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How to Build the UX Case

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How can you show your clients the ROI of UX design? If user centered design is brought to bear against what the organization is trying to achieve, the implications to the experience can include: higher conversion and lead generation; higher customer engagement; more awareness and traffic; and higher satisfaction and retention, through better adoption and utilization; etc. This talk focuses on common misunderstandings or objections that clients typically have and how to overcome them. Part of the MITX User Experience Series: How to Show ROI of User Experience.

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How to Build the UX Case

  1. 1. user experience how to build the UX case MITX User Experience Series Overcoming Objections and Promoting ROI Ashley Annis, Ph.D. Director of User Experience Bridgeline Software
  2. 2. user experience what is it? User Research Recruiting Users Incentivizing Users Contextual Inquiry Interviews Divide the Dollar Card Sorting Surveys Competitive Benchmarking Competitor Reviews Industry Trends 2 Business Research Interviewing stakeholders (Marketing, Technology, SMEs, etc.) Auditing the current site, Reviewing any research to date Deliverables Personas Sitemaps Wireframes Wireflows Content Inventories Usability Test Scenarios ………… Copy Decks ………… Storyboards ………… Prototypes ………… Task Analysis ……… Multi-channel UX Maps ………… Pattern Libraries ………… Surveys ………… Presentations ………… Content Audits
  3. 3. why it’s important user experience… Lets you know what Confirms functionalities users / customers expect and features are right, easy before you start designing to find, and easy to use Improves conversions, Ensures ease of use, lead generation usefulness, and increased use 3 Empowers the brand Improves productivity Affects buying decisions Reduces support requests Reduces abandonment rates Generates revenue, improves profitability Identifies any disconnects between what the company wants and what its customers want ………… Increases knowledge sharing ………… Saves re-development efforts ………… Improves retention ………… Drives adoption
  4. 4. RESISTANCE so why resist? Clients often ask, Why should I do UX? 4 Why should we do user research? …….. How can we cut costs? …….. Can you do this without impacting the project schedule? …….. How do we get our customers to become users to talk to?
  5. 5. convince how to overcome objections? Your response: Why should you NOT do UX? 5 UX empowers the brand ………. Reduces customer support calls ………. Drives adoption ………. Affects SEO Affects conversion rates ……….. Improves productivity ………. Ensures satisfaction ………. Helps you interpret analytics
  6. 6. RESISTANCE other “objections” costs lack of education space schedule data analysis best practices incentivizing no location no users executive egos 6 already did marketing research internal “experts” recruiting no time the CEO wants flashy pink thing on the home page “You’re the expert: we’ll rely on your best practices” ……... The CEO demands a flashy pink thing on the home page ………. “We’ve already heard from our users via customer support” ………. “We know what’s important: we did market research”
  7. 7. convince how to overcome objections costs UX is a low-risk investment with high returns: increased revenue, productivity; decreased abandonment rates, etc. the reach is worth the investment: the sales team talks to a limited number of prospects; the website can talk to 7 thousands, if not millions recruit friends and family remote user sessions vs. in-person incentivize by raffle “1-10-100 Rule”: Insufficient planning costs much more in the long run. ….. It costs $1.00 to make a change during planning That increases to $10.00 once you start building ….... It becomes a significant $100.00 after the site / product has launched
  8. 8. convince how to overcome objections we’ll use market research is not user research our market market research asks for opinions about research confidence, likeliness to buy, etc. UX observes opinions in action, focusing on how they use it, how they like it, and 8 whether it’s useful users often respond more strongly to UX assets (like features) than brand marketing may own the website, but the user owns the mouse What people say is not always the same as what people do …….. Similar to market research, analytics are valuable, but they tell only part of the story …….. Measures performance (Is it usable?) ………… Assesses preference (Is it useful?)
  9. 9. convince how to overcome objections just use Educate customers about the consequences of designing without user input: best “thumb-in-the-wind” and creative-ego design practices executive egos always turn a deaf ear to best practices no one wins opinion wars 9 when your customer wants to “keep up with the Jones,” remind them that users will compare your customer’s site to every other site they use – not just the competitors’ Good politics almost always makes bad websites ………. Creative-ego design compromises business, marketing, and UX strategies ………. Show % increase in revenue generated / conversions / satisfaction / lead generation / traffic
  10. 10. convince how to overcome objections just use Sell the value show quantitative results, if not of your own best research, then of case studies and others’ practices research UX can interpret why people are driven to the site; and why they abandon it, so add 10 web analytics and SEO to your UX research efforts continually collect and interpret research have your customer attend UX sessions People help support what they help create. …….. What’s important is what matters to the customer, not the marketing team, not the designers. It’s about your customers. Not you. …….. Marketing/IT may own the website, but the user owns the mouse.
  11. 11. evolve how to build the UX case further Ashley Annis, “…When designing for users, involve users”…………………………………. http://is.gd/AbHY reading Ashley Annis, “How to Recruit Participants for User Research”…………………………….. http://is.gd/AaJ7 Colleen Jones, “When ROI isn’t enough…”………………………………………………..….. http://is.gd/A9ja IA Elevator Pitches……………………………………………………………………….………. http://is.gd/Ac6U Aaron Marcus and Jim Gasperini, “Almost Dead on Arrival: A Case Study of Non-User-Centered Design for a Police Emergency-Response System”………………….. http://is.gd/Ac8R 11 Gerry McGovern, “…Too far from your customers”…………………………………………… http://is.gd/zzPn Gerry McGovern, “Is the organization the enemy of the customer?”………………………. http://is.gd/AbSz Jakob Nielsen, “Return on Investment for Usability”…………………………………………. http://is.gd/B5JZ Hallie Wilfert, “Web Analytics and Information Architecture”………………………………… http://is.gd/dCTs Ashley Annis, Ph.D., Director of User Experience, Bridgeline Software LinkedIn: http://is.gd/AcpL Blog: http://is.gd/Acdm Twitter: missdirected
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How can you show your clients the ROI of UX design? If user centered design is brought to bear against what the organization is trying to achieve, the implications to the experience can include: higher conversion and lead generation; higher customer engagement; more awareness and traffic; and higher satisfaction and retention, through better adoption and utilization; etc. This talk focuses on common misunderstandings or objections that clients typically have and how to overcome them. Part of the MITX User Experience Series: How to Show ROI of User Experience.

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