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StirTrek 2012
                                          May 4, 2012




                         BRING THE USERS:
S E L L I N G U X I N Y O U R O R G A N I Z AT I O N



          PRESENTED BY CAROL SMITH
                       @CAROLOGIC
Reasons not to do UX?
ARGUMENTS AGAINST UX




   •Time
   •Money
   •Can’t talk to our Customers
   •Liability
   •Not needed
   •Invisible ROI




Page 3
START NOW!
BRING UX INTO PROJECTS - NOW




   •Add wireframing effort
   •Group process session (JAD)
   •Guerilla study with the uninvolved
   •Survey
   •Talk to users at lunch




Page 5
O B S E R VAT I O N S & I N T E R V I E W S



         Learn about the User’s:
         • Goals
         • Environment
         • Real process
         • Interruptions
         • Attitudes and opinions
         • Problems




Page 6
Artifacts!
         Collect, Copy, Photograph
Page 7    http://www.flickr.com/photos/heygabe/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
          Actual Photo: http://www.flickr.com/photos/heygabe/47206241/
CARD SORTING



         Use to determine:
          • Order of information
          • Relationships
          • Labels for navigation
          • Verify correct audience




Page 8
             http://www.flickr.com/photos/rosenfeldmedia/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
USABILITY TESTING



         •Real users doing real tasks
         •Using prototypes or live
         products
         •Not guided, but observed




                    http://creativecommons.org/licenses/by-sa/2.0/
                    http://www.flickr.com/photos/raphaelquinet/513351385/sizes/l/in/photostream/
Page 9
                    http://www.flickr.com/photos/raphaelquinet/
YOU DID IT!



                  http://www.flickr.com/photos/13010608@N02/
                  http://www.flickr.com/photos/13010608@N02/2441933336/sizes/z/in/photostream
Page 10
                  http://creativecommons.org/licenses/by-nc/2.0/
Show Off & Sell UX
SHARE WHAT YOU LEARN



             http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/garryknight/
Page 12
             http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/photostream/
GOALS OF SHARING




   •You learned something!
   •Help the team:
     • understand user’s point of view
     • identify new opportunities
     • prioritize content and solutions
     • design for user’s needs and behaviors
     • create new solutions




Page 13
Sam Peterson
Editor, Math Specialist, 5 Years Experience



Technology                                       Goal
• Does personal banking, shopping                • Improve the educational system by
   and email online                                 making great courses for teachers and
                                                    students

Concerns                                         Responsibilities
• Needs a good tool for tracking all of the      • Manages many different projects at once
   assets for each of his projects               • Manages a great group of freelancers
• Too much time is spent fixing previous            allowing him to focus on other things
   projects instead of working on current ones   • Keeps track of many separate assets for
• Resigned to having to go back and forth           each project
   with the publisher a few times to get         • Checks work before passing it on to the
   everything just right                            publisher


Sam   is 29 years old and lives in New Albany, OH.                                          “I need help
He has a BS in Mathematics from Ohio State University where he also took                    keeping track of
 organizational psychology courses and found that he enjoyed management                      all of the assets
 challenges.                                                                                 for each of my
He has never been interested in teaching, but wants to improve the educational              projects.”
 system. When he saw a job opening at an educational company he felt that it would
 be a great opportunity to do just that.
Sam says despite the frustrations, his company is great to work for and the benefits
 can’t be beat.
He isn’t sure what is next for his career - he has taken some training that has been
 offered but is not currently interested in taking on new responsibilities.
I N F O R M AT I O N R A D I AT O R S


   Represent Your Research

   •Facilitate Communication
   •Decision Making:
     • Navigation
     • Features
     • Design




Page 15
SKEPTICS WILL ASK



          http://www.flickr.com/photos/cuppini/3211910657/sizes/o/in/photostream/
          http://www.flickr.com/photos/cuppini/
Page 16
          http://creativecommons.org/licenses/by-nc-nd/2.0/
ROI
RETURN ON INVESTMENT
“If you dedicate at least 10
percent of your project budget to
usability activities, you will see an
average of 135 percent
improvement in usability"

- Jakob Nielsen, principal, Nielsen
Norman Group, 2003


http://www.allbusiness.com/company-activities-management/financial/5670570-1.html All Business. Dated:Jan. 8, 2003
Once a system is in development,
correcting a problem
costs 10 times as much
as fixing the same problem in design.

