The ROI of User Experience:

Anthony FrancoPresident, EffectiveUI

From Strategy and Conception to Development and Execution

The ROI of User Experience

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question:what do these 3 very successful products have in common?

answer:they all found a HUGE female audience

answer:they all found a HUGE female audience

accidentally

Investing in user experience gives you

the opportunity to gain wide adoption...

deliberately!

INVEST INGOOD USER EXPERIENCE

There is only one true measurefor successful

user experiences...

ROI

The main ingredient for solution ROI...

User Adoption

user adoption = ROI

customer self service x user adoption = ROI

employee data entry x user adoption = ROI

content participation x user adoption = ROI

user generated content x user adoption = ROI

process automation x user adoption = ROI

investing in a

Good User Experience

is simply hyper focusing on

User Adoption

IBM “Cost-Justifying Ease of Use”

“Every $1 investedin usability returns

between $10 and $100”

IBM’s Lotus Notes

most technology solutions produce these results

what if we re-defined success by delighting users?

HOW?(the laws of creating

effective user experiences)

what was common about the successes?

Law:

FOCUS ON THE USER FIRST

✓ understanding user goals and needs

before deciding on the user flow

focus on the end user first by:

CHECK PRICE/PAY

CONFIRM

OPEN AN ACCOUNT WAIT FOR EMAIL

CLICK EMAILTO CONFIRM

STORE CREDITCARD INFORMATION

PACKAGE,DETAILED

DESCRIPTION

TO & FROM TRACK

PICK HOW YOUWILL PAY

CHOOSESERVICE

SHIP

LOGIN

Now?

CHECK PRICE/PAY

CONFIRM

OPEN AN ACCOUNT WAIT FOR EMAIL

CLICK EMAILTO CONFIRM

STORE CREDITCARD INFORMATION

PACKAGE,DETAILED

DESCRIPTION

TO & FROM TRACK

PICK HOW YOUWILL PAY

CHOOSESERVICE

SHIP

LOGIN

What doeseach cost?

CHECK PRICE/PAY

CONFIRM

OPEN AN ACCOUNT WAIT FOR EMAIL

CLICK EMAILTO CONFIRM

STORE CREDITCARD INFORMATION

PACKAGE,DETAILED

DESCRIPTION

TO & FROM TRACK

PICK HOW YOUWILL PAY

CHOOSESERVICE

SHIP

I don’t know howto answer that.

LOGIN

I just want toship something.

stakeholders defined this user flow

this is what users wanted

PACKAGE,TO & FROM

COST VS. TIME DECISION PAY

CONFIRM & TRACK

USERS WANT THIS:

SHIPPACKAGE,

TO & FROMCOST VS.

TIME DECISION PAYCONFIRM & TRACK

USERS WANT THIS:

SHIPPACKAGE,

TO & FROMCOST VS.

TIME DECISION PAYCONFIRM & TRACK

USERS WANT THIS:

SHIP

what their customers actually needed:

✓ conductinggood research and

iterating with prototypes

focus on the end user first by:

avoid:

building large user research documents

the fidelity of research deliverables

fewer research interpretations are better

number of interpretations

qual

ity

of

use

r re

sear

ch

Law:

I.T. PROBABLY DOES NOT UNDERSTAND YOUR CUSTOMERS

baduigallery.com

how did this happen?

gender lady quote PHD (joy sent link)

“Software today is designed for the people

who are building it”

this is typically how I.T. sees your customers

project teams minimize the user in almost every process

ABC CORP SYSTEM ARCHITECTURE

UI

SOA

BPMLEGACY

AUTOMATION FRAMEWORK

CITIZEN DATA

3rd PARTYCONTENT

CMS

TRANSACTION SERVER

3rd PARTY WORKFLOW

SEARCH ENGINE OPTIMIZATION

and this is where they put them

avoid:

allowing I.T. to make uninformed user

experience decisions

avoid:

Allowing I.T. to offshore your

interface design or architecture

Law:

USERS DON’T KNOW HOW TO BUILD

REQUIREMENTS

You need to interpret what your users ask for

- Henry Ford

If I had asked people what they wanted, they would have said ‘faster horses.’

“where’s the refresh button?”joe user

Law:

VALUE GOOD DESIGN

Give me 5 features that made you upgrade your

operating system

Adobe Watson Express

avoid:

Asking for the “big pitch”

Law:

PLAY CHESSNOT CHECKERS

“In less than 8 weeks we created a game-changing

customer experience”

does anyone here think this is possible?

