Your SlideShare is downloading. ×
0
#effec%veui




The ROI of User Experience
          From Strategy and Conception
          to Development and Execution


...
question:
what do these 3 very successful products have in common?
answer:
they all found a
HUGE female audience
answer:
they all found a
HUGE female audience
   accidentally
Investing in user
experience gives you
 the opportunity to
gain wide adoption...
   deliberately!
INVEST IN
GOOD USER
EXPERIENCE
There is only one
  true measure
  for successful
user experiences...
ROI
The main
ingredient for
solution ROI...
User Adoption
user adoption = ROI
 customer self service x user adoption = ROI
  employee data entry x user adoption = ROI
  content par...
investing in a

 Good User
 Experience
 is simply hyper focusing on

User Adoption
IBM “Cost-Justifying Ease of Use”

  “Every $1 invested
  in usability returns
between $10 and $100”
IBM’s Lotus Notes
most technology solutions produce these results
what if we re-defined success by delighting users?
HOW?
    (the laws of creating
effective user experiences)
what was common about the successes?
Law:
FOCUS ON THE
 USER FIRST
✓
focus on the end user first by:



   understanding user
    goals and needs
   before deciding on
      the user flow
stakeholders defined this user flow
                    PICK HOW YOU         OPEN AN           STORE CREDIT                 ...
what their
USERS WANT THIS:   customers actually needed:
                        PACKAGE,     COST VS.            CONFIRM
...
✓
focus on the end user first by:



        conducting
    good research and
      iterating with
        prototypes
avoid:




  building large user
 research documents
fewer research interpretations are better
quality of user research




                           number of interpretation...
Law:
I.T. PROBABLY DOES
 NOT UNDERSTAND
 YOUR CUSTOMERS
baduigallery.com




how did this happen?
“Software today is
designed for the people
  who are building it”
this is typically how I.T. sees your customers
ABC CORP SYSTEM
ARCHITECTURE
TRANSACTION
                CITIZEN DATA
  SERVER

            LEGACY
  BPM     AUTOMATION   ...
avoid:



allowing I.T. to make
  uninformed user
experience decisions
avoid:


      Allowing I.T. to
       offshore your
     interface design
      or architecture
Law:
USERS DON’T KNOW
  HOW TO BUILD
  REQUIREMENTS
You need to interpret
what your users ask for
- Henry Ford

 If I had asked people what
  they wanted, they would
  have said ‘faster horses.’
“where’s the refresh button?”
                      joe user
Law:
VALUE GOOD
  DESIGN
Give me 5 features
  that made you
   upgrade your
operating system
Adobe Watson Express
avoid:




           Asking for
         the “big pitch”
Law:
 PLAY CHESS
NOT CHECKERS
does anyone here think this is possible?




 “In less than 8 weeks we
 created a game-changing
   customer experience”
UX
Revolution
                                            Innovation




 organizational                Evolution
    technol...
business




     cultural

                trends                economic



      markets



                           ...
say               socialize




 collaborate
                     behaviors               make




          do


        ...
IBM “Cost-Justifying Ease of Use”

  “Every $1 invested
  in usability returns
between $10 and $100”
most companies are
                                  spending money fixing
innovation                        user adoption ...
✓
play chess by:

    Taking the time for
    strategic research
      combined with
    iterative validation
Law:
 DO NOT TRY
TO DESIGN FOR
  EVERYONE
If you attempt to
design for everybody,
 you wind up building
       for nobody
this is the result of building for everyone
✓
do not build for everyone:


   Contextualize how
  you think about your
   users by defining a
 small set of user types
...
avoid:




    “Fewer features”
from: Joel Spolsky’s topic, It’s Not That Hard”


an example of “feature” thinking
from: Joel Spolsky’s topic, It’s Not That Hard”


an example of “end user” thinking
Law:
RIGID PLANS ARE
 PLANS TO FAIL
“Software projects are
predictably unpredictable”
process diagrams are a dime a dozen
avoid:




     you can’t schedule innovation like this
On Time
  On Budget
  No Hard Conversations
(who cares if anyone is using it)

rigid plans attempt to produce these results
✓
projects are unpredictable because:

  SCOPE = PRODUCT
Law:
EVERY PRODUCT
NEEDS A SINGLE
    VISION
Product
Executive             Designer   Developer
            Manager
Product
Executive             Designer   Developer
            Manager
define success and
 build consensus
understand
the end user
contextual research
Context Scenarios
                                                                       Logs in to the console
          ...
Gwen’s Customer Journey
                   Gwen is moving her family of three. She knows she’s going to need phone and int...
customer stories
build prototypes based on research
use prototypes to conduct empirical research
inspire good design
Mood Board : Showcase




