the business case for ux

The Business Case for UX

Introduction to User Experience Methods

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Danielle Gobert Cooley @dgcooley

15 November 2013 #STLDODN

15 November 2013 @dgcooley #STLDODN

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Danielle Gobert Cooley

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[email protected]

@dgcooley

14 years as a UX Specialist BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in InformaQon Design – Bentley University

Selected Work

hSp://linkedin.com/in/dgcooley

What is UX?

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What is UX?


5 hSp://www.kickerstudio.com/2008/12/the-‐disciplines-‐of-‐user-‐experience/

What is UX?


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What is UX?


7 hSp://unbounce.com/online-‐markeQng/32-‐bullseye-‐ux-‐posts-‐to-‐hit-‐your-‐conversion-‐targets/

What is UX?


8 hSp://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?

InteracQon Design How does it work?

InformaQonDesign 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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12 hSp://www.adapQvepath.com/uploads/documents/apr-‐005_businessvalue.pdf

Firms that are beSer 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

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 funcQons 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 difficulQes 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 fooQng.

hSp://www.gerrymcgovern.com/new-‐thinking/convenience-‐trumps-‐security


18 hSp://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 relaQvely 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.


19 hSp://ppc.org/expedia-‐removes-‐one-‐form-‐field-‐and-‐makes-‐12-‐million-‐in-‐profit/

TWELVE MILLION DOLLARS

hSp://www.uie.com/brainsparks/2011/10/17/the-‐back-‐story-‐for-‐the-‐300-‐million-‐buSon/


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THREE HUNDRED MILLION DOLLARS

HA! But I don’t sell anything. We build tools for internal use.

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hSp://www.agentur-‐loop.com/en/careers/umbraco-‐net-‐developer

hSp://www.nngroup.com/arQcles/intranet-‐users-‐stuck-‐low-‐producQvity/

hSp://visualstudiomagazine.com/arQcles/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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28 hSp://mashable.com/2012/04/24/call-‐center-‐death-‐exaggerated/


29 hSp://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%.


30 hSp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf

An improved experience by Schneider AutomaQon resulted in $2 million saved in call-‐center support costs over the first 10 months auer the change.



A leading printer manufacturer had an installaQon 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.



McAfee Inc. integrated usability design into its ProtecQonPilot souware and cut tech support calls by 90% auer launch.


33 hSp://www.electronicink.com/a-‐beSer-‐system/Embracing-‐Brevity-‐Pays-‐Off

Everyone claims their UX is good. Why will people believe us?

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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 Qme (mostly as late-‐stage rework)

•  Reduce support costs •  Provide a foundaQon for tons of word-‐of-‐mouth markeQng


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AddiQonal Resources


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42 hSp://lesscontentmorestrategy.com

More from me?


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Code: DCSPECIAL

06 March: Don’t Guess: Test! The Why, What, and How of User TesQng

the business case for ux

Technology

dgcooley hsp

ux introduction

stldodnwe dont

informaqon design howisit

withinless thanthreeyears

stldodnmillion dollarshsp

business case

stldodnthats great