The Business Case for UX - Agile Midwest 2017

The Business Case for UX
Danielle Gobert Cooley
12 October 2017
@dgcooley #agilemw2017

Hi!
Danielle
Cooley
Educa/on
BE, Biomedical & Electrical Engineering – Vanderbilt University
MS, Human Factors in Information Design – Bentley University
Selected Work
page
03
@dgcooley
linkedin.com/in/dgcooley
danielle@dgcooley.com

What is UX?
page
04

Is this UX?
http://www.kickerstudio.com/2008/12/the-disciplines-of-user-experience/
page
05

Is this UX?
page
06

@dgcooley #agilemw2017@dgcooley #agilemw2017
Is this UX?
page
07

Is this UX?
http://randsinrepose.com/archives/a-design-primer-for-engineers/
page
08

Huh?
https://www.sitepoint.com/ui-vs-ux-what-is-the-difference/
page
09

?!
https://twitter.com/sdw/status/709853249407361024
page
010

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research
Who are these people?
Why do they need or want this
product?

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research
What content and features will be
included? Who will produce the
content? Where will it be published?
When will it be archived?
How do we govern all of this?

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research
How will we organize the
content and features?

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research
How does it work?
What speciﬁc controls or design
patterns will we use to allow people to
view information and interact with
this product?

I think
it’s 5
things.
(mostly)
Visual
Design
Interaction
Design
Information
Architecture
Content Strategy
User Research
What does it look like?
What color schemes, shapes, and fonts
will we use to best communicate our
message and support users’ needs?

That’s great.
Why should I care?
page
018

It makes your stuﬀ
beLer.
page
019
Firms that are better able to capture the value of
user experience will be the ones that invest in the
most ground-breaking projects and minimize
waste on short-term ﬁxes and abandoned projects.
http://adaptivepath.org/uploads/documents/apr-005_businessvalue.pdf

Oops!
http://www.forbes.com/sites/amyanderson/2013/11/06/life-is-complicated-enough-keep-your-software-simple/
Our next move was the smartest
move we could have made – we
asked our customers why they
weren’t using it?
^ second
page
020

The average business
metrics improvement
after a usability redesign
is now* 83%.
*2008
•  Conversion rates
•  Traffic numbers
•  User performance
•  Target Feature usage
http://www.nngroup.com/articles/usability-roi-declining-but-still-strong/
page
021

Uh-huh.
Show me the MONEY.
page
022

It’s very
simple.
Poor usability = lost revenue.
page
023

david rollert
“You can’t sell something no one
wants (thank you, marketers). You
can’t sell something that breaks (thank
you, QA). You can’t sell something that
functions poorly (thanks, devs). Nor
that costs too much or gets to market
too late (thanks, PMs).
Now, do you really think you can sell
something that no one
understands how to use?”
page
024

[Aer Lingus] was in
serious ﬁnancial
difficulties and a new
CEO had just been
appointed. He relentlessly
focused on making the
online booking process
easier for customers.
Within less than three
years, online bookings
rose from 3% to 73%,
which helped put the
airline on a much more
solid ﬁnancial footing.
http://www.gerrymcgovern.com/new-thinking/convenience-trumps-security

When Manish Chandra was launching Poshmark, one of the design
decisions he faced related to the payment system. It was relatively
easy to plug PayPal in. However, Chandra was focused on making
everything really easy for the customer. So, instead of using PayPal,
his developers spent two months developing a system where
payments could be made in two clicks.
http://gerrymcgovern.com/a-cost-benefit-analysis-of-simplicity/
page
026

page
027http://bit.ly/2yi7nLA

page
028http://bit.ly/2yi7nLA
TWELVE
MILLION
DOLLARS

page
029http://bit.ly/1iSEenW
A(we think)

page
030
THREE
HUNDRED
MILLION
DOLLARS
http://bit.ly/1iSEenW

Blah, blah, blah.
What about my stock price?
page
031

page
032
In the past 10 years,
design-driven companies
have outperformed the
S&P 500 by
228%.
http://www.fastcodesign.com/3026287/study-good-design-really-is-good-for-business

Ugh.
Not sexy.
page
033

I’ll show you
sexy…
page
034

HA!
I don’t sell anything. INTRANET!
page
035

(1 - )
math
page
036
h4p://swz.salary.com/SalaryWizard/So>ware-Engineer-III-Salary-Details-SAINT-LOUIS-MO.aspx
h4p://www.nngroup.com/arNcles/intranet-users-stuck-low-producNvity/
$102,716
74% = 26%
$26,706
×
per developer per year

For 100
developers…
page
037
Eﬀecfveness Amount Wasted Savings (vs 74%)
74% $2,670,616
76% $2,465,184 $205,432
80% $2,054,320 $616,296
85% $1,540,740 $1,129,876

Tick-tock!
We don’t have fme for that.
page
038

What do you have
fme for?
page
039
Dev effort
UX effort
Dev effort
Estimated effort in a hypothetical project.

But wait!
There’s more!
page
040

“Our client was able to
implement changes that
increased the portal usage
by 45% and reduced the
number of phone calls to
their customer service
department by 90%.
http://answerlab.com/clients/case-studies/online-customer-portal-study/ page
041

An improved experience
by Schneider Automation
resulted in $2 million
saved in call-center
support costs over the
ﬁrst 10 months after the
change.
page
042Momentum Design Lab

“
A leading printer
manufacturer had an
installation issue so difficult
to solve that more than 50%
of the ﬁrst 100,000 users
called the customer service
line. The cost was nearly
$500,000 per month.
page
043Momentum Design Lab

“
McAfee Inc. integrated
usability design into its
ProtectionPilot
software and cut tech
support calls by 90%
after launch.
page
044

You’re
welcome!
page
045http://electronicink.com/embracing-brevity-pays-off/

Ok, OK!
Can’t we just not, but say we did?
page
046

A thrilled customer is
the most potent
marketing asset your
organization can
leverage.
- John Jantsch
page
047

page
048
2017
2013
“I’m upset I
didn’t get this
thing years
ago.”
“I initially thought
these were a
gimmick. … I now
own two.”
“If you have a charcoal
grill, you need this
product. I can't tell you
how excellent this
chimney starter is.”

page
049https://www.yourbestdigs.com/reviews/best-and-worst-products-of-2016/
“Complete
waste of time
and money.”
“The only thing that
turned green were
my fingers from the
green dye!”
“Zero stars.
Please stop
selling this
product.”

TL;DR
money, money, money,
Nme, 5me, sanity.
enjoy!
A user-centered approach to
digital product design and
development will:
•  Give you a product you can
sell more of
•  Save you development time
(mostly as late-stage
rework)
•  Reduce support costs
•  Provide a foundation for tons
of word-of-mouth
marketing page
050

Workshops
page
051
Bespoke training, just for
your speciﬁc organizational
needs.
Research
Design
Evaluafon
h4p://dgcooley.com/workshops

thank you.
page
052

The Business Case for UX - Agile Midwest 2017

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