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User Experience &
Why Your Business
Needs It
Table of Contents
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What is User Experience
(UX) Design?
User Experience (UX) is your customers' psychological relationship with
your products, services and business.
Essentially, UX designers use time-tested methods and cutting edge
tools to bring higher quality to your products and services. This ‘high
quality’ can be described in terms of ease-of-use, enjoyment, task-
speed, customer conversion rate, viral popularity, and the overall
positive response the market has to your products and services.
UX maximizes your success, by centering the design of your products
and services on its actual users. 1
The Importance of User
Experience Design
Reduced 

Development Costs
• Avoid rework

• Increase the efficiency of your software
developers

• Resolve usability issues early in the process
• Increase the accuracy of your project estimates
and avoid scope creep
Early focus on usability vastly boosts ROI; it’s at least 100 times cheaper to fix a
design flaw on the drawing board than after the product launches. 2
100x cheaper
$10K $100K $1M
Product Design Product Development After Product Release
Reduced
Development Costs
Catch a UX problem during…
Increased
Revenue
• A great user experience improves your
conversion rate and increase your sales

• Your product will demo well and be 

easier to sell

• Increase user adoption
• Increase benefit from network externalities
Increased
Revenue
• Customers are 15% less likely to switch away from brands
that have a good user experience

• By 2020 customer experience will overtake price and product
as the most important brand differentiator

• 40% of customers turn to a competitor after a bad experience

• Mobile users are 5X more likely to abandon a task if a site is
not optimized for mobile use

• 61% of users will leave a website if they can’t immediately
find what they’re looking for 3
Case Studies
Walmart - 

Ecommerce Redesign
214% Increase
in visitors4
Changes implemented:

• Inclusion of specialty shopping experiences
• Local and personalized UI elements
• New look and feel
Walmart employed UX research and design to
restore their status among e-commerce leaders.5
GE -
Software Consolidation Project
Within the first year, the
launch of the new platform
resulted in an estimated
savings of $30 million. 6
Prior to a redesign, users of GE’s industrial software
reported that its quality fell short of the historic
excellence of GE’s hardware engineering. GE
leadership decided to invest in creating a common
software platform for the company.
Bank of America -
Online Enrollment Redesign
When the new registration form
went live, “the yield metric nearly
doubled, and exceeded the
desired ROI benchmark”. 7
Bank of America funded a UX redesign project
aimed at improving the digital enrollment
application for its online banking. In developing
the business case, the UX team identified ‘yield’ (%
of customers completing the process) as the
primary success metric.
AirBnB -
Implementing Design Thinking
In 2009, Airbnb was en route to bankruptcy. Like
many startups, their launch lacked exposure and
visibility. The company’s revenue had stagnated at
$200 per week.
“Improving the pictures
doubled the weekly revenue”.
This was the first financial
improvement that the company
had seen in over eight months. 
Had they implemented UX research from the
beginning, they likely would’ve have noticed and
resolved their usability issues even earlier. 7
The 3Leaf Method
How 3Leaf can help?
3leaf will ensure that your UX gets done correctly,
so that you can focus on running your business.
In our engagement with you:
• We Meet
• We Work
• We Deliver
We Meet
Our engagement begins with a consultation to
assess where UX fits within your business
goals. From there, you pick from a set of options
tailor-made for your specific needs.
• Options are based on your timeline and
budgetary constraints
• We assemble a local, high-quality team
dedicated to your project
• We help you define your success - deciding
exactly what you need, and how UX will help
you get there
We Work
• We self-manage whatever UX work is necessary
• Research
• Iterative design

• We are obsessed with:
• Getting it right, so that your product or service 

becomes very successful
• Making it easy for your development team to reach
that success
• Making you a repeat customer

• We operate in one-week sprints
• We communicate frequently regarding our progress,
giving you the opportunity to provide feedback
• We discover, define and design your path to success
We Deliver
We help you streamline a speedy and 

cost-effective path to success.
We deliver two valuable assets:
• Spec document
• Style guide
With these assets:
• Your developers will know exactly what 

to build
• The vast majority of the guesswork
(relating to product design) is removed
• We document everything so it’s easy to
remind yourself later
Spec Document
The spec document includes:
• Instructions for your developers
• UX strategy guidance for your
business leaders
• A record of concepts, terminology
and our research findings
Style Guide Portal
The style guide includes:
• Instructions on how to code the new look & feel for your product
• All the design assets that your developers need (logos, icons, etc.)
We do more
We collaborate, educate, facilitate

• Along the way you will find yourself learning a great
deal about what UX is and where it fits. You’ll
probably even learn more about your own users!

