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Just because nobody complains doesn’t mean all parachutes are perfect UX: A Business Strategy 1 UX: A Business Strategy
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UX: Business Strategy

Aug 13, 2015

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Evelina Tapia
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Page 1: UX: Business Strategy

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

UX: A Business Strategy

1 UX: A Business Strategy

Page 2: UX: Business Strategy

2 UX: A Business Strategy

First, some background…

Page 3: UX: Business Strategy

3 UX: A Business Strategy

It’s what we do.

Page 5: UX: Business Strategy

5 UX: A Business Strategy

Now, some definitions…

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6 UX: A Business Strategy

The buzzword of the day is…

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7 UX: A Business Strategy

UX

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8 UX: A Business Strategy

User eXperienceexists regardless of whether your

business touches a user or not

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9 UX: A Business Strategy

Designa way to solve a problem

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10 UX: A Business Strategy

Software Development

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11 UX: A Business Strategy

of software development efforts fail outright

25%

Source 1

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12 UX: A Business Strategy

If they didn't fail at the start:

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13 UX: A Business Strategy

187%

over budget

If they didn't fail at the start:

Source 1

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14 UX: A Business Strategy

187%

over budget

222%

behind schedule

If they didn't fail at the start:

Source 1

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15 UX: A Business Strategy

187%

over budget

222%

behind schedule

61%

originally specified features at launch

If they didn't fail at the start:

Source 1

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16 UX: A Business Strategy

Projects that see the light of day:

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17 UX: A Business Strategy

Projects that see the light of day:

60%

substandard products

Source 1

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18 UX: A Business Strategy

Projects that see the light of day:

60%

substandard products

70%

flop because users do not adopt them

Source 1

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19 UX: A Business Strategy

Top 3 UX Reasonswhy software development fails

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20 UX: A Business Strategy

Top 3 UX Reasonswhy software development fails

1

incomplete or incorrect assumptions

Source 2

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21 UX: A Business Strategy

Top 3 UX Reasonswhy software development fails

1

incomplete or incorrect assumptions

2

documented processes differ from reality

Source 2

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22 UX: A Business Strategy

Top 3 UX Reasonswhy software development fails

1

incomplete or incorrect assumptions

2

documented processes differ from reality

3

users don’t always know what they want or need

Source 2

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23 UX: A Business Strategy

Put the user in contextof their day & work

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24 UX: A Business Strategy

The ChaiOne Wayall day every day

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25 UX: A Business Strategy

DATA

DISCOVER

DEFINE

DESIGN

D

EVELO

P

DEPLOY

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26 UX: A Business Strategy

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

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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

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28 UX: A Business Strategy

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

like this…

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29 UX: A Business Strategy

Engineer receives user interface requirements

Designer creates a solution for user needs

Researcher gathers requirements from users

Why does this work?

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Develop faster & cheaper

reduced development cycles when investing in UX during

concept phase

33-50%

Source 4

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Develop faster & cheaper

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

focus to the project

95%

Source 4

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Develop faster & cheaper

of the development effort is UI

40%

Source 4

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Develop faster & cheaper

of the unforeseen fixes required is UI

80%

Source 4

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34 UX: A Business Strategy

Launch sooner

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

of that product’s profit

50%

Source 4

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Get happier customers

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

more than neutral customers

2.4x

Source 4

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Grow revenue

UX investors generate 37% of growth

37%

Sources 5-7

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Grow revenue

every dollar invested in UX brings 100 in return

1:100

Source 8

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

like this…

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39 UX: A Business Strategy

I’ve done market research already

The most common objections:

Source 9

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I can tell you what the users need

The most common objections:

Source 9

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41 UX: A Business Strategy

Research is expensive and takes too much time

The most common objections:

Source 9

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42 UX: A Business Strategy

Research is expensive and takes too much time

I can tell you what the users need

I’ve done market research already

The most common objections:

Source 9

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43 UX: A Business Strategy

Success of companies focusing on UX…

Sources 5-7, 10-15

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44 UX: A Business Strategy

…demonstrate the value of UX as a business strategy

Sources 5-7, 10-15

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

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46 UX: A Business Strategy

Referenceswithout explaining each role, it works

like this…

(link above)

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47 UX: A Business Strategy

Thank you