ama/aquent : the roi of user experience design
DESCRIPTION
Did you know that your users are only a click or tap away from leaving you for your competitors? In an ever-increasingly competitive environment, it's critical your users have a great experience each and every time they use your product. In this webcast, Willy Lai will share what he has learned over his 18 year UX career with PayPal, Intuit, eBay, AOL, and numerous start-ups in Silicon Valley.TRANSCRIPT
![Page 1: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/1.jpg)
Did you know that your users are only a click or tap away from leaving you for your competitors? In an ever-increasingly competitive environment, it's critical your users have a great experience each and every time they use your product.
In this webcast, Willy Lai will share what he has learned over his 18 year UX career with PayPal, Intuit, eBay, AOL, and numerous start-ups in Silicon Valley.
The ROI of User Experience Design
![Page 2: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/2.jpg)
The ROI of User Experience Design
Willy LaiOctober 2014Copyright © 2014 by Willy Lai
![Page 3: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/3.jpg)
![Page 4: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/4.jpg)
What I’ll Cover
Defining User Experience (UX) Design
The ROI of Bad UX Design
The ROI of Good UX Design
Designing Good UX
![Page 5: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/5.jpg)
User Experience (UX)“a person’s perceptions and responses that result from the use or anticipated use of a product, system, or service.”International Organization for Standardization, ISO 9241-210
![Page 6: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/6.jpg)
Design transitive verb1 : to create, fashion, execute, or construct according to plan : devise, contrive a: to conceive and plan out in the mind b: to have as a purpose: intend
c: to devise for a specific function or end3 archaic : to indicate with a distinctive mark, sign, or name 4 a : to make a drawing, pattern, or sketch of b : to draw the plans for
merriam-webster.com
![Page 7: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/7.jpg)
User Experience Design
to devise for desired user perceptions and responses that result from the use or anticipated use of a product, system, or service
![Page 8: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/8.jpg)
The ROI of Bad UX Design
“No design works unless it embodies ideas that are held common by the people for whom the object is intended.”
Adrian Forty
![Page 9: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/9.jpg)
![Page 10: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/10.jpg)
![Page 11: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/11.jpg)
![Page 12: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/12.jpg)
![Page 13: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/13.jpg)
![Page 14: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/14.jpg)
![Page 15: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/15.jpg)
![Page 16: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/16.jpg)
![Page 17: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/17.jpg)
![Page 18: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/18.jpg)
![Page 19: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/19.jpg)
![Page 20: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/20.jpg)
![Page 21: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/21.jpg)
It takes only 1/20th of a second to decide if you like a website.(Source: Gitte Lindgaard, Gary Fernandes, Cathy Dudek, J. Brown, March 2006, Behavior and Information Technology: “Attention Web Designers: You have 50 milliseconds to make a good first impression!”)
![Page 22: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/22.jpg)
![Page 23: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/23.jpg)
![Page 24: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/24.jpg)
![Page 25: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/25.jpg)
![Page 26: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/26.jpg)
![Page 27: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/27.jpg)
![Page 28: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/28.jpg)
70% of the customers abandoned purchases because of bad user experience. (Red Signal, Fireclick / Digital River, 2012)
80% of customers abandon a mobile site if they have a bad user experience.(Limelight Networks, Inc., 2011)
67% of users say that a poor Web site experience negatively affects their opinion of a brand.(Forrester, 2008, July 28 UI Customer Experience Online Survey)
![Page 29: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/29.jpg)
Decreased conversionDecreased average order valueDecreased trafficDecreased revenuesDecreased market shareDecreased customer satisfactionDecreased customer loyaltyNegative brand perceptionIncreased time to marketIncreased development costsIncreased maintenance costsIncreased redesign costsIncreased customer service costs
![Page 30: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/30.jpg)
Bad UX design is bad for business.
![Page 31: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/31.jpg)
The ROI of Good UX Design
“Good design is good business.”
Thomas J. Watson Jr.
