creating business value through user experience

2011 National BDPA Technology Conference

Creating Business Value Through User Experience

Michael Davis

August 3 – 6, 2011

Chicago, IL

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Contact Information

Michael Davis

Director 404.554.4246

michael.davis@macquarium.com

A full lifecycle User Experience consultancy

michaeljdavis http://www.linkedin.com/in/michaeljohndavis777

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Agenda

Objectives

Users 2.0

User Experience

User Centered Design

Outcomes

Value

Case Studies

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Objectives

•  Highlight how users are increasingly more savvy and have higher expectations

•  Define user experience and user experience design

•  Explain why most IT projects fail

•  Show a user centered methodology

•  Provide user centered design outcomes and business value examples

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Users 2.0

Users are smarter “From relative ignorance, end users are becoming increasingly IT savvy-

able not only to use technology, but also to develop their own solutions.”*

Users have more options “In the old days, the only way employees could access most software or

hook up a new piece of hardware was with help. Today, the list of tools an employee can use without IT help is more than extensive.”*

Users demand more “Users increasingly demand that company-issued technology be as easy

to use and feature-rich as the technology that they can purchase at most retail outlets.”* *CIO Magazine

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User Experience

How anyone who interacts with your product, service, or your company

experience those interactions

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Experiences happen, whether or not you plan them.

When not intentionally designed, there’s a much higher likelihood

of the experience being poor.

User Experience

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User Experience

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User Experience

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User Experience

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User Experience is NOT…

1.  User interface design It is the system 2.  A step in the process It is the process 3.  Just about technology It is about behavior

4.  Just about usability It is about value 5.  Just about the user It is about context 6.  Expensive (1:10:100) It is flexible 7.  Easy It is a balancing act

8.  The role of one person or dept It is a culture 9.  A single discipline It is a collaboration 10.  A choice It is a means of survival

Courtesy of Whitney Hess

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The value of technology is realized through its adoption and use.

The extent of adoption and use depends upon User Experience.

A great User Experience is grounded in a user centered design.

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Software Requirements 1.5

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Software Requirements 1.5

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Deployment-Centered Design

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User-Centered Design

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Desirability is Mandatory

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The Sweet Spot

Creating user experiences informed by research…

…generate higher levels of user adoption

…create new business value and sustainable ROI

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Deployment Centered vs. User Centered

Results

Desired Business Results

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Methodology

•  Model the business   Understand value source, bus. objectives & results

•  Understand users   Learn goals, needs, behavior, motivations & values

•  Connect business value with user behavior   Quantify the value and how to design for it

•  Develop the experience strategy   Create the strategy that aligns with business

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Outcomes

• Increased user adoption

• Improved online sales and ecommerce results

• Increased loyalty and incite “evangelism”

• More meaningful company and user relationships

• Increased employee productivity and collaboration

•  Increased communication and satisfaction

• Accelerated realization of business value

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Business Value

User-informed design drives value for business Companies that focus on customer experience design outperform

peers 10 to 1 FAST COMPANY

Great customer experiences drive revenue Strong customer experience led to 15% increase in revenue and 18%

decrease in turnover FORRESTER

IT plays a central role in the user’s correlation to business value Having the right tools and equipment to do a good job ranks second as a key

element to worker engagement GALLUP MANAGEMENT JOURNAL

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Technology Value

User-informed processes keep projects on time and on budget 63% of large project overrun costs and time due to user-related issues

80% of software lifecycle costs occur during maintenance and are associated with unforeseen user needs

USABILITY PROFESSIONALS ASSOCIATION

User-informed approaches expose issues early Fixing problems during development cost 10 times the cost of fixing them

during redesign USABILITY PROFESSIONALS ASSOCIATION

User-informed engineering benefits all stakeholders Business, IT, and users all benefit from increased productivity &

satisfaction, decreased costs & support needs

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Monetary Value

Improved effectiveness can increase sales “62% of Web shoppers have given up looking for the item they wanted to buy

(and 20% had given up more than three times in a two month period).”*

”A study of 15 large commercial sites, users could only find information 42% of the time even though they were taken to the correct home page before

they were given the test tasks.”* *NIELSEN

Ease of use and learning are important purchase factors Users rated ease of use second at 6.8 out of 10, while ease of learning was

rated fourth at 6.4 on a scale of important purchase factors. BIAS & MAYHEW

Matching users and systems needs increases satisfaction Usability methods raised user satisfaction ratings for a system by 40%

GARTNER

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Case Studies

•  3 Case Study Slides

EMPLOYEE INTRANET EXPERIENCES:

•  Streamline communications and provide tools for collaboration OPPORTUNITY

•  Developed portal to consolidate disparate processes

•  Streamlined communications across multiple channels

•  Merged info and digital assets •  Decreased costs and increased collaboration

SOLUTION

•  Streamline communications and provide tools for collaboration OPPORTUNITY

SOLUTION

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