This Product Sucks: The Business Impacts of User Experience Breakdowns
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“Thisproductsucks!”
Allen the Customer
“This Product Sucks!”The Business Impacts of User Experience Breakdowns
Hour-long version for Dayton Web Developers 4May2011
Darren Kall
darrenkall@kallconsulting.com
@darrenkall #thisproductsucks #DaytonWD
© Kall Consulting 2011
KALL ConsultingCustomer and User Experience Design and Strategy
• Stealing money from his company
• Ruining productivity across the enterprise
• Impacting Allen’s health
Allen was rightWe had made a product that sucks
• Target users happy, but we missed Allen• Missed the whole Allen persona• Missed that the product fit poorly in an existing business system
Allen’s User Experience (UX)
Where was this?
Where was this?
My point is . . .
It could have been any of these companies
It could be your company
Not just software, Internet, mobile, etc.
It could be your product
To avoid making products that suck:
Distinguish between bad UX and one that sucks
Know how to prevent products that suck
Audience Test:
Does this product suck?
Distinguish between bad UX and one that sucks
This product
is disturbing
but
does not suck
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This product
is annoying
but
does not suck
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This product
is ugly
but
does not suck
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The people who design products that suck
don’t think about, or don’t know about,
the people that have to use them
Products suck when
they can’t be used for the purposes
they were designed for
But this worst type of user experience breakdown is preventable
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One Dozen Products that Suck
No Internet or Mobile Examples Even Though they Exist
General Principles to Apply to your Product
Problem
Root Cause
Prevention
Know how to prevent products that suck
Problem 1: Triathlon scenario = running, biking, swimming
Watch is ruined if you press buttons underwater
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Root Cause: Implementation or technology did not meet up with user scenario
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Prevention:
•User scenarios
•Task flow analysis
•Usability test
•Beta test
•Customer concept validation
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Problem 2: Adaptive transmission not designed for a shared car or variable driving style
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Root Cause: Designed for ideal-world case not real-world case
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Prevention*:
•User research
•Workflow
•Task flow
•Activity cycles
•Beta test
* To credit VW, they redesigned and eventually dropped this feature
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Pull or Push? Can you tell?
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Problem 3:
Even with signs users bang into doors
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Root Cause:
Handle affordances not distinguishable
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Prevention: Design for affordances. Things that look the same should act the same
•Heuristic evaluation
•Usability checklist
•Remembering your own experiences
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Problem 4: Frustrating experience to pay for parking
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Root Cause:
Bad information architecture, bad visual design, bad task flow …
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Prevention: •Intentional IA design
•Task flow analysis
•Usability study
•Participatory Design
•Guerilla UX
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Problem 5: Scalding or freezing shower
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Root Cause: Fixing bad UI in help, the manual, or in training
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Prevention: Fix the product, not the user
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Problem 6:
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Root Cause:
•Did not anticipate expected user behavior
•Did not prevent fatal errors
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Prevention:
•Do not design against engrained user behaviors
•Usability test
•Task flow analysis
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Problem 7: Believing “Don’t worry, we’ll fix it later.”
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Root cause: “Later” never happens
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Prevention: Prioritize user-impacting “bugs”
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Problem 8: Breaking user trust
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Root cause:
•Telling lies
•Making mistakes
•Assuming customers can’t do math
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Prevention:
•Don’t lie
•Correct even minor mistakes – they accumulate
•Remember users are smarter than you think
Problem 9: The self-locking hotel internal bedroom suite door
Photo Credit: Darren Kall
Root Cause: Things are not used in a vacuum – missed system design
Photo Credit: Darren Kall
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Prevention:•Interactive system analysis•Beta testing•Fix stuff customers complain about
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Problem 10: No sidewalk where people want to walk
“I’m the user damn it!”
