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Why usability and ux are worth it


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Some well known cases showing why usability and ux are worth it

Published in: Technology, Design
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Why usability and ux are worth it

  1. 1. Why usability and ux are worth it?
  2. 2. 2 Wierzymywużytecznośćiuserexperience We believe that investing in usability and good user experience translates into pleased and loyal users…
  3. 3. … allows to accomplish business goals …
  4. 4. 4 Wierzymywużytecznośćiuserexperience … generating real profit.
  5. 5. However, if you need proof, see for yourself how others have benefited from the investment.
  6. 6. Benefits at the early stages of product development How to save on the costs and shorten the time of development? 6
  7. 7. before usability testing: fatware software with too many features
  8. 8. *after: Mauro (2002) cutting on features reduced work by 18 months and brought 15 milion $ of savings*
  9. 9. modification of software may cost 100 units after the product is shipped 60 at quality assurance stage 6 at early development stage* *after: Bevan (2005)
  10. 10. *after: Bias & Mayhew (2002) thanks to early incorporation of usability testing into product development American Airlines cut down on fixes costs by 60-90%*
  11. 11. Reducing help desk How to decrease the clients' need for additional help?
  12. 12. shop decresed a number of phone calls and client inquiries by 20% thanks to product information improvement * *after: Bevan (2005)
  13. 13. 13 *after: Bias & Mayhew (2002) end-user training for a usability-engineered system was 1 hour compared to a full week of training for a similar system that had no usability work*
  14. 14. Satisfaction improvement How to make users love your application?
  15. 15. inadequacy to user needs is a reason for abandoning 15% of projects* *after: Bevan (2005)
  16. 16. 16 by incorporating usability methods into Gartner Group system development the user satisfaction increased by 40%* *after: Bias & Mayhew (2002)
  17. 17. redesigning the FEMA organization’s website on the basis of usability tests brought 71% user satisfaction increase* *after: FEMA (2006)
  18. 18. Higher conversion and ROI How to make them buy more?
  19. 19. *after: User Interface Engineering (2001) by delivering users sufficient product information at the appriopriate time one may increase the sale even by 225%*
  20. 20. *after: Human Factors International(2001) 67% more repeat customers and 31-45% reduced drop-off rates were achieved by a redesign of e-commerce (based on usability testing)
  21. 21. a more user friendly redesign of IBM shop resulted in sales going up 400%* *after: Bevan (2005)
  22. 22. Better and quicker user performance How to make user actions quicker and easier? 22
  23. 23. 23 after improving the information architecture, registering to took users 7 minutes insted of 15* *after: Foraker (2007)
  24. 24. 24 *Mościchowska (2009) thanks to incorporating UCD methods into the redesign of usability tests showed 2x better user performance evaluation
  25. 25. 25 after completed the redesign of the home search and contact an agent features based on UI recommendations, users ability to find a home increased from 62% to 98%, and sales lead generation incresead over 150%* *after: Vividance (2007)
  26. 26. Why is it so important? And how to tackle it? 26
  27. 27. 27 *after: Spool (1996) Website usability has bigger impact on branding and creating positive association than graphical aspects of interface*
  28. 28. * after: Nielsen 1993 there are 11,2 usability comments on average in a software review
  29. 29. 29
  30. 30. usability testing and interaction design is not a pill to solve all problems …
  31. 31. … only systematic actions can ensure the health of an application.
  32. 32. 32 WhyusabilityandUXareworthit?–WitFlow Sources Bevan, N. (2005) Cost benefits evidence and case studies. Paper Bias, R. G., & Mayhew, D. J. (1994) Cost-justifying usability. Academic Press, Boston FEMA (2006) The New Citizen-Centric, User-Friendly FEMA Website Foraker (2007) Case Study: Discussion Forums Human Factors International (2001). Some client experiences. October 10, 2001 Mauro, C.L. (2002) Professional usability testing and return on investment as it applies to user interface design for web-based products and services (a review of online v lab-based approaches). MauroNewMedia, white paper Mościchowska , I.(2009) Redesign – studium przypadku Nielsen, J. (1993) Usability Engineering. Morgan Kaufmann Publisher, San Francisco Spool, J.M. (1996) Branding and Usability. January 01, 1996 UI Engineering (2001). Are the product lists on your site losing sales?. October 10, 2001, Vividence, Corp. (2001) Moving on up: improves customer experience. October 15, 2001 .
  33. 33. Get in touch! Iga Mościchowska - +48 608 68 95 10