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WTF UX matters

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A simple step by step eye opener on why UX goes beyond the screen, and have an impact in how your organisation work, and innovate.

Written by Alexis Gérôme and presented in Paris - January 2019.

A simple step by step eye opener on why UX goes beyond the screen, and have an impact in how your organisation work, and innovate.

Written by Alexis Gérôme and presented in Paris - January 2019.

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WTF UX matters

  1. 1. Why the F*** UX matters.
  2. 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. 3. UX is relatively young Starting at commercial scale during the 50’s at Bells lab.
  4. 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. 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. 6. But this is not the goal of 
 this deck May be in the future…
  7. 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. 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. 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. 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. 11. Being everywhere
 means business Reason 1:
  12. 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. 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. 14. ROI of UX: Every dollar invested brings you back between 
 10 and 100$. Source: Experience dynamics - 2014.
  15. 15. The impact of UX also goes beyond the screen.
  16. 16. From a 100% error rate completion to minus 5% Source: UXPA magazine UX principles apply in real life too
  17. 17. The reason is because UX is very versatile
  18. 18. Moments when technology is present in the journey Technology is on every journey Acquisition Activation Retention
  19. 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. 20. Sometimes at scale Source: UIE With an impact worth of 300M.
  21. 21. The game is fiercer than never Reason 2:
  22. 22. Companies are sitting on gold
  23. 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. 24. But now they can’t afford it anymore.
  25. 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. 26. So loyalty is key Acquisition Activation Retention Avoid churnMaximize engagement
  27. 27. 89% of companies plan to differentiate on customer experience Source forrester
  28. 28. Especially since it is hard Very hard Source: Quettra - 2015
  29. 29. But not impossible.
  30. 30. Some have been mastering it Source: Quettra - 2015
  31. 31. “Your marketing can be amazing, but if your product is shit, then everybody 
 will leave” Steve jobs
  32. 32. The product is the experience marketing Customer
 support Etc..
  33. 33. A new organisation as a result of a new customer relationship Reason 3:
  34. 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. 35. They adapted to this new relationship Ongoing updates and improvements
  36. 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. 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. 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. 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. 40. Digital teams have now a never ending mission in making the best product they can Because UX is a team job
  41. 41. –Quote to be identified “Great products are shipped by 
 great teams.”
  42. 42. And its getting more crowded From The IT guy
  43. 43. And its getting more crowded From The IT guy The IT guy The lone designer
  44. 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. 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. 46. The drive to bring new revenues is higher than never. Reason 4:
  47. 47. Economics 101 of digital products Time spent building a product Salaries of people working on it. x
  48. 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. 49. Speed of learning have been incentivised Source: Mashable
  50. 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. 51. –James Eames. “Design is about solving needs.”
  52. 52. Having a process that faces uncertainty enabling people to focus on needs and bring business Last UX superpower Source: Dan Nessler
  53. 53. “Only 1 out of 300 products significantly impact the company’s growth” The truth about products Source: Frost&Sullivan via Anthony Ulwick
  54. 54. UX increases the odds Working on the right thing become even 
 more a competitive advantage
  55. 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. 56. Thanks alexis@testingtime.com / Linkedin

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