1.
Why the
F***
UX matters.

2.
Alexis GérômePreviously UX Lead at a boutique UX agency in
Geneva part of UX Alliance he now leads the
European growth @TestingTime, the unique
platform to help product teams and researchers to
recruit test users in 48H.
Previously @Huge - Global UX agency, and
civic tech entrepreneur.
Contact: alexis@testingtime.com / Linkedin
About

3.
UX is relatively young
Starting at commercial scale during the 50’s at Bells lab.

4.
Still have much room for growth
in the next decades
Source: NielsenNorman group
We are here
Growing by a factor of 100 until 2050.

5.
This sudden popularity = lot
of misunderstanding
Common misunderstandings:
• Seeing UX and UI as the same thing
• Mixing Design thinking with UX
• Thinking UX is only about usability
• Thinking that everything needs to be 3
clicks max
• And many others…

6.
But this is not the goal of
this deck
May be in the future…

7.
Showing you why UX makes a
difference is the goal
“UX is hot now”
What you see
“How UX became hot”
“What kind of UX
is hot now”
What you don’t see

8.
“How UX became hot”
“What kind of UX
is hot now”
“UX is hot now”
What you see
“Why UX is hot now”
The goal
What you don’t see
Showing you why UX makes a
difference is the goal

9.
The UX explosion is built on
three big revolutions
Source: Nielsen keynote.
The internet
The experience,
happens before
the purchasing act
Personal computers
The buyer becomes users
Smartphones
Your computer is now
with you all the time

10.
UX is now everywhere
Source: a16z.
Worldwide penetration by adults
0
20
40
60
80
1995 2000 2005 2010 2015
Internet
Smartphone
From morning to dawn thanks to mobile

11.
Being everywhere
means business
Reason 1:

12.
Everything is driven by economics
If UX have taken off it is because it makes business sense, not because
companies woke up in the 21st century caring suddenly about us

13.
UX drives business results
Internally Externally
Enable better team alignment
Leads to less rework on code
Less burn-out from teams
Decrease customer support costs
Decrease hidden costs by a
better productivity
Increase user customer
satisfaction & loyalty
Drive down acquisition costs
due to word of mouth
Increase sales
Improve technical
performance
Source: Experience dynamics - 2014.

14.
ROI of UX:
Every dollar invested brings
you back between
10 and 100$.
Source: Experience dynamics - 2014.

15.
The impact of UX also
goes beyond the screen.

16.
From a 100% error rate completion
to minus 5%
Source: UXPA magazine
UX principles apply
in real life too

17.
The reason is
because UX is
very versatile

18.
Moments when technology
is present in the journey
Technology is on every journey
Acquisition Activation Retention

19.
UX practitioners have had an
impact all along
Chatbot to solve most
common problems
Clear instructions on
how to use
the product
A proper
on-boarding
Writing proper
copy language
Navigation fitting
mental model of users
Clear and well
designed
cross-selling
Acquisition Activation Retention
UX improvements

20.
Sometimes at scale
Source: UIE
With an impact worth of 300M.

21.
The game is fiercer
than never
Reason 2:

22.
Companies are sitting on gold

23.
–CEO of a 600 people digital company.
“Even if the whole experience was far from being
optimal, we have been doing well these last years.
Imagine then if we would solve it all.”
Because average still works

24.
But now they can’t
afford it anymore.

25.
The game is fiercer than never
High risk of disruption
New entrants and new technologies
destroying your BM overnight
Increasing change of
consumers habits
The experience is now
a competitive advantage
Increased competition
Lower barrier to entry
Competition is global
Others options one
click away
Global leaders that sets
the tone

26.
So loyalty is key
Acquisition Activation Retention
Avoid churnMaximize engagement

27.
89% of companies plan to
differentiate on customer
experience
Source forrester

28.
Especially since it is hard
Very hard
Source: Quettra - 2015

29.
But not impossible.

30.
Some have been mastering it
Source: Quettra - 2015

31.
“Your marketing can
be amazing, but if
your product is shit,
then everybody
will leave”
Steve jobs

32.
The product is the experience
marketing
Customer
support
Etc..

33.
A new organisation
as a result of a new
customer relationship
Reason 3:

34.
From one
night-stands
To ongoing relationships
These leaders got that the
relationship has changed
Pay the product once Recurring business
More visibility
Updates and support for users

35.
They adapted to this new
relationship
Ongoing updates and improvements

36.
Bringing a fresh perspective
New talent New Processes
Agile mentality
Discovering customer needs
on a regular basis
Testing assumptions
Pushing for flat culture
Increasing transparency
Researchers
Designers
Data-scientist
Growth-hacker
Developers

37.
UX is critical towards this mission
When done right
•Clearer direction on what to work on
•More accurate planning and respect of
deadlines
•Less burnout for the team
•Reduce rework by developers
•Increase chance of user adoption for feature
deployment (thus team moral)

38.
Ensuring the user is respected
From start
By being at the beginning and at the end of the
product process
To shipped
(and hopefully following through during)
Before creating
anything
Validating with
user test
During
Breaking silos and
making sure things
are executed as
they should

39.
Avoiding product to look like
internal political structure
Product
side
Organisation
side
Marketing
Sales
Finance
Design
IT
CS
What finance
wanted
What marketing
wantedEtc.
Etc.Etc.

40.
Digital teams have now a never ending mission
in making the best product they can
Because UX is a team job

41.
–Quote to be identified
“Great products are shipped by
great teams.”

42.
And its getting more crowded
From
The IT guy

43.
And its getting more crowded
From
The IT guy
The IT guy The lone designer

44.
And its getting more crowded
Researchers Designers Developers
Product &
project people
Marketing
Growth
Data-science
From
The IT guy
The IT guy The lone designer
Today

45.
–Project manager answering in how UX is helping the team.
“When the project have been defined by UX it runs
so much smoother.”

46.
The drive to bring
new revenues is
higher than never.
Reason 4:

47.
Economics 101 of digital
products
Time spent building
a product
Salaries of people
working on it.
x

48.
Time spent building
a product
Salaries of people
working on it.
x
This is the variable
you can play with
Economics 101 of digital
products

49.
Speed of learning have been
incentivised
Source: Mashable

50.
The concept got mostly
misunderstood
The startup way The UX way
Do a lot of things and
see which one works
Proofs over beliefs
Research, test, validate
or learn

51.
–James Eames.
“Design is about solving needs.”

52.
Having a process that faces uncertainty enabling people to focus
on needs and bring business
Last UX superpower
Source: Dan Nessler

53.
“Only 1 out of 300 products significantly
impact the company’s growth”
The truth about products
Source: Frost&Sullivan via Anthony Ulwick

54.
UX increases the odds
Working on the right thing become even
more a competitive advantage

55.
Next time you are covered
UX enables organisations to bring results on:
• Optimising at scale the customer journey map
• Improving collaboration within &
between teams
• Enabling new business streams by identifying
non fulfilled needs and having a process to
navigate complexity

56.
Thanks
alexis@testingtime.com / Linkedin