If the system had been released,
it costs 100 times as much
relative to fixing in design.



  -Gilb, 1988
  -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
I N H O U S E A D VA N TA G E




   •Access to users
   •Access to data
   •Before and after



          Small                 # of            Potentially huge
          increments of     X   employees   =   savings in time
          time and effort       over time       and money




Page 20
ROI (CONTINUED)


   Small things can make a big difference

   • $300,000,000 Button




   • Can’t provide right recommendations without observing
      and talking with the customers




                       Spool, Jared. The $300 Million Button. January 14, 2009.
Page 21
                       http://www.uie.com/articles/three_hund_million_button/   Button: BD Create
We have that survey set up
and are getting data from it.

Why would we need anything
more?
SURVEYS




   •Questions are an art-form
   •Words can have multiple meanings and un-intended
   meanings.
   •Self reporting cannot be trusted
   •People “save face”
     • Not that bad, my fault
     • I’m sure that’s great too




Page 23
OUR EMPLOYEES




   •Easy access
   •Know the users
   •Really invested in this project




Page 24
WHY NOT EMPLOYEES?




   •Know things others wouldn’t
   •Concerns about ego, job, co-workers, etc.
   •Not the intended user!




Page 25
We’ve won awards!
          Why would we want to change the design?



Page 26
WHY CHANGE?




   •Visual appearance is important
   •Must also be usable

   •Even the best visual design won’t succeed if:
     • Users can’t use it
     • Doesn’t help them complete their tasks
       (timely and efficiently)




Page 27
Too many clicks on the new
design?

More than 83% of Internet users are likely to
leave a Web site if…too many clicks to find
w h a t t h e y ’ r e l o o k i n g f o r.
-Arthur Andersen, 2001




    Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
Give them a
          “Scent”
          of information
          and they will
          happily keep
          clicking

Page 29
FOCUS GROUP VS. USER RESEARCH




          http://www.flickr.com/photos/librarycommission/2840794254/sizes/m/in/photostream/
          http://www.flickr.com/photos/librarycommission/
Page 30
          http://creativecommons.org/licenses/by-nc-sa/2.0/
W H AT I S T H E D I F F E R E N C E ?

      Focus Group                     User Research
      • Recall what they did          • Observe actual process,
        (may leave out steps            step by step, including
        or miss-remember)               successes and difficulties
      • One participant can skew      • Equity among participants
        conversation                  • Finds patterns of behavior
      • Finds preferences of
        users, likes and dislikes




Page 31
We Know it’s Difficult,
          We Have a Training Program!


           http://www.flickr.com/photos/kaptainkobold/5181464194/sizes/o/in/photostream/
Page 32
           http://www.flickr.com/photos/kaptainkobold/
TRAINING




   •Costs additional time and money
   •Less costly to find and correct issues




Page 33
TRAINING (CONTINUED)




   •How much is their time worth?
     • 1 Hour of training?
     • 1 Day of training?
     • 1 Week of training?

