Why UX is so important. What is UX and why it is so confusing at times. What is the business value of UX. Case studies and success stories.

2. The Case Behind
User Experience

3. Stefan Ivanov
• Senior UX Architect
o User Research
o Concept Design
o Prototyping
o User Testing
• Educator
o Human-Computer Interaction
o UX processes
o Design thinking

4. Why User Experience?
• UX for the better
• We need moar
• It is in your hands

5. I am sometimes confused…

6. What is UX?
UX
Business
goals
User
needs
Design
Information

7. What is UX?
Information
architecture
User
Research
Content
Strategy
Visual
design
Interaction
design
UX

8. The process
Research Validate
Prototype

9. The process
Business
goals
User
needs

10. The process
Research Concept Design

11. The Value of UX

12. How do our experiences change?

13. How do our experiences change?

14. How do our experiences change?

15. How do our experiences change?

16. How do our experiences change?

17. How do our experiences change?

18. Product maturity
Time
Performance
High technology
What average
users need
Unfilled need

19. Product maturity
Time
Performance
High technology Consumer commodity
What average
users need
Unfilled need
Excess quality
Low interest

20. The business case
$3.5
Trillion
15% 50% 50%
spent on
IT per year
project
abandonment
of the
code is UI
development
time is for UI
https://www.usability.gov/what-and-why/benefits-of-ucd.html http://www.gartner.com/technology/screencasts/2q16-it-spending-forecast.jsp

21. Benefits
Development costs
Training and documentation
Support costs
Sales
Market penetration
Satisfaction
Productivity

22. Cost of changes
Design and architecture
Implementation
Integration test
Customer beta test
Post product release

23. Case Studies and
Success Stories

24. Bank of America
Bank of America redesigned
their online banking
enrollment process to exceed
their desired ROI benchmark
and increase enrollment by
45%.
http://adaptivepath.org/uploads/documents/apr-005_businessvalue.pdf

25. Expedia
The travel company managed
to earn an additional $12m in
profit thanks to removing an
optional field from their
payment form.
http://www.conversionvoodoo.com/blog/2011/11/expedia-deletes-one-field-from-their-registration-process-increases-profit-12m/

26. Bing
Based on user research the
shade of blue in the hyperlinks
of the search results was
changed to generate more
than $80M in additional
revenue from clicks.
http://www.businessinsider.com/the-80-million-difference-between-shades-of-blue-2010-3

27. AVON
AVON halted a $125m order
management system project
after it caused their sales reps
to quit terms with the
company in frustration.
http://www.informationweek.com/software/enterprise-applications/avon-pulls-plug-on-$125-million-sap-project/d/d-id/1113061

28. Slot Machines
Redesign of the interface for
setting up, configuring and
trouble shooting the slot
machine resulted in reduced
training times from 80 hrs to
30 mins per employee.
http://d3.infragistics.com/wp-content/uploads/2015/07/The_Business_Value_of_User_Experience1.pdf

29. Ford
The complexity and poor
usability of MyFord Touch
infotainment system dropped
Ford from 5th to 23rd place
in the automotive quality
survey in 2011.
http://wheels.blogs.nytimes.com/2011/06/23/aggravating-myford-touch-sends-ford-plummeting-in-j-d-power-quality-survey/?hpw&_r=0

30. Israel Aircraft Industries
Estimated that the application
of user centered design
practices and processes to
their new mission planning
center project would decrease
cost by $380 000 and open
additional sales opportunity of
$400 000.
link

31. Staples
The website was redesigned
based on user research.
• 80% traffic increase
• 67% returning customers
increase
• 45% drop-off rate reduction
• 10% better shopping
experience
link

32. McAfee
By focusing on the UX of
ProtectionPilot software from
the very beginning of the
product lifecycle, they
managed to decrease the
support calls by 90%,
compared to their estimated
expectation.
http://pragmaticmarketing.com/resources/clean-cutting-edge-ui-design-cuts-mcafees-support-calls-by-90

33. Stefan Ivanov
sivanov@infragistics.com
stefanivanovux
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