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45%  

$300,000,000 An additional of

revenue on the first year

$300,000,000 Button Story

By Jared Spool http://www.uie.com/articles/three_hund_million_button/

ROI of UX The  Return  of  Investment  of  User  Experience    

Mica Diaz de Rivera

User  Experience  Supervisor  OLX  Philippines  

Return of Investment (ROI)

the benefit to the investor resulting

from an investment of

some resource.  

User Experience (UX)

the  overall  experience  of  a  person  using  a  product  such  as  a  website  or  computer  applicaBon  especially  in  

terms  of  how  easy  pleasing  it  is  to  use  

UX to really mean User Experience

Design/Research/

Testing

Have  you  ever  heard  your  boss,  your  client,  or  anyone  ask  you  “Do  we  really  need  to  do  this  UX  thing?  What  do  we  get  from  doing  this?  How  Sulit  is  it?”    How  do  you  answer  and  jusBfy  UX?  Let  me  help  you  out  with  answering  that  quesBon.  

The problem only gets worse as IT grows ubiquitous. This year, organizations and governments will spend an estimated $1 trillion on IT hardware, software, and services worldwide. Of the IT projects that are initiated, from 5 to 15 percent will be

abandoned before or shortly after delivery as hopelessly inadequate. Many others will arrive late and over budget or require massive reworking. Few IT projects, in other words, truly succeed.

The average company spends about 4 to 5 percent of revenue on information technology, with those that are highly IT dependent--such as financial and telecommunications companies--spending more than 10 percent on it. In other words, IT

is now one of the largest corporate expenses outside employee costs. Much of that money goes into hardware and software upgrades, software license fees, and so forth, but a big chunk is for new software projects meant to create a better future for the organization and its customers.

In fact, studies have shown that software specialists spend about 40 to 50 percent of their time on avoidable rework rather than on what they call value-

added work, which is basically work that's done right the first time.

“Do we really need to do this UX thing? What do we get from doing this? Is it really worth it?”

Badly defined requirements

Poor Communication

among customers,

developers, and users

Stakeholder  poliBcs  

Reasons Why Projects Fail

User Research

Storyboarding, Prototyping, and

Personas

User Testing and

Iteration

How UX Help Projects Succeed

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

YES

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

Investment Cost

of User Experience

Design and Research

Time & Money

Investment Gains

of User Experience

Design and Research

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

Calculating UX ROI

The  Return  of  Investment  of  User  Experience    

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals Measurement •  Reduce number of user errors •  Increase ease of use •  Increase ease of learning

•  Increase traffic/ audience size •  Increase number of return visitors when appropriate (retain users) •  Increase number of new visitors (attract users) •  Increase number of visits from search

•  Increase user satisfaction •  Increase trust in the system Increase number of visits referral

•  Reduce development costs •  Reduce development time •  Reduce maintenance costs •  Reduce redesign costs •  Decrease support costs •  Reduce training needed •  Reduce documentation costs

•  Increase transactions/ purchases •  Increase product sales

Have a baseline - a before and

after to see the difference and

measure effect.

Source data to which you base your

assumptions. Gathered through

Analytics, User Testing, or with

other UX Research methods that gather

measurement.  

A Magic One-Size-Fits-All formula for

the ROI of UX)

It does not exist.  

Track what you can or track your

own!  

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals Analytics/Testing •  Reduce number of user errors •  Increase ease of use •  Increase ease of learning

•  Increase traffic/ audience size •  Increase number of return visitors when appropriate (retain users) •  Increase number of new visitors (attract users) •  Increase number of visits from search

•  Increase user satisfaction •  Increase trust in the system Increase number of visits referral

•  Reduce development costs •  Reduce development time •  Reduce maintenance costs •  Reduce redesign costs •  Decrease support costs •  Reduce training needed •  Reduce documentation costs

•  Increase transactions/ purchases •  Increase product sales

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals Survey and other Methods

•  Reduce number of user errors •  Increase ease of use •  Increase ease of learning

•  Increase traffic/ audience size •  Increase number of return visitors when appropriate (retain users) •  Increase number of new visitors (attract users) •  Increase number of visits from search

•  Increase user satisfaction •  Increase trust in the system Increase number of visits referral

•  Reduce development costs •  Reduce development time •  Reduce maintenance costs •  Reduce redesign costs •  Decrease support costs •  Reduce training needed •  Reduce documentation costs

•  Increase transactions/ purchases •  Increase product sales

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals Research •  Reduce number of user errors •  Increase ease of use •  Increase ease of learning

•  Increase traffic/ audience size •  Increase number of return visitors when appropriate (retain users) •  Increase number of new visitors (attract users) •  Increase number of visits from search

•  Increase user satisfaction •  Increase trust in the system Increase number of visits referral

•  Reduce development costs •  Reduce development time •  Reduce maintenance costs •  Reduce redesign costs •  Decrease support costs •  Reduce training needed •  Reduce documentation costs

•  Increase transactions/ purchases •  Increase product sales

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

User Research

Storyboarding, Prototyping, and

Personas

User Testing and

Iteration

How UX Help Projects Succeed

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

“Do we really need to do this UX thing? What do we get from doing this? How Sulit is it?”

•  Improve Performance

•  Increase Exposure

•  Improve Credibility

•  Reduce Resource Burden

•  Increase Sales

Goals Measurement •  Reduce number of user errors •  Increase ease of use •  Increase ease of learning

•  Increase traffic/ audience size •  Increase number of return visitors when appropriate (retain users) •  Increase number of new visitors (attract users) •  Increase number of visits from search

•  Increase user satisfaction •  Increase trust in the system Increase number of visits referral

•  Reduce development costs •  Reduce development time •  Reduce maintenance costs •  Reduce redesign costs •  Decrease support costs •  Reduce training needed •  Reduce documentation costs

•  Increase transactions/ purchases •  Increase product sales

Take the plunge into UX.

Understand the tools, use its

different methods, and measure,

measure, measure.

Mica and Perry the Platypus says Thanks for listening!

Twi%er:  @Micael  Facebook:  2.com/Micael