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•Prevention:
•Participatory design
•Catch the user
•Democratize design
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Problem 11: Can’t set alarm. Can’t follow directions. Don’t trust product
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Root Cause: Product not designed for use. Instruction is a poor substitute for good design
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Prevention: Usability test. Products should be easy to use
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Problem 12: Unintended Acceleration
Root Cause: “We lost sight of our customers.” James Lentz
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Root Cause: “Complaint investigations focused too narrowly on technical without considering HOW consumers USED their vehicles.” James Lentz
•Check if solution explains the user data
•70% not the pedal
•Test for worked “as used” not “as designed”
•Ethnographic research into drivers
•Analytics on real users to build test scenarios
•Listen to experts
• …
•Prevention: •Listen to customers
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UX design prevents products that suck:
1. Meet (advertised) user scenarios with capabilities2. Design for real-world use, not ideal-world3. Distinguish affordances 4. Design with conscious intention5. Fix the product, not the user6. Don’t design against engrained behaviors7. Prioritize user-impacting “bugs”8. Correct even minor mistakes9. Remember your product is part of a whole system10. Prohibition does not work – democratize design11. Products should be easy to use12. Don’t lose sight of HOW customers USE your product
Products don’t have to suck
to create a UX breakdown
A UX breakdown can happen if your
product is disturbing, unpredictable, difficult,
untrustworthy, awkward, broken, ugly,
annoying, sloppy, etc.
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Less likely to buy add-ons
Business Impacts of UX Breakdowns
Business Impacts of UX Breakdowns
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Less likely to buy new versions
Business Impacts of UX Breakdowns
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Less likely to buy other products from your company
Business Impacts of UX Breakdowns
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Less likely to recommend you to others
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Is the likelihood of a customer recommending your company important?
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This is your business. The water in the tub is customers that stick with your company
Water flows at 1 gallon a minute. How long to fill a 60 gallon tub if 41% of the incoming water is diverted?
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41% of users with bad experiences leave immediately and switch to a competitor permanently. Harris Interactive
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Not so Silent Bob
Kevin Smith’s argument with Southwest went online
1.6 million Twitter followers
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Stop picking on us!
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Greenpeace uses Nestle’s Facebook page to inform Nestle’s most loyal customers about Indonesian deforestation. Worst environmental impact in the world so Nestle can get cheap palm oil.
Dave CarrollUnited Breaks Guitars
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$180,000,000 vs. $1,200
Viral song – many millions have seen the YouTube video
The Times newspaper reported:
Bad PR caused United Airlines stock to plunge 10%
Cost shareholders $180 M
$180 M would have bought Dan Carroll 51,000 replacement guitars
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AnalyticsCognitive EngineeringConsumer ExperienceConsumer InsightConsumer ResearchCustomer experienceCustomer ExperienceCustomer-centric DesignDesignExperience DesignExperience PlanningExperience StrategyHuman Computer Interaction
Human FactorsHuman Machine InterfaceInformation ArchitectureInnovation DesignInteraction DesignInteractive Systems EngineeringMeasurement ScienceProduct InnovationUsability EngineeringUser ExperienceUser FriendlinessUser Interface DesignUser ResearchUser-Centered DesignEtc.
Many disciplines, many names
User Experience Design
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UX design follows the General Store Principle
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The general store owner knew her customers
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She knew her customers’ businesses and lives, annual needs, tasks, skills, their motivations and personal preferences
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She stocked only the products that her customers needed and wanted
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She mixed her own business imperative to sell, the available technologies and products, and her customer insight into a good experience
Customer-centered businesses have insights about the people who purchase and use the system, object, process or concept that they sell
And they keep this in mind as they develop products
UX design is a customer-centered approach to the innovation, design, engineering, development, anddeployment of a product or service
The 12 examples of products that suck could have been prevented if the companies had taken a UX approach
UX design is a way to keep customer insight in mind during product development
UX Investment Examples From Forrester
2008: • 91% of decision makers in US firms think UX is important. • 80% plan to increase UX spending.
2010: Spending more on customer experience is up.
2009: Overall spending will stay flat, but UX expenditure will continue to increase.
2010: “As the economy rebounds, companies need to invest in their customer experience or risk falling behind in meeting customers' ever-changing expectations”
UX Investment Examples
JP Morgan Chase: SOP to do 3 usability tests for each product
eBay: 150 UX employees
Microsoft: Ethnographers on staff. Over 52 persona researched
World Usability Day: > 52,000 attendees
Amazon: continual user analytics and A/B testing
How much to spend on UX?
Here’s what other people are spending:
11.5% of overall product development budget in UX
An average of 62% of products are
tested with real users before shipping
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13% of website design budgets on UX
9% of ongoing website management budget on UX
If you invest this much of your budget what ROI do you get?
