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  • 1. Why good UX is crucial for business?
  • 2. COO at Monkey Experience, a mobile agency in Helsinki. ! Believer of Lean development practices and the value of good User Experience for creating value to businesses and users. Olli-Mikael Vaittinen I was asked here to talk about product strategy and lean development. 30mins is too little to talk about these issues, so I decided to talk about one very important thing. USER EXPERIENCE
  • 3. "It's very easy to make something that is new. 
 So we are trying to make things that are better." Jonathan Ive, September, 2013” First of all, i want to set something straight. Creating new services is easy, it is improving the old models that is demanding!
  • 4. So, what’s the problem?
  • 5. 95% of companies say they are customer focused, 80% say they deliver a superior experience. But only 8% of customers agree these companies deliver super experiences. from “Closing the Delivery Gap” by Bain & Company If only 8% of users are happy doesn't this mean that a competing service has a lot of business to gain by ensuring good user experience? ! ! ! ! ! It means that there is too many badly designed services Services that are just designed based on the business. ! And what is the key of good business. Clients.
  • 6. This is due to If only 8% of users are happy doesn't this mean that a competing service has a lot of business to gain by ensuring good user experience? ! ! ! ! ! It means that there is too many badly designed services Services that are just designed based on the business. ! And what is the key of good business. Clients.
  • 7. For every $20 spent on ads for services in the U.S., only $1 is spent improving that service. - Brandon Schauer 2011 This is a old fashioned model! You cannot brute force a product that is not up to par!
  • 8. This gap between money spend on ads VS money spent on the service design is called SAG
  • 9. Service Anticipation Gap
  • 10. The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set by the customer.
  • 11. The loss of future potential revenues and the wasted ad spend when a service doesn’t meet or exceed the expectations set by the customer.
  • 12. One tool to remedy this situation is 
 UX
  • 13. UX is everything that delivers value to your users by increasing the experience of using a product or a service. UX = User eXperience Käyttökokemus voi kokonaisuutena olla mitä vain, mikä luo arvoa. Ferrarin punainen väri, Applen estetiikka, hyvin suunniteltu applikaatio, kilpailijaa parempi ostokokemus. ! UX ei ole rajattu internettiin vaan se jotain mikä on ymmärretty jo vuosia päivittäistavarakaupassa mutta silti asiakaskokemuksen tärkeyttä ei kunnolla ymmärretä luotaessa palveluita tai tuotteita mobiiliin tai webiin.
  • 14. It is not about who delivers the service, it’s about who delivers the BEST service. ! ! Importance of good UX Users will choose the service that has the best experience! !Good UX is like a beautifully designed car or a well packaged item. It is more fun to use, you love to own it and because it is SO beautiful it has to be better all around than the next product. Right? !It most important task is to get new users enthusiastic about the product while making sure that the old users are still happy. !UX is one of the main tools to improve the customer’s opinion about your product. A key marketing tool!
  • 15. WHAT DOES IT DO? From my point of view, it is a bridge!
  • 16. IT IS A BRIDGE From my point of view, it is a bridge that connects the business to to the end users via the platform the service is served on. !
  • 17. Bridge that takes the user from awareness to entry to engagement to action. Good UX aims to close the gap where user needs & business overlap.
  • 18. It fulfills the users need and binds to the business trough the core processes to produce revenue! ! It connects the two major players in any business setting, business and the user and ties them with the core process.
  • 19. Building a bridge is not easy!
  • 20. UX is not simple. It is not the result of beautiful design, or great usability. UX brings together many different disciplines and requires commitment to them. Maybe reconsider the next ad campaign and try to improve your service
  • 21. There is a lot of interconnected things within the UX discipline. ! UX is also a tool to fine tune business processes and revenue streams. It makes describing a process easy and simple. And if you cannot do this with your business your process is most likely faulted.
  • 22. What is the basis of good UX?
  • 23. Learn the business and understand the users. UNDERSTAND THE PLAYGROUND Doing user research and understanding how a service can fit into the users’ lives in a meaningful way. ! It is all about: how do you tie user and business together to make it profitable? !
  • 24. ! 1. Business 1. Create a better service than other while minding the costs involved 2. people 1. Build for your audience 3. Look & feel 1. A Create the brand 4. Service design 1. optimize and make more money
  • 25. For bringing value to the user you must know what they value and how much. It has the same
  • 26. So how does the UX make a difference?
  • 27. It is the reason for users to try your product, to keep using your product and to refer your product to friends.
  • 28. EXAMPLES Few examples how does good UX help you
  • 29. Choosing a weather app UX works also as a marketing tool. Here the one with nicer graphical design gets the download. ! Promise of quality
  • 30. Selecting a cloud provider Company that has no previous experience in cloud services is looking for a service provider to provide service for them.
  • 31. Searching for a cheap holiday Both provide the same service, one has a proper mobile user experience.
  • 32. So what is UX for your business?
  • 33. it makes sure that you get the download, the client, the purchase! It is the icing on the cake
  • 34. IT GETS YOU MORE REVENUE! IT IS THE “ABC” OF YOUR PRODUCT =Always Be Closing!
  • 35. BY TRANSFORMING NEED TO COMMITMENT IT IS THE “ABC” OF YOUR PRODUCT =Always Be Closing!
  • 36. OLLI-MIKAEL VAITTINEN p. 044 264 9463 MIKSU@MONKEYEXPERIENCE.COM @miksuv Thank You