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Business of UX - Midwest UX Presentation

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Ashley Wrobel, MBA
Ashley Wrobel, MBA

User Experience professionals have a plethora of knowledge from a variety of disciplines: psychology, human-computer interaction, graphic design and cognitive science. However, one essential area is often overlooked - business. In this presentation, Ashley will outline how to integrate business thinking into your UX work in order to influence decision makers and be seen as a thought leader at your company.

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The Business of UX Ashley Wrobel, MBA Senior UX Manager, Manifest Digital 10.24.2014
MY STORY
QUESTIONS WHAT HAS LED TO THE BUSINESS PROBLEMS TODAY? HOW CAN WE FIX THE UX – BUSINESS RELATIONSHIP ON OUR TEAMS? HOW CAN I IMPROVE MY WORK ON A DAILY BASIS?
WH AT H A S L E D TO T H E B U S I N E S S P R O B L EMS O F TO D AY ?
6 ERAS OF BUSINESS 1776 1777 1851 1891 1921 1990 COLONIAL PERIOD INDUSTRIAL REVOLUTION AGE OF INDUSTRIAL ENTREPRENEURS PRODUCTION ERA MARKETING ERA RELATIONSHIP ERA
STARBUCKS
ROLE OF THE MAKER 1776 1777 1851 1891 1921 1990 BUSINESS = DESIGNER MAKER = DESIGNER = BUSINESS BUSINESS BUSINESS ? Supporting Decision-Maker DESIGNER MAKER DESIGNER - MAKER - - - MAKER BUSINESS = DESIGNER MAKER - ROLE
DESIGN ROI http://www.dmi.org/blogpost/1093220/dmi-Dialog?tag=design+valuation 8
SATISFACTION ROI http://www.theacsi.org/national-economic-indicator/financial-indicator 9
BUSINESS CHANGE EXAMPLE Large Company Mid-Sized Company Start Up
DISCONNECT ONLY 3% OF COMPANIES SUCCEED IN DELIVERING AN EXCELLENT EXPERIENCE – ONE THAT WOULD SET THEM APART FROM COMPETITORS. FORRESTER REPORTS
H OW C A N WE F I X T H E U X - B U S I N E S S R E L AT I O N S H I P O N O U R T E AMS ?
USER-CENTERED DESIGN THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM DESIGN COUNCIL
BUSINESS CENTERED APPROACH DESIGNING USER INTERFACES WITH A FOCUS OF CREATING THE HIGHEST BUSINESS-UX ALIGNMENT POSSIBLE.
WHY PROJECTS FAIL ? UNREALISTIC OR UNARTICULATED PROJECT GOALS ? BADLY DEFINED SYSTEM REQUIREMENTS ? UNMANAGED RISKS ? POOR COMMUNICATION AMONG CUSTOMERS, 2005 http://spectrum.ieee.org/computing/software/why-software-fails DEVELOPERS, AND USERS
POINTS FOR CHANGE 1. Explaining the value of UX 2. Presenting clear project ROI 3. Incorporating rationale that supports business goals 4. Addressing reasons for change 5. Collaborating with business
H OW C A N I F I X T H E U X - B U S I N E S S R E L AT I O N S H I P A S A N I N D I V I D U A L ?
A PROJECT STARBUCKS.COM HOLIDAY DRINKS PROJECT A new specialty coffee & tea for the holidays to be sold online only
PROJECT PATH DISCOVERY DESIGN BUILD Area of focus
