Why should you care about UX? It's not just something to pay lip service to, or to do to feel cool while hanging out with the mustachioed dudes in tight black jeans drinking some PBR. No. UX is important because the benefits of a good user experience - increased revenue, decreased development time and rework, decreased call center volume, and increased word-of-mouth marketing - far outweigh the cost of achieving that experience. And make no mistake - good UX isn't an accident. Nor is it achieved by locking a smart person or two in a conference room until they get it right. In this session, we'll take a look at several case studies demonstrating the business value of a user-centered approach to design and development.

1. The Business Case for UX
Introduction to
User Experience Methods
1
Danielle Gobert Cooley
@dgcooley
16
May
2014
#KCDC2014
16
May
2014
@dgcooley
#KCDC2014

2. Danielle
Gobert
Cooley
16
May
2014
@dgcooley
#KCDC2014
2
danielle@dgcooley.com
@dgcooley
15
years
as
a
UX
Specialist
BE,
Biomedical
and
Electrical
Engineering
–
Vanderbilt
University
MS,
Human
Factors
in
InformaNon
Design
–
Bentley
University
hPp://linkedin.com/in/dgcooley
Selected
Work

3. What is UX?
3
16
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2014
@dgcooley
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4. What
is
UX?
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2014
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hPp://www.kickerstudio.com/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/

5. What
is
UX?
16
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2014
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5

6. What
is
UX?
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2014
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hPp://unbounce.com/online-­‐markeNng/32-­‐bullseye-­‐ux-­‐posts-­‐to-­‐hit-­‐your-­‐conversion-­‐targets/

7. What
is
UX?
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2014
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hPp://randsinrepose.com/archives/a-­‐design-­‐primer-­‐for-­‐engineers/

8. What
is
UX?
16
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2014
@dgcooley
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8

9. I
think
it’s
5
things.
16
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2014
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UX
User
Research
What
do
people
need
this
to
do,
and
why?
InteracNon
Design
How
does
it
work?
InformaNon
Design
How
is
it
structured?
Content
Strategy
What
is
it
going
to
say?
Visual
Design
What
does
it
look
like?

10. That’s great.
Why should I care?
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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.

12. 16
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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
hPp://www.forbes.com/sites/amyanderson/2013/11/06/life-­‐is-­‐complicated-­‐enough-­‐keep-­‐your-­‐socware-­‐simple/

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hPp://www.nngroup.com/arNcles/usability-­‐roi-­‐declining-­‐but-­‐sNll-­‐strong/
The
average
business
metrics
improvement
acer
a
usability
redesign
is
now*
83%.
*2008
• Conversion
rates
• Traffic
numbers
• User
Performance
• Target
Feature
usage

14. 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

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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.

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hPp://bit.ly/1iSDwHl
TWELVE
MILLION
DOLLARS

20. hPp://bit.ly/1iSEenW
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THREE
HUNDRED
MILLION
DOLLARS

21. Blah, blah, blah.
What about my stock price?
21
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22. In
the
past
10
years,
design-­‐
driven
companies
have
outperformed
the
S&P
500
by
228%.
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hPp://www.fastcodesign.com/3026287/study-­‐good-­‐design-­‐really-­‐is-­‐good-­‐for-­‐business

23. Ugh.
That’s so not sexy.
23
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hPp://www.forbes.com/sites/anthonykosner/2013/11/23/how-­‐design-­‐and-­‐user-­‐experience-­‐translates-­‐to-­‐the-­‐boPom-­‐line/

25. HA! But I don’t sell anything. We
build tools for internal use.
25
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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%

27. We don’t have time for that!
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Dev
effort
UX
effort
Dev
effort

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31. But wait! There’s more!
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hPp://mashable.com/2012/04/24/call-­‐center-­‐death-­‐exaggerated/
Time
is
money,
yo.

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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%.

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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
acer
the
change.

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

36. 16
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hPp://momentumdesignlab.com/wp-­‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
McAfee
Inc.
integrated
usability
design
into
its
ProtecNonPilot
socware
and
cut
tech
support
calls
by
90%
acer
launch.

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

38. All companies claim good UX.
Can’t we just not but say we did?
38
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44. 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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45. AddiNonal
Resources
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hPp://lesscontentmorestrategy.com
Tomorrow
3:20
Room
2214

47. More
from
me?
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2014
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47
September
12
at
AJI
Socware
in
Kansas
City!