1. Why good
UX is crucial
for business?

2. COO at Monkey Experience, a mobile agency in Helsinki.
!
Believer of Lean development practices and the value of
good User Experience for creating value to businesses
and users.
Olli-Mikael Vaittinen
I was asked here to talk about product strategy and lean development. 30mins is too little to
talk about these issues, so I decided to talk about one very important thing.
USER EXPERIENCE

3. "It's very easy to make something that is new.
So we are trying to make things that are better."
Jonathan Ive, September, 2013”
First of all, i want to set something straight. Creating new services is easy, it is improving
the old models that is demanding!

4. So, what’s the problem?

5. 95% of companies say they are customer
focused, 80% say they deliver a superior
experience. But only 8% of customers agree
these companies deliver super experiences.
from “Closing the Delivery Gap” by Bain & Company
If only 8% of users are happy doesn't this mean that a competing service has a lot of
business to gain by ensuring good user experience?
!
!
!
!
!
It means that there is too many badly designed services
Services that are just designed based on the business.
!
And what is the key of good business. Clients.

6. This is due to
If only 8% of users are happy doesn't this mean that a competing service has a lot of
business to gain by ensuring good user experience?
!
!
!
!
!
It means that there is too many badly designed services
Services that are just designed based on the business.
!
And what is the key of good business. Clients.

7. For every $20 spent on ads for
services in the U.S., only $1 is
spent improving that service.
- Brandon Schauer 2011
This is a old fashioned model! You cannot brute force a product that is not up to par!

8. This gap between money spend
on ads VS money spent on the
service design is called SAG

9. Service Anticipation Gap

10. The loss of future potential revenues
and the wasted ad spend when a
service doesn’t meet or exceed the
expectations set by the customer.

11. The loss of future potential revenues
and the wasted ad spend when a
service doesn’t meet or exceed
the expectations set by the
customer.

12. One tool to remedy this situation is
UX

13. UX is everything that delivers value to your users by
increasing the experience of using a product or a service.
UX = User eXperience
Käyttökokemus voi kokonaisuutena olla mitä vain, mikä luo arvoa. Ferrarin punainen väri, Applen estetiikka, hyvin suunniteltu applikaatio,
kilpailijaa parempi ostokokemus.
!
UX ei ole rajattu internettiin vaan se jotain mikä on ymmärretty jo vuosia päivittäistavarakaupassa mutta silti asiakaskokemuksen tärkeyttä
ei kunnolla ymmärretä luotaessa palveluita tai tuotteita mobiiliin tai webiin.

14. It is not about who delivers the service, it’s about
who delivers the BEST service.
!
!
Importance of good UX
Users will choose the service that has the best experience!
!Good UX is like a beautifully designed car or a well packaged item. It is more fun to use, you love to own it and because it is SO beautiful it has to be better all around than the next product. Right?
!It most important task is to get new users enthusiastic about the product while making sure that the old users are still happy.
!UX is one of the main tools to improve the customer’s opinion about your product. A key marketing tool!

15. WHAT DOES IT DO?
From my point of view, it is a bridge!

16. IT IS A BRIDGE
From my point of view, it is a bridge that connects the business to to the end users via the
platform the service is served on.
!

17. Bridge that takes the user from awareness
to entry to engagement to action.
Good UX aims to close the gap where user needs & business overlap.

18. It fulfills the users need and binds to the business trough the core processes to produce
revenue!
!
It connects the two major players in any business setting, business and the user and ties
them with the core process.

19. Building a bridge is not easy!

20. UX is not simple. It is not the result of beautiful design,
or great usability. UX brings together many different
disciplines and requires commitment to them.
Maybe reconsider the next ad campaign and try to improve your service

21. There is a lot of interconnected things within the UX discipline.
!
UX is also a tool to fine tune business processes and revenue streams. It makes describing a
process easy and simple. And if you cannot do this with your business your process is most
likely faulted.

22. What is the basis of good UX?

23. Learn the business and understand the users.
UNDERSTAND THE PLAYGROUND
Doing user research and understanding how a service can fit into the users’ lives in a
meaningful way.
!
It is all about: how do you tie user and business together to make it profitable?
!

24. !
1. Business
1. Create a better service than other while minding the costs involved
2. people
1. Build for your audience
3. Look & feel
1. A Create the brand
4. Service design
1. optimize and make more money

25. For bringing value to the user
you must know what they value
and how much.
It has the same

26. So how does the UX
make a difference?

27. It is the reason for users to try your
product, to keep using your product
and to refer your product to friends.

28. EXAMPLES
Few examples how does good UX help you

29. Choosing a weather app
UX works also as a marketing tool. Here the one with nicer graphical design gets the
download.
!
Promise of quality

30. Selecting a cloud provider
Company that has no previous experience in cloud services is looking for a service provider
to provide service for them.

31. Searching for a cheap holiday
Both provide the same service, one has a proper mobile user experience.

32. So what is UX for your business?

33. it makes sure that you get the
download, the client, the purchase!
It is the icing on the cake

34. IT GETS YOU MORE REVENUE!
IT IS THE “ABC” OF YOUR PRODUCT =Always Be Closing!

35. BY TRANSFORMING NEED TO
COMMITMENT
IT IS THE “ABC” OF YOUR PRODUCT =Always Be Closing!

36. OLLI-MIKAEL VAITTINEN
p. 044 264 9463
MIKSU@MONKEYEXPERIENCE.COM
@miksuv
Thank You