• We’ll make it far easier for you to reach your goals,
because you’ll now have a clear path forward.
Thomas Watkins
3Leaf Principal & Founder
Contact Information:
thomas@3leaf.consulting
www.3leaf.consulting
Citations
1. O'Brien, R. (2019). 5 Reasons Why UX Design Is Important For Your Business | Newicon. [online] Newicon. Available at: 

https://www.newicon.net/5-reasons-why-ux-design-is-important-for-business/ [Accessed 8 Apr. 2019].

2. Nielsen, J. (2019). QA (quality assurance) & UX (user experience). [online] Nielsen Norman Group. Available at: 

https://www.nngroup.com/articles/quality-assurance-ux/ [Accessed 8 Apr. 2019].

3. Kulbytė, T. (2019). 37 Powerful Customer Experience Statistics to Know in 2019. [online] CRM Blog: Articles, Tips and Strategies
by SuperOffice. Available at: https://www.superoffice.com/blog/customer-experience-statistics/ 

[Accessed 8 Apr. 2019].

4. Bias, R. and Mayhew, D. (2005). Cost-justifying usability. Amsterdam: Morgan Kaufman, Chapter 10.

5. Grandigae, S. (2019). Yes, UX Design Offers Great Return On Investment!. [online] Human Friendly. 

Available at: https://uiux.blog/yes-ux-design-offers-great-return-on-investment-538a87eb1068 [Accessed 8 Apr. 2019].

6. Philips, M. (2019). The True ROI of UX: B2B Redesign Case Studies. [online] Toptal Design Blog. 

Available at: https://www.toptal.com/designers/ux/roi-of-ux-redesign-case-studies [Accessed 8 Apr. 2019].

7. Firstround.com. (n.d.). How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business. [online]
Available at: 

https://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/
[Accessed 8 Apr. 2019].

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Ux & Why Your Business Needs It (3Leaf Consulting)

