the case behind user experience
TRANSCRIPT
The Case Behind User Experience
Stefan Ivanov
• Senior UX Architecto User Research
o Concept Design
o Prototyping
o User Testing
• Educatoro Human-Computer Interaction
o UX processes
o Design thinking
Why User Experience?
• UX for the better
• We need moar
• It is in your hands
I am sometimes confused…
What is UX?
UX
Businessgoals
Userneeds
DesignInformation
What is UX?
Informationarchitecture
UserResearch
ContentStrategy
Visualdesign
Interactiondesign
UX
The process
Research Validate
Prototype
The process
Businessgoals
User needs
The process
Research Concept Design
The Value of UX
How do our experiences change?
How do our experiences change?
How do our experiences change?
How do our experiences change?
How do our experiences change?
How do our experiences change?
Product maturity
Time
Performance
High technology
What averageusers need
Unfilled need
Product maturity
Time
Performance
High technology Consumer commodity
What averageusers need
Unfilled need
Excess qualityLow interest
The business case
$3.5Trillion
15% 50% 50%
spent on IT per year
projectabandonment
of the code is UI
developmenttime is for UI
https://www.usability.gov/what-and-why/benefits-of-ucd.html http://www.gartner.com/technology/screencasts/2q16-it-spending-forecast.jsp
Benefits
Development costsTraining and documentationSupport costs
SalesMarket penetrationSatisfactionProductivity
Cost of changes
Design and architecture
Implementation
Integration test
Customer beta test
Post product release
Case Studies and Success Stories
Bank of America
Bank of America redesigned their online banking enrollment process to exceed their desired ROI benchmark and increase enrollment by 45%.
http://adaptivepath.org/uploads/documents/apr-005_businessvalue.pdf
Expedia
The travel company managed to earn an additional $12m in profit thanks to removing an optional field from their payment form.
http://www.conversionvoodoo.com/blog/2011/11/expedia-deletes-one-field-from-their-registration-process-increases-profit-12m/
Bing
Based on user research the shade of blue in the hyperlinks of the search results was changed to generate more than $80M in additional revenue from clicks.
http://www.businessinsider.com/the-80-million-difference-between-shades-of-blue-2010-3
AVON
AVON halted a $125m order management system project after it caused their sales reps to quit terms with the company in frustration.
http://www.informationweek.com/software/enterprise-applications/avon-pulls-plug-on-$125-million-sap-project/d/d-id/1113061
Slot Machines
Redesign of the interface for setting up, configuring and trouble shooting the slot machine resulted in reduced training times from 80 hrs to 30 mins per employee.
http://d3.infragistics.com/wp-content/uploads/2015/07/The_Business_Value_of_User_Experience1.pdf
Ford
The complexity and poor usability of MyFord Touch infotainment system dropped Ford from 5th to 23rd place
in the automotive quality survey in 2011.
http://wheels.blogs.nytimes.com/2011/06/23/aggravating-myford-touch-sends-ford-plummeting-in-j-d-power-quality-survey/?hpw&_r=0
Israel Aircraft Industries
Estimated that the application of user centered design practices and processes to their new mission planning center project would decrease cost by $380 000 and open additional sales opportunity of $400 000.
link
Staples
The website was redesigned based on user research.
• 80% traffic increase
• 67% returning customers increase
• 45% drop-off rate reduction
• 10% better shopping experience
link
McAfee
By focusing on the UX of ProtectionPilot software from the very beginning of the product lifecycle, they managed to decrease the support calls by 90%, compared to their estimated expectation.
http://pragmaticmarketing.com/resources/clean-cutting-edge-ui-design-cuts-mcafees-support-calls-by-90