UNDERSTAND BUSINESS GOALS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season UX Goals: ? Items should be easily discoverable ? Purchasing process must be simple ? Product benefits and limitations must be clear
ASK THE RIGHT QUESTIONS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season UX Questions: ? What was was the revenue from similar projects? ? How long did they run for? ? Where did they go wrong? ? Where did they go right?
MAP DELIVERABLES Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season
DETERMINE THE IMPACT Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season What pages have historically impacted revenue of new items the most? ? Home - 60% ? Product Description Page – 28% ? Product Matrix Page – 10% ? Shopping Cart – 2%
MEASURE & MAP OBJBuEsinessC Goal: TIVES Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Poor Average Excellent Current State Future State Measurements ? Increased revenue on new holiday items ? Increased Customer Satisfaction http://uxmag.com/articles/communicating-the-ux-value-proposition
ADD OBJECTIVES TO WIREFRAMES Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Page: Homepage Project Impact: 60% Page Goal(s): ? Items should be easily discoverable ? Product benefits and limitations must be clear
SHOW RESULTS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Business Measurements ? Increased revenue: 15% ? Increased Customer Satisfaction: 10% Poor Average Excellent current state future state Proposed Change in Revenue UX Goals ? Items are easily discoverable ? Product benefits and limitations are clear
S TA R T IMP R O V I N G N OW
RESOURCES ? http://www.smashingmagazine.com/2011/09/ 13/the-s-m-a-r-t-user-experience-strategy/ ? http://disciullodesign.wordpress.com/2011/12 /08/6-steps-for-measuring-success-on-ux-projects/ ? http://www.forbes.com/sites/deborahljacobs/ 2011/11/22/how-to-boost-your-credibility-at-work/ ? http://www.mindtools.com/pages/article/esta blishing-credibility.html ? http://uxmag.com/articles/communicating-the- ux-value-proposition ? http://furniturehistory.wikispaces.com/Home+ Furnishings+Industry+Timeline ? Experience Design: A Framework for Integrating Brand, Experience, and Value (Book) ? Communicating the UX Value Proposition http://uxmag.com/articles/communicating-the-ux-value-proposition ? Design is a Job (Book) http://www.abookapart.com/products/design-is-a-job ? Mapping Business Value to UX http://www.uxmatters.com/mt/archives/2013/11/mappin g-business- value-to-ux-part-2.php ? How Design & UX Translate to the Bottom Line http://www.forbes.com/sites/anthonykosner/2013/11/23/ho w-design-and-user-experience-translates-to-the-bottom-line/
Questions Ashley.Wrobel@manifestdigital.com Twitter: ActuallyW