![Page 32: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/32.jpg)
Increased conversionIncreased average order value Increased trafficIncreased revenuesIncreased market shareIncreased customer satisfactionIncreased customer loyaltyImproved brand perceptionDecreased time to marketDecreased development costsDecreased maintenance costsDecreased redesign costsDecreased customer service costs
![Page 33: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/33.jpg)
Average ROI of usability redesign is 83%.(Nielsen Norman Group, 2008)
Every $1 invested in ease of use returns between $10 and 100.(IBM)
Up to 41% less abandonment rates than poorly designed sites. (Forrester “Best Practices in User Experience Design”, 2009)
![Page 34: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/34.jpg)
A well-designed site can have up to a 200% higher visit-to-order conversion rate than a poorly designed site. And visit-to-lead conversion rates can be more than 400% higher on sites with a superior user experience. (Forrester “Best Practices in User Experience Design”, 2009)
![Page 35: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/35.jpg)
15.8% fewer customers do business with competitors.(Source: Forrester “Best Practices in User Experience Design”, 2009)
Companies monetize loyal customers 2.4 times more than neutral customers. (Strategic Data Consulting, Special Report: UX Business impacts and ROI, 2009)
16.6% more customers are likely to recommend.(Source: Forrester, Best Practices in User Experience, 2009)
![Page 36: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/36.jpg)
An investment portfolio formed in 2007 of select companies known for successful UX, outperformed market indices and generated 37% growth. (Strategic Data Consulting, Special Report: UX Business impacts and ROI, 2009)
![Page 37: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/37.jpg)
![Page 38: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/38.jpg)
![Page 39: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/39.jpg)
![Page 40: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/40.jpg)
![Page 41: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/41.jpg)
![Page 42: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/42.jpg)
![Page 43: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/43.jpg)
![Page 44: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/44.jpg)
![Page 45: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/45.jpg)
![Page 46: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/46.jpg)
Before After
potential increase for sign-up conversions
![Page 47: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/47.jpg)
+118% conversions
Before After(Source: abtests.com)
![Page 48: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/48.jpg)
+201% conversions
Before After(Source: visualwebsiteoptimizer.com)
![Page 49: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/49.jpg)
+182% average order value, +114% revenues
Before After(Source: abtests.com)
![Page 50: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/50.jpg)
Before After
+$500 million in revenues
(Source: GKF SirValUse, March 2013 )
![Page 51: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/51.jpg)
Good UX design is good for business.
![Page 52: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/52.jpg)
Designing Good UX
“I never design a building before I’ve seen the site and met the people who will be using it.”
Frank Lloyd Wright
![Page 53: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/53.jpg)
Design is creative problem solving.
![Page 54: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/54.jpg)
User Desirable Usable Useful
DesirableUsableUseful
![Page 55: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/55.jpg)
PullTraditional Approach
Traditional development processes in which the end-users are given a “finished” software product that may not fit their needs.
User-Centered Design
A design process in which the end-users of a product are involved throughout the life cycle of the product, including the early-stages.
![Page 56: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/56.jpg)
Users
Desirable,Usable,Useful
UX Design Problem (Opportunity)
![Page 57: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/57.jpg)
Business Viable
![Page 58: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/58.jpg)
Technology Feasible
![Page 59: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/59.jpg)
UX Design Problem (Opportunity)
Users
Desirable,Usable,Useful
Sweet
Spot
Sweet
Spot
Users
Desirable,Usable,Useful
Sweet
Spot
Sweet
SpotNotFeasible
NotDesirable,
Usable,Useful
NotProfitable
Sweet
Spot
TechnologyBusiness
Users
Desirable,Usable,Useful
![Page 60: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/60.jpg)
User Experience Design
(Jesse James Garrett, 2000 “Elements of User Experience”)
![Page 61: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/61.jpg)
Strategy
Business GoalsIncrease sign-up conversionsIncrease sales conversionsIncreased product awarenessDecreased customer service callsIncrease retention rateRebranding
User NeedsImproved comprehension, ease of sign-upImproved ease of purchaseImproved discoverabilityImproved findabilityIncreased user engagementImproved brand perception
![Page 62: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/62.jpg)
Scope
Concepts Business(importance)
Users (importance)
Technology(feasibility)
Comparison Chart 3 3 3
Pre-packaged Bundles 3 3 2
Fast Finder Dropdown 2 2 2
Personalization 2 2 1
Single log-in 1 2 1
![Page 63: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/63.jpg)
Structure
![Page 64: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/64.jpg)
Skeleton
![Page 65: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/65.jpg)
Surface
![Page 66: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/66.jpg)
![Page 67: AMA/Aquent : The ROI of User Experience Design](https://reader035.vdocuments.us/reader035/viewer/2022062614/546f6d50af795948018b4642/html5/thumbnails/67.jpg)
Key Takeaways
Bad UX Design- bad for users AND business- helps your competition
Good UX Design- good for users AND business- competitive advantage- short-term and long-term value- more than skin deep
Designing Good UX- involve users early and often- isn’t just about users- target “sweet spot” of users, business & technology