Creating Business Value Through User Experience
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The document discusses the importance of user experience (UX) in technology, emphasizing that savvy users have higher expectations and demand better experiences from company-issued software. It outlines how a user-centered design approach can align business objectives with user needs, leading to improved user adoption, increased loyalty, and overall business value. Case studies are included to showcase the positive impact of effective UX on business outcomes and user satisfaction.
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Creating Business Value Through User Experience
- 1. 2011 National BDPA Technology Conference Creating Business Value Through User Experience Michael Davis August 3 – 6, 2011 Chicago, IL
- 2. Contact Information Michael Davis Director 404.554.4246 [email protected] A full lifecycle User Experience consultancy michaeljdavis http://www.linkedin.com/in/michaeljohndavis777 2
- 3. Agenda Objectives Users 2.0 User Experience User Centered Design Outcomes Value Case Studies 3
- 4. Objectives • Highlight how users are increasingly more savvy and have higher expectations • Define user experience and user experience design • Explain why most IT projects fail • Show a user centered methodology • Provide user centered design outcomes and business value examples 4
- 5. Users 2.0 Users are smarter “From relative ignorance, end users are becoming increasingly IT savvy- able not only to use technology, but also to develop their own solutions.”* Users have more options “In the old days, the only way employees could access most software or hook up a new piece of hardware was with help. Today, the list of tools an employee can use without IT help is more than extensive.”* Users demand more “Users increasingly demand that company-issued technology be as easy to use and feature-rich as the technology that they can purchase at most retail outlets.”* *CIO Magazine 5
- 6. User Experience How anyone who interacts with your product, service, or your company experience those interactions 6
- 7. User Experience Experiences happen, whether or not you plan them. When not intentionally designed, there’s a much higher likelihood of the experience being poor. 7
- 8. User Experience 8
- 9. User Experience 9
- 10. User Experience 10
- 11. User Experience is NOT… 1. User interface design It is the system 2. A step in the process It is the process 3. Just about technology It is about behavior 4. Just about usability It is about value 5. Just about the user It is about context 6. Expensive (1:10:100) It is flexible 7. Easy It is a balancing act 8. The role of one person or dept It is a culture 9. A single discipline It is a collaboration 10. A choice It is a means of survival Courtesy of Whitney Hess 11
- 12. The value of technology is realized through its adoption and use. The extent of adoption and use depends upon User Experience. A great User Experience is grounded in a user centered design. 12
- 13. Software Requirements 1.5 13
- 14. Software Requirements 1.5 14
- 15. Deployment-Centered Design 15
- 16. User-Centered Design 16
- 17. Desirability is Mandatory 17
- 18. The Sweet Spot …generate Creating user higher levels of experiences user adoption informed by research… …create new business value and sustainable ROI 18
- 19. Deployment Centered vs. User Centered Results Desired Business Results 19
- 20. Methodology • Model the business Understand value source, bus. objectives & results • Understand users Learn goals, needs, behavior, motivations & values • Connect business value with user behavior Quantify the value and how to design for it • Develop the experience strategy Create the strategy that aligns with business 20
- 21. Outcomes • Increased user adoption • Improved online sales and ecommerce results • Increased loyalty and incite “evangelism” • More meaningful company and user relationships • Increased employee productivity and collaboration • Increased communication and satisfaction • Accelerated realization of business value 21
- 22. Business Value User-informed design drives value for business Companies that focus on customer experience design outperform peers 10 to 1 FAST COMPANY Great customer experiences drive revenue Strong customer experience led to 15% increase in revenue and 18% decrease in turnover FORRESTER IT plays a central role in the user’s correlation to business value Having the right tools and equipment to do a good job ranks second as a key element to worker engagement GALLUP MANAGEMENT JOURNAL 22
- 23. Technology Value User-informed processes keep projects on time and on budget 63% of large project overrun costs and time due to user-related issues 80% of software lifecycle costs occur during maintenance and are associated with unforeseen user needs USABILITY PROFESSIONALS ASSOCIATION User-informed approaches expose issues early Fixing problems during development cost 10 times the cost of fixing them during redesign USABILITY PROFESSIONALS ASSOCIATION User-informed engineering benefits all stakeholders Business, IT, and users all benefit from increased productivity & satisfaction, decreased costs & support needs 23
- 24. Monetary Value Improved effectiveness can increase sales “62% of Web shoppers have given up looking for the item they wanted to buy (and 20% had given up more than three times in a two month period).”* ”A study of 15 large commercial sites, users could only find information 42% of the time even though they were taken to the correct home page before they were given the test tasks.”* *NIELSEN Ease of use and learning are important purchase factors Users rated ease of use second at 6.8 out of 10, while ease of learning was rated fourth at 6.4 on a scale of important purchase factors. BIAS & MAYHEW Matching users and systems needs increases satisfaction Usability methods raised user satisfaction ratings for a system by 40% GARTNER 24
- 25. Case Studies • 3 Case Study Slides 25
- 26. EMPLOYEE INTRANET EXPERIENCES: OPPORTUNITY • Streamline communications and provide tools for collaboration SOLUTION • Developed portal to consolidate disparate processes • Streamlined communications across multiple channels • Merged info and digital assets • Decreased costs and increased collaboration
- 27. OPPORTUNITY • Streamline communications and provide tools for collaboration SOLUTION
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