   •Company was able to eliminate training and save $140,000
   •AT&T saved $2,500,000 in training expenses




           Bias & Mayhew, 1994
Page 34
           http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
Test 100s of users
to get real
results?
N U M B E R O F PA R T I C I PA N T S


   Studies have shown
   that testing 5-6
   representative users
   of each user type
   will reveal 80% of
   usability issues.




               http://www.useit.com/alertbox/20000319.html
Page 36
               Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
LET GO OF THE NUMBERS!
  Statistical significance is not feasible
  ROI would diminish entirely
L O O K F O R PAT T E R N S



      •Identify repetition
      •After pattern is found,
        continuation of study:
        • Adds cost
        • Delays reporting
        • Low probability of
          many new findings




Page 38
PURPOSE DETERMINES NUMBER


          Main Purpose                                                           # of Participants

          Convincing skeptics                                                                                              3
          (demonstration)
          Find serious problems                                                                                    9-12

          Find all serious problems                                                                    Unknown

          Find all problems                                                                            Unknown

          Measure key parameters                                                                                     >20


           Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide”
Page 39
           by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
W H AT T H I S M E A N S




   •Know your primary user(s) and recruit carefully
     • Very specific user group - 5 works
     • Less well defined - more (8-15 or more)

   •There is controversy
   •Study in 2001 was inconclusive due to study design (Spool
   and Schroeder)




Page 40
DISCLAIMERS




   •Testing five users is not always enough
   •Must be well recruited – not just anyone
   •Smaller groups do not equate better findings
   •Low test quality - size doesn’t matter



   "Results of usability tests depend considerably
   on the evaluator"
                                            - Jacobsen and Hertzum, 2001


          Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide”
Page 41
          by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
CREATE ADVOCATES
WHO IS ALREADY THERE?




   •Pay attention to who approaches you
   •Look for your comrades
   •May not be in your area of the organization
   •Make time to chat with them
     • Share recent articles about UX
     • Invite to a UX event locally
     • Invite to join LinkedIn or other groups online




Page 43
F I N D & C R E AT E N E W A D V O C AT E S




   •Use promotions
   •Remind everyone of successes
   •Provide templates for planning - include UX
   •Provide highlights and/or reports that will help them sell UX




Page 44
B U I L D U X I N T H E O R G A N I Z AT I O N




   •Identify C-level person
     • Get their support for a small study
     • Invite them to sessions
     • Make sure they see benefits gained
     • Remind them of success next time
     • Help them become a promoter
   •Consider building department from within




Page 45
SEE SHARED GOALS




   •Increase sales
   •Save time and money
   •Create happy customers




Page 46
T H E O R G A N I Z AT I O N B E N E F I T S F R O M U X




   •Sell more product
   •Discover unmet needs
   •Reduce:
     • Costs (support, training)
     • Need for updates and maintenance releases




Page 47
                    From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
WHY YOU SHOULD CARE




   “Customers are the only stakeholders who are not
   represented in design meetings.

   If it hurts users and will cause customers to leave? Silence.


   Unless you speak up. So do it.”

                                                             -Jakob Nielsen




                Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D
Page 48
                http://www.developer.nokia.com/Design/Usability_evangelism.xhtml
1 0 WAY S T O P R O M O T E U X




   1. Invite everyone to observe via remote observation
   2. Schedule testing at a regular time
   3. Promote availability of testing internally
   4. Network within organization and share what you do
   5. Hold Brownbag sessions
   6. Invite staff to local UX events
   7. Share recommendations and successes widely
   8. Post information radiators in shared locations
   9. Hold a World Usability Day Event
   10. Invite everyone to observe UX sessions in-person

Page 49
REPRESENT YOUR USERS
   They are depending on you!
RECOMMENDED READINGS




Page 51
                          5
C O N TA C T C A R O L




          @carologic

   LinkedIn: http://www.linkedin.com/in/caroljsmith

                   slideshare.net/carologic



   speakerrate.com/speakers/15585-caroljsmith


Page 52
REFERENCES



   •Cost-Justifying Usability: An Update for the Internet Age, Randolph G. Bias and
   Deborah J. Mayhew
   •The $300 Million Button by Jared Spool
   •Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19,
   2000.
   •Measuring the User Experience by Bill Albert and Tom Tullis
   •Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen, Ph.D
   •http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_
   usability.html
   •Molich, Rolf. A Critique of “How to Specify the Participant Group Size for
   Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability
   Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.




