The Business Case for UX - Code PaLOUsa 2014

The Business Case for UX

Introduction to User Experience Methods

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Danielle Gobert Cooley @dgcooley

25 February 2014 #CPL2014

25 February 2014 @dgcooley #CPL14

Danielle Gobert Cooley

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[email protected]

@dgcooley

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

Selected Work

hPp://linkedin.com/in/dgcooley

What is UX?

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What is UX?


4 hPp://www.kickerstudio.com/2008/12/the-‐disciplines-‐of-‐user-‐experience/

What is UX?


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What is UX?


6 hPp://unbounce.com/online-‐markeNng/32-‐bullseye-‐ux-‐posts-‐to-‐hit-‐your-‐conversion-‐targets/

What is UX?


7 hPp://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?

InteracNon Design How does it work?

InformaNonDesign 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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11 hPp://www.adapNvepath.com/uploads/documents/apr-‐005_businessvalue.pdf

Firms that are bePer 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


13 hPp://www.nngroup.com/arNcles/usability-‐roi-‐declining-‐but-‐sNll-‐strong/

The average business metrics improvement aeer a usability redesign is now* 83%.

*2008

•  Conversion rates •  Traffic numbers •  User Performance •  Target Feature usage

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 funcNons 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 difficulNes 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 fooNng.

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


18 hPp://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 relaNvely 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 hPp://ppc.org/expedia-‐removes-‐one-‐form-‐field-‐and-‐makes-‐12-‐million-‐in-‐profit/

TWELVE MILLION DOLLARS

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


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THREE HUNDRED MILLION DOLLARS

Blah, blah, blah. What about my stock price?

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In the past 10 years, design-‐driven companies have outperformed the S&P 500 by 228%.


22 hPp://www.fastcodesign.com/3026287/study-‐good-‐design-‐really-‐is-‐good-‐for-‐business

Ugh. That’s so not sexy.

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24 hPp://www.forbes.com/sites/anthonykosner/2013/11/23/how-‐design-‐and-‐user-‐experience-‐translates-‐to-‐the-‐boPom-‐line/

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

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Photo via: hPp://www.agentur-‐loop.com/en/careers/umbraco-‐net-‐developer

hPp://www.nngroup.com/arNcles/intranet-‐users-‐stuck-‐low-‐producNvity/

hPp://visualstudiomagazine.com/arNcles/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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32 hPp://mashable.com/2012/04/24/call-‐center-‐death-‐exaggerated/

Time is money, yo.


33 hPp://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%.


34 hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf

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



A leading printer manufacturer had an installaNon 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 ProtecNonPilot soeware and cut tech support calls by 90% aeer launch.


37 hPp://www.electronicink.com/a-‐bePer-‐system/Embracing-‐Brevity-‐Pays-‐Off

All companies claim good UX. Can’t we just not but say we did?

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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 Nme (mostly as late-‐stage rework)

•  Reduce support costs •  Provide a foundaNon for tons of word-‐of-‐mouth markeNng


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AddiNonal Resources


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46 hPp://lesscontentmorestrategy.com

More from me?


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Education

The Business Case for UX - Code PaLOUsa 2014