The Importance Of User Experience (for developers)

The importance of UX

Who Am I?
An (ex) html jockey & web designer
A UX evangelist
A customer
A consumer
A user

UX
Sharepoint
UX
intranet
web
applications

Does this sound familiar?
“It’s hard to use& ugly!”
“I just don’t understand how to use this!”
“The performance of this application sucks!”
“Was this application designed for me or an engineer?”

The User’s experience is failing

?
Why?

WHAT IS Ux??

User Experience
Makes the difference between being merely functional and actually improving the way business is done via software.
User Experience is a CREATIVE part of Software Development.

“I thought it was just about making it pretty”

Questions about whether design is necessary or affordable are quite beside the point: design is inevitable. The alternative to good design is bad design, not no design at all.
Douglas MartinBook Design: A Practical Introduction

Turns out, no

Turns out, no
Design is about making business sense

WHY IT’S IMPORTANT

User Experience
(if designed well) well)
Differentiates a product or service
Creates business opportunities
Improves efficiency

It affects your bottom line
$

UX differentiates

Creates business opportunity

Improves efficiency

Click Stream Analysis
Before
After
Page Interactivity: high % of users left the page without even interacting.
0%
10%
Link Analysis: Links distracted users from the registration process.
20%
Click Density Analysis: Users frequently clicked the non-linked image
30%
Field Analysis: Small % of users interacted with the form fields.
40%
Scrolling Analysis: Over half of users did not even see the first form field.
50%
Last Field Changed Analysis: High pct. of users who abandoned last changed the State field before leaving, indicating friction.
60%
70%
The page was redesigned based on AO recommendations and resulted in a 50% increase in registration conversions

The proof is in the returns
Stock performance of 63 “Design Oriented Companies” versus the S&P 500 over 1, 3 and 5 years
Courtesy, Peer Research 2007, Fast Company, October 2007

A valuable investment
“Every $1 invested in usability returns between $10 and $100” -- IBM, Cost-Justifying Ease of Use
Investing 10% of a total project budget yields:
Jakob Nielson, Return on Investment for Usability

Tales from the field
A mid-western utility was able to cut average customer support call cost from ~$10 to less that $1.00 per incident as a result of redesigning their web presence
A major eCommerce retailer saw a 45% increase in average order size as a result of redesigning their shopping experience
The same retailer saw a 10% conversion increase as a result of better organizing product information
Implementation / customization costs for an Enterprise Software Vendor were cut by 40% as a result of a better “out-of-the-box” experience
Will Tschumy, Microsoft User Experience Evangelist

Just in case
You need a bit more...

The cost to business of poor user experience and satisfaction is equivalent to $40,000 per person in lost business each year, based on one hour a day being spent sorting out software usability problems (Marketing Opinion Research International/MORI)
Users will wait a maximum of 10 seconds for a software response before become distracted or losing interest (Constantine/Lockwood, 1999)
63% of Web projects overrun their budgetary estimates, with the top four reasons being usability problems
More than 40% of ERP implementations show user adoption issues or lack significant ROI (AMR research)
57% of SAP customers don’t believe they’ve achieved a positive ROI from their project because of poor user acceptance (Nucleus Research)
*Source: APO UX FY08

It affects your bottom line
$

Our entire online existence is based on UX

Our entire online existence is based on UX
(good or bad)

The User Experience Lifecycle
How do users find you?
Do they know what to do?
Will they tell their friends?
Do you make them feel good?
Will they use you again?

Put a different way

Put a different wayAdvocacy is the key indicator of long term customer value and retention

How do I do it?

Maslow’s Hierarchy

A Design View of Maslow
Courtesy of Rob Girling, Artefact Group

So if I’m desirable, I’m all set?

So if I’m desirable, I’m all set?Not exactly. There are other considerations…

So if I’m desirable, I’m all set?Not exactly. There are other considerations… Design is a process that balancesconflicting sets of constraints

What’s Viable?
What’s Possible?
What’s Desirable?
For every problem, 3 Constraints
Larry Keeley, Doblin Group, among others

What’s Viable?
Business: What can I bear?
How much can we sell it for?
How much can it cost?
Is there acceptable ROI/NPV?
What’s Possible?
What’s Desirable?

What’s Viable?
What’s Possible?
What’s Desirable?
Technology: What can I do?
With my technology?
Within regulatory constraints?
Within business constraints?

What’s Viable?
What’s Possible?
What’s Desirable?
Design: What should I do?
Who are my users?
What are their needs?
What is their mental model?

GUIDELINES

What does the
UX pro
Visual designer
Usability designer
motion designer
do?

Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09

UX Methodology
Project Starts
Use cases created
IT + User / BA
Prototyping
IT
Development
of Services
IT
UI is created
IT
User Testing
User / BA
Project Complete

UX Methodology
Project Starts
Use cases created
IT + User / BA
Prototyping
IT
UI Polishing
Development
of Services
UI Designer
IT
UI is created
IT
User Testing
User / BA
Project Complete

UX Methodology
Project Starts
Use cases created
IT + User / BA
Prototyping
IT
Development
of Services
IT
+ UX Professional + User/BA
Development Of UX
Development Of
Software
UX Professional + User/BA
IT + UX Professional
UI & Services
Integrated
IT
User Testing
User / BA
Project Complete

UX Methodology
Project Starts
Use cases created
IT + User / BA
Prototyping
IT
Development
of Services
Development of Services
IT
+ UX Professional + User/BA
Development Of UX
Development Of
Software
IT + UX Professional + User/BA
UX Professional + User/BA
IT + UX Professional
UI & Services
Integrated
IT
User Testing
User / BA
Project Complete

What users want
Users don’t care about how the software is built. They want performance, convenience and results
Unless it allows them to get their work/task done faster, they don’t want to learn a new/different way of doing something
They want a responsive UI with visual clues as to ‘what next’. They don’t want to guess what to do (or hunt for it)
As far as they’re concerned the experience is the product

Robbie Ingebretsen “ Design Fundamentals for Developers” MIX09

A few basic rules
Make your application consistent
Let users know what's going on
Keep It simple and pretty
Put the user in control
Forgive the User

WEB 101

Banner
Search
Website
Life use to be simple

Paid Search
Organic Search
Banner
Games
Widgets
Video
Mobile
Social
IP TV
Email
Website
convert
inform
entertain
assist
connect
But the consumer/user changed

Paid Search
Organic Search
Direct
Mail
Lead
Gen
Rating
Sites
Web site
Banner
Widgets
Video
Mobile
Social
Games
IP TV
Email
Print
TV
Blogs
Branch
Call Centre
convert
inform
entertain
assist
connect
And integrated

What is Social Media and Web 2.0?
Groundswell: A social trend in which people use technologies to get the things they need from each other instead of from companies.
Web 2.0: A set of applications enabling efficient interaction among people, content, and data to collectively fostering new business practices and social structures.
Social media: Blending Web 2.0 tactics into the marketing mix to engage with customer communities and draw value from social interaction.
According to a 10/2008 Forrester report “3 in 4 US Online adults now use social tools to connect with each other.”
Forrester Research

Social Media: What’s the fuss?
1. It’s enormous
2. Broadening demographic
3. Everyday routine

Impact of Social Influence MarketingTM
Razorfish Digital Outlook Report 09: March 2009 – “Social Influence Measurement: What’s It Worth?”

UX
Sharepoint
UX
intranet
web
applications

UX
Sharepoint
intranet
web
applications
DocumentManagement
Customer Information
Applications
Learning

UX
Sharepoint
intranet
web
DocumentManagement
Customer Information
Applications
Learning

Similarities & differences
INTRANET
Taxonomy
Document storage*
Potentially large volumes of documents
Traditionally narrow scope of content and little attention to how user accesses or finds info.
WEB
Navigation
Customer information*
Copy kept brief, to the point
Traditionally rich in types of media and ways for user to access. Experience is key.

Similarities & differences – cont.
INTRANET
Brand low priority
A designer and/or devs involved in UI
No SEO
Internal facing applications get low UI priority
Social media, web 2.0, web 3.0 not yet part of every day use within corporate structure
WEB
Brand representation is everything
Designers/IA/UX involved in UI
Sites lives or dies by SEO rankings
External applications get high UI priority
Social media, web 2.0 etc key for reaching users and creating community around brand

Lastly
INTRANET
Accessibility low priority
*
WEB
Accessiblity is becoming law
*

IN CLOSING

UX = ROI (TIME & $)
GOOD UX REQUIRES EMPATHY FROM BOTH DESIGNER & DEVELOPER
A WEBSITE IS PRIMARILY A BRAND EXERCISE IN ALL THAT IT DOES (AND MORE THAN JUST A LOGO)
WEB & INTRANET ARE CONVERGING
WEBSITES CONTINUE TO EVOLVE, THE PLATFORM NEEDS TO BE AGILE

Acknowledgements
Will Tschumy: Design Matters (Microsoft)
Robbie Ingebretsen: Design Fundamentals for Developers (Pixel Lab)
Michael Köster: Introduction to UX (Microsoft)
Forrester Research: Groundswell
Rob Girling: Artefact Group
Larry Keely: Dablin Group

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The Importance Of User Experience (for developers)

by firstpinkgirl on Oct 16, 2009

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