ux: business strategy

Just because nobody complains doesn’t mean all parachutes are perfect

UX: A Business Strategy

1 UX: A Business Strategy


First, some background…


It’s what we do.

http://www.chaione.com


HelloEvelina Tapia UX Researcher

http://evelinatapia.com/

https://twitter.com/mynameisEvelina

https://www.linkedin.com/pub/evelina-tapia/76/50/b78


Now, some definitions…


The buzzword of the day is…


UX


User eXperienceexists regardless of whether your

business touches a user or not


Designa way to solve a problem


Software Development


of software development efforts fail outright

25%

Source 1

http://www.theuxbook.net/


If they didn't fail at the start:


187%

over budget


Source 1



187%

over budget

222%

behind schedule


Source 1



187%

over budget

222%

behind schedule

61%

originally specified features at launch


Source 1



Projects that see the light of day:



60%

substandard products

Source 1




60%

substandard products

70%

flop because users do not adopt them

Source 1



Top 3 UX Reasonswhy software development fails



1

incomplete or incorrect assumptions

Source 2

http://spectrum.ieee.org/computing/software/why-software-fails



1


2

documented processes differ from reality

Source 2




1


2

documented processes differ from reality

3

users don’t always know what they want or need

Source 2



Put the user in contextof their day & work


The ChaiOne Wayall day every day


DATA

DISCOVER

DEFINE

DESIGN

D

EVELO

P

DEPLOY


without explaining each role, it works like this…

— Deborah Mayhew

… user requirements and user interface design should drive the overall development process, rather than be driven by it or be incidental to it.

Source 3

http://store.elsevier.com/The-Usability-Engineering-Lifecycle/Deborah-Mayhew/isbn-9781558605619/


without explaining each role, it works like this… After all, the whole point of interactive products

is to serve the users, and as far as users are concerned, the user interface is the product.

— Deborah Mayhew

Source 3

http://store.elsevier.com/The-Usability-Engineering-Lifecycle/Deborah-Mayhew/isbn-9781558605619/


Why does this work?without explaining each role, it works

like this…


Engineer receives user interface requirements

Designer creates a solution for user needs

Researcher gathers requirements from users

Why does this work?


Develop faster & cheaper

reduced development cycles when investing in UX during

concept phase

33-50%

Source 4

https://www.evernote.com/l/AdwR8DRnyUpHdZ4f9g_YkSCGj5fuTbWTIk4



about 5% of features are used 95% of the time. UX can bring

focus to the project

95%

Source 4




of the development effort is UI

40%

Source 4




of the unforeseen fixes required is UI

80%

Source 4



Launch sooner

a 1-quarter delay in time-to-market equals to a loss of 50%

of that product’s profit

50%

Source 4



Get happier customers

Good experience increases NPS—companies can monetize on loyal customers 2.4 times

more than neutral customers

2.4x

Source 4



Grow revenue

UX investors generate 37% of growth

37%

Sources 5-7



Grow revenue

every dollar invested in UX brings 100 in return

1:100

Source 8

http://www.nngroup.com/articles/usability-roi-declining-but-still-strong/


Why aren’t businesses doing this?without explaining each role, it works

like this…


I’ve done market research already

The most common objections:

Source 9

http://chaione.com/why-do-i-need-user-research-answers-to-internal-objections/


I can tell you what the users need


Source 9



Research is expensive and takes too much time


Source 9



Research is expensive and takes too much time

I can tell you what the users need

I’ve done market research already


Source 9



Success of companies focusing on UX…

Sources 5-7, 10-15



…demonstrate the value of UX as a business strategy

Sources 5-7, 10-15



If you do not consider the user, the user will not consider you.


Referenceswithout explaining each role, it works

like this…

(link above)



Thank you