business of ux - midwest ux presentation

Ashley Wrobel, MBA

Senior UX Manager, Manifest Digital

10.24.2014

The Business of UX

MY STORY

WHAT HAS LED TO THE BUSINESS

PROBLEMS TODAY?

HOW CAN WE FIX THE UX –

BUSINESS RELATIONSHIP ON OUR

TEAMS?

HOW CAN I IMPROVE MY WORK ON A

DAILY BASIS?

QUESTIONS

W H AT H A S L E D T O T H E B U S I N E S S

P R O B L E M S O F T O D AY ?

6 ERAS OF BUSINESS

COLONIAL

PERIOD

INDUSTRIAL

REVOLUTION

AGE OF

INDUSTRIAL

ENTREPRENEURS

PRODUCTION

ERA

MARKETING

ERA

RELATIONSHIP

ERA

1776 1891 19211777 19901851

STARBUCKS

BUSINESS=

DESIGNER

ROLE OF THE MAKER

MAKER=

DESIGNER=

BUSINESS

BUSINESSBUSINESS

?

1776 1891 19211777 19901851

Dec

isio

n-M

aker

Sup

po

rtin

g

DESIGNER

MAKER

MAKER

DESIGNERMAKER-

- - -

BUSINESS=

DESIGNER

MAKER

-

RO

LE

DESIGN ROI

http://www.dmi.org/blogpost/1093220/dmi-Dialog?tag=design+valuation8

SATISFACTION ROI

http://www.theacsi.org/national-economic-indicator/financial-indicator9

BUSINESS CHANGEEXAMPLE

Large Company

Mid-Sized Company

Start Up

DISCONNECT

ONLY 3% OF COMPANIES SUCCEED IN

DELIVERING AN EXCELLENT EXPERIENCE –

ONE THAT WOULD SET THEM APART FROM

COMPETITORS.

FORRESTER REPORTS

H O W C A N W E F I X T H E U X -

B U S I N E S S R E L AT I O N S H I P O N O U R

T E A M S ?

USER-CENTERED DESIGN

THE BEST DESIGNED

PRODUCTS AND

SERVICES RESULT FROM

UNDERSTANDING THE

NEEDS OF THE PEOPLE

WHO WILL USE THEM

DESIGN COUNCIL

DESIGNING USER

INTERFACES WITH A

FOCUS OF CREATING

THE HIGHEST

BUSINESS-UX

ALIGNMENT

POSSIBLE.

BUSINESS CENTERED APPROACH

WHY PROJECTS FAIL

2005 http://spectrum.ieee.org/computing/software/why-software-fails

• UNREALISTIC OR UNARTICULATED PROJECT GOALS

• BADLY DEFINED SYSTEM REQUIREMENTS

• UNMANAGED RISKS

• POOR COMMUNICATION AMONG CUSTOMERS,

DEVELOPERS, AND USERS

1. Explaining the value of UX

2. Presenting clear project ROI

3. Incorporating rationale that

supports business goals

4. Addressing reasons for

change

5. Collaborating with business

POINTS FOR CHANGE

H O W C A N I F I X T H E U X - B U S I N E S S

R E L AT I O N S H I P A S A N I N D I V I D U A L ?

STARBUCKS.COMHOLIDAY DRINKS PROJECT

A PROJECTA new specialty coffee & tea for the

holidays to be sold online only

DISCOVERY DESIGN BUILDArea of

focus

PROJECT PATH

UNDERSTAND BUSINESS GOALS

UX Goals:

• Items should be easily discoverable

• Purchasing process must be simple

• Product benefits and limitations must be

clear

Business Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

ASK THE RIGHT QUESTIONS

UX Questions:

• What was was the revenue from similar

projects?

• How long did they run for?

• Where did they go wrong?

• Where did they go right?

Business Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

MAP DELIVERABLES

Business Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

DETERMINE THE IMPACT

What pages have historically impacted

revenue of new items the most?

• Home - 60%

• Product Description Page – 28%

• Product Matrix Page – 10%

• Shopping Cart – 2%

Business Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

http://uxmag.com/articles/communicating-the-ux-value-proposition

MEASURE & MAP OBJECTIVESBusiness Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

Poor Average Excellent

Current State Future State

Measurements

• Increased revenue on new holiday items

• Increased Customer Satisfaction

ADD OBJECTIVES TO WIREFRAMES

Page: Homepage

Project Impact: 60%

Page Goal(s):

• Items should be easily

discoverable

• Product benefits and limitations

must be clear

Business Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

SHOW RESULTSBusiness Goal:

Create $X Revenue on Holiday Coffee & Tea

Items during 2014 Holiday Season

Business Measurements

• Increased revenue: 15%

• Increased Customer

Satisfaction: 10%

Poor Average Excellent

current state

future state

Proposed Change in Revenue

UX Goals

• Items are easily discoverable

• Product benefits and

limitations are clear

S TA R T I M P R O V I N G N O W

• http://www.smashingmagazine.com/2011/09/

13/the-s-m-a-r-t-user-experience-strategy/

• http://disciullodesign.wordpress.com/2011/12

/08/6-steps-for-measuring-success-on-ux-

projects/

• http://www.forbes.com/sites/deborahljacobs/

2011/11/22/how-to-boost-your-credibility-at-

work/

• http://www.mindtools.com/pages/article/esta

blishing-credibility.html

• http://uxmag.com/articles/communicating-

the-ux-value-proposition

• http://furniturehistory.wikispaces.com/Home+

Furnishings+Industry+Timeline

• Experience Design: A Framework for Integrating Brand, Experience, and Value (Book)

• Communicating the UX Value Proposition

http://uxmag.com/articles/communicating-the-ux-value-proposition

• Design is a Job (Book)

http://www.abookapart.com/products/design-is-a-job

• Mapping Business Value to UX

http://www.uxmatters.com/mt/archives/2013/11/mappin g-business-value-to-ux-part-2.php

• How Design & UX Translate to the Bottom Line

http://www.forbes.com/sites/anthonykosner/2013/11/23/how-design-and-user-experience-translates-to-the-bottom-line/

RESOURCES

Ashley.Wrobel@manifestdigital.com

Twitter: ActuallyW

Questions