SlideShare una empresa de Scribd logo
1 de 154
Descargar para leer sin conexión
UX = ROI
IT’S NOT JUST A MYTH
Jeremy Johnson
VP of Customer Experience
.com
We have a unique and established methodology for understanding people in
context — we reveal unmet needs — which drives everything we do. This leads
to a crisp, clear understanding of the customer which shapes the design and
development of new solutions and experiences.
With over 14 years perfecting our approach we have the experience, teams,
skills and scale to deliver sophisticated software solutions that improve any
and all touchpoints across the user journey.
We’re driving digital transformations
DRIVING RESULTS
EXPERIENCE DRIVEN &
We’re working with some of the biggest and best organizations in the world,
helping transform their experience and technology:
— confidential —
Mercedes-Benz Financial Services,
Capital One, Samsung Electronics,
The Container Store, Neiman Marcus
and many more ...
• DIGITAL TRANSFORMATION
• MOBILE SOLUTIONS
• FLIGHT OPERATION CENTERS
• CALL CENTER IMPROVEMENTS
• RIDE SHARING OPERATIONS
• INTERNET OF THINGS
• E-COMMERCE
• MOBILE RESPONSIVE WEB
• RETAIL POINT-OF-SALE
• AUTOMOTIVE UI
• ANALYTICS DASHBOARDS
• CRM SOLUTIONS
• ERP SYSTEMS
PROJECTS: INDUSTRIES:
• AUTOMOTIVE
• BANKING
• CONSUMER
• EDUCATION
• ELECTRONICS
• ENGINEERING
• ENERGY
• OIL AND GAS
• FASHION
• FINANCIAL (FINTECH)
• FOOD AND BEVERAGE
• GOVERNMENT
• HEALTHCARE
• INSURANCE
• MANUFACTURING
• REAL ESTATE
• RETAIL
• TECHNOLOGY
• TELECOMMUNICATIONS
• TRANSPORTATION
projekt202 is the leader in applying experience strategy and
observational insights to the development of mobile, cloud, web
and workplace software. The company is actively redefining the
user experience (UX) and changing the ways people interact with
technology around the world. Recognized by industry analysts for
setting the standard for the way modern businesses develop
software, projekt202 builds emotionally rich, resonant solutions
that enable customers and end users to fully realize technology’s
potential in today’s connected world.

Customer Centric
Software Development
Understanding the problem is harder
and takes longer than designing a
solution.”
“
Product Director at
Luke Wroblewski—
— confidential —
UX = ROI: It's not just a myth
@jeremyjohnson slideshare.com/jeremy jeremyjohnsononline.com
UX = ROI: It's not just a myth
“Design has as much to do with art as a lobster has to do with a
carrot cake. If you truly want a career as a designer, you are going to
need to speak about someone’s business and organizational goals.
You’re going to have to learn how to analyze data, you’re going to
have to learn how measure effectiveness.”
Mike Monteiro
https://deardesignstudent.com/10-things-you-need-to-learn-in-design-school-if-you-re-tired-of-wasting-your-money-64aaa0bc3994#.lllumpsd2
—
“Design may enhance performance but unless there are
metrics to gauge that benefit, the difference it makes
depends on conjecture and faith.”
—
Thomas Lockwood
Thomas Walton
https://www.amazon.com/gp/search?index=books&linkCode=qs&keywords=9781581156560
selling / evangelizing / explaining / marketing
I spend some amount of time…
As a UX Designer…
3%3%3%
10%
20% 61%
Selling Directing Managing
Doing Reading blogs Shopping for watches


“UX Designer”
Beginning: Selling to Developers & Product Owners
Middle: Selling to Directors & VPs
Top: Selling to SVPs & CEOs
YOUR VALUE = VALUE OF UX
https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1
Developers 

& Product Owners
Directors & VPs SVPs & CEOs
• Are you a threat to my job?
• Will this slow me down?
• Will this sabotage what I’m
trying to do here?
• Why should we involve
customers/users?
• Why should we
prototype and test?
• What is the ROI?
Designers are…
Designers are…
Designers are…for the guys…
Designers are…for the guys…
Designers are…
for the millennials …
Designers are…
for the millennials …
Explorers, using a scientific method — seeking to
understand and provide context.
QUESTION
HYPOTHESIZE
EXPERIMENT
OBSERVE & RECORD
ANALYZE
SHARE RESULTS
1
2
3
4
5
6
SCIENTIFIC
METHOD
QUESTION
EMPATHIZE
DEFINE
IDEATE
PROTOTYPE
TEST
1
2
3
4
5
6
DESIGN
METHOD
UX = ROI: It's not just a myth
Design is
everywhere!
UX = ROI: It's not just a myth
“89%of companies believes that customer experience
will be their primary basis for competition by
2016, versus 36% four years ago.”
“We at Kleiner Perkins believe that design is a
critical factor in launching a successful
technology venture today.”
- Design Partner, John Maeda
http://www.kpcb.com/design/design-and-vc
#DesignInTech
#DesignInTech
43
design organizations have
been acquired since 2004.
Roughly half of which have
been acquired within the
last year.
top VC-funded startups have
designer co- founders. 

Up from 5 in 2015.9 25out
of
Design is 

adding value.
#DesignInTech
design lead companies —
years to $1 Billion valuation
http://blogs.hbr.org/2014/04/design-can-drive-exceptional-returns-for-shareholders/
https://twitter.com/DesignUXUI/statuses/563738777596608513
https://vimeo.com/139025298
“Investing in user research is just about the only way
to consistently generate a rich stream of data about
customer needs and behaviors. As a designer, I can’t
live without it. And as data about customers flows
through your team, it informs product managers,
engineers, and just about everyone else. It forms the
foundation of intuitive designs, indispensable
products, and successful companies. So what are you
waiting for? Go listen to your customers!”
“… due to poor
requirements definition”
“…of projects scrapped, or end
up being underwhelming”
“…in developer time spent on
avoidable rework”
“$600 billion spent on digital projects,
with billions wasted…”
30%
UP TO
67%
UP TO
50%
UP TO
[CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]
UX = ROI: It's not just a myth
…I hear ya, but…
where’s that ROI?
“The biggest ROI a brand can have from
investments in design, is a rapidly growing,
loyal and motivated customer base.”
http://www.designthinkingnetwork.com/forum/topics/evaluating-designs-roi
Jan-Erik Baars-
https://www.netpromoter.com/know/
…I hear ya, but…
where’s that ROI?
UX = ROI
“I WANT TO KNOW HOW…”
Additional revenue via better
experience which drive more
customers & sales.
MORE REVENUE
https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1
Savings via improved
processes, systems, via
digital transformation.
REDUCED COSTS
Get to market with the right
product or service faster, and
hit the mark the 1st time.
TIME TO MARKET
Identify new concepts and
revenue streams that
leverage your brand in new
services or products.
NEW CONCEPTS
https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1
TYPICAL WORKPLACE IMPROVEMENTSTYPICAL CONSUMER IMPROVEMENTS
- CONVERSION
- ONBOARDING
- USAGE
- LOYALTY
- ENGAGMENT
- REDUCED CALL CENTER TRAFFIC
- DOWNLOADS - EFFICIENCY
- PRODUCTIVITY
- EASE OF USE
- TIME TO TASK
- SUCCESS RATE
- ACCESS TO INFORMATION
- IMPROVED OPERATIONAL EFFICIENCY
- INCREASED SALES - REDUCED TRAINING
TYPICAL MARKETING BENEFITSTYPICAL DEVELOPMENT SAVINGS
- HIGHER SCRUM TEAM VELOCITY
- LESS DOCUMENTATION
- REDUCED DEVELOPMENT COST
- FOCUSED INNOVATION
- REDUCED TIME TO MARKET
- WELL DEFINED REQUIREMENTS
- REDUCED RE-WORK - NPS
- CUSTOMER INSIGHTS
- MARKET PERCEPTION
- MARKET SEGMENTATION
- ANALYST RECEPTION
- NEW PRODUCT CATEGORIES
- DEEPER CUSTOMER UNDERSTANDING
- UX SUPPORT IN AGILE TEAM - TARGETED CAMPAIGNS
ROI
The project saved / made us money
The project improved a metric
I did a project
AS A DESIGNER…
Additional revenue via better experience which drive
more customers & sales.
MORE REVENUE
http://www.dtelepathy.com/blog/business/the-roi-of-ux-convert-the-skeptics-with-this-infographic
IDEAS
CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
USABILITY TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
INQUIRIES
AFFINITY DIAGRAMS
KANO
SERVICE BLUEPRINTS
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
“Soon after implementing the change, StubHub
realized a 2.6% increase in conversion rate,
which resulted in millions of dollars in extra
revenue. Today, the “Go Button” is on every event
page on StubHub’s website.”
http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
Millions vs. 2.6%
“Soon after implementing the change, StubHub
realized a 2.6% increase in conversion rate,
which resulted in millions of dollars in extra
revenue. Today, the “Go Button” is on every event
page on StubHub’s website.”
http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
UX = ROI: It's not just a myth
http://files.shareholder.com/downloads/ebay/2049302125x0x882672/742AC716-B4DB-40F8-83B0-793F0D6BDA5C/EBAY_2015_Annual_Report.pdf
“Our StubHub platform, the largest
ticket marketplace in the U.S.,
accelerated year-over year with GMV of
$3.6 billion growing 13% and revenue of
$725 million up 15%. During the year,
we made a number of product
and experience enhancements to the
StubHub platform, which we believe
contributed to StubHub’s strength.”
$3.6 billion & $725 million
“Soon after implementing the change, StubHub
realized a 2.6% increase in conversion rate,
which resulted in millions of dollars in extra
revenue. Today, the “Go Button” is on every event
page on StubHub’s website.”
http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
• They’re online only!
• 2.6% increase to GMV = additional $93 million
• 2.6% increase to revenue = additional $18 million
“Through proper usability testing and user
experience practices, we were able to
identify key issues — and with some minor
improvements increased GMV by $93 million
dollars over a single year.”
ROI
Team of 3 x $80k a year = $240k
5% of the year = $12,000
WITH THE COST OF THE CHANGES … THE ROI WAS XX%.
Cost $12,000 < $18,000,000
150,000% ROI(ROI = Net Profit / Total Investment * 100)
“The results: The number
of customers purchasing
went up by 45%. The
extra purchases resulted
in an extra $15 million the
first month. For the first
year, the site saw an
additional $300,000,000.”
https://articles.uie.com/three_hund_million_button/?utm_source=visitorcentric
“Through proper usability testing and user
experience practices, we were able to
identify key issues — and with some minor
improvements increased GMV by almost
$100 million dollars over a single year with
less than $20k in investment.”
increased revenue by $18 million (too low!)
Had a 150,000% ROI (too high!)
Savings via improved processes, systems, via digital
transformation.
REDUCED COSTS
workplace
http://humanfactors.com/coolstuff/roi.asp
http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp
http://humanfactors.com/coolstuff/roi_reduced_reliance_on_help_desks.asp
$10k?$30k?
40 million computers a year…
5 million calls?
“It depends on the length of the call, how much the call center pays each rep
on average, how well that call center manages its staffing (a lot of overtime
increases the average cost of the call). The call center I just worked at
averaged about $4.50 per call, but I have worked at other call centers where
it is over $10 per call, due to how long each call took (tech support).”
https://www.quora.com/What-is-the-cost-of-an-average-call-center-call
For every call cut, that’s $10 saved. 

