY DEFINED SYSTEM REQUIREMENTS
• UNMANAGED RISKS
• POOR COMMUNICATION AMONG CUSTOMERS,
DEVELOPERS, AND USERS
1. Explaining the value of UX
2. Presenting clear project ROI
3. Incorporating rationale that
supports business goals
4. Addressing reasons for
change
5. Collaborating with business
POINTS FOR CHANGE
H O W C A N I F I X T H E U X - B U S I N E S S
R E L AT I O N S H I P A S A N I N D I V I D U A L ?
STARBUCKS.COMHOLIDAY DRINKS PROJECT
A PROJECTA new specialty coffee & tea for the
holidays to be sold online only
DISCOVERY DESIGN BUILDArea of
focus
PROJECT PATH
UNDERSTAND BUSINESS GOALS
UX Goals:
• Items should be easily discoverable
• Purchasing process must be simple
• Product benefits and limitations must be
clear
Business Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
ASK THE RIGHT QUESTIONS
UX Questions:
• What was was the revenue from similar
projects?
• How long did they run for?
• Where did they go wrong?
• Where did they go right?
Business Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
MAP DELIVERABLES
Business Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
DETERMINE THE IMPACT
What pages have historically impacted
revenue of new items the most?
• Home - 60%
• Product Description Page – 28%
• Product Matrix Page – 10%
• Shopping Cart – 2%
Business Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
http://uxmag.com/articles/communicating-the-ux-value-proposition
MEASURE & MAP OBJECTIVESBusiness Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
Poor Average Excellent
Current State Future State
Measurements
• Increased revenue on new holiday items
• Increased Customer Satisfaction
ADD OBJECTIVES TO WIREFRAMES
Page: Homepage
Project Impact: 60%
Page Goal(s):
• Items should be easily
discoverable
• Product benefits and limitations
must be clear
Business Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
SHOW RESULTSBusiness Goal:
Create $X Revenue on Holiday Coffee & Tea
Items during 2014 Holiday Season
Business Measurements
• Increased revenue: 15%
• Increased Customer
Satisfaction: 10%
Poor Average Excellent
current state
future state
Proposed Change in Revenue
UX Goals
• Items are easily discoverable
• Product benefits and
limitations are clear
S TA R T I M P R O V I N G N O W
• http://www.smashingmagazine.com/2011/09/
13/the-s-m-a-r-t-user-experience-strategy/
• http://disciullodesign.wordpress.com/2011/12
/08/6-steps-for-measuring-success-on-ux-
projects/
• http://www.forbes.com/sites/deborahljacobs/
2011/11/22/how-to-boost-your-credibility-at-
work/
• http://www.mindtools.com/pages/article/esta
blishing-credibility.html
• http://uxmag.com/articles/communicating-
the-ux-value-proposition
• http://furniturehistory.wikispaces.com/Home+
Furnishings+Industry+Timeline
• Experience Design: A Framework for Integrating Brand, Experience, and Value (Book)
• Communicating the UX Value Proposition
http://uxmag.com/articles/communicating-the-ux-value-proposition
• Design is a Job (Book)
http://www.abookapart.com/products/design-is-a-job
• Mapping Business Value to UX
http://www.uxmatters.com/mt/archives/2013/11/mappin g-business-value-to-ux-part-2.php
• How Design & UX Translate to the Bottom Line
http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/
RESOURCES
