These slides examine the quick, fast ways in which you can improve the UX of your products and services, maximizing your return on investment (ROI).

1. No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuest
a
¡Muchas gracias!
Bruno Vilches
@bvilches
UX concepts and how to
make it cost-effective

2. About me
Universidad de Buenos Aires.
Usability and accessibility consultant for the Spanish government.
Working on front-end development for over 10 years.
Started and managed a company that creates web apps for global clients
2013: joined Belatrix as a Senior Web Developer
Now: Product Manager of a talent management app in the HR world
QUESTIONS
#ISA2015Q&A

3. Agenda
What is UX?
UX strategy
UX impact on business
UX process
Five quick tips that can rapidly improve user satisfaction
QUESTIONS
#ISA2015Q&A

4. What is UX?
QUESTIONS
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5. What is UX?
UX is any interaction that the customer has with the product or service
“Build it and they
will come”
“User is the center
of the spotlight”
Mindset shift
QUESTIONS
#ISA2015Q&A

6. UX steps
1.User learns about your product or brand
2.User see your products, enter your stores or website, interact
with your people
3.Buying experience
4.Using the product
“In every step of the process the user will have expectations”
QUESTIONS
#ISA2015Q&A

7. How do we measure
user satisfaction?
QUESTIONS
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8. Features customers expect.
Qualities that increase user satisfaction and
their absence causes dissatisfaction.
Outstanding qualities that give a boost
to satisfaction but their absence
doesn’t cause dissatisfaction.
Quality ranks QUESTIONS
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9. Kano Model QUESTIONS
#ISA2015Q&A
KANO MODEL
http://asq.org/learnaboutquality/qfdqualityfunction-
deployment/overview/kanomodel.html

10. User experience is
communication
QUESTIONS
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11. The eternal question:
What’s the difference
between UX and UI?
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12. UX
how they feel about it
UI
what the user see
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13. User experience versus
user interface
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DESIGN FOR INTERACTION, DAN SAFFER
http://www.designingforinteraction.com/

14. UX strategy implies:
Authority
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Resources
Access to the right people
Business Information

15. “The creation of a great experience for
the user is as important as spending
time and effort on understanding and
achieving the business goals.”
QUESTIONS
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16. We don’t actually create great
experiences just to make users
happy, we do it because we
understand that is an outstanding
tool to meet the company’s goals:
it’s a means to an end.
ALIGNING UX STRATEGY WITH BUSINESS GOALS
http://uxpamagazine.org/aligning_ux_business_goals/
The primary focus of user
experience experts should be
fulfilling the business objectives
set by the organization.
QUESTIONS
#ISA2015Q&A

17. The conceptual knowledge of what an organization
wants for its products or services revolves around
understanding how these three pillars work:
QUESTIONS
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1. The company culture and goals
2. Its competition
3. Its customers

18. Ask yourself
“What are the specific business levers that enable
your company to attract and retain customers and
win out over competitors, and how can user
experience directly impact them?”
QUESTIONS
#ISA2015Q&A

19. Learn to ask the right
questions
WHY Business goal(s)
WHAT UX vision
HOW Success metric
WHO Cross-functional team members
WHEN
Schedule for:
- Communications among team members
- Presentations/updates to stakeholders
- When milestones will be reached
QUESTIONS
#ISA2015Q&A

20. How does UX impact
business?
Money earned. E.g. conversions or ARPU (Average Revenue Per User)
Money saved. E.g. support costs or task performance efficiency.
Non-monetary results. E.g. user loyalty or recommendations to people
QUESTIONS
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Every $ invested in UX yields a
return between $2 and $100
Source: The American Genius, 2014

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22. New dialog
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Business goals encourage
UX strategy change

23. Understanding the user is
key to maximize ROI.
QUESTIONS
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24. QUESTIONS
#ISA2015Q&A
What is it that you
need to learn to make
a decision based on
research results?

25. The UX process
Running
surveys
Interviews
Ask users
to use
diaries
Watch
them use
your app
QUESTIONS
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27. 5
tips to rapidly improve user satisfaction
QUESTIONS
#ISA2015Q&A

28. Focus on “Usable Architecture” over
“Impressive Design”
1
QUESTIONS
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29. Remove Unvalidated Features
2
QUESTIONS
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30. See what customers use rather than
listening to what they want
3
QUESTIONS
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31. Create a Search Function
4
QUESTIONS
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32. Optimize for Mobile
5
QUESTIONS
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33. Key Takeaways QUESTIONS
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34. QUESTIONS
#ISA2015Q&A
• UX is always present
• We can measure the quality of interactions
• User experience is about communicating
• UI is not UX
• Great UX should be a tool to achieve business goals
• UX strategy and impact
• Tips to increase user satisfaction
Key Takeaways

35. No dejes de completar nuestra encuentra online
isa.ixda.org/2015/encuest
a
¡Muchas gracias!
UX and how to make it cost-effective
Bruno Vilches
@bvilches