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1. Optimize Your Strategy:
The Power of Combining
Design Thinking and ROI Metrics
Sean Van Tyne | May 2018!

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3. Agenda
1 The Five Phases of Design Thinking
2 Getting executive Buy-In
3 How to Appoint a Champion for Your Project
4 The ROI of Design Thinking
5 The importance of involving your customers
6 How do you measure the ROI
Sean Van Tyne
Author, Speaker, Advisor
Van Tyne Group
7 Better Design: before or after
Webinar Speaker

4. The Five Phases of Design Thinking

6. – Tim Brown, CEO and president of IDEO
“Design thinking is… a discipline that !
uses the designer’s sensibility and methods !
to !
match people’s needs !
with !
what is technologically feasible !
and !
what a viable business strategy can convert into
customer value and market opportunity.” !

7. Stanford d.school

12. Empathize & Define
Ideate, Prototype and Test

13. EMPATHIZE & DEFINE!
EMPATHIZE
Observe. Engage. Immerse.
DEFINE
A guiding statement that
focuses on specific personas.

14. IDEATE, PROTOTYPE & TEST!
IDEATE
Go wide. Explore.
PROTOTYPE
Learn.
Solve disagreements.
Start a conversation.
TEST
Refine. Empahtize.

15. Getting Executive Buy-In

16. • Pay extra close attention to what is most important to
your organization’s objectives and frame your point
around this.
• Get your ducks in a row and share the ROI of Design
Thinking with your leadership.
PERSPECTIVE USER EXPERIENCE STRATEGY
FINANCIAL Increase revenue Reduce costs
CUSTOMER Increase adoption, loyalty
and advocacy
Increased effectiveness (task completion)
efficiency (time on tasks)
and reduce Training and Support
PROCESS Conduct user research and
iterative design review
with your customers
Conduct usability evaluations with your
customers’ end-users interaction with
your products and services
EMPLOYEE User Researcher | Information Architect | Visual Designer
Interaction Designer | Usability Engineer
User Experience Scorecard to align design strategies and initiatives with
organization objectives

17. How to Appoint a Champion for Your
Project

18. • Work with your leadership team to find a champion
• A good champion doesn’t have to understand the
details of how Design Thinking works – but they do
need to understand the value it brings
PERSPECTIVE OBJECTIVE MEASURE TARGET INITIATIVE
FINANCIAL Profitable
growth
Net margin 2% Action plan for
profitable growth
CUSTOMER Customer
satisfaction
Customer
satisfaction
score
5% Customer
satisfaction surveys
PROCESS Designing easy-
to-use solutions
User Test Result 70% pass rate Usability studies
EMPLOYEE Analyzing
usability
Usability studies For each
major release
Usability plan
A scorecard can easily show the value of your initiatives

19. The ROI of Design Thinking

20. What percentage of projects
fail due to a failure to deliver
a great experience? !

21. 70% of projects fail due to
lack of User Experience
- Forrester Research 2008 “Rich Internet Application Errors to Avoid”

22. • Organizations slashed the time required for initial design and
alignment by 75%. The model demonstrates cost savings of $196K
per minor project and $872K per major project.
• Project teams leveraged better designs and user understanding to
reduce development and testing time by at 33% This equates to cost
savings of $223K per minor project and $1.1M per major project.
• Design Thinking practices helped projects cut design defects in
half. Projects were more successful in meeting user needs, thereby
reducing design defects and subsequent rework to save $77K per
minor project and $153K per major project.
• Faster time-to-market enabled increased profits from net-new
customers and the higher present value of expected profits. Faster
time-to-market increased profits by $182K per minor project and
$1.1M per major project.
A Forrester Total Economic Impact Study of Design Thinking, February 2018

23. How do you measure the ROI

26. • Eye tracking goggles (Tobii
and SMI)
• Eye tracking through webcam
(EyeTrackShop)
• Skin sensors and facial
recognition software
(Affectiva)
• Cloud-based moderated and
unmoderated usability testing
(UserZoom)
• Track clicks and mouse
movement
• Machine learning verbatim
analysis (text analytics)

27. Better Design: before or after

28. Daily engage took a dive when Polar changed
from a segmented control to a toggle menu
Out of sight - out of mind - don’t hide your menus

29. Especially with those Hamburger menus…
Redbooth’s move from a hamburger menu to a bottom tab bar
resulted in increased sessions and users

30. Kiva.org, a non-profit organization, allows
people to lend money via the Internet to
low-income entrepreneurs and students
across countries.
Kiva conducted an A/B Test as they
wanted to increase number of donations
from first-time visitors to their landing
page.
Hypothesis: Giving more information to
visitors coming to Kiva’s landing page will
help boost the number of donors.
Result: Donations increased by
11.5% after adding an information box at
the bottom of the landing page.
Having the right information in the right place helps customer
make decision and act

31. Fab, an online community whose
members can buy and sell
apparel, home goods,
accessories, collectibles, etc.!
Hypothesis: Making the “Add to
Cart” button clearer (by adding
text) will lead to an increase in
the number of people adding
items to their shopping carts.!
Result: There was an increase
of 49% in purchasing over the
original after text “Add to Cart”
was included in the button rather
than just an image or symbol.!
Text connects better with people than images or symbols

32. Q&A
THANK YOU FOR YOUR PARTICIPATION
www.seanvantyne.com sean@seanvantyne.com