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Business of UX - Midwest UX Presentation

  • 1. The Business of UX Ashley Wrobel, MBA Senior UX Manager, Manifest Digital 10.24.2014
  • 3. QUESTIONS WHAT HAS LED TO THE BUSINESS PROBLEMS TODAY? HOW CAN WE FIX THE UX – BUSINESS RELATIONSHIP ON OUR TEAMS? HOW CAN I IMPROVE MY WORK ON A DAILY BASIS?
  • 4. WH AT H A S L E D TO T H E B U S I N E S S P R O B L EMS O F TO D AY ?
  • 5. 6 ERAS OF BUSINESS 1776 1777 1851 1891 1921 1990 COLONIAL PERIOD INDUSTRIAL REVOLUTION AGE OF INDUSTRIAL ENTREPRENEURS PRODUCTION ERA MARKETING ERA RELATIONSHIP ERA
  • 7. ROLE OF THE MAKER 1776 1777 1851 1891 1921 1990 BUSINESS = DESIGNER MAKER = DESIGNER = BUSINESS BUSINESS BUSINESS ? Supporting Decision-Maker DESIGNER MAKER DESIGNER - MAKER - - - MAKER BUSINESS = DESIGNER MAKER - ROLE
  • 10. BUSINESS CHANGE EXAMPLE Large Company Mid-Sized Company Start Up
  • 11. DISCONNECT ONLY 3% OF COMPANIES SUCCEED IN DELIVERING AN EXCELLENT EXPERIENCE – ONE THAT WOULD SET THEM APART FROM COMPETITORS. FORRESTER REPORTS
  • 12. H OW C A N WE F I X T H E U X - B U S I N E S S R E L AT I O N S H I P O N O U R T E AMS ?
  • 13. USER-CENTERED DESIGN THE BEST DESIGNED PRODUCTS AND SERVICES RESULT FROM UNDERSTANDING THE NEEDS OF THE PEOPLE WHO WILL USE THEM DESIGN COUNCIL
  • 14. BUSINESS CENTERED APPROACH DESIGNING USER INTERFACES WITH A FOCUS OF CREATING THE HIGHEST BUSINESS-UX ALIGNMENT POSSIBLE.
  • 15. WHY PROJECTS FAIL ? UNREALISTIC OR UNARTICULATED PROJECT GOALS ? BADLY DEFINED SYSTEM REQUIREMENTS ? UNMANAGED RISKS ? POOR COMMUNICATION AMONG CUSTOMERS, 2005 http://spectrum.ieee.org/computing/software/why-software-fails DEVELOPERS, AND USERS
  • 16. POINTS FOR CHANGE 1. Explaining the value of UX 2. Presenting clear project ROI 3. Incorporating rationale that supports business goals 4. Addressing reasons for change 5. Collaborating with business
  • 17. H OW C A N I F I X T H E U X - B U S I N E S S R E L AT I O N S H I P A S A N I N D I V I D U A L ?
  • 18. A PROJECT STARBUCKS.COM HOLIDAY DRINKS PROJECT A new specialty coffee & tea for the holidays to be sold online only
  • 19. PROJECT PATH DISCOVERY DESIGN BUILD Area of focus
  • 20. UNDERSTAND BUSINESS GOALS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season UX Goals: ? Items should be easily discoverable ? Purchasing process must be simple ? Product benefits and limitations must be clear
  • 21. ASK THE RIGHT QUESTIONS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season UX Questions: ? What was was the revenue from similar projects? ? How long did they run for? ? Where did they go wrong? ? Where did they go right?
  • 22. MAP DELIVERABLES Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season
  • 23. DETERMINE THE IMPACT Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season What pages have historically impacted revenue of new items the most? ? Home - 60% ? Product Description Page – 28% ? Product Matrix Page – 10% ? Shopping Cart – 2%
  • 24. MEASURE & MAP OBJBuEsinessC Goal: TIVES Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Poor Average Excellent Current State Future State Measurements ? Increased revenue on new holiday items ? Increased Customer Satisfaction http://uxmag.com/articles/communicating-the-ux-value-proposition
  • 25. ADD OBJECTIVES TO WIREFRAMES Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Page: Homepage Project Impact: 60% Page Goal(s): ? Items should be easily discoverable ? Product benefits and limitations must be clear
  • 26. SHOW RESULTS Business Goal: Create $X Revenue on Holiday Coffee & Tea Items during 2014 Holiday Season Business Measurements ? Increased revenue: 15% ? Increased Customer Satisfaction: 10% Poor Average Excellent current state future state Proposed Change in Revenue UX Goals ? Items are easily discoverable ? Product benefits and limitations are clear
  • 27. S TA R T IMP R O V I N G N OW
  • 28. RESOURCES ? http://www.smashingmagazine.com/2011/09/ 13/the-s-m-a-r-t-user-experience-strategy/ ? http://disciullodesign.wordpress.com/2011/12 /08/6-steps-for-measuring-success-on-ux-projects/ ? http://www.forbes.com/sites/deborahljacobs/ 2011/11/22/how-to-boost-your-credibility-at-work/ ? http://www.mindtools.com/pages/article/esta blishing-credibility.html ? http://uxmag.com/articles/communicating-the- ux-value-proposition ? http://furniturehistory.wikispaces.com/Home+ Furnishings+Industry+Timeline ? Experience Design: A Framework for Integrating Brand, Experience, and Value (Book) ? Communicating the UX Value Proposition http://uxmag.com/articles/communicating-the-ux-value-proposition ? Design is a Job (Book) http://www.abookapart.com/products/design-is-a-job ? Mapping Business Value to UX http://www.uxmatters.com/mt/archives/2013/11/mappin g-business- value-to-ux-part-2.php ? How Design & UX Translate to the Bottom Line http://www.forbes.com/sites/anthonykosner/2013/11/23/ho w-design-and-user-experience-translates-to-the-bottom-line/