The Business Case for UX - Code PaLOUsa 2014
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Think UX takes too long or costs too much? Think again. UX activities pay for themselves (and then some) in increased revenue, increased shareholder value, decreased development and support costs, and increased word of mouth marketing.
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The Business Case for UX - Code PaLOUsa 2014
- 1. 25 February 2014 @dgcooley #CPL14 The Business Case for UX Introduction to Danielle Gobert Cooley User Experience Methods @dgcooley 25 February 2014 #CPL2014 1
- 2. 25 February 2014 @dgcooley #CPL14 Danielle Gobert Cooley Selected Work 15 years as a UX Specialist BE, Biomedical and Electrical Engineering – Vanderbilt University MS, Human Factors in InformaNon Design – Bentley University danielle@dgcooley.com @dgcooley hPp://linkedin.com/in/dgcooley 2
- 3. 25 February 2014 @dgcooley #CPL14 What is UX? 3
- 4. 25 February 2014 @dgcooley #CPL14 What is UX? hPp://www.kickerstudio.com/2008/12/the-‐disciplines-‐of-‐user-‐experience/ 4
- 5. 25 February 2014 @dgcooley #CPL14 What is UX? 5
- 6. 25 February 2014 @dgcooley #CPL14 What is UX? hPp://unbounce.com/online-‐markeNng/32-‐bullseye-‐ux-‐posts-‐to-‐hit-‐your-‐conversion-‐targets/ 6
- 7. 25 February 2014 @dgcooley #CPL14 What is UX? hPp://randsinrepose.com/archives/a-‐design-‐primer-‐for-‐engineers/ 7
- 8. 25 February 2014 @dgcooley #CPL14 What is UX? 8
- 9. 25 February 2014 @dgcooley #CPL14 I think it’s 5 things. User Research What do people need this to do, and why? InformaNon Design How is it structured? Content Strategy What is it going to say? UX InteracNon Design How does it work? Visual Design What does it look like? 9
- 10. 25 February 2014 @dgcooley #CPL14 That’s great. Why should I care? 10
- 11. 25 February 2014 @dgcooley #CPL14 Firms that are bePer able to capture the value of user experience will be the ones that invest in the most ground-‐breaking projects and minimize waste on short-‐ term fixes and abandoned projects. hPp://www.adapNvepath.com/uploads/documents/apr-‐005_businessvalue.pdf 11
- 12. 25 February 2014 @dgcooley #CPL14 Our next move was the smartest ewe nd ^ s– co move we could have made asked our customers why they weren’t using it? 12
- 13. 25 February 2014 @dgcooley #CPL14 The average business metrics improvement aeer a usability redesign is now* 83%. • Conversion rates • Traffic numbers • User Performance • Target Feature usage *2008 hPp://www.nngroup.com/arNcles/usability-‐roi-‐declining-‐but-‐sNll-‐strong/ 13
- 14. 25 February 2014 @dgcooley #CPL14 Get real. Show me the money. 14
- 15. 25 February 2014 @dgcooley #CPL14 15
- 16. 25 February 2014 @dgcooley #CPL14 “You can’t sell something no one wants (thank you, marketers). You can’t sell something that breaks (thank you, QA). You can’t sell something that funcNons poorly (thanks, devs). Nor that costs too much or gets to market too late (thanks, PMs). Now, do you really think you can sell something that no one understands how to use?” -‐David Rollert 16
- 17. 25 February 2014 @dgcooley #CPL14 [Aer Lingus] was in serious financial difficulNes and a new CEO had just been appointed. He relentlessly focused on making the online booking process easier for customers. Within less than three years, online bookings rose from 3% to 73%, which helped put the airline on a much more solid financial fooNng. hPp://www.gerrymcgovern.com/new-‐thinking/convenience-‐trumps-‐security 17
- 18. 25 February 2014 @dgcooley #CPL14 When Manish Chandra was launching Poshmark, one of the design decisions he faced related to the payment system. It was relaNvely easy to plug PayPal in. However, Chandra was focused on making everything really easy for the customer. So, instead of using PayPal, his developers spent two months developing a system where payments could be made in two clicks. The result of Chandra's relentless pursuit of simplicity for the customer was a mobile app that has been a big hit. hPp://www.gerrymcgovern.com/new-‐thinking/cost-‐benefit-‐analysis-‐simplicity 18