Self support anyone?
500K CALLS CUT? SAVE $5 MILLION.
https://www.outsource2india.com/callcenter-staffing-calculator.asp#top
$55 million yearly
The cost to improve < the return you get
Shave 5mins off every call…
SAVE $10 MILLION DOLLARS
cost
neutral
Give me $1 million, 

and I’ll save you $10 million.
ROIShave time off
every call.
Reduce calls to the
call center.
“Through understanding our customer’s
needs via observational studies, we
were able to prototype, design and
launch an improved self support tool
that reduced calls to the call center by
20% that saved over $10 million dollars
the first year — at a ROI of 833%!”
(ROI = $10,000,000 / $1,200,000 * 100)
digital
transformation
“Moving your business to
effective digital technologies…”
• “Going paperless”
• Moving to cloud based tools
• Connecting systems across businesses
• Adding sensors to equipment
Should = better experiences, more efficiency,
less manual processes…
https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/
We always start with user needs. We are agile. We
work to a set of Design Principles that guide us in
everything we do.
We believe in working openly, because making things
open makes them better.
https://gds.blog.gov.uk/about/
More than £600 million of this year’s
£1.7 billion figure was through the
work done by GDS itself.
“…spend controls saved £391 million, encourage
government teams to build better services for less, to
disaggregate contracts, and build prototypes instead
of writing long procurement documentation.”
https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/
• over 98% of driving tests are now booked online
• 85% of self assessment filing is done through online channels
• 12 million people have registered to vote using a new digital service
£58 million cost < £600 million savings
1000%+ ROI
“The UK government saved £600 million in
one year at a ROI of more than 1000% by
digitally transforming a number of services
to better serve its citizens across the UK.”
Get to market with the right product or service faster,
and hit the mark the 1st time.
TIME TO MARKET
“…spend controls saved £391 million, encourage
government teams to build better services for less, to
disaggregate contracts, and build prototypes instead
of writing long procurement documentation.”
https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/
“I’m also hoping very much to see more validation
of ideas. In other words, let’s stop just shipping
features, crossing our fingers, and hoping they
work. Let’s figure out how we can test whether
we’re moving in the right direction before we
commit six months and hundreds of thousands
of dollars toward building something.
I also think that we’ll continue to see more teams
using qualitative research in conjunction with
quantitative data.”
http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/
- Laura Klein
Build Better Products: 

A Modern Approach to Building
Successful User-Centered Products
https://uxmag.com/articles/calculating-the-roi-of-digital-prototyping
“Finance teams recognize that most products fail at an
astonishing rate, and make projections accordingly.
Making a financial case for digital prototyping must rest
on the premise that any initiative that has an
unpredictable outcome (i.e. there is a chance it can fail)
is by definition an experiment.”
“Developing a product without user research is
essentially one expensive experiment which,
according to aforementioned industry benchmarks, has
a 90% chance of not paying off (at least without
modifications post-launch).”
“Remember that our higher order objective is
to validate our ideas the fastest, cheapest way
possible. Actually building and launching a
product idea is generally the slowest, most
expensive way to validate the idea.”
http://svpg.com/dual-track-scrum/
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
Delivering software is more than just writing code
— we’ve found that blended teams understand
how design and development work together and
are key to any successful project.
The right teams, with modern practices around
design systems, prototypes, business context,
automated testing, and modern architectures
make us on average 40% faster than traditional
development teams.
COLLABORATIVE TEAMS
ARE YOU MOVING FAST ENOUGH? Benchmarked against offshore and internal teams, our blended teams
of strategist, designers and developers work together to understand
user needs, translate those needs to design and then blended with
developers, take that investment to launch.
40% FASTER
TRADITIONAL DEVELOPMENT TEAM
PROJEKT202 DEVELOPMENT TEAM
40% VELOCITY GAIN
OVER PROJECT LAUNCH
• Pattern libraries / Design Systems
• Working with mock-ups and prototypes
• Design / Dev integration
• Rapid, just-in-time iteration
• Understand business context
• Work in many different stacks
• Devs do automated testing
• QA automation and device testing
• DevOps / CI / CD / Automated testing
• Modern architectures like Microservices, 