UX

UX

Evolution

RevolutionInnovation

organizationaltechnologyecosystem

deliverychannelWeb

Mobile

Desktop

Device

UX

trends

business

economic

legal

markets

cultural

locality

connectivity

technologyaccessibility

language

UX

socialize

want

behaviors

do

say

collaborate

make

need

senses

see

hearfeel

touch

IBM “Cost-Justifying Ease of Use”

“Every $1 investedin usability returns

between $10 and $100”

80% of development are maintenance costs

80%

20%

maintenance

innovation

most companies are spending money fixing user adoption issues rather than doing the less costly work of strategically forecasting user needs

Pressman, 1992

✓ Taking the time for strategic research

combined with iterative validation

play chess by:

Law:

DO NOT TRYTO DESIGN FOR

EVERYONE

If you attempt to design for everybody, you wind up building

for nobody

this is the result of building for everyone

✓ Contextualize how you think about your users by defining a

small set of user types(a maximum of 3 is best)

do not build for everyone:

avoid:

“Fewer features”

an example of “feature” thinking

from: Joel Spolsky’s topic, It’s Not That Hard”

an example of “end user” thinking

from: Joel Spolsky’s topic, It’s Not That Hard”

Law:

RIGID PLANS ARE PLANS TO FAIL

“Software projects are predictably unpredictable”

process diagrams are a dime a dozen

avoid:

you can’t schedule innovation like this

No Hard Conversations

On BudgetOn Time

rigid plans attempt to produce these results

(who cares if anyone is using it)

✓ SCOPE = PRODUCTprojects are unpredictable because:

Law:

EVERY PRODUCTNEEDS A SINGLE

VISION

ExecutiveProduct Manager

Designer Developer

ExecutiveProduct Manager

Designer Developer

define success and build consensus

understand the end user

contextual research

user archetypes

Power User Primary Persona

James is an IT administrator for an internal network of a 3000 employee corporation. He is on call 24-7 and is responsible for maintaining a very complex, multi-tiered environment, from high-pro!le servers to employee computers.

Being able to put his !nger to the “pulse of the network”, maintain !ne-grain control of tra"c and maintain a high level of security is what James relies on. There are gigabits of activity happening every hour that he must be able to respond to at a moments notice.

When James logs in to the application he is able to maintain an overview of his network. He knows the network inside and out and has customized his “workspace” to cater to the most critical areas.

Context ScenariosLogs in to the consoleMonitors network feedsSets advanced !ltersEstablishes rulesReceives an alertDrills down to problem areaDiscovers and attackQuarantines a#ected area

James Woo

Novice User Secondary Persona

Marian is IT support for a 200 employee company. She monitors the network, but also helps with employee hardware and software.

The !rst order of business for Marian is checking email, voice messages and the current status of the network. She receives an email stating that employees are no longer allowed to browse YouTube.com.

In addition to monitoring the network, Marian can perform a couple easy steps to creating a rule to block employees from browsing to YouTube.com. Sure, Marian can view every network activity, but her primary concern is responding to the immediate demands of enforcing company policies.

Context ScenariosLogs in to the consoleReviews Network ActivitySets New Rules

Marian Phillips

Executive User Secondary Persona

Clark is CTO for a 3000 employee company and reports directly to board members. He likes to keep tabs on the companies network response and e!ectiveness to see if spending all that money on new servers is really paying o!.

Steve wants an easy-to-use dashboard that allows him to monitor just how great his network is running. It also doesn’t hurt that he has high level information he can use to get get praise from the boss.

Context ScenariosLogs in to the consoleGlances at DashboardEvaluates network “saves”

Clark McCarthy

TriGeo Employee

TriGeo Executive

Linda Deris

Context ScenariosDemonstrates the applicationDrills into speci!c features

George Newstead

George is looking for a product that can be white labeled and headed on the path to a SaaS o"ering while delivered on time and with required functionality.

Linda is focused on selling TriGeo o"erings. She wants something easy to demo and sell while successfully conveying the value, ease and power of the application.

Context ScenariosGives a demoNavigates through features

the customer journey

There’s a

lot h

ere.

Aspira

tional

Overwhelm

ed

I’m n

ot even su

re w

hat this

means.

Not goin

g to b

e able to d

o this

alone.

Excite

d & em

powered

I’ll u

se m

y buddies a

dvice.

It’s d

ecisio

n tim

e

Anxious This

proce

ss is

a nig

htmare

.