                 Mood Board : Slate




                                      Mood Board : Dynam...
design compositions
ensure business,
design & technology
   collaboration
TriGeo Console Project Milestone v_0.1
                                                                    Last Modi ed: O...
wireframes
Adobe Video Workshop
graphic components




                       Adobe Video Workshop
                       style guide...
interactive technical references
articulate the vision
vision demos
bad news:
 GOOD UX IS HARD

     good news:
THERE ARE REWARDS
FOR GETTING IT RIGHT
sales conversion time
    reduced by 35%

  manufacturing costs
   dropped by 42%

online revenue grew from:
        $5 mi...
Thank You

             #effec%veui



Anthony Franco                twitter.com/anthonyfranco
President, EffectiveUI    an...
The ROI of User Experience:
The ROI of User Experience:
The ROI of User Experience:
The ROI of User Experience:
Upcoming SlideShare
Loading in...5
×

The ROI of User Experience:

3,640

Published on

Published in: Technology, Design

Transcript of "The ROI of User Experience: "

  1. 1. #effec%veui The ROI of User Experience From Strategy and Conception to Development and Execution Anthony Franco twitter.com/anthonyfranco President, EffectiveUI anthonyfranco.wordpress.com
  2. 2. question: what do these 3 very successful products have in common?
  3. 3. answer: they all found a HUGE female audience
  4. 4. answer: they all found a HUGE female audience accidentally
  5. 5. Investing in user experience gives you the opportunity to gain wide adoption... deliberately!
  6. 6. INVEST IN GOOD USER EXPERIENCE
  7. 7. There is only one true measure for successful user experiences...
  8. 8. ROI
  9. 9. The main ingredient for solution ROI...
  10. 10. User Adoption
  11. 11. user adoption = ROI customer self service x user adoption = ROI employee data entry x user adoption = ROI content participation x user adoption = ROI user generated content x user adoption = ROI process automation x user adoption = ROI
  12. 12. investing in a Good User Experience is simply hyper focusing on User Adoption
  13. 13. IBM “Cost-Justifying Ease of Use” “Every $1 invested in usability returns between $10 and $100”
  14. 14. IBM’s Lotus Notes
  15. 15. most technology solutions produce these results
  16. 16. what if we re-defined success by delighting users?
  17. 17. HOW? (the laws of creating effective user experiences)
  18. 18. what was common about the successes?
  19. 19. Law: FOCUS ON THE USER FIRST
  20. 20. ✓ focus on the end user first by: understanding user goals and needs before deciding on the user flow
  21. 21. stakeholders defined this user flow PICK HOW YOU OPEN AN STORE CREDIT CLICK EMAIL SHIP WILL PAY CARD INFORMATION WAIT FOR EMAIL TO CONFIRM ACCOUNT Now? I just want to ship something. LOGIN PACKAGE, CHOOSE CHECK PRICE/ DETAILED TO & FROM CONFIRM TRACK SERVICE PAY DESCRIPTION I don’t know how What does to answer that. each cost?
  22. 22. what their USERS WANT THIS: customers actually needed: PACKAGE, COST VS. CONFIRM SHIP TO & FROM TIME DECISION PAY & TRACK this is what users wanted
  23. 23. ✓ focus on the end user first by: conducting good research and iterating with prototypes
  24. 24. avoid: building large user research documents
  25. 25. fewer research interpretations are better quality of user research number of interpretations the fidelity of research deliverables
  26. 26. Law: I.T. PROBABLY DOES NOT UNDERSTAND YOUR CUSTOMERS
  27. 27. baduigallery.com how did this happen?
  28. 28. “Software today is designed for the people who are building it”
  29. 29. this is typically how I.T. sees your customers
  30. 30. ABC CORP SYSTEM ARCHITECTURE TRANSACTION CITIZEN DATA SERVER LEGACY BPM AUTOMATION CMS FRAMEWORK project teams minimize the user 3rd PARTY 3rd PARTY WORKFLOW CONTENT in almost every process SOA SEARCH ENGINE OPTIMIZATION UI and this is where they put them
  31. 31. avoid: allowing I.T. to make uninformed user experience decisions
  32. 32. avoid: Allowing I.T. to offshore your interface design or architecture
  33. 33. Law: USERS DON’T KNOW HOW TO BUILD REQUIREMENTS
  34. 34. You need to interpret what your users ask for
  35. 35. - Henry Ford If I had asked people what they wanted, they would have said ‘faster horses.’
  36. 36. “where’s the refresh button?” joe user
  37. 37. Law: VALUE GOOD DESIGN
  38. 38. Give me 5 features that made you upgrade your operating system
  39. 39. Adobe Watson Express
  40. 40. avoid: Asking for the “big pitch”
  41. 41. Law: PLAY CHESS NOT CHECKERS
  42. 42. does anyone here think this is possible? “In less than 8 weeks we created a game-changing customer experience”
  43. 43. UX
  44. 44. Revolution Innovation organizational Evolution technology ecosystem Mobile delivery Web channel Desktop UX Device
  45. 45. business cultural trends economic markets connectivity legal language locality UX accessibility technology
  46. 46. say socialize collaborate behaviors make do want need see touch senses UX feel hear
