TALK: UX ROI - What it really means and to whom. https://youtu.be/MlBPo9GazG4 SPEAKER: Sean McSharry, UX Strategist, Researcher and Architect with over 10 years experience with well known brands such as Microsoft and Sky. DESCRIPTION: What is the “investment” that UX needs to return on? We think of ROI as profit or savings, but that's just at a broad business level. Ultimately it has dollar value but initially that’s not the currency. How do you measure it, communicate it and evaluate it’s delivery? You can’t deliver UX ROI without delivering great UX and you can’t deliver great UX without the project departments embracing UX.

1. UX RoI
What it means and to whom

2. Sean McSharry

3. Sean McSharry
UX Strategist
UX Researcher
UX Architect

4. Sean McSharry
UX Strategist
Idiot intolerant
UX Researcher
UX Architect

5. Sean McSharry
UX Strategist
Idiot intolerant
Future dominar of Earth
UX Researcher
UX Architect

6. Sean McSharry
I have consulted for around 70 companies

7. Sean McSharry
I have consulted for around 70 companies

8. Sean McSharry
NN/g UX Certified

9. Sean McSharry
NN/g UX Certified
Pistoia Alliance UXLS advisory board member

10. Sean McSharry
NN/g UX Certified
Pistoia Alliance UXLS advisory board member
Published Author @Apress

11. Sectors
Sean McSharry

12. Sectors
Finance and Banking
Petrochemical, Oil and Gas
Broadcast & Film
Software & Technology
Pharma, Biotech, LS (STEM) Digital Agency
Publishing
Games, Betting and Entertainment
Luxury Brands
Sports and Events
Education
Automotive marketing
Sean McSharry
GOV.

13. Strategic RoI

14. profit, revenue, efficiency,
customer numbers, KPIs
$$$$$$$$
Strategic RoI

15. https://www.impactbnd.com/blog/the-business-value-of-ux-design

16. https://www.impactbnd.com/blog/the-business-value-of-ux-design

17. Thank You

18. - Me
“There are two types of RoI”

19. - Also Me
“One of the biggest challenges to demonstrating the RoI of UX is that
you have to be able to deliver good UX first”

21. Tactical RoI
Departments / Disciplines

22. Tactical RoI
KPIs
Biases / Fears / Territory
Politics
Siloed Decision Making
UX ignorance
Departments / Disciplines
Mental Models

23. “We need to
and we can’t afford to waste time
TRIVIAL SUB-TASK”
MAIN GOAL

24. “We need to
DELIVER THE PRODUCT QUICKLY
and we can’t afford to waste time
DOING RESEARCH/UX”

25. “We need to
and we can’t afford to waste time
get out of the burning building quickly
washing the dishes first”

26. “We need to
and we can’t afford to waste time
cross this river quickly
learning to swim”

27. UX History: Our DNA

28. UI
Designer
UI/
BE
Developer
Testing
Systems
Arch.
PO
BA
Brand &
Marketing
IA
UX
UX History: Our DNA

29. UI
Designer
UI/
BE
Developer
Testing
Systems
Arch.PO
BA
Brand &
Marketing
IA
UX
UX History: Our DNA

30. UX RoI - Tactical

31. UX RoI - Tactical
Speak their language

32. PO
INVESTMENTS
- Elevator pitch, Timescales, budget, target audience, competitors?
POs RETURNS
- Clarity - single point of truth
- Efficiencies
- Insights and innovation
- Customer numbers or improved analytics (KPIs)
- Credit for success
UX’s RETURNS
- TRUST & ADVOCACY

33. BA (Business Analyst)…a-hem
- Comprehensive grasp of product / service
- Strong Agile knowledge
- Cogent story writing and mapping
- Strong stakeholder management
INVESTMENTS
UX’s RETURNS
- TRUST & ADVOCACY

35. SA (Systems Architect)
- Desire and ability to understand current systems architecture
- Discussions on how the UX affects current SA plans, priorities,
requirements and budget
- Ability to recognise and debate legitimate systems limitations and
opportunities - from strategy to communications
INVESTMENTS
- Understands effects on, cost/savings, security, data flow, maintenance
- Allows SA to make effective mid-long term architecture and cost decisions
SA’s RETURNS
UX’s RETURNS
- TRUST & ADVOCACY

36. Ecosystem Relationship Model

37. IA (Information Architect)
You won’t have to communicate with them - you ARE them

38. Developers
- Delivery conversations
- Framework, language and API familiarity
- Reusable functions / Pattern recognition
- Systems considerations / limitations familiarity
- Full form factor / responsive considerations
- Full, reliable architecture, right first time, single point of truth/reference
UX’s RETURNS
- TRUST & ADVOCACY
INVESTMENTS
Dev’s RETURNS

39. Sales, BI, Analytics, Brand, Marketing, UI Design, etc

40. Resistance

41. The user is wrong
We’ll go back and fix it later
UX are holding everyone up
This doesn’t need UXing
We just have to deliver something
We don’t need research, just do the ‘UX’
Its a ‘minimum’ viable product
Resistance

42. UX RoI - Strategic
Evaluating & Demonstrating the Strategic RoI of UX

43. - Neilson Norman Group
UX Professionals must learn to articulate UX
in the language of business

44. User
Business Technology
UX
You are
here
You are here
You Are Here

45. https://q6hl9i.axshare.com/what_ux_does.html

46. Business
- Corporate Strategic Plans and Priorities
- Current Revenue, Profit, customer metrics
- Savings / Efficiencies / OpEx (Service Design)
- Insights to direct Strategy
- Customer loyalty/numbers
- $$$$$$$$$$$$$
UX’s RETURNS
- TRUST & ADVOCACY
- POWER
INVESTMENTS
Business RETURNS

47. 12 month customer and finance benchmark data
Gurilla research - find the data
Data options - BI, cust.services, analytics, PO value proposition,
SME sources
Initial measurements - establishing a baseline last 12 months of
monthly: analytics, customer complaints, profits, customer numbers
Strategic Resources

48. Take aways
- You can’t prove Strategic RoI without Tactical buy in
- There are a whole set of approaches to show Strategic RoI
- Learn to speak business

49. Sean McSharry
email: ux@logicbureau.com
LinkedIn: www.linkedin.com/seanmcsharry