REST, SPA, etc.
VS.
1:10:100“…from $1 invested in UX, you save $10 in fixing
issues during development, and $100 if the
product has been already released.”
http://nearsoft.com/blog/how-to-make-100-for-every-dollar-you-invest-in-ux-3/
Identify new concepts and revenue streams that
leverage your brand in new services or products.
NEW CONCEPTS
UX = ROI: It's not just a myth
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
in-home studies
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
prototyping
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
“In the short time it has been on the market, Daisy Squeeze
ranks among the top 10 sour cream items in sales. In a
recent customer survey, 60% of Daisy Squeeze users said
they would recommend the product to a friend—20% more
than the average.”
https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
1. Did it cannibalize sales or increase sales?
2. What was the increase to sales? Revenue?
3. Did it increase the overall share of the market?
“Daisy increased [insert metric here] by
using observational studies in people’s
homes during dinner times and rapid
prototyping to innovate on a new product
that met the needs of modern consumers.”
Why are observations
so powerful?
https://www.jeremyjohnsononline.com/presentations/
Many well-known
companies have public
stories how they involve
users and customers
early and often. Many
times following
customers home to get
to the “why” that’s
needed for deep
customer understanding.
IDEAS
CUSTOMER EXPERIENCE
JOURNEY MAPS
PERSONAS
CONCEPT DESIGNS
USABILITY TESTING
WORKFLOW DIAGRAMS
PRIORITIZATION
CONTEXTUAL
INQUIRIES
AFFINITY DIAGRAMS
KANO
SERVICE BLUEPRINTS
“The average lifespan of a company listed in the
S&P 500 index of leading US companies has
decreased by more than 50 years in the last
century, from 67 years in the 1920s to just 15
years today, according to Professor Richard
Foster from Yale University.”
http://www.bbc.com/news/business-16611040
Disruption + Surveys
A NOTE ABOUT
“BlackBerry is also well positioned for future growth.
World Wide Worx MD Arthur Goldstuck recently
revealed that 24 percent of consumers claim that
their next handset will be a BlackBerry, well above the
3 percent for Apple’s iPhone.”
2011:
http://mybroadband.co.za/news/cellular/19774-blackberry-vs-iphone-vs-android-in-south-africa.html
http://www.statista.com/statistics/263439/global-market-share-held-by-rim-smartphones/
“ “consumers claim…”
“People in everyday life don’t really know what they
need—they just tell you what they *think* they want.
People don’t always do what they say, and they rarely
know how they’ll act in the future.”
http://blog.invisionapp.com/dont-design-what-users-want/
asking vs. observed behavior
1. People will tell give you an aspirational view of
themselves.
2. People are poor at predicting their future
behavior.
3. Some behavior is sub-subconscious.
4. People are swayed from moment to moment by
unexpected in influences.
5. People want to fit in.
UX = ROI: It's not just a myth
Customer experience (Cx) professionals know that the rst step on
the path to delivering good experiences is doing research to
understand their customers. Yet many fail to recognize that it’s easy
to draw false conclusions — and that doing so is even more
dangerous than being ignorant. in this report, we warn Cx pros
about the most common pitfalls and explain how to adapt your
practices and mindset to avoid them — and get the insights you
need to succeed.
Build Real Customer
Understanding
How To Avoid Research Pitfalls And Achieve Insight Instead
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
UX = ROI: It's not just a myth
Major Airline Flight Operations Launch
projekt202 partnered on a relaunch of a critical flight operations system and
during beta saw up to 15% improvement in on-time performance — which
saved numerous hours over legacy systems. For an airline, hours equals
millions of dollars in savings across a number of groups.
— confidential —
… millions of dollars
in savings
Millions
Successful Launch in the Flight Operations Space
Major Airline Flight Operations Launch
— confidential —
…applications delivering up to
15% improvement in on-time
performance
upto15%
…upgrade across 6
applications
6
The problems were complex. A growing US airline with over 40,000 employees and 3,000
daily flights. A fleet of 700 aircraft carrying 100 million domestic and international
passengers a year. Add a merger, an expanded network, and raised load factors. And, add
two separate technology platforms. It all added up to one large and very complicated
system.
The design and development of a new Web-based optimization tools gave airline staff a
powerful, central resource for tracking aircraft ground movements; managing gate
assignments, restrictions and closures; reacting to and recovering from unexpected
operational events; and more.
With projekt202’s approach of iterative validation and continual interaction with the airline
employees they got the dual benefit of making key improvements early and often, while keying
in the employees to the upcoming improvements.
Major Airline Flight Operations Launch
projekt202 partnered on a relaunch of a critical flight operations system and
during beta saw up to 15% improvement in on-time performance — which
saved numerous hours over legacy systems. For an airline, hours equals
millions of dollars in savings across a number of groups.
— confidential —
…applications delivering up to
15% improvement in on-time
performance
upto15%
…upgrade across 6
applications
6… millions of dollars
in savings
Millions
Successful Launch in the Flight Operations Space
Hit the ROI first!
Scale of 

problem solved.
Project details.
The problems were complex. A growing US airline with over 40,000 employees and 3,000
daily flights. A fleet of 700 aircraft carrying 100 million domestic and international
passengers a year. Add a merger, an expanded network, and raised load factors. And, add
two separate technology platforms. It all added up to one large and very complicated
system.
The design and development of a new Web-based optimization tools gave airline staff a
powerful, central resource for tracking aircraft ground movements; managing gate
assignments, restrictions and closures; reacting to and recovering from unexpected
operational events; and more.
With projekt202’s approach of iterative validation and continual interaction with the airline
employees they got the dual benefit of making key improvements early and often, while keying
in the employees to the upcoming improvements.
Kevin Green
Digital Transformation Officer
• What’s the per minute cost of a delayed flight to the airline? 

$65.43 per airlines.org
• What is the average length of a flight delay? 

57 Minutes in 2014 per rita.dot.gov
• What percentage of flights are delayed daily? 

21% per rita.dot.gov
• What’s the full cost of the delay per flight? 

$3,729.51
• How many flights for this airline are there a day? 

3,900 per website
• What is the total daily cost of delays? 

$3,054,468.69
$500k a day!
Radically Improving Sales
projekt202 helped this national event ticket retailer double
revenues by increasing conversion rate by 54% with a relaunch of
an improved purchase path.
With over $5 billion in sales, and over 100k events, every step of the
digital experience matters for this national event ticket retailer.
projekt202 worked to improve the retailer’s digital channel — their
web, mobile, and tablet interfaces resolving key barriers within the
buyer’s journey.
… conversion rate was
increased by 54%
54%… results doubling
revenues.
2x … over 100k events
100k
projekt202 helped reduce returns of a remote control for a
technology accessories company by reducing the set-up time
by 90%, and store returns to 1% turning around a poorly-
performing product.
This was a departure from metrics that showed customers were
returning products at a rate of 30% because of a set up time that
took over three hours.
Through our observational understanding of customers needs in
the home we were able to enhance the experience to match those
needs — combined with an updated experience design, key metrics
were greatly improved. After the improvements the product won
numerous industry awards.
Rethinking the Experience
… reduced the set-up
time by 90%
90% …. reduced store
returns to 1%
1%
projekt202 helped this international retailer get to 1.5 million loyalty
customers in just over six months. With half their of sales now coming from these
loyalty members — this was a game changer.
With over 70 locations in the US and shipping to customers in more than 96 countries,
retailer engaged projekt202 to help pilot and launch this new loyalty program across their
stores to better serve customers, and gather a deeper understanding of their shopping
behavior.
The first launch was a pilot program for customers to enroll in the loyalty program or
retrieve member information at the register. projekt202 was able to roll out this solution
across a subset of locations using an Apple iPad with a custom developed point-of-sale
solution.
After a successful pilot, this solution was then further developed and launched across all stores
at the point-of-sale. projekt202 was able to extend the program online with a companion
website with extended functionality.
… 1.5 million loyalty
customers
1.5m … half of sales coming from
these loyalty members
1/2 … in just six months
6mo
Major Retailer Loyalty Program Launch
Drastically improving self-service
A leading financial services firm managing over 1 Trillion dollars for
institutional clients and competing in a market of 7,000+ Registered
Investment Advisors (RIA’s) determined their digital self-service channel
was significantly underserving their RIA partners. RIA’s are making over 1
Million calls to the call center annually due to overly complex, confusing
and error prone online tools. The firm asked projekt202 for help and the early
results are encouraging.
The first digital self-serve enhancement pilot is returning far greater adoption/
participation rates than planned (60% using it versus the 35% planned), and
utilization of the online tool suite has spiked from a barely-used 1% before the
enhancements to over 50% by the pilot users. projekt202 helped the firm make
sense of the digital experience by determining how to clearly present over 200
online forms and to make the necessary actions associated with the key forms far
more straightforward and efficient, thereby lowering error rates.
… clearly present over
200 online forms
200… adoption,
exceeding the
expected 35%
60% … increase of online
tools
50%
“…the [projekt202]
strategy for the
design and product
is working!”
Design Systems
UX = ROI: It's not just a myth
100 devs
each save 2 hrs
per week
=
$388,800
annual savings*
100 devs
each save 30 min
per week
=
$97,200
annual savings*
100 devs
each save 5 hrs
per week
=
$972,000
annual savings*
100 devs
each save 1 hr
per week
=
$194,400
annual savings*
Time saved
when art direction
isn’t needed
Time saved
from rework
Time saved
when components
are compatible
Time saved
when assets
are accessible
$1,652,400 annual savings
or 21.25%time saved yearly
Heath Stallings
Director of User Experience at projekt202
“52% reductions in calls due
to account recovery —
$560k support cost
reduction in one year!”
Dawn Ressel
Experience Design Manager, Intuit
Additional revenue via better
experience which drive more
customers & sales.
MORE REVENUE
https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1
Savings via improved
processes, systems, via
digital transformation.
REDUCED COSTS
Get to market with the right
product or service faster, and
hit the mark the 1st time.
TIME TO MARKET
Identify new concepts and
revenue streams that
leverage your brand in new
services or products.
NEW CONCEPTS
5 THINGSTO REMEMBER
ROI
Dig
deeper
investment
vs cost
from 

“I did this” 

to results!
cost
neutral
if you can’t
measure it…
“Why should
I keep you
around?”
I print the
money.
thanks.
Jeremy Johnson
VP of Customer Experience
www.jeremyjohnsononline.com
We wrote the book on helping businesses
gain insight from their customers and
users — insights that lead to effective,
successful launches.
Designing Software for People:
Application Development in the Experience Age
experience.projekt202.com

Más contenido relacionado

La actualidad más candente

UX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLESUX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLESJeremy Robinson
 
UX/UI design process - Studio CreativeMe
UX/UI design process - Studio CreativeMeUX/UI design process - Studio CreativeMe
UX/UI design process - Studio CreativeMeMadhuri Garg
 
What is a User Experience?
What is a User Experience? What is a User Experience?
What is a User Experience? Dotinum
 
The history of ux by bara' harb
The history of ux by bara' harb The history of ux by bara' harb
The history of ux by bara' harb BaraaHarb
 
