why usability and ux are worth it

Why usability and

ux are worth it?

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We believe that investing in usability and good user

experience translates into

pleased and loyal users…

… allows to accomplish

business goals …

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… generating real profit.

However, if you need proof, see for yourself how others have

benefited from the investment.

Benefits at the early stages

of product developmentHow to save on the costs and

shorten the time of development?

6

before usability testing:

fa twaresoftware with too many features

*after: Mauro (2002)

cutting on features

reduced work by

18 monthsand brought

15 m i l i on $ of savings*

modification of software may cost

100 un i tsafter the product is shipped

60 at quality assurance stage

6 at early

development stage*

*after: Bevan (2005)

*after: Bias & Mayhew (2002)

thanks to early

incorporation of

usability testing into

product development

American Airlines cut down on fixes costs by

60-90%*

Reducing help desk

How to decrease the clients' need

for additional help?

Lucy.com shop decresed a number

of phone calls and

client inquiries

by 20%thanks to product

information

improvement *

*after: Bevan (2005)

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*after: Bias & Mayhew (2002)

end-user training for a

usability-engineered system

was 1 hou r

compared to a f u l l week of training for a similar system

that had no usability work*

Satisfaction improvement

How to make users love your application?

inadequacy to user needs is a reason for abandoning

15% o f pro jects *

*after: Bevan (2005)

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by incorporating usability

methods into Gartner Group system development the user

satisfaction increased by

40%**after: Bias & Mayhew (2002)

redesigning the FEMA organization’s

website on the basis of usability tests brought

7 1% use r sa t is fact ion i nc rease *

*after: FEMA (2006)

Higher conversion and ROI

How to make them buy more?

*after: User Interface Engineering (2001)

by delivering users sufficient

product information at the

appriopriate time one mayincrease the sale even by

225%*

*after: Human Factors International(2001)

67% more repeat customers

and 31-45% reduceddrop-off rates were achieved by

a redesign of Staples.com e-commerce

(based on usability testing)

a more user friendly

redesign of IBM shop

resulted in sales going up

400%*

*after: Bevan (2005)

Better and quicker

user performanceHow to make user actions

quicker and easier?

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after improving the information

architecture, registering to

Breastcancer.org took users

7 m i nu tes i ns ted of 15*

*after: Foraker (2007)

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*Mościchowska (2009)

thanks to incorporating UCD

methods into the redesign of Amica.pl usability tests showed

2x be t t e r user performance evaluation

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after move.com completed the

redesign of the home search and

contact an agent features based on UI recommendations, users ability to

find a home increased from

62% to 98%, and sales lead generation

i nc resead over 150%*

*after: Vividance (2007)

Why is it so important?

And how to tackle it?

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*after: Spool (1996)

Website usability has bigger impact

on brand i ngand creating positive association

than graphical aspects of interface*

* after: Nielsen 1993

there are

1 1 , 2 usabi l i t y commentson average in a software review

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usability testing and

interaction design is not a

pill to solve all problems …

… only systematic

actions can ensure the

health of an application.

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SourcesBevan, N. (2005) Cost benefits evidence and case studies. Paperhttp://www.nigelbevan.com/papers/Cost_benefits_evidence.pdf

Bias, R. G., & Mayhew, D. J. (1994) Cost-justifying usability. Academic Press, Boston

FEMA (2006) The New Citizen-Centric, User-Friendly FEMA Websitehttp://www.fema.gov/media/site_case_study.shtm#4

Foraker (2007) Case Study: Breastcancer.org Discussion Forumshttp://www.usabilityfirst.com/documents/U1st_BCO_CaseStudy.pdf

Human Factors International (2001). Some client experiences. October 10, 2001www.humanfactors.com/library/casestudies.asp

Mauro, C.L. (2002) Professional usability testing and return on investment as itapplies to user interface design for web-based products and services (a review ofonline v lab-based approaches). MauroNewMedia, white paperhttp://www.taskz.com/pdf/MNMwhitepaper.pdf

Mościchowska , I.(2009) Redesign Amica.pl – studium przypadku http://www.slideshare.net/idziak/redesign-amicapl-studium-przypadku-wud-2009-iga-mocichowska

Nielsen, J. (1993) Usability Engineering. Morgan Kaufmann Publisher, San Francisco

Spool, J.M. (1996) Branding and Usability. January 01, 1996http://www.uie.com/articles/branding_usability/

UI Engineering (2001). Are the product lists on your site losing sales?. October 10, 2001, http://world.std.com/~uieweb/whitepaper.htm

Vividence, Corp. (2001) Moving on up: Move.com improves customer experience. October 15, 2001http://www.vividence.com/public/solutions/our+clients/success+stories/movecom.htm .

Get in touch!

Iga Mościchowska - im@witflow.com

+48 608 68 95 10

contact@witflow.com

http://witflow.com