Opening words from June 13, 2013 NUX speech. "Does this scenario sound familiar?  Your boss or your client wants an amazing, innovative, intuitive, buzz-word, buzz-word, buzz-word application, but they need it yesterday and can’t waste time and money on things like user research. Then they are shocked that not only was the project late, but customers are not lining up to use the application. Tonight we are going to prepare you to be able to tell those people the magic words “I know some simple ways to increase your ROI.” It is a LOT of info to fit in only an hour so this is only a highlight. Hope it gives you some info you need to communicate the value of starting from the users point of view in any product development project.

1. ROI & UX
Kären Wieckert
kwieckert@gmail.com
Susan Culkin
susan.culkin@gmail.com&

3. What Does ROI Mean?
• increasing revenue or social capital
• decreasing costs
• increasing effectiveness

4. The quality of the experience a person has
when interacting with a designed product,
service, or system.
What is UX?

5. McAfee’s UI redesign saved
them 90% support costs.

6. Cablevision saved hundreds in one
month by simply adding a word to
their keyword search. The word
was learned from the hundreds of
callers with the same question.

7. Arming you with multiple UX lenses
for managing ROI

8. Design
BuildTest
Learn Concept
Metrics

9. User%experience%
Proposi-on%
Concept%
Structure%
Informa-on%
Interac-on%
Appearance%
Value%to%customer%
Model%for%delivering%value%to%
customer%
Ge>ng%the%correct%elements%in%the%
correct%order%%
What%shown/available/findable%at%
what%point%in%use%of%product%
How%does%user%use/interact%with%
product%components%
What%product%components%look%like%
and%how%they%are%arranged%
Usability%

10. • Don’t wait until after to define metrics and begin measuring
• Cost savings? Revenue generation? Brand redefinition?
User satisfaction?

11. Key Variables

12. What type of application do
you have?

15. Typical Business Metrics
• Conversion rates/increased sales
• Traffic numbers
• User performance / Increased productivity (compelled use)
• Time on task, number of clicks, correct process, # of
abandoned functions (wizards, etc)
• Decreased training and support costs
• Target feature usage

16. LessTypical Qualitative Metrics
•Increase satisfaction of CUSTOMER and/or USER
•Reduce development costs
•Limit scope creep (operating costs)
•Decreased maintenance costs
•Bad UX often means bad design
•Decrease featuritis
•Keep culture (loyalty)

18. Loveless WantsYouTo
•Buy! Buy! Buy!
•Complete purchases in
shopping cart in <1.5
minutes
•Find and use the
membership registration
You WantTo
•Plan evening with guests
•Find info on the concerts
•Buy tickets? Find a deal ....

19. Q & A
Any ROI stories you want to share?