UI/UX Workshop - Hackvision
UI/UX Workshop - HackvisionUI/UX Workshop - Hackvision
UI/UX Workshop - HackvisionProttay Karim
 
"What Are the Key Differences between UI and UX Design?"
"What Are the Key Differences between UI and UX Design?""What Are the Key Differences between UI and UX Design?"
"What Are the Key Differences between UI and UX Design?"MITAcademy1
 
How to Find a Good UI/UX Designer (or be one!)
How to Find a Good UI/UX Designer (or be one!)How to Find a Good UI/UX Designer (or be one!)
How to Find a Good UI/UX Designer (or be one!)Emerentiana Meicy
 
What is UI/UX and the Difference
What is UI/UX and the DifferenceWhat is UI/UX and the Difference
What is UI/UX and the DifferenceVibloo
 
UI & UX Design for Startups
UI & UX Design for StartupsUI & UX Design for Startups
UI & UX Design for StartupsRichard Fang
 
UI vs UX workshop
UI vs UX workshopUI vs UX workshop
UI vs UX workshopInova LLC
 
Introduction to UX
Introduction to UXIntroduction to UX
Introduction to UXEffective
 

La actualidad más candente (20)

UX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLESUX RULES: 10 ESSENTIAL PRINCIPLES
UX RULES: 10 ESSENTIAL PRINCIPLES
 
UX/UI design process - Studio CreativeMe
UX/UI design process - Studio CreativeMeUX/UI design process - Studio CreativeMe
UX/UI design process - Studio CreativeMe
 
UX/UI Design 101
UX/UI Design 101UX/UI Design 101
UX/UI Design 101
 
UI-UX Services | Web Designing Services
UI-UX Services | Web Designing ServicesUI-UX Services | Web Designing Services
UI-UX Services | Web Designing Services
 
What is a User Experience?
What is a User Experience? What is a User Experience?
What is a User Experience?
 
What is UX?
What is UX?What is UX?
What is UX?
 
The history of ux by bara' harb
The history of ux by bara' harb The history of ux by bara' harb
The history of ux by bara' harb
 
UI/UX Workshop - Hackvision
UI/UX Workshop - HackvisionUI/UX Workshop - Hackvision
UI/UX Workshop - Hackvision
 
"What Are the Key Differences between UI and UX Design?"
"What Are the Key Differences between UI and UX Design?""What Are the Key Differences between UI and UX Design?"
"What Are the Key Differences between UI and UX Design?"
 
What is UX design?
What is UX design? What is UX design?
What is UX design?
 
How to Find a Good UI/UX Designer (or be one!)
How to Find a Good UI/UX Designer (or be one!)How to Find a Good UI/UX Designer (or be one!)
How to Find a Good UI/UX Designer (or be one!)
 
What is UI/UX and the Difference
What is UI/UX and the DifferenceWhat is UI/UX and the Difference
What is UI/UX and the Difference
 
UI & UX Design for Startups
UI & UX Design for StartupsUI & UX Design for Startups
UI & UX Design for Startups
 
UX Best Practices
UX Best PracticesUX Best Practices
UX Best Practices
 
Introduction to UI UX
Introduction to UI UXIntroduction to UI UX
Introduction to UI UX
 
UI vs UX workshop
UI vs UX workshopUI vs UX workshop
UI vs UX workshop
 
Ux is not UI
Ux is not UIUx is not UI
Ux is not UI
 
UX workshop
UX workshopUX workshop
UX workshop
 
Introduction to UX
Introduction to UXIntroduction to UX
Introduction to UX
 
Fundamentals of UX Design
Fundamentals of UX DesignFundamentals of UX Design
Fundamentals of UX Design
 

Similar a UX = ROI: It's not just a myth

Top 3 Ways to use your UX Team for Product Owners
Top 3 Ways to use your UX Team for Product OwnersTop 3 Ways to use your UX Team for Product Owners
Top 3 Ways to use your UX Team for Product OwnersJeremy Johnson
 
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017Jeremy Johnson
 
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...Jeremy Johnson
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalMatthew W. Bowers
 
Product + UX: How to combine strengths to make something truly great!
Product + UX: How to combine strengths to make something truly great!Product + UX: How to combine strengths to make something truly great!
Product + UX: How to combine strengths to make something truly great!Jeremy Johnson
 
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Jeremy Johnson
 
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Cognizant
 
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Cognizant
 
UX = ROI: It's not just a myth
UX = ROI: It's not just a mythUX = ROI: It's not just a myth
UX = ROI: It's not just a mythJeremy Johnson
 
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...Joe Lamantia
 
UX STRAT USA Presentation: Joe Lamantia, Bottomline Technologies
UX STRAT USA Presentation: Joe Lamantia, Bottomline TechnologiesUX STRAT USA Presentation: Joe Lamantia, Bottomline Technologies
UX STRAT USA Presentation: Joe Lamantia, Bottomline TechnologiesUX STRAT
 
4400_F14_LIU_REPORT
4400_F14_LIU_REPORT4400_F14_LIU_REPORT
4400_F14_LIU_REPORTEric Liu
 
NUS-ISS Learning Day 2019-Leading digital product team with business team model
NUS-ISS Learning Day 2019-Leading digital product team with business team modelNUS-ISS Learning Day 2019-Leading digital product team with business team model
NUS-ISS Learning Day 2019-Leading digital product team with business team modelNUS-ISS
 
Digital Transformation and the Business Analyst
Digital Transformation and the Business AnalystDigital Transformation and the Business Analyst
Digital Transformation and the Business AnalystMatthew W. Bowers
 

Similar a UX = ROI: It's not just a myth (20)

Top 3 Ways to use your UX Team for Product Owners
Top 3 Ways to use your UX Team for Product OwnersTop 3 Ways to use your UX Team for Product Owners
Top 3 Ways to use your UX Team for Product Owners
 
Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017Including the User: How insights drive business #pswud2017
Including the User: How insights drive business #pswud2017
 
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...
Customer Experience in the Rise of the Digital Age — Atlanta XD Meeting 9/13/...
 
Digital Transformation and the Marketing Professional
Digital Transformation and the Marketing ProfessionalDigital Transformation and the Marketing Professional
Digital Transformation and the Marketing Professional
 
Product + UX: How to combine strengths to make something truly great!
Product + UX: How to combine strengths to make something truly great!Product + UX: How to combine strengths to make something truly great!
Product + UX: How to combine strengths to make something truly great!
 
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
Top Trends In Product Design: Outcomes, Understanding Customers, and Building...
 
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
 
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
Outcome Engineering 101: Five Guidelines to Delivering Products that Create I...
 
UX = ROI: It's not just a myth
UX = ROI: It's not just a mythUX = ROI: It's not just a myth
UX = ROI: It's not just a myth
 
Horizon and david cutler
Horizon and david cutlerHorizon and david cutler
Horizon and david cutler
 
Greetings david cutler inform and connect
Greetings   david cutler inform and connectGreetings   david cutler inform and connect
Greetings david cutler inform and connect
 
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...
UX STRAT 2018 | Flying Blind On a Rocket Cycle: Pioneering Experience Centere...
 
UX STRAT USA Presentation: Joe Lamantia, Bottomline Technologies
UX STRAT USA Presentation: Joe Lamantia, Bottomline TechnologiesUX STRAT USA Presentation: Joe Lamantia, Bottomline Technologies
UX STRAT USA Presentation: Joe Lamantia, Bottomline Technologies
 
Greetings david cutler inform and connect
Greetings   david cutler inform and connectGreetings   david cutler inform and connect
Greetings david cutler inform and connect
 
4400_F14_LIU_REPORT
4400_F14_LIU_REPORT4400_F14_LIU_REPORT
4400_F14_LIU_REPORT
 
NUS-ISS Learning Day 2019-Leading digital product team with business team model
NUS-ISS Learning Day 2019-Leading digital product team with business team modelNUS-ISS Learning Day 2019-Leading digital product team with business team model
NUS-ISS Learning Day 2019-Leading digital product team with business team model
 
Digital Transformation and the Business Analyst
Digital Transformation and the Business AnalystDigital Transformation and the Business Analyst
Digital Transformation and the Business Analyst
 
David cutler slides shared at mit ilp update
David cutler slides shared at mit ilp   updateDavid cutler slides shared at mit ilp   update
David cutler slides shared at mit ilp update
 
Greetings david cutler inform and connect
Greetings   david cutler inform and connectGreetings   david cutler inform and connect
Greetings david cutler inform and connect
 
David cutler projects and activities
David cutler projects and activitiesDavid cutler projects and activities
David cutler projects and activities
 

Más de Jeremy Johnson

Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkBusinesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkJeremy Johnson
 
UX Design, Friend of Foe #worldusabilityday
UX Design, Friend of Foe #worldusabilitydayUX Design, Friend of Foe #worldusabilityday
UX Design, Friend of Foe #worldusabilitydayJeremy Johnson
 
