Some well known cases showing why usability and ux are worth it

1. Why usability and
ux are worth it?

2. 2
Wierzymywużytecznośćiuserexperience
We believe that investing in
usability and good user
experience translates into
pleased and loyal users…

3. … allows to accomplish
business goals …

4. 4
Wierzymywużytecznośćiuserexperience
… generating real profit.

5. However, if you need proof,
see for yourself how others have
benefited from the investment.

6. Benefits at the early stages
of product development
How to save on the costs and
shorten the time of development?
6

7. before usability testing:
fatware
software with too many features

8. *after: Mauro (2002)
cutting on features
reduced work by
18 months
and brought
15 milion $
of savings*

9. modification of software may cost
100 units
after the product is shipped
60 at quality assurance stage
6 at early
development stage*
*after: Bevan (2005)

10. *after: Bias & Mayhew (2002)
thanks to early
incorporation of
usability testing into
product development
American Airlines cut
down on fixes costs by
60-90%*

11. Reducing help desk
How to decrease the clients' need
for additional help?

12. Lucy.com shop
decresed a number
of phone calls and
client inquiries
by 20%
thanks to product
information
improvement *
*after: Bevan (2005)

13. 13
*after: Bias & Mayhew (2002)
end-user training for a
usability-engineered system
was 1 hour
compared to a full week
of training for a similar system
that had no usability work*

14. Satisfaction improvement
How to make users love your application?

15. inadequacy to user needs is
a reason for abandoning
15% of projects*
*after: Bevan (2005)

16. 16
by incorporating usability
methods into Gartner Group
system development the user
satisfaction increased by
40%*
*after: Bias & Mayhew (2002)

17. redesigning the FEMA organization’s
website on the basis of usability tests
brought
71% user satisfaction increase*
*after: FEMA (2006)

18. Higher conversion and ROI
How to make them buy more?

19. *after: User Interface Engineering (2001)
by delivering users sufficient
product information at the
appriopriate time one may
increase the sale even by
225%*

20. *after: Human Factors International(2001)
67% more repeat customers
and 31-45% reduced
drop-off rates were achieved by
a redesign of Staples.com e-commerce
(based on usability testing)

21. a more user friendly
redesign of IBM shop
resulted in sales going up
400%*
*after: Bevan (2005)

22. Better and quicker
user performance
How to make user actions
quicker and easier?
22

23. 23
after improving the information
architecture, registering to
Breastcancer.org took users
7 minutes insted of 15*
*after: Foraker (2007)

24. 24
*Mościchowska (2009)
thanks to incorporating UCD
methods into the redesign of
Amica.pl usability tests showed
2x better
user performance evaluation

25. 25
after move.com completed the
redesign of the home search and
contact an agent features based on
UI recommendations, users ability to
find a home increased from
62% to 98%,
and sales lead generation
incresead over 150%*
*after: Vividance (2007)

26. Why is it so important?
And how to tackle it?
26

27. 27
*after: Spool (1996)
Website usability has bigger impact
on branding
and creating positive association
than graphical aspects of interface*

28. * after: Nielsen 1993
there are
11,2 usability comments
on average in a software review

29. 29

30. usability testing and
interaction design is not a
pill to solve all problems …

31. … only systematic
actions can ensure the
health of an application.

32. 32
WhyusabilityandUXareworthit?–WitFlow
Sources
Bevan, N. (2005) Cost benefits evidence and case studies. Paper
http://www.nigelbevan.com/papers/Cost_benefits_evidence.pdf
Bias, R. G., & Mayhew, D. J. (1994) Cost-justifying usability. Academic Press, Boston
FEMA (2006) The New Citizen-Centric, User-Friendly FEMA Website
http://www.fema.gov/media/site_case_study.shtm#4
Foraker (2007) Case Study: Breastcancer.org Discussion Forums
http://www.usabilityfirst.com/documents/U1st_BCO_CaseStudy.pdf
Human Factors International (2001). Some client experiences. October 10, 2001
www.humanfactors.com/library/casestudies.asp
Mauro, C.L. (2002) Professional usability testing and return on investment as it
applies to user interface design for web-based products and services (a review of
online v lab-based approaches). MauroNewMedia, white paper
http://www.taskz.com/pdf/MNMwhitepaper.pdf
Mościchowska , I.(2009) Redesign Amica.pl – studium przypadku
http://www.slideshare.net/idziak/redesign-amicapl-studium-przypadku-wud-2009-iga-mocichowska
Nielsen, J. (1993) Usability Engineering. Morgan Kaufmann Publisher, San Francisco
Spool, J.M. (1996) Branding and Usability. January 01, 1996
http://www.uie.com/articles/branding_usability/
UI Engineering (2001). Are the product lists on your site losing sales?. October 10, 2001,
http://world.std.com/~uieweb/whitepaper.htm
Vividence, Corp. (2001) Moving on up: Move.com improves customer experience. October 15, 2001
http://www.vividence.com/public/solutions/our+clients/success+stories/movecom.htm .

33. Get in touch!
Iga Mościchowska - im@witflow.com
+48 608 68 95 10
contact@witflow.com
http://witflow.com