Evangelize UX to clients by speaking their language--hard and fast numbers that demonstrate ROI. See how to get beyond the yeah yeah yeahs, quantify "fluff", and align user goals with measurements of success. Presented by Margot Bloomstein (ISITE Design) at the MITX UX breakfast panel May 19, 2009.

1. Creating hard & fast
from soft & squishy
Created for the MITX User Experience Series
Margot Bloomstein | May 19, 2009

2. A full-service
interactive agency
comprising 60 strategy, design,
and development folks in
Portland, Cambridge, Dallas
since 1997

3. UX starts with…

4. UX starts with…
you!*

5. UX starts with…
you!*
*except not really.

6. UX starts with…
*except not really:
customers

7. UX starts with…
*except not really:
“users”

8. UX starts with…
*except not really:
delivery drivers

9. UX starts with…
*except not really:
women shopping

10. UX starts with…
*except not really:
women shopping
for themselves

11. UX starts with…
*except not really:
women shopping
for their partners &

12. UX starts with…
*except not really:
women shopping
for their partners &
kids & classrooms

13. UX starts with…
*except not really:
women shopping
for their partners &
kids & classrooms

14. UX starts with…
*except not really:
elderly investors

15. UX starts with…
*except not really:
20-something rich kids

16. UX starts with…
*except not really:
urban hipsters

17. UX starts with…
*except not really:
first-time homebuyers

18. UX starts with…
*except not really:
parents with sick kids

19. UX starts with…
*except not really:
potential donors

20. UX starts with…
*except not really:
college young alumni
still in New England

21. UX starts with…
*except not really:
gamers fluent in the
writings of Ayn Rand

22. WTF do they want?!

23. Why does it matter?

24. How do you get me to care?

25. Get beyond the yeah yeah yeahs
Quantify “fluff” on the cheap
Measure success by user goals

26. Yeah, yeah, yeahs…
http://www.flickr.com/photos/ginger82/3064448895

27. We already
know our users
We can’t afford that
We don’t have
time for that

28. We can’t afford that

29. We can’t afford that
What’s the real cost
of not doing it?

30. We can’t afford that
What’s the real cost
of risk?

31. We can’t afford that
Adding a blog
Design a
template:
12 hours

32. We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours

33. We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours
Talking it
up:
2 hours

34. We can’t afford that
Adding a blog
Design a
template:
12 hours
Research &
draft copy:
3 hours
Talking it
up:
2 hours( )4 times

35. We can’t afford that
Adding a blog
32 hours @ $125/hour

36. We can’t afford that!
Adding a blog
$4000 and lost
opportunity cost

37. If something’s
worth doing,
it’s worth doing
well.”
“

38. If something’s
worth doing,
it’s worth doing
well.”
So, who defines
well?”
“
“

39. well?”“
make me read more

40. well?”“
make me read less

41. well?”“
show me more options

42. well?”“
get me excited for the
next release!

43. Well” takes metrics.“

44. Quantify “fluff” on the
cheap

45. http://www.flickr.com/photos/calliope/282246695

46. fluffy

47. 800 fill power
18 ounces
325 thread ct. case

48. Well” is measured
in numbers.
“

49. Well” is measured
in numbers.
“
survey!

50. Well” is measured
in numbers.
“
conduct group
interviews

51. Well” is measured
in numbers.
“
go fast & cheap!

52. How did you finance
the purchase?
How did you
get the money?
How did you
choose a lender?

53. Get reportable,
quantitative results.

54. Hitch your wagon
to their star
http://www.flickr.com/photos/dawilson/2623785708

55. Align user goals
with measurements
of success.

56. Align user goals
with measurements
of success.
Reach users’ goals,
and your clients
will hit their targets
in the process.

57. Behavioral goals:
Spend 50% less time on the site
Conversion metric:
30% increase in visitor
conversions
Tactics:
Trim self-help content and offer
phone number to increase calls
Tweakable tactics, quantitative
numbers

58. Understanding
them starts with
you.
Tie user metrics
to measurements
of success.
Result:
Happy, engaged,
and eager for more!

59. Thank you!
Margot Bloomstein
mbloomstein@isitedesign.com
@mbloomstein
Presentation © 2009 Margot Bloomstein;
all images © 2009 Margot Bloomstein except
where noted.