Peak Usability Seminar - ROI of Usability


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Peak Usability Seminar by David Humphreys ROI of Usability by David Humphreys - 6th October, Brisbane, Australia

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  • Ask you about search engine usage Think back to 1999/2000ish and what search engine you used to use way back when Now thinking about what you use now.
  • How many people used this search engine?
  • 1999 How many people used this search engine?
  • How many people use this search engine?
  • How many people use this search engine?
  • How many people use this search engine?
  • How many people use this search engine? Isn’t that interesting.
  • These guys are engineers But that first point says volumes
  • Hypothetical
  • How many people do their own tax or called the ATO last year?
  • This is all hypothetical and the figures are rubbery but it is just to demonstrate a point
  • Again, this is all hypothetical and the figures are rubbery but it is just to demonstrate a point. This is potential theoretical wages alone and does not take into account other costs of servicing customers via the phone.
  • “ A design strategy that: focuses on understanding people, their tasks, the technology available, and the large social and organizational context of where they live, work and play; keeps the customer involved in the design process; and elicits from visitors to your Web site consistently high marks for content, ease of use, performance, trustworthiness, and overall satisfaction…” Source: Van Duyne et al (2002) The Design of Sites , Addison Wesley.
  • Know your users – who are they, what are their needs, what technology do they use, what context/environment do they use your system in? Conduct focus groups, interviews, look at stats, run surveys and/or speak to your call centre/client facing staff. Involve users – in the analysis phase by researching their needs, in the design phase in card sorting, collaborative design sessions and prototype testing Test early test often – test concepts and prototypes early before any development – it is much cheaper Iterate iterate – after testing, iterate then retest so eliminate major usability problems early on in the development lifecycle.
  • Which business stakeholders do you need to influence in your organisation?
  • Who do you need to convince? Who makes the decisions about the website in your organisation? What do they appreciate? What is going to win them over? Are they empathetic people who feel for the customer experience? Are they bean counters? Is their prime focus making sure the money is being spent wisely? There are a lot of tools for convincing qualitative focussed people Usability testing Customer feedback Client facing staff feedback & stories It seems harder to convince the people who control the money Just have to be armed with the right metrics You will need both but need some good figures to back you up
  • What are the goals of the site or application? What are you trying to achieve? E.G intranet – Reduce HR calls or Internet provide a service or information that is less expensive than the use of traditional channels
  • May not have ‘competitors’ but online services & websites do and they cost the government money. Service centres QGAP offices Call centres What does it cost your agency to provide those same services offline? That information is there somewhere (may be guarded) Think beyond simple wages, What is the cost per seat? The way for you to approach it is to treat it like a business. Think like you are in competition with these channels and you are trying to take business from them
  • In green: Relative costs per transaction for each of the main three channels. In red: Relative usage of each transaction. As you can see, the cost of the web channel is much less per transaction than other channels and has much higher usage.
  • Small Perth business in 1993 to ASX listed company in 1999 Support over 700,000 dial-up, broadband and telephony services 1300 employees in 4 cities Goal: Lead the market with the best Internet access products then differentiate with customer service The Challenge: To increase online sign up of new customers whilst enhancing the online experience for existing customers
  • In September 2009 iiNet won the Web Marketing Association's Webaward For Outstanding Achievement in Web Development
  • Peak Usability Seminar - ROI of Usability

    1. 1. How to get more bank for your buck David Humphreys 3 September 2009 … The ROI of Usability
    2. 2. Photo by Flickr user Oberazzi CC
    3. 10. vr What’s the business of search? Ads! Who is the most successful internet search engine?
    4. 15. Hypothetical example for the ATO 10.7 Million employed Australians 2/3 do their own tax returns = 7.1m = $2.88 m X Say 30 min a year on phone to ATO Roughly 3.6 million hours per year = = 2262 FTEs / 1591 hrs per Full Time Equivalent (FTE) Average Australian PS wage $1272.20 per week X
    5. 16. So what does it all mean? <ul><li>Migrate 33% online </li></ul><ul><li>= savings of $950,000 </li></ul><ul><li>in wages alone </li></ul>
    6. 17. What is User Centred Design? <ul><li>Focuses on understanding: </li></ul><ul><li>people </li></ul><ul><li>their tasks </li></ul><ul><li>the technology available </li></ul><ul><li>and their environment / context </li></ul>Keeps the customer involved in the design process
    7. 18. User Centred Design - 4 key principles <ul><li>1. Know your users </li></ul>2. Involve users throughout the project 3. Test early test often 4. Iterate iterate iterate
    8. 19. Photo by Flickr user Vidiot CC Which buttons do you need to push?
    9. 20. Types of personality Quantitative evidence Photo by Flickr user John Fraissnet CC Qualitative evidence Photos by Flickr user High Society CC
    10. 21. Speak the speak <ul><li>Speak their language </li></ul><ul><li>Marketing </li></ul><ul><li>Sales/product managers </li></ul><ul><li>IT manager </li></ul><ul><li>CFO/Executive </li></ul><ul><li>Highlight the benefits to them </li></ul>Photo by Flickr user Swiv CC
    11. 22. Why does your site exist? <ul><li>What are the goals of the site or application? </li></ul><ul><li>Who in the organisation benefits if it works well? </li></ul><ul><li>What are the impacts on the business if it doesn’t? </li></ul>
    12. 23. The first metric to care about - Costs <ul><li>Where are the competing services & channels? </li></ul><ul><li>What does it cost your business to provide those same services offline? </li></ul><ul><li>How much does it cost to deliver the same service online? </li></ul><ul><li>Treat it like a business! </li></ul><ul><li>These metrics are gold! </li></ul>
    13. 24. Source – confidential client Example – Relative channel costs vs usage
    14. 25. Why user subjective ratings are important <ul><li>For optional use systems, user satisfaction may: </li></ul><ul><ul><li>encourage them to stay on your site </li></ul></ul><ul><ul><li>Influence a user’s perception and branding attitudes </li></ul></ul><ul><ul><li>affect their decision to do business with an organisation </li></ul></ul><ul><ul><li>affect user migration and choice of channel </li></ul></ul>Photo by Flickr user Drusby - CC
    15. 26. User satisfaction <ul><li>Are you currently measuring it in some way? </li></ul><ul><li>You should be! </li></ul><ul><li>What you can do </li></ul><ul><ul><li>Surveys </li></ul></ul><ul><ul><li>After usability testing </li></ul></ul><ul><ul><li>‘Was this page helpful?’ </li></ul></ul><ul><ul><li>Email feedback </li></ul></ul>Photo by Flickr user Nifffty - CC
    16. 27. How we helped iiNet listen to their users A case study
    17. 28. Success story - old to new site Usability tested & iteratively designed
    18. 29. Results
    19. 30. New ‘sales’ home page Unique Visitors – up 10% in 3 months Up 10%
    20. 31. Customer feedback and internet buzz “ solid homepage copy. Will offer further feedback, but that's a positive start!” “ new website home page is very nice. Love the simplicity. Learned something new already as easy to find things! “
    21. 32. Outcome? Winner Best ISP website from 2000 entries from 40 countries <ul><li>&quot;...we absolutely could not have done it without you&quot; </li></ul><ul><li>- Rachael McIntyre – iiNet </li></ul>
    22. 33. In Summary <ul><li>You can’t manage what you don’t measure </li></ul><ul><li>There can be substantial ROI for usability </li></ul><ul><li>Speak the speak </li></ul>