the silver bullet of user experience (ux)

Brief Introduction to UX•A snail button that turns into Barbie

when pushed•A screen with a swimming pool inside•Snow White always attached by

golden string•A red button that, when pushed,

makes the phone turn into anything•A Snow White store and a candy store

attached

Why UX?• Improved UX saves money• Reduce development time• Reduce cost of customer support

• Improved UX increases your revenue• Increase conversion rates• Improve customer retention and loyalty

• Great UX gives you a competitive advantage• Gain competitor insights• Don’t fall behind

Google Search Popularity of “User Experience”

0

20

40

60

80

100

120

2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 20152016

Trends

UX Research

Information GatheringPlanningDevelopmentLaunchRe-Design / Optimize

UX Research Is Cost Neutral

The Silver Bullet• Elegant simplicity• Simplicity is not so simple• Brands who do it well are

recognized as leaders in the advertising industry• Amazon• Apple• Google• Zappos

You don’t know, what you don’t know, until you know

• Do some research• Get to know the users• Define personas• Avoid the “speed at all costs”

mentality

Don’t put up barriers• Barriers create an opportunity

for your competition• Don’t include barriers to

standard content

Don’t make them work for it

• Cognitive effort• Human attention span has

gotten shorter• In 2000, 12 seconds• In 2013, 8 seconds• Goldfish, 9 seconds

The Wrap Up• UX Research focuses on understanding the user• Not all users are the same

• UX saves time, money, and gives you an edge• Simplicity is key• Do the research• Minimize barriers• Reduce cognitive effort

Get in touchMike Whitson | Chief Research Scientistmike@itrackingresearch.comiTrackingResearch.com

/itrackingresearch@itr_inc | @mike_itr