Product + UX: How to combine strengths to make something truly great! *Updated*
Product + UX: How to combine strengths to make something truly great! *Updated*Product + UX: How to combine strengths to make something truly great! *Updated*
Product + UX: How to combine strengths to make something truly great! *Updated*Jeremy Johnson
 
Top 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW MeetupTop 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW MeetupJeremy Johnson
 
Top Three Modern Product Trends
Top Three Modern Product TrendsTop Three Modern Product Trends
Top Three Modern Product TrendsJeremy Johnson
 
10 Truths to Great Product Experiences
10 Truths to Great Product Experiences10 Truths to Great Product Experiences
10 Truths to Great Product ExperiencesJeremy Johnson
 
It's About Time - Lightning talk for UX Designers
It's About Time - Lightning talk for UX DesignersIt's About Time - Lightning talk for UX Designers
It's About Time - Lightning talk for UX DesignersJeremy Johnson
 
Putting the "User" back in User Experience (Dallas Techfest Edition)
Putting the "User" back in User Experience (Dallas Techfest Edition)Putting the "User" back in User Experience (Dallas Techfest Edition)
Putting the "User" back in User Experience (Dallas Techfest Edition)Jeremy Johnson
 
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...Jeremy Johnson
 
Putting the "User" back in User Experience
Putting the "User" back in User ExperiencePutting the "User" back in User Experience
Putting the "User" back in User ExperienceJeremy Johnson
 
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)Jeremy Johnson
 
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013Jeremy Johnson
 
So you want your interface to sell.
So you want your interface to sell.So you want your interface to sell.
So you want your interface to sell.Jeremy Johnson
 
Android vs iPhone - Differences in UI Patterns and Design
Android vs iPhone - Differences in UI Patterns and DesignAndroid vs iPhone - Differences in UI Patterns and Design
Android vs iPhone - Differences in UI Patterns and DesignJeremy Johnson
 
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
Fail Fast, Learn Fast, Move Fast: My UX journey to move fasterFail Fast, Learn Fast, Move Fast: My UX journey to move faster
Fail Fast, Learn Fast, Move Fast: My UX journey to move fasterJeremy Johnson
 
Designing for Sensors 
& the Future of Experiences
Designing for Sensors 
& the Future of ExperiencesDesigning for Sensors 
& the Future of Experiences
Designing for Sensors 
& the Future of ExperiencesJeremy Johnson
 
Moving from iPhone to Android
Moving from iPhone to AndroidMoving from iPhone to Android
Moving from iPhone to AndroidJeremy Johnson
 
Kinect Hacks: Beyond Just Games
Kinect Hacks: Beyond Just GamesKinect Hacks: Beyond Just Games
Kinect Hacks: Beyond Just GamesJeremy Johnson
 
Game On: Everything you need to know about how games are changing the world
Game On: Everything you need to know about how games are changing the worldGame On: Everything you need to know about how games are changing the world
Game On: Everything you need to know about how games are changing the worldJeremy Johnson
 
Taking Your Content Mobile
Taking Your Content MobileTaking Your Content Mobile
Taking Your Content MobileJeremy Johnson
 

Más de Jeremy Johnson (20)

Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talkBusinesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
Businesses Want Results, Not Empathy Maps — #cxtalks Dallas 10 minute talk
 
UX Design, Friend of Foe #worldusabilityday
UX Design, Friend of Foe #worldusabilitydayUX Design, Friend of Foe #worldusabilityday
UX Design, Friend of Foe #worldusabilityday
 
Product + UX: How to combine strengths to make something truly great! *Updated*
Product + UX: How to combine strengths to make something truly great! *Updated*Product + UX: How to combine strengths to make something truly great! *Updated*
Product + UX: How to combine strengths to make something truly great! *Updated*
 
Top 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW MeetupTop 3 ways to use your UX team - producttank DFW Meetup
Top 3 ways to use your UX team - producttank DFW Meetup
 
Top Three Modern Product Trends
Top Three Modern Product TrendsTop Three Modern Product Trends
Top Three Modern Product Trends
 
10 Truths to Great Product Experiences
10 Truths to Great Product Experiences10 Truths to Great Product Experiences
10 Truths to Great Product Experiences
 
It's About Time - Lightning talk for UX Designers
It's About Time - Lightning talk for UX DesignersIt's About Time - Lightning talk for UX Designers
It's About Time - Lightning talk for UX Designers
 
Putting the "User" back in User Experience (Dallas Techfest Edition)
Putting the "User" back in User Experience (Dallas Techfest Edition)Putting the "User" back in User Experience (Dallas Techfest Edition)
Putting the "User" back in User Experience (Dallas Techfest Edition)
 
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...
Ready to go Mobile? Today's Mobile Landscape: Responsive, Adaptive, Hybrid, a...
 
Putting the "User" back in User Experience
Putting the "User" back in User ExperiencePutting the "User" back in User Experience
Putting the "User" back in User Experience
 
Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)Pushing Through Failure (Quickly)
Pushing Through Failure (Quickly)
 
Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013Failing Fast & Learning Along the Way - Big Design 2013
Failing Fast & Learning Along the Way - Big Design 2013
 
So you want your interface to sell.
So you want your interface to sell.So you want your interface to sell.
So you want your interface to sell.
 
Android vs iPhone - Differences in UI Patterns and Design
Android vs iPhone - Differences in UI Patterns and DesignAndroid vs iPhone - Differences in UI Patterns and Design
Android vs iPhone - Differences in UI Patterns and Design
 
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
Fail Fast, Learn Fast, Move Fast: My UX journey to move fasterFail Fast, Learn Fast, Move Fast: My UX journey to move faster
Fail Fast, Learn Fast, Move Fast: My UX journey to move faster
 
Designing for Sensors 
& the Future of Experiences
Designing for Sensors 
& the Future of ExperiencesDesigning for Sensors 
& the Future of Experiences
Designing for Sensors 
& the Future of Experiences
 
Moving from iPhone to Android
Moving from iPhone to AndroidMoving from iPhone to Android
Moving from iPhone to Android
 
Kinect Hacks: Beyond Just Games
Kinect Hacks: Beyond Just GamesKinect Hacks: Beyond Just Games
Kinect Hacks: Beyond Just Games
 
Game On: Everything you need to know about how games are changing the world
Game On: Everything you need to know about how games are changing the worldGame On: Everything you need to know about how games are changing the world
Game On: Everything you need to know about how games are changing the world
 
Taking Your Content Mobile
Taking Your Content MobileTaking Your Content Mobile
Taking Your Content Mobile
 

Último

Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadIvo Andreev
 
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...OnePlan Solutions
 
OpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorOpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorShane Coughlan
 
Deep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampDeep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampVICTOR MAESTRE RAMIREZ
 
online pdf editor software solutions.pdf
online pdf editor software solutions.pdfonline pdf editor software solutions.pdf
online pdf editor software solutions.pdfMeon Technology
 
Introduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntroduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntelliSource Technologies
 
How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?AmeliaSmith90
 
Your Vision, Our Expertise: TECUNIQUE's Tailored Software Teams
Your Vision, Our Expertise: TECUNIQUE's Tailored Software TeamsYour Vision, Our Expertise: TECUNIQUE's Tailored Software Teams
Your Vision, Our Expertise: TECUNIQUE's Tailored Software TeamsJaydeep Chhasatia
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageDista
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeNeo4j
 
AI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyAI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyRaymond Okyere-Forson
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies
 
Fields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxFields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxJoão Esperancinha
 
Enterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze IncEnterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze Incrobinwilliams8624
 
Watermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesWatermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesShyamsundar Das
 
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfTobias Schneck
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native BuildpacksVish Abrams
 
eAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionseAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionsNirav Modi
 
Generative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilGenerative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilVICTOR MAESTRE RAMIREZ
 

Último (20)

Cybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and BadCybersecurity Challenges with Generative AI - for Good and Bad
Cybersecurity Challenges with Generative AI - for Good and Bad
 
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
Transforming PMO Success with AI - Discover OnePlan Strategic Portfolio Work ...
 
OpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS CalculatorOpenChain Webinar: Universal CVSS Calculator
OpenChain Webinar: Universal CVSS Calculator
 
Deep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - DatacampDeep Learning for Images with PyTorch - Datacamp
Deep Learning for Images with PyTorch - Datacamp
 
online pdf editor software solutions.pdf
online pdf editor software solutions.pdfonline pdf editor software solutions.pdf
online pdf editor software solutions.pdf
 
Introduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptxIntroduction-to-Software-Development-Outsourcing.pptx
Introduction-to-Software-Development-Outsourcing.pptx
 
How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?How Does the Epitome of Spyware Differ from Other Malicious Software?
How Does the Epitome of Spyware Differ from Other Malicious Software?
 