UX Saves Costs
UX Increases Revenue
UX Decreases Time to Market
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Informs making wise investment decisions
Decreases development costs
Reduces customer support costs
Decreases returns
UX Saves Cost
The 1-10-100 rule
If fixing a problem in design costs you $1.00
It will cost you $10.00 to fix the same problem during development
It will cost you $100.00 to fix the same problem after it is on the market
Post hoc research supports this with a twist
Kristoffer Bohmann Calculation
Valuing Usability Evaluation ExampleUsers per year (10,000 per month) 120,000 per year Tasks per user (10 per month) 120 per year Estimated time savings per task (40 seconds) 0.0111
hours Saved user hours per year 160,000 Estimated user value per hour $20 Total Savings Per Year $3,200,000 P (successful design | usability evaluation) 90% P (successful design | no usability evaluation) 60% Probability of better results due to usability evaluation 30% Economic Impact of Usability Evaluation $960,000
UX Cost Savings Examples
American Airlines: Design phase focus on customers reduced cost 60-90%
AT&T: Saved $2,500,000 in training expenses as a result of usability improvements on one product
McAfee: UI redesign saved 90% support costsWhirlpool: Have design building blocks to build 1000’s
of products with different brand identitiesIBM: Design change internal tool. Saved employees
9.6 minutes per task. In one year this saved IBM $6.8 Million
Microsoft: Online registration UX change saved $475,000 a month
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UX Increases Revenue
Investing in UX Increases customer loyalty
Improves conversion rates
Increases sales
Forrester Research
Good design is a way to exceed user expectations
Good design keeps customers happy
Good design gets them to come back
Good design encourages them to recommend to friends
Babson University Research
• Good UX leads to increased loyalty and increased Net Promoter Scores
• Across industries you will make 2.4 times more money on a loyal customer who promotes your product over a customer who is neutral or a detractor
UX Revenue Increase Examples
Forrester: 42% of US Web buying consumers made their most recent online purchase because of a previous good experience with the retailer
IBM: plans for a 10x return from usability testing but gets returns as high as 100x
Esurance.com: Detected and resolved ONE online experience flaw and generated over $2M in incremental policies sold
UX Magazine: Portfolio 2007: $50K investment beat all the market indices. ~37% well above other market indexes
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UX Reduces Time to Market
Shortens the discussion time
Shortens developmental experimentation
Reduces unnecessary feature development
Focuses on delivering for returns
Why is UX Important to Time to Market?
63% of all projects overrun budget
The top 4 issues for overrun are unforeseen usability issues
A one-quarter delay in time to market equals a loss of 50% of that product’s profit
The user interface (UI) of software is:
47-66% of code
40% of the development effort
80% of the unforeseen fixes required (the other 20% are functionality bugs)
Software Example
UX Decreasing Time to Market Examples
Mauro study: User research reduced feature set 85%, dev reduced, test reduced, etc. Saved $15M and released 18 months early
Ricoh: – 95% of users not using top 3 features in new camera– About 5% of features are used 95% of the time– While 70% of features on the same product are never
or rarely usedSpeeding up development is a key goal for integrating
usability into product development as early as possibleUX in concept phase reduces product development cycle by 33-50%
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Step 1: Do something yourself - today
Step 2: Learn more on your own
Step 3: Get a coach to teach you
Step 4: Rent UX help through vendors
Step 5: Hire UX employees
Step 6: If you already have UX people, use them!
The Six Step Program
to Better User Experience
In Conclusion:
Don’t tolerate products that suck
Don’t buy products that suck
And …
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Don’t
design
products
that
suckPhoto Credit
Darren Kall• darrenkall@kallconsulting.com• http://www.linkedin.com/in/darrenkall• @darrenkall• +1 (937) 648-4966• http://www.slideshare.net/DarrenKall
Thank you.
KALL ConsultingCustomer and User Experience Design and Strategy
Please rate my presentation on SpeakerRate.com• http://speakerrate.com/speakers/15597-darrenk
all
Darren Kall• darrenkall@kallconsulting.com• http://www.linkedin.com/in/darrenkall• @darrenkall• +1 (937) 648-4966• http://www.slideshare.net/DarrenKall
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