why usability and ux are worth it
DESCRIPTION
Some well known cases showing why usability and ux are worth itTRANSCRIPT
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)
13
*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)
16
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?
22
23
after improving the information
architecture, registering to
Breastcancer.org took users
7 m i nu tes i ns ted of 15*
*after: Foraker (2007)
24
*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
25
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?
26
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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 .