Your Vision, Our Expertise: TECUNIQUE's Tailored Software Teams
Your Vision, Our Expertise: TECUNIQUE's Tailored Software TeamsYour Vision, Our Expertise: TECUNIQUE's Tailored Software Teams
Your Vision, Our Expertise: TECUNIQUE's Tailored Software Teams
 
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales CoverageSales Territory Management: A Definitive Guide to Expand Sales Coverage
Sales Territory Management: A Definitive Guide to Expand Sales Coverage
 
IA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG timeIA Generativa y Grafos de Neo4j: RAG time
IA Generativa y Grafos de Neo4j: RAG time
 
AI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human BeautyAI Embracing Every Shade of Human Beauty
AI Embracing Every Shade of Human Beauty
 
Kawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in TrivandrumKawika Technologies pvt ltd Software Development Company in Trivandrum
Kawika Technologies pvt ltd Software Development Company in Trivandrum
 
Fields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptxFields in Java and Kotlin and what to expect.pptx
Fields in Java and Kotlin and what to expect.pptx
 
Enterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze IncEnterprise Document Management System - Qualityze Inc
Enterprise Document Management System - Qualityze Inc
 
Watermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security ChallengesWatermarking in Source Code: Applications and Security Challenges
Watermarking in Source Code: Applications and Security Challenges
 
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdfARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
ARM Talk @ Rejekts - Will ARM be the new Mainstream in our Data Centers_.pdf
 
Streamlining Your Application Builds with Cloud Native Buildpacks
Streamlining Your Application Builds  with Cloud Native BuildpacksStreamlining Your Application Builds  with Cloud Native Buildpacks
Streamlining Your Application Builds with Cloud Native Buildpacks
 
eAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspectionseAuditor Audits & Inspections - conduct field inspections
eAuditor Audits & Inspections - conduct field inspections
 
Generative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-CouncilGenerative AI for Cybersecurity - EC-Council
Generative AI for Cybersecurity - EC-Council
 
Salesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptxSalesforce AI Associate Certification.pptx
Salesforce AI Associate Certification.pptx
 

