social roi can motivate management to support ux (stephanie rosenbaum)
Post on 21-Oct-2014
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Stephanie Rosenbaum's talk from the UXPA 2014 Ignite session, "Does Measuring the ROI of UX Motivate Management to Get Behind User Experience?" Our speakers ignite the conversation and attempt to resolve the controversy around one of the pressing issues in the User Experience (UX) field: the value of the Return on Investment (ROI) of UX. In this IGNITE session, speakers armed with case studies, as well as previous successful and failed experiences measuring the ROI of UX, present diverse viewpoints on this topic, including: Understanding how companies lose market share and profitability by cutting out UX in the race to be first to market Recognizing that a Return on Investment is important, but also recognizing that there is no standard and widely adopted method. So let’s develop one! Conceding that the ROI of UX produces flawed metrics, and acknowledging that measuring ROI wastes the effort and value that UX professionals bring to an organization Embracing the warm and fuzzy combination of art and science in our solution to the ROI problem Does Measuring the ROI of UX Motivate Management to Get Behind User Experience?TRANSCRIPT
Stephanie Rosenbaum CEO UXPA 2014 London
Social ROI Can Motivate
Management to Support UX
Consider Both Perceived and Measured ROI
Perceived ROI works when
measured ROI fails
UX ROI Falls into Categories
Internal, measured and perceived
External, direct and indirect
Direct and Indirect ROI
Direct: sales and revenue
Indirect: customer
satisfaction/brand
awareness
Social UX ROI
Perceived Internal ROI =
Social ROI
UX ROI is Hard to Measure
Before-and-after data is
expensive to collect
UX Is Not Alone
Engineering/Development
QA
World Events Overshadow UX Contributions
Political
Seasonal
Economic
So Can Industry Activities
Sales
Marketing
Competition
Measuring Social ROI
Formally
Informally
Make Successful
Connections with
Stakeholders
Make Successful
Connections with
Stakeholders
Communicate with Product Teams
Ask
Show
Get feedback
Respect Product Teams
Praise, don’t blame
Include Good Examples
Don’t show only extreme cases
of user suffering
Support Other Teams
Offer helpful tools
Establish UX Strategic
Infrastructure
Promote efficient UX practices
Examples to Follow
Participant recruiting
Research session
management
Template documents
Communicate Improved UX
To customers
To management