- 19. TWELVE 25 February 2014 @dgcooley #CPL14 MILLION DOLLARS hPp://ppc.org/expedia-‐removes-‐one-‐form-‐field-‐and-‐makes-‐12-‐million-‐in-‐profit/ 19
- 20. THREE HUNDRED MILLION 25 February 2014 @dgcooley #CPL14 DOLLARS hPp://www.uie.com/brainsparks/2011/10/17/the-‐back-‐story-‐for-‐the-‐300-‐million-‐buPon/ 20
- 21. 25 February 2014 @dgcooley #CPL14 Blah, blah, blah. What about my stock price? 21
- 22. 25 February 2014 @dgcooley #CPL14 In the past 10 years, design-‐ driven companies have outperformed the S&P 500 by 228%. hPp://www.fastcodesign.com/3026287/study-‐good-‐design-‐really-‐is-‐good-‐for-‐business 22
- 23. 25 February 2014 @dgcooley #CPL14 Ugh. That’s so not sexy. 23
- 24. 25 February 2014 @dgcooley #CPL14 hPp://www.forbes.com/sites/anthonykosner/2013/11/23/how-‐design-‐and-‐user-‐experience-‐translates-‐to-‐the-‐boPom-‐line/ 24
- 25. 25 February 2014 @dgcooley #CPL14 HA! But I don’t sell anything. We build tools for internal use. 25
- 26. 25 February 2014 @dgcooley #CPL14 $91,646 74% Photo via: hPp://www.agentur-‐loop.com/en/careers/umbraco-‐net-‐developer hPp://www.nngroup.com/arNcles/intranet-‐users-‐stuck-‐low-‐producNvity/ hPp://visualstudiomagazine.com/arNcles/salary-‐surveys/salary-‐survey.aspx 26
- 27. 25 February 2014 @dgcooley #CPL14 We don’t have time for that! 27
- 28. 25 February 2014 @dgcooley #CPL14 28
- 29. 25 February 2014 @dgcooley #CPL14 Dev effort Dev effort UX effort 29
- 30. 25 February 2014 @dgcooley #CPL14 30
- 31. 25 February 2014 @dgcooley #CPL14 But wait! There’s more! 31
- 32. 25 February 2014 @dgcooley #CPL14 Time is money, yo. hPp://mashable.com/2012/04/24/call-‐center-‐death-‐exaggerated/ 32
- 33. 25 February 2014 @dgcooley #CPL14 our client was able to implement changes that increased the portal usage by 45% and reduced the number of phone calls to their customer service department by 90%. hPp://answerlab.com/clients/case-‐studies/online-‐customer-‐portal-‐study/ 33
- 34. 25 February 2014 @dgcooley #CPL14 An improved experience by Schneider AutomaNon resulted in $2 million saved in call-‐center support costs over the first 10 months aeer the change. hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf 34
- 35. 25 February 2014 @dgcooley #CPL14 A leading printer manufacturer had an installaNon issue so difficult to solve that more than 50% of the first 100,000 users called the customer service line. The cost was nearly $500,000 per month. hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf 35
- 36. 25 February 2014 @dgcooley #CPL14 McAfee Inc. integrated usability design into its ProtecNonPilot soeware and cut tech support calls by 90% aeer launch. hPp://momentumdesignlab.com/wp-‐content/uploads/2011/10/Momentum_Value_of_UX.pdf 36
- 37. 25 February 2014 @dgcooley #CPL14 hPp://www.electronicink.com/a-‐bePer-‐system/Embracing-‐Brevity-‐Pays-‐Off 37
- 38. 25 February 2014 @dgcooley #CPL14 All companies claim good UX. Can’t we just not but say we did? 38
- 39. 25 February 2014 @dgcooley #CPL14 39
- 40. 25 February 2014 @dgcooley #CPL14 40
- 41. 25 February 2014 @dgcooley #CPL14 41
- 42. 25 February 2014 @dgcooley #CPL14 42
- 43. 25 February 2014 @dgcooley #CPL14 43
- 44. 25 February 2014 @dgcooley #CPL14 TL; DR A user-‐centered approach to digital product design and development will: • Give you a product you can sell more of • Save you development Nme (mostly as late-‐ stage rework) • Reduce support costs • Provide a foundaNon for tons of word-‐of-‐ mouth markeNng 44
- 45. 25 February 2014 @dgcooley #CPL14 AddiNonal Resources 45
- 46. 25 February 2014 @dgcooley #CPL14 hPp://lesscontentmorestrategy.com 46
- 47. 25 February 2014 @dgcooley #CPL14 More from me? 47