Why d

o they n

eed so m

uch in

fo?

How com

e I have to

pay s

o much

up fr

ont?

When w

ill m

y serv

ice b

e activate

d?

Where

’s the se

rvice

guy?

These In

stalla

tion ti

mes a

re vague.

I should

refin

e my v

endor searc

h.

Emotion throughout journey

Emotion towards --------

We’re

movin

g.

My p

revio

us exp

erience

wasn

’t good.

I’ve g

ot litt

le to n

o knowledge.

Price h

as got t

o be ri

ght.

I can’t afford what I’m finding here.

Consults with influencer

On hold for too long. Hanging up.

Go back

Goes online and checks out different options

Calls to order service

Ends phone call

I’ll g

o onlin

e.

Frust

rate

d

Go back

Purchase InstallationInquiry Comparison

Design homepages with separate targeted call-out areas lying above the fold tailored for residential customers and tech-savvy customers. Internal product areas should include basic plain-english product descriptions and large price points with a clear call to action. Tech-savvy bullet points should include keywords that summarize options and features typically found in product datasheets.

Recommendations

The Inquiry phase consists of the reasons people are shopping around for new service. These are usually related to moving and relocation, an upgrade to existing service, or hunting down new deals. Moving is the biggest reason.

Description

Recommend using IP Location services to geo-locate customers - removing the current service address roadblock. Allowing users to configure services before adding them to the cart, and reflecting bundled price discounts in a clear and obvious manner.

Recommendations

The potential customer comes in to the Comparison phase usually armed with the right info, tech jargon, and is looking for lowest cost. They tend to be brand agnostic . If they can’t find the right price or the right services, they may leave and go back to inquiry.

Description

Reduce amount of info required by streamlining and improving any areas that contain form fields using industry best practices. Work on setting expectations for installation phase with customer service reps on the phone to improve overall experience with your brand.

Recommendations

The Purchase phase involves the provider demanding quite a bit of personal info. The order flow tends to be complex and the process can be all over map. There is a sense of delayed gratification - waiting on service installation and activation.

Description

Many factors converge to make this phase of the customer journey unpleasant. Providing accurate arrival times, courteous technicians, and clear instruc-tion materials during Installation can help alleviate the negative experience inherent in this phase. Also, consider having leave behind customer comment cards so customers feel empowered to give feedback into the process.

Recommendations

Installation phase is the handoff from customer service to the installer. There are usually scheduling conflicts between all parties involved. This phase can usually be somewhat painful for the customer in dealing with installer.

Description

EmotionalExperience

Thoughts & Feelings

Gwen is moving her family of three. She knows she’s going to need phone and internet service. The affective and contextual factors that will affect Gwen’s choice in telecom vendors are price, her existing knowledge and previous experience.

Gwen’s Customer Journey

Phases of the Journey

customer stories

build prototypes based on research

use prototypes to conduct empirical research

inspire good design

mood boards

Mood Board : Showcase

Mood Board : Slate

Mood Board : Dynamic

design compositions

ensure business, design & technology

collaboration

experience maps

TriGeo Console Project Milestone v_0.1Last Modi!ed: October 30, 2008 9:12 AM

2020

EXPERIENCE MAP

The Experience Map acts as a diagram of the “!ow” of an application. It is important to hone in on this high-level framework of the application so a clear direction may be established. This map helps the direction of wireframes without getting too far into the details.

The content of the Experience Map is based on user research, a current understanding of the application and methods of improving usability. As more information is gathered and Experience Map evolves until a direction has been established.

Creating the Experience Map was an ongoing process that ran in tandem with wireframes and creating design compositions. Although there was some inconsistent overlap due to these areas being done in parallel, thinking around wireframes helped to tighten areas of the Experience Map and vice versa.

In the end, a solid overview of the TriGeo Console was generated that acts as the foundation for additional development and user experience re"nement. There is still work to be done and directly correlates to the Wireframes.

wireframes

graphic elements and style guides

Adobe Video Workshop graphic components

Adobe Video Workshop style guide

interactive technical references

articulate the vision

vision demos

bad news:GOOD UX IS HARD

good news:THERE ARE REWARDS FOR GETTING IT RIGHT

online revenue grew from:

$5 millionto

$85 million

sales conversion time reduced by 35%

manufacturing costs dropped by 42%

...all in less than 9 months

Anthony FrancoPresident, EffectiveUI

Thank You

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