UX = ROI: It's not just a myth

  • 1. UX = ROI IT’S NOT JUST A MYTH
  • 2. Jeremy Johnson VP of Customer Experience .com
  • 3. We have a unique and established methodology for understanding people in context — we reveal unmet needs — which drives everything we do. This leads to a crisp, clear understanding of the customer which shapes the design and development of new solutions and experiences. With over 14 years perfecting our approach we have the experience, teams, skills and scale to deliver sophisticated software solutions that improve any and all touchpoints across the user journey. We’re driving digital transformations DRIVING RESULTS EXPERIENCE DRIVEN & We’re working with some of the biggest and best organizations in the world, helping transform their experience and technology: — confidential — Mercedes-Benz Financial Services, Capital One, Samsung Electronics, The Container Store, Neiman Marcus and many more ...
  • 4. • DIGITAL TRANSFORMATION • MOBILE SOLUTIONS • FLIGHT OPERATION CENTERS • CALL CENTER IMPROVEMENTS • RIDE SHARING OPERATIONS • INTERNET OF THINGS • E-COMMERCE • MOBILE RESPONSIVE WEB • RETAIL POINT-OF-SALE • AUTOMOTIVE UI • ANALYTICS DASHBOARDS • CRM SOLUTIONS • ERP SYSTEMS PROJECTS: INDUSTRIES: • AUTOMOTIVE • BANKING • CONSUMER • EDUCATION • ELECTRONICS • ENGINEERING • ENERGY • OIL AND GAS • FASHION • FINANCIAL (FINTECH) • FOOD AND BEVERAGE • GOVERNMENT • HEALTHCARE • INSURANCE • MANUFACTURING • REAL ESTATE • RETAIL • TECHNOLOGY • TELECOMMUNICATIONS • TRANSPORTATION
  • 5. projekt202 is the leader in applying experience strategy and observational insights to the development of mobile, cloud, web and workplace software. The company is actively redefining the user experience (UX) and changing the ways people interact with technology around the world. Recognized by industry analysts for setting the standard for the way modern businesses develop software, projekt202 builds emotionally rich, resonant solutions that enable customers and end users to fully realize technology’s potential in today’s connected world.
 Customer Centric Software Development Understanding the problem is harder and takes longer than designing a solution.” “ Product Director at Luke Wroblewski—
  • 10. “Design has as much to do with art as a lobster has to do with a carrot cake. If you truly want a career as a designer, you are going to need to speak about someone’s business and organizational goals. You’re going to have to learn how to analyze data, you’re going to have to learn how measure effectiveness.” Mike Monteiro https://deardesignstudent.com/10-things-you-need-to-learn-in-design-school-if-you-re-tired-of-wasting-your-money-64aaa0bc3994#.lllumpsd2 —
  • 11. “Design may enhance performance but unless there are metrics to gauge that benefit, the difference it makes depends on conjecture and faith.” — Thomas Lockwood Thomas Walton https://www.amazon.com/gp/search?index=books&linkCode=qs&keywords=9781581156560
  • 12. selling / evangelizing / explaining / marketing I spend some amount of time… As a UX Designer…
  • 13. 3%3%3% 10% 20% 61% Selling Directing Managing Doing Reading blogs Shopping for watches 
 “UX Designer”
  • 14. Beginning: Selling to Developers & Product Owners Middle: Selling to Directors & VPs Top: Selling to SVPs & CEOs
  • 15. YOUR VALUE = VALUE OF UX
  • 17. Developers 
 & Product Owners Directors & VPs SVPs & CEOs • Are you a threat to my job? • Will this slow me down? • Will this sabotage what I’m trying to do here? • Why should we involve customers/users? • Why should we prototype and test? • What is the ROI?
  • 22. Designers are… for the millennials …
  • 23. Designers are… for the millennials …
  • 24. Explorers, using a scientific method — seeking to understand and provide context.
  • 25. QUESTION HYPOTHESIZE EXPERIMENT OBSERVE & RECORD ANALYZE SHARE RESULTS 1 2 3 4 5 6 SCIENTIFIC METHOD QUESTION EMPATHIZE DEFINE IDEATE PROTOTYPE TEST 1 2 3 4 5 6 DESIGN METHOD
  • 29. “89%of companies believes that customer experience will be their primary basis for competition by 2016, versus 36% four years ago.”
  • 30. “We at Kleiner Perkins believe that design is a critical factor in launching a successful technology venture today.” - Design Partner, John Maeda http://www.kpcb.com/design/design-and-vc #DesignInTech
  • 32. 43 design organizations have been acquired since 2004. Roughly half of which have been acquired within the last year. top VC-funded startups have designer co- founders. 
 Up from 5 in 2015.9 25out of Design is 
 adding value. #DesignInTech
  • 33. design lead companies — years to $1 Billion valuation
  • 37. “Investing in user research is just about the only way to consistently generate a rich stream of data about customer needs and behaviors. As a designer, I can’t live without it. And as data about customers flows through your team, it informs product managers, engineers, and just about everyone else. It forms the foundation of intuitive designs, indispensable products, and successful companies. So what are you waiting for? Go listen to your customers!”
  • 38. “… due to poor requirements definition” “…of projects scrapped, or end up being underwhelming” “…in developer time spent on avoidable rework” “$600 billion spent on digital projects, with billions wasted…” 30% UP TO 67% UP TO 50% UP TO [CNBC — Tech spending isn’t all it’s cracked up to be] [usability.gov — Benefits of UCD][IAG — Business Analysis Benchmark Report]
  • 40. …I hear ya, but… where’s that ROI?
  • 41. “The biggest ROI a brand can have from investments in design, is a rapidly growing, loyal and motivated customer base.” http://www.designthinkingnetwork.com/forum/topics/evaluating-designs-roi Jan-Erik Baars-
  • 43. …I hear ya, but… where’s that ROI?
  • 44. UX = ROI “I WANT TO KNOW HOW…”
  • 45. Additional revenue via better experience which drive more customers & sales. MORE REVENUE https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1 Savings via improved processes, systems, via digital transformation. REDUCED COSTS Get to market with the right product or service faster, and hit the mark the 1st time. TIME TO MARKET Identify new concepts and revenue streams that leverage your brand in new services or products. NEW CONCEPTS
  • 47. TYPICAL WORKPLACE IMPROVEMENTSTYPICAL CONSUMER IMPROVEMENTS - CONVERSION - ONBOARDING - USAGE - LOYALTY - ENGAGMENT - REDUCED CALL CENTER TRAFFIC - DOWNLOADS - EFFICIENCY - PRODUCTIVITY - EASE OF USE - TIME TO TASK - SUCCESS RATE - ACCESS TO INFORMATION - IMPROVED OPERATIONAL EFFICIENCY - INCREASED SALES - REDUCED TRAINING
  • 48. TYPICAL MARKETING BENEFITSTYPICAL DEVELOPMENT SAVINGS - HIGHER SCRUM TEAM VELOCITY - LESS DOCUMENTATION - REDUCED DEVELOPMENT COST - FOCUSED INNOVATION - REDUCED TIME TO MARKET - WELL DEFINED REQUIREMENTS - REDUCED RE-WORK - NPS - CUSTOMER INSIGHTS - MARKET PERCEPTION - MARKET SEGMENTATION - ANALYST RECEPTION - NEW PRODUCT CATEGORIES - DEEPER CUSTOMER UNDERSTANDING - UX SUPPORT IN AGILE TEAM - TARGETED CAMPAIGNS
  • 49. ROI The project saved / made us money The project improved a metric I did a project AS A DESIGNER…
  • 50. Additional revenue via better experience which drive more customers & sales. MORE REVENUE
  • 52. IDEAS CUSTOMER EXPERIENCE JOURNEY MAPS PERSONAS CONCEPT DESIGNS USABILITY TESTING WORKFLOW DIAGRAMS PRIORITIZATION CONTEXTUAL INQUIRIES AFFINITY DIAGRAMS KANO SERVICE BLUEPRINTS
  • 55. “Soon after implementing the change, StubHub realized a 2.6% increase in conversion rate, which resulted in millions of dollars in extra revenue. Today, the “Go Button” is on every event page on StubHub’s website.” http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
  • 57. “Soon after implementing the change, StubHub realized a 2.6% increase in conversion rate, which resulted in millions of dollars in extra revenue. Today, the “Go Button” is on every event page on StubHub’s website.” http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
  • 60. “Our StubHub platform, the largest ticket marketplace in the U.S., accelerated year-over year with GMV of $3.6 billion growing 13% and revenue of $725 million up 15%. During the year, we made a number of product and experience enhancements to the StubHub platform, which we believe contributed to StubHub’s strength.”
  • 61. $3.6 billion & $725 million
  • 62. “Soon after implementing the change, StubHub realized a 2.6% increase in conversion rate, which resulted in millions of dollars in extra revenue. Today, the “Go Button” is on every event page on StubHub’s website.” http://info.usertesting.com/rs/usertesting/images/UserTesting_StubHub_Case_Study.pdf
  • 63. • They’re online only! • 2.6% increase to GMV = additional $93 million • 2.6% increase to revenue = additional $18 million
  • 64. “Through proper usability testing and user experience practices, we were able to identify key issues — and with some minor improvements increased GMV by $93 million dollars over a single year.”
  • 65. ROI
  • 66. Team of 3 x $80k a year = $240k 5% of the year = $12,000 WITH THE COST OF THE CHANGES … THE ROI WAS XX%. Cost $12,000 < $18,000,000
  • 67. 150,000% ROI(ROI = Net Profit / Total Investment * 100)
  • 68. “The results: The number of customers purchasing went up by 45%. The extra purchases resulted in an extra $15 million the first month. For the first year, the site saw an additional $300,000,000.” https://articles.uie.com/three_hund_million_button/?utm_source=visitorcentric
  • 69. “Through proper usability testing and user experience practices, we were able to identify key issues — and with some minor improvements increased GMV by almost $100 million dollars over a single year with less than $20k in investment.” increased revenue by $18 million (too low!) Had a 150,000% ROI (too high!)
  • 70. Savings via improved processes, systems, via digital transformation. REDUCED COSTS
  • 75. 40 million computers a year… 5 million calls?
  • 76. “It depends on the length of the call, how much the call center pays each rep on average, how well that call center manages its staffing (a lot of overtime increases the average cost of the call). The call center I just worked at averaged about $4.50 per call, but I have worked at other call centers where it is over $10 per call, due to how long each call took (tech support).” https://www.quora.com/What-is-the-cost-of-an-average-call-center-call
  • 77. For every call cut, that’s $10 saved. 
 Self support anyone? 500K CALLS CUT? SAVE $5 MILLION.
  • 79. The cost to improve < the return you get
  • 80. Shave 5mins off every call… SAVE $10 MILLION DOLLARS
  • 82. Give me $1 million, 
 and I’ll save you $10 million.
  • 83. ROIShave time off every call. Reduce calls to the call center.
  • 84. “Through understanding our customer’s needs via observational studies, we were able to prototype, design and launch an improved self support tool that reduced calls to the call center by 20% that saved over $10 million dollars the first year — at a ROI of 833%!” (ROI = $10,000,000 / $1,200,000 * 100)
  • 86. “Moving your business to effective digital technologies…”
  • 87. • “Going paperless” • Moving to cloud based tools • Connecting systems across businesses • Adding sensors to equipment Should = better experiences, more efficiency, less manual processes…
  • 89. We always start with user needs. We are agile. We work to a set of Design Principles that guide us in everything we do. We believe in working openly, because making things open makes them better. https://gds.blog.gov.uk/about/
  • 90. More than £600 million of this year’s £1.7 billion figure was through the work done by GDS itself.
  • 91. “…spend controls saved £391 million, encourage government teams to build better services for less, to disaggregate contracts, and build prototypes instead of writing long procurement documentation.” https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/
  • 92. • over 98% of driving tests are now booked online • 85% of self assessment filing is done through online channels • 12 million people have registered to vote using a new digital service £58 million cost < £600 million savings 1000%+ ROI
  • 93. “The UK government saved £600 million in one year at a ROI of more than 1000% by digitally transforming a number of services to better serve its citizens across the UK.”
  • 94. Get to market with the right product or service faster, and hit the mark the 1st time. TIME TO MARKET
  • 95. “…spend controls saved £391 million, encourage government teams to build better services for less, to disaggregate contracts, and build prototypes instead of writing long procurement documentation.” https://gds.blog.gov.uk/2015/10/23/how-digital-and-technology-transformation-saved-1-7bn-last-year/
  • 96. “I’m also hoping very much to see more validation of ideas. In other words, let’s stop just shipping features, crossing our fingers, and hoping they work. Let’s figure out how we can test whether we’re moving in the right direction before we commit six months and hundreds of thousands of dollars toward building something. I also think that we’ll continue to see more teams using qualitative research in conjunction with quantitative data.” http://blog.wootric.com/product-managers-stop-worrying-about-building-the-wrong-thing-on-schedule-a-qa-with-laura-klein/ - Laura Klein Build Better Products: 
 A Modern Approach to Building Successful User-Centered Products
  • 98. “Finance teams recognize that most products fail at an astonishing rate, and make projections accordingly. Making a financial case for digital prototyping must rest on the premise that any initiative that has an unpredictable outcome (i.e. there is a chance it can fail) is by definition an experiment.”