  47. 47. IBM “Cost-Justifying Ease of Use” “Every $1 invested in usability returns between $10 and $100”
  48. 48. most companies are spending money fixing innovation user adoption issues rather than doing the less costly work of strategically forecasting user needs 20% 80% maintenance Pressman, 1992 80% of development are maintenance costs
  49. 49. ✓ play chess by: Taking the time for strategic research combined with iterative validation
  50. 50. Law: DO NOT TRY TO DESIGN FOR EVERYONE
  51. 51. If you attempt to design for everybody, you wind up building for nobody
  52. 52. this is the result of building for everyone
  53. 53. ✓ do not build for everyone: Contextualize how you think about your users by defining a small set of user types (a maximum of 3 is best)
  54. 54. avoid: “Fewer features”
  55. 55. from: Joel Spolsky’s topic, It’s Not That Hard” an example of “feature” thinking
  56. 56. from: Joel Spolsky’s topic, It’s Not That Hard” an example of “end user” thinking
  57. 57. Law: RIGID PLANS ARE PLANS TO FAIL
  58. 58. “Software projects are predictably unpredictable”
  59. 59. process diagrams are a dime a dozen
  60. 60. avoid: you can’t schedule innovation like this
  61. 61. On Time On Budget No Hard Conversations (who cares if anyone is using it) rigid plans attempt to produce these results
  62. 62. ✓ projects are unpredictable because: SCOPE = PRODUCT
  63. 63. Law: EVERY PRODUCT NEEDS A SINGLE VISION
  64. 64. Product Executive Designer Developer Manager
  65. 65. Product Executive Designer Developer Manager
  66. 66. define success and build consensus
  67. 67. understand the end user
  68. 68. contextual research
  69. 69. Context Scenarios Logs in to the console Monitors network feeds Sets advanced lters Establishes rules Receives an alert Drills down to problem area Discovers and attack Quarantines a ected area James Woo Context Scenarios Logs in to the console Power User Primary Persona Reviews Network Activity Sets New Rules James is an IT administrator for an internal network of a 3000 employee corporation. He is on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment, from high-pro le servers to employee computers. Being able to put his nger to the “pulse of the network”, maintain ne-grain control of tra c and maintain a high level of security is what James relies on. There are gigabits of activity happening every hour that he must be able to respond to at a moments notice. Marian Phillips When James logs in to the application he is able to maintain an overview of his network. Novice User Secondary Persona He knows the network inside and out and has customized his “workspace” to cater to the Context Scenarios Logs in to the console most critical areas. Glances at Dashboard Marian is IT support for a 200 employee company. She monitors the network, but also Evaluates network “saves” helps with employee hardware and software. The rst order of business for Marian is checking email, voice messages and the current status of the network. She receives an email stating that employees are no longer allowed to browse YouTube.com. In addition to monitoring the network, Marian can perform a couple easy steps to creating a rule to block employees from browsing to YouTube.com. Sure, Marian can view every Clark McCarthy network activity, but her primary concern is responding to the immediate demands of enforcing company policies. Executive User Secondary Persona Context Scenarios Demonstrates the application Drills into speci c features Clark is CTO for a 3000 employee company and reports directly to board members. He likes to keep tabs on the companies network response and e ectiveness to see if spending all that money on new servers is really paying o . Steve wants an easy-to-use dashboard that allows him to monitor just how great his Newstead George network is running. It also doesn’t hurt that he has high level information he can use to get get praise from the boss. TriGeo Executive George is looking for a product that can be white labeled and headed on the path to a SaaS o ering while delivered on time and with required functionality. Context Scenarios Gives a demo Navigates through features Linda Deris TriGeo Employee Linda is focused on selling TriGeo o erings. She wants something easy to demo and sell while successfully conveying the value, ease and power of the application. user archetypes