Page 53

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Selling UX in Your Organization - Stir Trek 2012

  • 1. StirTrek 2012 May 4, 2012 BRING THE USERS: S E L L I N G U X I N Y O U R O R G A N I Z AT I O N PRESENTED BY CAROL SMITH @CAROLOGIC
  • 2. Reasons not to do UX?
  • 3. ARGUMENTS AGAINST UX •Time •Money •Can’t talk to our Customers •Liability •Not needed •Invisible ROI Page 3
  • 5. BRING UX INTO PROJECTS - NOW •Add wireframing effort •Group process session (JAD) •Guerilla study with the uninvolved •Survey •Talk to users at lunch Page 5
  • 6. O B S E R VAT I O N S & I N T E R V I E W S Learn about the User’s: • Goals • Environment • Real process • Interruptions • Attitudes and opinions • Problems Page 6
  • 7. Artifacts! Collect, Copy, Photograph Page 7 http://www.flickr.com/photos/heygabe/ via http://creativecommons.org/licenses/by-nc-sa/2.0/ Actual Photo: http://www.flickr.com/photos/heygabe/47206241/
  • 8. CARD SORTING Use to determine: • Order of information • Relationships • Labels for navigation • Verify correct audience Page 8 http://www.flickr.com/photos/rosenfeldmedia/ via http://creativecommons.org/licenses/by-nc-sa/2.0/
  • 9. USABILITY TESTING •Real users doing real tasks •Using prototypes or live products •Not guided, but observed http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/raphaelquinet/513351385/sizes/l/in/photostream/ Page 9 http://www.flickr.com/photos/raphaelquinet/
  • 10. YOU DID IT! http://www.flickr.com/photos/13010608@N02/ http://www.flickr.com/photos/13010608@N02/2441933336/sizes/z/in/photostream Page 10 http://creativecommons.org/licenses/by-nc/2.0/
  • 11. Show Off & Sell UX
  • 12. SHARE WHAT YOU LEARN http://creativecommons.org/licenses/by-sa/2.0/ http://www.flickr.com/photos/garryknight/ Page 12 http://www.flickr.com/photos/garryknight/5542172347/sizes/l/in/photostream/
  • 13. GOALS OF SHARING •You learned something! •Help the team: • understand user’s point of view • identify new opportunities • prioritize content and solutions • design for user’s needs and behaviors • create new solutions Page 13
  • 14. Sam Peterson Editor, Math Specialist, 5 Years Experience Technology Goal • Does personal banking, shopping • Improve the educational system by and email online making great courses for teachers and students Concerns Responsibilities • Needs a good tool for tracking all of the • Manages many different projects at once assets for each of his projects • Manages a great group of freelancers • Too much time is spent fixing previous allowing him to focus on other things projects instead of working on current ones • Keeps track of many separate assets for • Resigned to having to go back and forth each project with the publisher a few times to get • Checks work before passing it on to the everything just right publisher Sam is 29 years old and lives in New Albany, OH. “I need help He has a BS in Mathematics from Ohio State University where he also took keeping track of organizational psychology courses and found that he enjoyed management all of the assets challenges. for each of my He has never been interested in teaching, but wants to improve the educational projects.” system. When he saw a job opening at an educational company he felt that it would be a great opportunity to do just that. Sam says despite the frustrations, his company is great to work for and the benefits can’t be beat. He isn’t sure what is next for his career - he has taken some training that has been offered but is not currently interested in taking on new responsibilities.
  • 15. I N F O R M AT I O N R A D I AT O R S Represent Your Research •Facilitate Communication •Decision Making: • Navigation • Features • Design Page 15
  • 16. SKEPTICS WILL ASK http://www.flickr.com/photos/cuppini/3211910657/sizes/o/in/photostream/ http://www.flickr.com/photos/cuppini/ Page 16 http://creativecommons.org/licenses/by-nc-nd/2.0/