  • 99. “Developing a product without user research is essentially one expensive experiment which, according to aforementioned industry benchmarks, has a 90% chance of not paying off (at least without modifications post-launch).”
  • 100. “Remember that our higher order objective is to validate our ideas the fastest, cheapest way possible. Actually building and launching a product idea is generally the slowest, most expensive way to validate the idea.” http://svpg.com/dual-track-scrum/
  • 105. Delivering software is more than just writing code — we’ve found that blended teams understand how design and development work together and are key to any successful project. The right teams, with modern practices around design systems, prototypes, business context, automated testing, and modern architectures make us on average 40% faster than traditional development teams. COLLABORATIVE TEAMS ARE YOU MOVING FAST ENOUGH? Benchmarked against offshore and internal teams, our blended teams of strategist, designers and developers work together to understand user needs, translate those needs to design and then blended with developers, take that investment to launch. 40% FASTER TRADITIONAL DEVELOPMENT TEAM PROJEKT202 DEVELOPMENT TEAM 40% VELOCITY GAIN OVER PROJECT LAUNCH • Pattern libraries / Design Systems • Working with mock-ups and prototypes • Design / Dev integration • Rapid, just-in-time iteration • Understand business context • Work in many different stacks • Devs do automated testing • QA automation and device testing • DevOps / CI / CD / Automated testing • Modern architectures like Microservices, 
 REST, SPA, etc. VS.
  • 106. 1:10:100“…from $1 invested in UX, you save $10 in fixing issues during development, and $100 if the product has been already released.” http://nearsoft.com/blog/how-to-make-100-for-every-dollar-you-invest-in-ux-3/
  • 107. Identify new concepts and revenue streams that leverage your brand in new services or products. NEW CONCEPTS
  • 112. “In the short time it has been on the market, Daisy Squeeze ranks among the top 10 sour cream items in sales. In a recent customer survey, 60% of Daisy Squeeze users said they would recommend the product to a friend—20% more than the average.” https://www.continuuminnovation.com/en/what-we-do/case-studies/daisy-sour-cream-squeeze
  • 113. 1. Did it cannibalize sales or increase sales? 2. What was the increase to sales? Revenue? 3. Did it increase the overall share of the market?
  • 114. “Daisy increased [insert metric here] by using observational studies in people’s homes during dinner times and rapid prototyping to innovate on a new product that met the needs of modern consumers.”
  • 117. Many well-known companies have public stories how they involve users and customers early and often. Many times following customers home to get to the “why” that’s needed for deep customer understanding.
  • 118. IDEAS CUSTOMER EXPERIENCE JOURNEY MAPS PERSONAS CONCEPT DESIGNS USABILITY TESTING WORKFLOW DIAGRAMS PRIORITIZATION CONTEXTUAL INQUIRIES AFFINITY DIAGRAMS KANO SERVICE BLUEPRINTS
  • 119. “The average lifespan of a company listed in the S&P 500 index of leading US companies has decreased by more than 50 years in the last century, from 67 years in the 1920s to just 15 years today, according to Professor Richard Foster from Yale University.” http://www.bbc.com/news/business-16611040
  • 120. Disruption + Surveys A NOTE ABOUT
  • 121. “BlackBerry is also well positioned for future growth. World Wide Worx MD Arthur Goldstuck recently revealed that 24 percent of consumers claim that their next handset will be a BlackBerry, well above the 3 percent for Apple’s iPhone.” 2011: http://mybroadband.co.za/news/cellular/19774-blackberry-vs-iphone-vs-android-in-south-africa.html
  • 124. “People in everyday life don’t really know what they need—they just tell you what they *think* they want. People don’t always do what they say, and they rarely know how they’ll act in the future.” http://blog.invisionapp.com/dont-design-what-users-want/ asking vs. observed behavior
  • 125. 1. People will tell give you an aspirational view of themselves. 2. People are poor at predicting their future behavior. 3. Some behavior is sub-subconscious. 4. People are swayed from moment to moment by unexpected in influences. 5. People want to fit in.
  • 127. Customer experience (Cx) professionals know that the rst step on the path to delivering good experiences is doing research to understand their customers. Yet many fail to recognize that it’s easy to draw false conclusions — and that doing so is even more dangerous than being ignorant. in this report, we warn Cx pros about the most common pitfalls and explain how to adapt your practices and mindset to avoid them — and get the insights you need to succeed. Build Real Customer Understanding How To Avoid Research Pitfalls And Achieve Insight Instead
  • 131. Major Airline Flight Operations Launch projekt202 partnered on a relaunch of a critical flight operations system and during beta saw up to 15% improvement in on-time performance — which saved numerous hours over legacy systems. For an airline, hours equals millions of dollars in savings across a number of groups. — confidential — … millions of dollars in savings Millions Successful Launch in the Flight Operations Space Major Airline Flight Operations Launch — confidential — …applications delivering up to 15% improvement in on-time performance upto15% …upgrade across 6 applications 6 The problems were complex. A growing US airline with over 40,000 employees and 3,000 daily flights. A fleet of 700 aircraft carrying 100 million domestic and international passengers a year. Add a merger, an expanded network, and raised load factors. And, add two separate technology platforms. It all added up to one large and very complicated system. The design and development of a new Web-based optimization tools gave airline staff a powerful, central resource for tracking aircraft ground movements; managing gate assignments, restrictions and closures; reacting to and recovering from unexpected operational events; and more. With projekt202’s approach of iterative validation and continual interaction with the airline employees they got the dual benefit of making key improvements early and often, while keying in the employees to the upcoming improvements.
  • 132. Major Airline Flight Operations Launch projekt202 partnered on a relaunch of a critical flight operations system and during beta saw up to 15% improvement in on-time performance — which saved numerous hours over legacy systems. For an airline, hours equals millions of dollars in savings across a number of groups. — confidential — …applications delivering up to 15% improvement in on-time performance upto15% …upgrade across 6 applications 6… millions of dollars in savings Millions Successful Launch in the Flight Operations Space Hit the ROI first! Scale of 
 problem solved. Project details. The problems were complex. A growing US airline with over 40,000 employees and 3,000 daily flights. A fleet of 700 aircraft carrying 100 million domestic and international passengers a year. Add a merger, an expanded network, and raised load factors. And, add two separate technology platforms. It all added up to one large and very complicated system. The design and development of a new Web-based optimization tools gave airline staff a powerful, central resource for tracking aircraft ground movements; managing gate assignments, restrictions and closures; reacting to and recovering from unexpected operational events; and more. With projekt202’s approach of iterative validation and continual interaction with the airline employees they got the dual benefit of making key improvements early and often, while keying in the employees to the upcoming improvements.
  • 133. Kevin Green Digital Transformation Officer • What’s the per minute cost of a delayed flight to the airline? 
 $65.43 per airlines.org • What is the average length of a flight delay? 
 57 Minutes in 2014 per rita.dot.gov • What percentage of flights are delayed daily? 
 21% per rita.dot.gov • What’s the full cost of the delay per flight? 
 $3,729.51 • How many flights for this airline are there a day? 
 3,900 per website • What is the total daily cost of delays? 
 $3,054,468.69
  • 135. Radically Improving Sales projekt202 helped this national event ticket retailer double revenues by increasing conversion rate by 54% with a relaunch of an improved purchase path. With over $5 billion in sales, and over 100k events, every step of the digital experience matters for this national event ticket retailer. projekt202 worked to improve the retailer’s digital channel — their web, mobile, and tablet interfaces resolving key barriers within the buyer’s journey. … conversion rate was increased by 54% 54%… results doubling revenues. 2x … over 100k events 100k
  • 136. projekt202 helped reduce returns of a remote control for a technology accessories company by reducing the set-up time by 90%, and store returns to 1% turning around a poorly- performing product. This was a departure from metrics that showed customers were returning products at a rate of 30% because of a set up time that took over three hours. Through our observational understanding of customers needs in the home we were able to enhance the experience to match those needs — combined with an updated experience design, key metrics were greatly improved. After the improvements the product won numerous industry awards. Rethinking the Experience … reduced the set-up time by 90% 90% …. reduced store returns to 1% 1%
  • 137. projekt202 helped this international retailer get to 1.5 million loyalty customers in just over six months. With half their of sales now coming from these loyalty members — this was a game changer. With over 70 locations in the US and shipping to customers in more than 96 countries, retailer engaged projekt202 to help pilot and launch this new loyalty program across their stores to better serve customers, and gather a deeper understanding of their shopping behavior. The first launch was a pilot program for customers to enroll in the loyalty program or retrieve member information at the register. projekt202 was able to roll out this solution across a subset of locations using an Apple iPad with a custom developed point-of-sale solution. After a successful pilot, this solution was then further developed and launched across all stores at the point-of-sale. projekt202 was able to extend the program online with a companion website with extended functionality. … 1.5 million loyalty customers 1.5m … half of sales coming from these loyalty members 1/2 … in just six months 6mo Major Retailer Loyalty Program Launch
  • 138. Drastically improving self-service A leading financial services firm managing over 1 Trillion dollars for institutional clients and competing in a market of 7,000+ Registered Investment Advisors (RIA’s) determined their digital self-service channel was significantly underserving their RIA partners. RIA’s are making over 1 Million calls to the call center annually due to overly complex, confusing and error prone online tools. The firm asked projekt202 for help and the early results are encouraging. The first digital self-serve enhancement pilot is returning far greater adoption/ participation rates than planned (60% using it versus the 35% planned), and utilization of the online tool suite has spiked from a barely-used 1% before the enhancements to over 50% by the pilot users. projekt202 helped the firm make sense of the digital experience by determining how to clearly present over 200 online forms and to make the necessary actions associated with the key forms far more straightforward and efficient, thereby lowering error rates. … clearly present over 200 online forms 200… adoption, exceeding the expected 35% 60% … increase of online tools 50% “…the [projekt202] strategy for the design and product is working!”
  • 141. 100 devs each save 2 hrs per week = $388,800 annual savings* 100 devs each save 30 min per week = $97,200 annual savings* 100 devs each save 5 hrs per week = $972,000 annual savings* 100 devs each save 1 hr per week = $194,400 annual savings* Time saved when art direction isn’t needed Time saved from rework Time saved when components are compatible Time saved when assets are accessible $1,652,400 annual savings or 21.25%time saved yearly Heath Stallings Director of User Experience at projekt202
  • 142. “52% reductions in calls due to account recovery — $560k support cost reduction in one year!” Dawn Ressel Experience Design Manager, Intuit
  • 143. Additional revenue via better experience which drive more customers & sales. MORE REVENUE https://issuu.com/anttipitkanen/docs/droi_measurabledesign_2012_issuu_en/1 Savings via improved processes, systems, via digital transformation. REDUCED COSTS Get to market with the right product or service faster, and hit the mark the 1st time. TIME TO MARKET Identify new concepts and revenue streams that leverage your brand in new services or products. NEW CONCEPTS
  • 147. from 
 “I did this” 
 to results!
  • 150. “Why should I keep you around?”
  • 153. Jeremy Johnson VP of Customer Experience www.jeremyjohnsononline.com
  • 154. We wrote the book on helping businesses gain insight from their customers and users — insights that lead to effective, successful launches. Designing Software for People: Application Development in the Experience Age experience.projekt202.com