Presentation on the business case for user experience - specifically, for taking a user-centered approach to design and development, including users early and often in the process, and demonstrating ROI for same. Shared at St. Louis Days of .NET conference, 15 November 2013.

1. The Business Case for UX
Introduction to
Danielle Gobert Cooley
User Experience Methods
@dgcooley
15
November
2013
#STLDODN
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2. 15
November
2013
@dgcooley
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3. 15
November
2013
@dgcooley
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Danielle
Gobert
Cooley
Selected
Work
14
years
as
a
UX
Specialist
BE,
Biomedical
and
Electrical
Engineering
–
Vanderbilt
University
MS,
Human
Factors
in
InformaQon
Design
–
Bentley
University
danielle@dgcooley.com
@dgcooley
hSp://linkedin.com/in/dgcooley
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4. 15
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2013
@dgcooley
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What is UX?
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5. 15
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2013
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What
is
UX?
hSp://www.kickerstudio.com/2008/12/the-­‐disciplines-­‐of-­‐user-­‐experience/
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6. 15
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2013
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What
is
UX?
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7. 15
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2013
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What
is
UX?
hSp://unbounce.com/online-­‐markeQng/32-­‐bullseye-­‐ux-­‐posts-­‐to-­‐hit-­‐your-­‐conversion-­‐targets/
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8. 15
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2013
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What
is
UX?
hSp://randsinrepose.com/archives/a-­‐design-­‐primer-­‐for-­‐engineers/
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9. 15
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2013
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What
is
UX?
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10. 15
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2013
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I
think
it’s
5
things.
User
Research
What
do
people
need
this
to
do,
and
why?
InformaQon
Design
How
is
it
structured?
Content
Strategy
What
is
it
going
to
say?
UX
InteracQon
Design
How
does
it
work?
Visual
Design
What
does
it
look
like?
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11. 15
November
2013
@dgcooley
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That’s great.
Why should I care?
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12. 15
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2013
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Firms
that
are
beSer
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.
hSp://www.adapQvepath.com/uploads/documents/apr-­‐005_businessvalue.pdf
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13. 15
November
2013
@dgcooley
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Our
next
move
was
the
smartest
ewe
nd
^ s–
co
move
we
could
have
made
asked
our
customers
why
they
weren’t
using
it?
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14. 15
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2013
@dgcooley
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Get real.
Show me the money.
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15. 15
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2013
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16. 15
November
2013
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“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
funcQons
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
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17. 15
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2013
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[Aer
Lingus]
was
in
serious
financial
difficulQes
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
fooQng.
hSp://www.gerrymcgovern.com/new-­‐thinking/convenience-­‐trumps-­‐security
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18. 15
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2013
@dgcooley
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When
Manish
Chandra
was
launching
Poshmark,
one
of
the
design
decisions
he
faced
related
to
the
payment
system.
It
was
relaQvely
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.
hSp://www.gerrymcgovern.com/new-­‐thinking/cost-­‐benefit-­‐analysis-­‐simplicity
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19. TWELVE
15
November
2013
@dgcooley
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MILLION
DOLLARS
hSp://ppc.org/expedia-­‐removes-­‐one-­‐form-­‐field-­‐and-­‐makes-­‐12-­‐million-­‐in-­‐profit/
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20. THREE
HUNDRED
MILLION
DOLLARS
15
November
2013
@dgcooley
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hSp://www.uie.com/brainsparks/2011/10/17/the-­‐back-­‐story-­‐for-­‐the-­‐300-­‐million-­‐buSon/
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HA! But I don’t sell anything. We
build tools for internal use.
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22. 15
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2013
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$91,646
74%
hSp://www.agentur-­‐loop.com/en/careers/umbraco-­‐net-­‐developer
hSp://www.nngroup.com/arQcles/intranet-­‐users-­‐stuck-­‐low-­‐producQvity/
hSp://visualstudiomagazine.com/arQcles/salary-­‐surveys/salary-­‐survey.aspx
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23. 15
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2013
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We don’t have time for that!
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25. 15
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2013
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Dev
effort
Dev
effort
UX
effort
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26. 15
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27. 15
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But wait! There’s more!
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28. 15
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2013
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hSp://mashable.com/2012/04/24/call-­‐center-­‐death-­‐exaggerated/
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29. 15
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2013
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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%.
hSp://answerlab.com/clients/case-­‐studies/online-­‐customer-­‐portal-­‐study/
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30. 15
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2013
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An
improved
experience
by
Schneider
AutomaQon
resulted
in
$2
million
saved
in
call-­‐center
support
costs
over
the
first
10
months
auer
the
change.
hSp://momentumdesignlab.com/wp-­‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
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31. 15
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2013
@dgcooley
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A
leading
printer
manufacturer
had
an
installaQon
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.
hSp://momentumdesignlab.com/wp-­‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
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32. 15
November
2013
@dgcooley
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McAfee
Inc.
integrated
usability
design
into
its
ProtecQonPilot
souware
and
cut
tech
support
calls
by
90%
auer
launch.
hSp://momentumdesignlab.com/wp-­‐content/uploads/2011/10/Momentum_Value_of_UX.pdf
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33. 15
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2013
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hSp://www.electronicink.com/a-­‐beSer-­‐system/Embracing-­‐Brevity-­‐Pays-­‐Off
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34. 15
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2013
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Everyone claims their UX is good.
Why will people believe us?
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35. 15
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2013
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36. 15
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37. 15
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38. 15
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39. 15
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40. 15
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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
Qme
(mostly
as
late-­‐
stage
rework)
• Reduce
support
costs
• Provide
a
foundaQon
for
tons
of
word-­‐of-­‐
mouth
markeQng
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2013
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AddiQonal
Resources
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hSp://lesscontentmorestrategy.com
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43. 15
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2013
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More
from
me?
06
March:
Don’t
Guess:
Test!
The
Why,
What,
and
How
of
User
TesQng
Code:
DCSPECIAL
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