  • 18. “If you dedicate at least 10 percent of your project budget to usability activities, you will see an average of 135 percent improvement in usability" - Jakob Nielsen, principal, Nielsen Norman Group, 2003 http://www.allbusiness.com/company-activities-management/financial/5670570-1.html All Business. Dated:Jan. 8, 2003
  • 19. Once a system is in development, correcting a problem costs 10 times as much as fixing the same problem in design. If the system had been released, it costs 100 times as much relative to fixing in design. -Gilb, 1988 -Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
  • 20. I N H O U S E A D VA N TA G E •Access to users •Access to data •Before and after Small # of Potentially huge increments of X employees = savings in time time and effort over time and money Page 20
  • 21. ROI (CONTINUED) Small things can make a big difference • $300,000,000 Button • Can’t provide right recommendations without observing and talking with the customers Spool, Jared. The $300 Million Button. January 14, 2009. Page 21 http://www.uie.com/articles/three_hund_million_button/ Button: BD Create
  • 22. We have that survey set up and are getting data from it. Why would we need anything more?
  • 23. SURVEYS •Questions are an art-form •Words can have multiple meanings and un-intended meanings. •Self reporting cannot be trusted •People “save face” • Not that bad, my fault • I’m sure that’s great too Page 23
  • 24. OUR EMPLOYEES •Easy access •Know the users •Really invested in this project Page 24
  • 25. WHY NOT EMPLOYEES? •Know things others wouldn’t •Concerns about ego, job, co-workers, etc. •Not the intended user! Page 25
  • 26. We’ve won awards! Why would we want to change the design? Page 26
  • 27. WHY CHANGE? •Visual appearance is important •Must also be usable •Even the best visual design won’t succeed if: • Users can’t use it • Doesn’t help them complete their tasks (timely and efficiently) Page 27
  • 28. Too many clicks on the new design? More than 83% of Internet users are likely to leave a Web site if…too many clicks to find w h a t t h e y ’ r e l o o k i n g f o r. -Arthur Andersen, 2001 Bias, Randolph, G. and Deborah J. Mayhew. Cost-Justifying Usability: An Update for the Internet Age. 2005.
  • 29. Give them a “Scent” of information and they will happily keep clicking Page 29
  • 30. FOCUS GROUP VS. USER RESEARCH http://www.flickr.com/photos/librarycommission/2840794254/sizes/m/in/photostream/ http://www.flickr.com/photos/librarycommission/ Page 30 http://creativecommons.org/licenses/by-nc-sa/2.0/
  • 31. W H AT I S T H E D I F F E R E N C E ? Focus Group User Research • Recall what they did • Observe actual process, (may leave out steps step by step, including or miss-remember) successes and difficulties • One participant can skew • Equity among participants conversation • Finds patterns of behavior • Finds preferences of users, likes and dislikes Page 31
  • 32. We Know it’s Difficult, We Have a Training Program! http://www.flickr.com/photos/kaptainkobold/5181464194/sizes/o/in/photostream/ Page 32 http://www.flickr.com/photos/kaptainkobold/
  • 33. TRAINING •Costs additional time and money •Less costly to find and correct issues Page 33
  • 34. TRAINING (CONTINUED) •How much is their time worth? • 1 Hour of training? • 1 Day of training? • 1 Week of training? •Company was able to eliminate training and save $140,000 •AT&T saved $2,500,000 in training expenses Bias & Mayhew, 1994 Page 34 http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_usability.html
  • 35. Test 100s of users to get real results?
  • 36. N U M B E R O F PA R T I C I PA N T S Studies have shown that testing 5-6 representative users of each user type will reveal 80% of usability issues. http://www.useit.com/alertbox/20000319.html Page 36 Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000.
  • 37. LET GO OF THE NUMBERS! Statistical significance is not feasible ROI would diminish entirely
  • 38. L O O K F O R PAT T E R N S •Identify repetition •After pattern is found, continuation of study: • Adds cost • Delays reporting • Low probability of many new findings Page 38
