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It’s All SalesSelling and Defending UX
Michael Zarro, PhD [email protected]
PhillyCHI Workshop SeriesTemple University
Sept 19, 2015
"Websites that are hard to use frustrate customers, forfeit revenue and erode brands.”
-Forrester
Presentation Format
CIA: COMMENT, INTERRUPT, ASK
• Introductions• Background• “Sales”• UX in the wild– Sell
• UX Decision Support Framework – Sell
Michael Zarro, PhD 2015
About Mike
I’m 5’10” I use a Mac laptopI designed ecommerce checkout with $1 Billion yearly salesI wear size 11 shoesI researched and fixed usability issues impacting flagship software adoption for 2000+ customersMy mother says I’m handsome
What facts say “listen to this guy about UX / IA topics?
Michael Zarro, PhD 2015
Introductions
• Your Name• Non-UX facts about you• UX accomplishments or
background– "It ain't braggin' if you done it"
attributed to Dizzy Dean
Michael Zarro, PhD 2015
Dual Process Theory
Systematic Processing Heuristics
HSM - Heuristic-Systematic Model of Information ProcessingELM – Elaboration Likelihood Model
You can’t judge a book by its cover… but it almost always has an influence.
Michael Zarro, PhD 2015
e.g., ReadingInvestigating
e.g., AestheticsAuthor
Goals for Today
Link UX work to client motivationsA system to support / defend UX decision making with research
Your goals?
Michael Zarro, PhD 2015
Genesis
Well meaning, but ill informed, colleague makes
design suggestions
I use a few academic
citations in my design
deliverables
Client gets a great design. Subsequent
design discussions with
team greatly improved.
Michael Zarro, PhD 2015
Client: 1. Internal and external people / teams who will
use your designs and deliverables2. Internal and external people / teams who will
want to work with you again and again because the benefit outweighs the cost
UX Client$$$$
Michael Zarro, PhD 2015
What is UX?
What is a UX professional?
Still have no generally accepted terms. My UX is your UI, is her IA…
Michael Zarro, PhD 2015
Q: Why do you rob banks? A: Because that’s where the money is
- Willie Sutton Businesses want UX largely because it makes money.
With cloud technologies, the smallest entrepreneur can take on SAP, IBM, etc.UX is a competitive advantage
Image: Wikipedia
Michael Zarro, PhD 2015
Relative Cost to Fix an Error
System Analysis and Design Methods (2004). Whitten, Bentley, and Ditman
“You must sell”
Morville and Rosenfeld. Information Architecture, p. 365
Sell is sometimes a 4 letter word?
Source: Michael Cornellius, Flickr
Michael Zarro, PhD 2015
Sales is Not a 4 Letter Word
UX contribution?
Michael Zarro, PhD 2015
Neither is Metrics
Increased newsletter signups on a websiteIncreased sales? CEO likes the photo on the “about us” pageImproved Net Promoter ScoresImproved System Usability Scale (SUS) scores
Not a good metric, but sometimes gets more buy-in than anything else…
Michael Zarro, PhD 2015
UX ROI / Metrics?
Michael Zarro, PhD 2015
UX Potential Impact
• $12 Million difference in profit for Expedia – changing one data field in booking path
• $300 Million simply by changing a button (Jared Spool)
• Forrester UX report (Mike Gualtieri, 2009) : – 14.4% more customers willing to consider another purchase – 15.8% fewer customers who are likely to consider doing business with a
competitor– 16.6% more customers who are likely to recommend their products or services – 200% higher visit-to-order conversion rate – 400% higher visit-to-lead conversion rates – 41% lower page abandonment rates– Can greatly reduce the need for extensive redesign and redevelopment
Michael Zarro, PhD 2015
Presenting and “Sales”1. Seeing the client as someone they have to please: Your client hired you because you are the expert at what you do.
2. Not getting off your ass: This is your room. Your first job is to inspire confidence.
4. Not setting the stage properly: You have gathered all of these busy people together. They probably have other things to do. So let them know why they are in this presentation.
11. Reacting to questions as change requests
13 Ways Designers Screw Up Client PresentationsSeptember 18, 2014 by Mike Monteiro
http://muledesign.com/2014/09/13-ways-designers-screw-up-client-presentations
Michael Zarro, PhD 2015
UX in the Wild
ISO ConstraintsCloud – the great equalizerUser Centered Design Design ThinkingAgile / Scrum
Michael Zarro, PhD 2015
International Organization for Standarization (ISO)
ISO creates thousands of standards, from hole punches to Usability.