  70. 70. Gwen’s Customer Journey Gwen is moving her family of three. She knows she’s going to need phone and internet service. The affective and contextual factors that will affect Gwen’s choice in telecom vendors are price, her existing knowledge and previous experience. ? nt fro e. . up ? . . n od ns lo h. h ed ue as e. ? go ea is a rc fo uc t g . va dg va xp o k ight ea in n’t m th e. m i nc wle is . s ar h o ct ar e r ou le to be th do ce r uc s a no do ? ew t l go g. at e to vi m ay be y es in en ht m gu o ad p tim so ice tt ov h l g to yv n e w ab ni ice ie es ice e m er i e d ve rv n ee tio . ur be e v sa e dd em er M e go as ys er tim ha e’r s ed i yn es lla itt h u fin th se en to er ss W e. yb re io n ce th e eI ll m th t a lo ev ing ns lin ow cis m wi Pr em d ro e’s eI ’s a do vi t o ul co on p ed no t g e p n r re em us ho s I’v hy he he re d is w go e l yp m na ’m No I’ll It’s Ho ed e & Is Th Th el Th I us W t W W I’ll tio d tra wh ite xio ra us er xc pi An Fr Ov E As Thoughts & Feelings Calls to order service Emotional Emotion throughout journey Goes online and checks out different options Experience Emotion towards -------- Consults with influencer I can’t afford what I’m finding here. On hold for too long. Hanging up. Ends phone call Go back Go back Phases of the Journey Inquiry Comparison Purchase Installation Description Description Description Description The Inquiry phase consists of the reasons people are The potential customer comes in to the Comparison The Purchase phase involves the provider demanding Installation phase is the handoff from customer shopping around for new service. These are usually phase usually armed with the right info, tech jargon, quite a bit of personal info. The order flow tends to be service to the installer. There are usually scheduling related to moving and relocation, an upgrade to and is looking for lowest cost. They tend to be brand complex and the process can be all over map. There is conflicts between all parties involved. This phase can existing service, or hunting down new deals. Moving agnostic . If they can’t find the right price or the right a sense of delayed gratification - waiting on service usually be somewhat painful for the customer in is the biggest reason. services, they may leave and go back to inquiry. installation and activation. dealing with installer. Recommendations Recommendations Recommendations Recommendations Design homepages with separate targeted call-out Recommend using IP Location services to geo-locate Reduce amount of info required by streamlining and Many factors converge to make this phase of the areas lying above the fold tailored for residential customers - removing the current service address improving any areas that contain form fields using customer journey unpleasant. Providing accurate customers and tech-savvy customers. Internal product roadblock. Allowing users to configure services before industry best practices. Work on setting expectations arrival times, courteous technicians, and clear instruc- areas should include basic plain-english product adding them to the cart, and reflecting bundled price for installation phase with customer service reps on tion materials during Installation can help alleviate descriptions and large price points with a clear call to discounts in a clear and obvious manner. the phone to improve overall experience with your the negative experience inherent in this phase. Also, action. Tech-savvy bullet points should include brand. consider having leave behind customer comment keywords that summarize options and features cards so customers feel empowered to give feedback typically found in product datasheets. into the process. the customer journey
  71. 71. customer stories
  72. 72. build prototypes based on research
  73. 73. use prototypes to conduct empirical research
  74. 74. inspire good design
  75. 75. Mood Board : Showcase Mood Board : Slate Mood Board : Dynamic mood boards
  76. 76. design compositions
  77. 77. ensure business, design & technology collaboration
  78. 78. TriGeo Console Project Milestone v_0.1 Last Modi ed: October 30, 2008 9:12 AM EXPERIENCE MAP The Experience Map acts as a diagram of the “ ow” of an application. It is important to hone in on this high-level framework of the application so a clear direction may be established. This map helps the direction of wireframes without getting too far into the details. The content of the Experience Map is based on user research, a current understanding of the application and methods of improving usability. As more information is gathered and Experience Map evolves until a direction has been established. Creating the Experience Map was an ongoing process that ran in tandem with wireframes and creating design compositions. Although there was some inconsistent overlap due to these areas being done in parallel, thinking around wireframes helped to tighten areas of the Experience Map and vice versa. In the end, a solid overview of the TriGeo Console was generated that acts as the foundation for additional development and user experience re nement. There is still work to be done and directly correlates to the Wireframes. 20 experience maps
  79. 79. wireframes
  80. 80. Adobe Video Workshop graphic components Adobe Video Workshop style guide graphic elements and style guides
  81. 81. interactive technical references
  82. 82. articulate the vision
  83. 83. vision demos
  84. 84. bad news: GOOD UX IS HARD good news: THERE ARE REWARDS FOR GETTING IT RIGHT
  85. 85. sales conversion time reduced by 35% manufacturing costs dropped by 42% online revenue grew from: $5 million to $85 million ...all in less than 9 months
  86. 86. Thank You #effec%veui Anthony Franco twitter.com/anthonyfranco President, EffectiveUI anthonyfranco.wordpress.com
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×