  • 39. PURPOSE DETERMINES NUMBER Main Purpose # of Participants Convincing skeptics 3 (demonstration) Find serious problems 9-12 Find all serious problems Unknown Find all problems Unknown Measure key parameters >20 Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” Page 39 by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
  • 40. W H AT T H I S M E A N S •Know your primary user(s) and recruit carefully • Very specific user group - 5 works • Less well defined - more (8-15 or more) •There is controversy •Study in 2001 was inconclusive due to study design (Spool and Schroeder) Page 40
  • 41. DISCLAIMERS •Testing five users is not always enough •Must be well recruited – not just anyone •Smaller groups do not equate better findings •Low test quality - size doesn’t matter "Results of usability tests depend considerably on the evaluator" - Jacobsen and Hertzum, 2001 Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” Page 41 by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128.
  • 43. WHO IS ALREADY THERE? •Pay attention to who approaches you •Look for your comrades •May not be in your area of the organization •Make time to chat with them • Share recent articles about UX • Invite to a UX event locally • Invite to join LinkedIn or other groups online Page 43
  • 44. F I N D & C R E AT E N E W A D V O C AT E S •Use promotions •Remind everyone of successes •Provide templates for planning - include UX •Provide highlights and/or reports that will help them sell UX Page 44
  • 45. B U I L D U X I N T H E O R G A N I Z AT I O N •Identify C-level person • Get their support for a small study • Invite them to sessions • Make sure they see benefits gained • Remind them of success next time • Help them become a promoter •Consider building department from within Page 45
  • 46. SEE SHARED GOALS •Increase sales •Save time and money •Create happy customers Page 46
  • 47. T H E O R G A N I Z AT I O N B E N E F I T S F R O M U X •Sell more product •Discover unmet needs •Reduce: • Costs (support, training) • Need for updates and maintenance releases Page 47 From A Practical Guide to Usability Testing by Joseph Dumas and Janice Redish, 1999. Page 18.
  • 48. WHY YOU SHOULD CARE “Customers are the only stakeholders who are not represented in design meetings. If it hurts users and will cause customers to leave? Silence. Unless you speak up. So do it.” -Jakob Nielsen Usability Evangelism: Beneficial or Land Grab? By Jakob Nielsen, Ph.D Page 48 http://www.developer.nokia.com/Design/Usability_evangelism.xhtml
  • 49. 1 0 WAY S T O P R O M O T E U X 1. Invite everyone to observe via remote observation 2. Schedule testing at a regular time 3. Promote availability of testing internally 4. Network within organization and share what you do 5. Hold Brownbag sessions 6. Invite staff to local UX events 7. Share recommendations and successes widely 8. Post information radiators in shared locations 9. Hold a World Usability Day Event 10. Invite everyone to observe UX sessions in-person Page 49
  • 50. REPRESENT YOUR USERS They are depending on you!
  • 52. C O N TA C T C A R O L @carologic LinkedIn: http://www.linkedin.com/in/caroljsmith slideshare.net/carologic speakerrate.com/speakers/15585-caroljsmith Page 52
  • 53. REFERENCES •Cost-Justifying Usability: An Update for the Internet Age, Randolph G. Bias and Deborah J. Mayhew •The $300 Million Button by Jared Spool •Jakob Nielsen’s Alertbox. Why You Only Need to Test with 5 Users. March 19, 2000. •Measuring the User Experience by Bill Albert and Tom Tullis •Usability Evangelism: Beneficial or Land Grab? by Jakob Nielsen, Ph.D •http://www.upassoc.org/usability_resources/usability_in_the_real_world/roi_of_ usability.html •Molich, Rolf. A Critique of “How to Specify the Participant Group Size for Usability Studies: A Practitioner’s Guide” by Macefield. Journal of Usability Studies. Vol. 5, Issue 3, May 2010. pg. 124-128. Page 53