Last week I gave a speech at Interaction South America (#ISA15), one of the largest UX events in South America. I spoke about how companies can implement cost-effective UX. We know that creating powerful user experiences is a critical priority for companies heading into 2016, but no company has an unlimited budget.
The purpose of my talk therefore was to examine the quick, fast ways in which you can improve the UX of your products and services, maximizing your return on investment (ROI). In this blog post I want to summarize some of the key points of the discussion, although I also suggest reviewing the full slide deck.
According to research by the American Genius, every $1 invested in UX yields a $2 to $100 return. So we know it is important. But at the same time, to make each dollar count, a process is required: the UX process. The fundamental principle underlying the UX process is that you cannot improve what you do not measure.
There are 3 core quality ranks which every UX professional should be considering when measuring their UX:
- Features that customers expect
- Qualities that increase user satisfaction. And their absence causes user dissatisfaction.
- Outstanding qualities that boost user satisfaction. But their absence does not cause user dissatisfaction.
Meanwhile, at the same time there are 3 main categories of metrics that help us understand the ROI of a goal-oriented UX:
- Money earned. E.g. conversions or ARPU (Average Revenue Per User)
- Money saved. E.g. support costs or task performance efficiency.
- Nonmonetary results. E.g. user loyalty or recommendations to people
By combining this analysis of the core quality ranks that users expect, and the different ways in which you can measure the impact of UX, we get to a deeper and more complete understanding of the actual impact our UX is having on the bottom-line.
In my speech I also discussed how understanding the user will be key to maximizing ROI. To better understand the user, again the UX process can be used. This process will involve running surveys, conducting interviews, user diaries, and direct observation. This information will feed into your analysis of what product features are required, and what qualities increase user satisfaction.
I finished my speech by providing 5 quick tips that every company can use to rapidly improve the UX of their products. Check out my previous blog post to find out more about them.
Thanks again to everyone at ISA for running an excellent event! I’m already looking forward to next year!