Budiness Value of User-Centered Design and Usability - Jeff Johnson

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Konference User Experiece - Praha
22. 6. 2010

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Budiness Value of User-Centered Design and Usability - Jeff Johnson

  1. 1. Business Value of User-Centered Design and Usability Jeff Johnson UI Wizards, Inc. 1
  2. 2. Reasons to Invest in Usability Market Demand Cut Customer-Support Costs Reduce Time to Profitability Shorten Time to Market Risk Management Avoiding GUI Design Bloopers 2
  3. 3. Market Demand Faster, easier installation & setup Easy to learn, use High responsiveness Tight product integration Greater productivity, usefulness 3
  4. 4. Market Demand (cont.) Flexibility to accommodate later functionality Company brand, style identity Better visual appeal Support users who have disabilities Bottom line: “Retail quality” design 4
  5. 5. Cut Customer-Support Costs E.g., CompanyX gets ~180,000 ARs/month x 12 months/year x $200/AR x 45% related to UI and user requirements Potential savings: $194 M/year 5
  6. 6. Reduce Time to Profitability Time to profitability Expenses $$$ Revenue Time to market Time 6
  7. 7. Reduce Time to Profitability Time to profitability shortens Expenses $$$ Revenue Moral: Improving usability before release can shorten time Time to market may lengthen to profitability 7
  8. 8. User Centered Design Can Shorten Time to Market! Gives programmers a clear target ִWhen you know where you’re going, you get there faster Simplifies implementation ִCoherent, factorable design ⇒ many commonalities ִJust the functionality users need Lowers cost of revision ִPutting more design iteration in revisions of object model, sketches, low-fidelity prototypes, where it costs less than changing product code or architecture 8
  9. 9. Risk Management Introducing a new product or product version carries risk: Will it succeed? ִHowever success is defined Management wants to minimize risk ִRisk is about predicting the future User-centered design & usability testing are risk-reduction investments ִLike buying insurance 9
  10. 10. Risk Analysis Guides Investment Decision Users internal or external? Users homogeneous or diverse? Use optional or required? Impact on operations low or high? Informational or transactional? Competition: little or much? Competitive advantage low or high? Strategic importance low or high? 10
  11. 11. Risk Analysis Guides Investment Decision Case 1: Aircraft maintenance shop ִOnline manuals to supplement paper ones Users: internal, homogeneous Use optional; low impact on operations Informational, not transactional Competition N/A; no competitive advantage Strategically unimportant ִRisk exposure is low => Investment in usability can be low 11
  12. 12. Risk Analysis Guides Investment Decision Case 2: Photography equipment store ִMoving bulk of business onto Web Users: external, diverse Use optional; high impact on operations Transactional + informational Much competition; high competitive advantage Strategically important ִRisk exposure is high => Investment in usability should be high 12
  13. 13. Prime Source of GUI Bloopers: Anarchic Development No design ִ“We don’t do design specs” ִBut don’t really follow Agile rec’d practices either No UI standards or guidelines ִPublishers & media developers follow style-guides ִMany software developers don’t realize they are in that business ==> amateurish products No oversight ִLack of management or architectural control ִResult: no coherent model, many UI inconsistencies 13
  14. 14. Avoiding Anarchic Development Don’t hack. Design, develop, test, iterate. UCD and Agile are compatible. Both value: ִUnderstanding customer/user requirements ִEnlisting task-domain experts (aka users) ִDevising conceptual model (“object model” in Agile) ִAnalyzing task ==> use-cases ִFrequent testing & iterative design Fanatics in both camps need to adapt ִAgile proponents: up-front design is needed ִUCD proponents: the UI’s details will evolve 14
  15. 15. Avoiding Anarchic Development UCD + Agile/XP Cycle 2 Code Code UI Code UI internal for for objects cycle 2 cycle N UI design UI design for cycle 2 for cycle N 15
  16. 16. Summary: Reasons to Invest in Usability Market Demand Cut Customer-Support Costs Reduce Time to Profitability Shorten Time to Market Risk Management Avoiding GUI Design Bloopers 16
  17. 17. References Time to Profitability ִConklin, P. “Bringing Usability Effectively into Product Development”, in Rudisill et al (eds), Human- Computer Interface Design, 1996 ִHouse, C. & Price, R. “The Return Map”, Harvard Business Review, Jan-Feb, 1991 Risk Management ִAltom, T. “Usability as Risk Management”, Interactions, Mar-Apr 2007 GUI Bloopers ִJohnson, J., GUI Bloopers 2.0, Morgan Kaufman, 2007 17
  18. 18. Questions? 18

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