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Creating Business Value Through User Experience


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This is the 30-page handout provided to those who attended the 2011 BDPA Technology Conference Workshop entit

Workshop presenter:
Michael Davis, Director
Macquarium Intelligent Communications
Creating Business Value Through User Experience
BDPA Atlanta Chapter

Published in: Education, Technology, Business
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Creating Business Value Through User Experience

  1. 1. 2011 National BDPA Technology Conference Creating Business Value Through User Experience Michael Davis August 3 – 6, 2011 Chicago, IL
  2. 2. Contact Information Michael Davis Director 404.554.4246 A full lifecycle User Experience consultancy michaeljdavis 2
  3. 3. AgendaObjectivesUsers 2.0User ExperienceUser Centered DesignOutcomesValueCase Studies 3
  4. 4. Objectives•  Highlight how users are increasingly more savvy and have higher expectations•  Define user experience and user experience design•  Explain why most IT projects fail•  Show a user centered methodology•  Provide user centered design outcomes and business value examples 4
  5. 5. Users 2.0Users are smarter“From relative ignorance, end users are becoming increasingly IT savvy- able not only to use technology, but also to develop their own solutions.”*Users have more options“In the old days, the only way employees could access most software or hook up a new piece of hardware was with help. Today, the list of tools an employee can use without IT help is more than extensive.”*Users demand more“Users increasingly demand that company-issued technology be as easy to use and feature-rich as the technology that they can purchase at most retail outlets.”* *CIO Magazine 5
  6. 6. User ExperienceHow anyone who interacts with your product, service, or your company experience those interactions 6
  7. 7. User Experience Experiences happen, whether or not you plan them.When not intentionally designed,there’s a much higher likelihood of the experience being poor. 7
  8. 8. User Experience 8
  9. 9. User Experience 9
  10. 10. User Experience 10
  11. 11. User Experience is NOT…1.  User interface design It is the system2.  A step in the process It is the process3.  Just about technology It is about behavior4.  Just about usability It is about value5.  Just about the user It is about context6.  Expensive (1:10:100) It is flexible7.  Easy It is a balancing act8.  The role of one person or dept It is a culture9.  A single discipline It is a collaboration10.  A choice It is a means of survival Courtesy of Whitney Hess 11
  12. 12. The value of technologyis realized through its adoption and use.The extent of adoption and use depends upon User Experience.A great User Experience is grounded in a user centered design. 12
  13. 13. Software Requirements 1.5 13
  14. 14. Software Requirements 1.5 14
  15. 15. Deployment-Centered Design 15
  16. 16. User-Centered Design 16
  17. 17. Desirability is Mandatory 17
  18. 18. The Sweet Spot …generateCreating user higher levels of experiences user adoption informed by research… …create new business value and sustainable ROI 18
  19. 19. Deployment Centered vs. User Centered Results Desired Business Results 19
  20. 20. Methodology•  Model the business   Understand value source, bus. objectives & results•  Understand users   Learn goals, needs, behavior, motivations & values•  Connect business value with user behavior   Quantify the value and how to design for it•  Develop the experience strategy   Create the strategy that aligns with business 20
  21. 21. Outcomes• Increased user adoption• Improved online sales and ecommerce results• Increased loyalty and incite “evangelism”• More meaningful company and user relationships• Increased employee productivity and collaboration•  Increased communication and satisfaction• Accelerated realization of business value 21
  22. 22. Business ValueUser-informed design drives value for business Companies that focus on customer experience design outperform peers 10 to 1 FAST COMPANYGreat customer experiences drive revenue Strong customer experience led to 15% increase in revenue and 18% decrease in turnover FORRESTERIT plays a central role in the user’s correlation to business value Having the right tools and equipment to do a good job ranks second as a key element to worker engagement GALLUP MANAGEMENT JOURNAL 22
  23. 23. Technology ValueUser-informed processes keep projects on time and on budget 63% of large project overrun costs and time due to user-related issues 80% of software lifecycle costs occur during maintenance and are associated with unforeseen user needs USABILITY PROFESSIONALS ASSOCIATIONUser-informed approaches expose issues early Fixing problems during development cost 10 times the cost of fixing them during redesign USABILITY PROFESSIONALS ASSOCIATIONUser-informed engineering benefits all stakeholders Business, IT, and users all benefit from increased productivity & satisfaction, decreased costs & support needs 23
  24. 24. Monetary ValueImproved effectiveness can increase sales “62% of Web shoppers have given up looking for the item they wanted to buy (and 20% had given up more than three times in a two month period).”* ”A study of 15 large commercial sites, users could only find information 42% of the time even though they were taken to the correct home page before they were given the test tasks.”* *NIELSENEase of use and learning are important purchase factors Users rated ease of use second at 6.8 out of 10, while ease of learning was rated fourth at 6.4 on a scale of important purchase factors. BIAS & MAYHEWMatching users and systems needs increases satisfaction Usability methods raised user satisfaction ratings for a system by 40% GARTNER 24
  25. 25. Case Studies•  3 Case Study Slides 25
  26. 26. EMPLOYEE INTRANET EXPERIENCES:OPPORTUNITY•  Streamline communications and provide tools for collaborationSOLUTION•  Developed portal to consolidate disparate processes•  Streamlined communications across multiple channels•  Merged info and digital assets•  Decreased costs and increased collaboration
  27. 27. OPPORTUNITY•  Streamline communications and provide tools for collaborationSOLUTION
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