  • 1. User Experience & Why Your Business Needs It
  • 3. What is User Experience (UX) Design? User Experience (UX) is your customers' psychological relationship with your products, services and business. Essentially, UX designers use time-tested methods and cutting edge tools to bring higher quality to your products and services. This ‘high quality’ can be described in terms of ease-of-use, enjoyment, task- speed, customer conversion rate, viral popularity, and the overall positive response the market has to your products and services. UX maximizes your success, by centering the design of your products and services on its actual users. 1
  • 4. The Importance of User Experience Design
  • 5. Reduced 
 Development Costs • Avoid rework
 • Increase the efficiency of your software developers
 • Resolve usability issues early in the process • Increase the accuracy of your project estimates and avoid scope creep
  • 6. Early focus on usability vastly boosts ROI; it’s at least 100 times cheaper to fix a design flaw on the drawing board than after the product launches. 2 100x cheaper $10K $100K $1M Product Design Product Development After Product Release Reduced Development Costs Catch a UX problem during…
  • 7. Increased Revenue • A great user experience improves your conversion rate and increase your sales
 • Your product will demo well and be 
 easier to sell
 • Increase user adoption • Increase benefit from network externalities
  • 8. Increased Revenue • Customers are 15% less likely to switch away from brands that have a good user experience
 • By 2020 customer experience will overtake price and product as the most important brand differentiator
 • 40% of customers turn to a competitor after a bad experience
 • Mobile users are 5X more likely to abandon a task if a site is not optimized for mobile use
 • 61% of users will leave a website if they can’t immediately find what they’re looking for 3
  • 10. Walmart - 
 Ecommerce Redesign 214% Increase in visitors4 Changes implemented:
 • Inclusion of specialty shopping experiences • Local and personalized UI elements • New look and feel Walmart employed UX research and design to restore their status among e-commerce leaders.5
  • 11. GE - Software Consolidation Project Within the first year, the launch of the new platform resulted in an estimated savings of $30 million. 6 Prior to a redesign, users of GE’s industrial software reported that its quality fell short of the historic excellence of GE’s hardware engineering. GE leadership decided to invest in creating a common software platform for the company.
  • 12. Bank of America - Online Enrollment Redesign When the new registration form went live, “the yield metric nearly doubled, and exceeded the desired ROI benchmark”. 7 Bank of America funded a UX redesign project aimed at improving the digital enrollment application for its online banking. In developing the business case, the UX team identified ‘yield’ (% of customers completing the process) as the primary success metric.
  • 13. AirBnB - Implementing Design Thinking In 2009, Airbnb was en route to bankruptcy. Like many startups, their launch lacked exposure and visibility. The company’s revenue had stagnated at $200 per week. “Improving the pictures doubled the weekly revenue”. This was the first financial improvement that the company had seen in over eight months.  Had they implemented UX research from the beginning, they likely would’ve have noticed and resolved their usability issues even earlier. 7
  • 15. How 3Leaf can help? 3leaf will ensure that your UX gets done correctly, so that you can focus on running your business. In our engagement with you: • We Meet • We Work • We Deliver
  • 16. We Meet Our engagement begins with a consultation to assess where UX fits within your business goals. From there, you pick from a set of options tailor-made for your specific needs. • Options are based on your timeline and budgetary constraints • We assemble a local, high-quality team dedicated to your project • We help you define your success - deciding exactly what you need, and how UX will help you get there
  • 17. We Work • We self-manage whatever UX work is necessary • Research • Iterative design
 • We are obsessed with: • Getting it right, so that your product or service 
 becomes very successful • Making it easy for your development team to reach that success • Making you a repeat customer
 • We operate in one-week sprints • We communicate frequently regarding our progress, giving you the opportunity to provide feedback • We discover, define and design your path to success
  • 18. We Deliver We help you streamline a speedy and 
 cost-effective path to success. We deliver two valuable assets: • Spec document • Style guide With these assets: • Your developers will know exactly what 
 to build • The vast majority of the guesswork (relating to product design) is removed • We document everything so it’s easy to remind yourself later
  • 19. Spec Document The spec document includes: • Instructions for your developers • UX strategy guidance for your business leaders • A record of concepts, terminology and our research findings
  • 20.
  • 21. Style Guide Portal The style guide includes: • Instructions on how to code the new look & feel for your product • All the design assets that your developers need (logos, icons, etc.)
  • 22. We do more We collaborate, educate, facilitate
 • Along the way you will find yourself learning a great deal about what UX is and where it fits. You’ll probably even learn more about your own users!
 • We’ll make it far easier for you to reach your goals, because you’ll now have a clear path forward.
  • 23. Thomas Watkins 3Leaf Principal & Founder Contact Information: thomas@3leaf.consulting www.3leaf.consulting
  • 24. Citations 1. O'Brien, R. (2019). 5 Reasons Why UX Design Is Important For Your Business | Newicon. [online] Newicon. Available at: 
 https://www.newicon.net/5-reasons-why-ux-design-is-important-for-business/ [Accessed 8 Apr. 2019].
 2. Nielsen, J. (2019). QA (quality assurance) & UX (user experience). [online] Nielsen Norman Group. Available at: 
 https://www.nngroup.com/articles/quality-assurance-ux/ [Accessed 8 Apr. 2019].
 3. Kulbytė, T. (2019). 37 Powerful Customer Experience Statistics to Know in 2019. [online] CRM Blog: Articles, Tips and Strategies by SuperOffice. Available at: https://www.superoffice.com/blog/customer-experience-statistics/ 
 [Accessed 8 Apr. 2019].
 4. Bias, R. and Mayhew, D. (2005). Cost-justifying usability. Amsterdam: Morgan Kaufman, Chapter 10.
 5. Grandigae, S. (2019). Yes, UX Design Offers Great Return On Investment!. [online] Human Friendly. 
 Available at: https://uiux.blog/yes-ux-design-offers-great-return-on-investment-538a87eb1068 [Accessed 8 Apr. 2019].
 6. Philips, M. (2019). The True ROI of UX: B2B Redesign Case Studies. [online] Toptal Design Blog. 
 Available at: https://www.toptal.com/designers/ux/roi-of-ux-redesign-case-studies [Accessed 8 Apr. 2019].
 7. Firstround.com. (n.d.). How Design Thinking Transformed Airbnb from a Failing Startup to a Billion Dollar Business. [online] Available at: 
 https://firstround.com/review/How-design-thinking-transformed-Airbnb-from-failing-startup-to-billion-dollar-business/ [Accessed 8 Apr. 2019].