Michael Zarro, PhD 2015
ISO 9421 - Ergonomics of Human System Interaction
• Usability has three components:– Effectiveness– Efficiency – Satisfaction
There is an internationally accepted definition of “usability” in ISO 9241. Use it.
Michael Zarro, PhD 2015
Project ConstraintsThe Iron Triangle
Cost
ScopeTime
“UX is expensive”
“We don’t have time for UX” “This project doesn’t need design”
Arguments against UXYes, some people still think this way
Michael Zarro, PhD 2015
Cost
ScopeTime
“What is the cost of missed features?”
“Build to the user needs, not the deadline” “UX is more than just the UI”
Reactions? Michael Zarro, PhD 2015
Cloud
Salesforce Pinterest Others?
Cloud = EqualizerAny entrepreneur can take
on the giants
Michael Zarro, PhD 2015
User Centered Design (UCD)
User
TechnologyBusiness
The cloud leveled the playing field. A focus on the user is the best way to gain competitive advantage.
Michael Zarro, PhD 2015
UCD puts user goals and needs on the same level as technology constraints and business goals.
Design Thinking
Stanford Design School
Michael Zarro, PhD 2015
One way to find out user needs, goals and problems is to ask them (shocking, I know), and then prototype and test your solutions
Agile / Scrum
“Customer collaboration over contract negotiation” – Agile Manifesto
In practice: regular delivery, testing, and demos.
Michael Zarro, PhD 2015
Where Does UX Fit?
Product ownerUX Researcher
Information ArchitectFront End Developer
UI Developer
QA TesterUI Designer
Business Analyst
Full-stack developer
Michael Zarro, PhD 2015
* Design and Sell
Pope Francis is visiting the city
Design a mobile app for residents who want to remain in the city, and go about their normal routineScope: - Live and work in the city - Want to go out to dinner at
least once
Michael Zarro, PhD 2015
UX Decision Support
Why should anyone listen?
Michael Zarro, PhD 2015
Bernsen, 2009
Bowles 2010 -Validation Stack
http://www.uxbooth.com/articles/winning-a-user-experience-debate/
Michael Zarro, PhD 2015
UX Decision Support Framework
Thinking and
Experience
UX/HCI Theory
and Principles
UX Patterns
and Heuristics
Related Projects
and Articles
Project Specific
User Research
Michael Zarro, PhD 2015
Thinking and Experience
• We must have learned something in our collective years of experience?– I’ve seen this before – I’ve designed something like
this a dozen times… – Hmm, never saw this before, better investigate...
Michael Zarro, PhD 2015
UX and HCI Theory and Principles
• Magic Number 7 +- 2• Fitts’ Law• Design standards or principles– iOS and Android design principles
Michael Zarro, PhD 2015
UX Patterns and HeuristicsExample: Nielsen’s 10 Heuristics: 1. Visibility of system status2. Match between system and the real world3. User control and freedom4. Consistency and standards5. Error prevention6. Recognition rather than recall7. Flexibility and efficiency of use8. Aesthetic and minimalist design9. Help users recognize, diagnose, and recover from
errors10. Help and documentation
http://www.nngroup.com/articles/ten-usability-heuristics/
* There are many other lists of heuristics an rules, most are quite similar to Neilsen’s
Michael Zarro, PhD 2015
You probably know whatmost of these icons represent
Research Articles and Related Projects
Government sources, research articles… Do you pay taxes? They belong to you!
• Google Scholar• Google Books• ACM Digital Library • Forrester• Gartner• NNGroup.com/articles• UIE.com/articles• MeasuringU.com
• Competitive Review• Previous projects at your
agency / client / company? • Personas
Michael Zarro, PhD 2015
We call this “secondary research” in academia
Project User Research
• Ethnographic– Interviews– Observation
• Usability Testing– AB Testing– Evaluative
Build the right thing *
Build the thing right
* See Natalie Hanson’s presentations athttp://www.slideshare.net/ndhanthro
Michael Zarro, PhD 2015
We call this “primary research” in academia
* Design and SellPope Francis is visiting the city.
Design a website for visitors to the city who will stay 3-5 days afterwards and combine with a site-seeing trip.
Scope: • Things to do• These visitors will stay in a hotel in “the restricted zone”
while the Pope is here • English speakers
Michael Zarro, PhD 2015
Thank YouStay in touch!
Michael ZarroPh.D. Information Studies, Drexel UniversityM.S. Library and Information Science, Drexel University
Email: [email protected]: www.mikezarro.comLinkedIn: https://www.linkedin.com/in/mzarroTwitter: @mzarro