Well said. "Any intelligent fools can make things bigger and more complex; it takes a touch of genius and a lot of courage to move in the opposite direction". The best products are those that are simple, easy to use , efficient & purposeful.
Just when i thought HFI was getting dated. Freaking brilliant people, you nailed it with this one. For those that questions the numbers, very good, you should. It is imperative that we measure within our specific domains and refine the user's experience accordingly. There are no one shot solutions, but even a single pass can give impressive results. Measure before and after. ~ Chris
Awesome angle and explanation of the ROI on UX Design. I often struggle defining the increase in engagement & revenue (the ROI) as a result of exceptional UX, or just eliminating bad, time-consuming, frustrating UX, and hence preventing loss/ increasing efficiency.
I think this is a great video. I even like the baking metaphor. In response to sdissem, this is an example - not a case study. 1) Metrics tells us users are abandoning a site. Customer calls, research, and usability studies can give us an idea why they are abandoning the site. 2) looking at averaged individual donations 3) The fixes may not bring back the people that abandoned, but may prevent other users from abandoning It's not about visual appeal. Usability=continued testing & improvement
I was looking for a better understanding of the ROI of the work we do as UX designers. I believe this video explains it well with a good example. Thank you very much. I do wanna point out however that the example they use is kind of an overpromise. If you have 50 abandonments a day on your website, you'd be lucky to recoup 10-15 ($1000 - $1500 daily revenue) of those realistically which in my opinion is still worth the $100,000 investment. There is no such thing as 0 abandonments as there are always factors beyond your control.
Just what I need to motivate UX costs - good figures, nice format, excellent measurement examples. Really interresting to check the video statistics to see where this clip is popular: 1. Sweden 2. USA and India 3. Brazil, Canada and South Africa
In the development area, it is necessary to always take into account the user experience since a product can become obsolete and this is reflected in monetary losses. Otherwise as the example of baking a packet
Pretty much the same situation here in Russia as well) Hopefully UX industry will grow as fast as digital marketing and software development in our countries so people will appreciate UX professionals more! p.s. great video and poster. Thanks))
Are we to take that as a compliment or a critique :-). You could watch it again and if you turn on CC you will be less distracted by the drawings. Thanks for watching and commenting.
It's pretty funny that a video about user experience cites the URL for the poster with a ".asp" link. It just makes it a little harder for someone to nail typing in the URL from the video into a browser.
Reponse to @sdissem All ROI calculations are based on estimates and assumptions. The usability work we would do would inform us as to why people are abandoning. The assumption here is that the number of people we've estimated are abandoning are doing so because of usability problems with the donation part of the site. My calcualtions here assume that usability work is done to figure out the abandonment issues, and that the organization has data on the average $ donated per person.
Response to @sdissem part 2 Of course a new UI won't appeal to everybody. When you calculate ROI you always make assumptions and estimates. I recommend people use conservative estimates. One can then test out the new version and see how much improvement there is. And please remember, that the illustration used in the video is just an example. Dr. Susan Weinschenk.
Sorry, can someone clarify? I'm not very strong in math so this comment may go on to haunt me, but if the average user is donating $50/yr, that's only around $0.14/day. Even multiplied by 50 users, the loss is still only $7/day. Right? What am I missing?
The statistics used in this video are from an article that's over 10 years old (data captured previous to 2005). I would imagine at the pace the software industry moves today that these stats are no longer relavent. spectrum.ieee.org/computing/software/why-software-fails
I found the IEEE article that you were referring to in this video. Regarding the section that reads, "studies have shown that software specialists spend about 40 to 50 percent of their time on avoidable rework rather than on what they call value-added work", is there any change you know what these studies are? I already emailed the author. Haven't heard anything back yet.
I suspect this figure is one of those optimistic waterfall numbers, where reality is that rework while you figure things out is part of modern agile developmenr
Any intelligent fool can make things bigger and more complex... It takes a touch of genius - and a lot of courage to move in the opposite direction. Said by: E. F. Schumacher
I get the methods shown in the video, but the evaluation of the donation lost 912K$ feels to me quite simplist. In a perfect world you could link the totality of the donation lost to UX issues. But the reality is that it is very hard to isolate solely the UX has the issue. It could be competition, product design, etc. How do you isolate UX when the factors could be multiple?
I think Susan's logic for the ROI calculation is pretty flawed: 1. How can we know why someone abandoned the site? 2. How can we guess how much they meant to donate? 3. How do we know that the fixes will bring back all 50 people that abandoned? The chances of a new UI appealing to EVERYBODY is slim to none! And that's without going into the reality of introducing new problems...
People outside of user experience do not know this. Many completely ignore user experience and their website shows it. I am sharing this with my clients.
![Tee Grizzley - Detroit (Feat. 42 Dugg) [Official Video]](http://i.ytimg.com/vi/aeKfTtt0x14/mqdefault.jpg)
Well said. "Any intelligent fools can make things bigger and more complex; it takes a touch of genius and a lot of courage to move in the opposite direction". The best products are those that are simple, easy to use , efficient & purposeful.
Many thanks for your kind comments.
Just when i thought HFI was getting dated. Freaking brilliant people, you nailed it with this one.
For those that questions the numbers, very good, you should. It is imperative that we measure within our specific domains and refine the user's experience accordingly. There are no one shot solutions, but even a single pass can give impressive results. Measure before and after.
~ Chris
This video is still very relevant today, thank you!
Awesome angle and explanation of the ROI on UX Design. I often struggle defining the increase in engagement & revenue (the ROI) as a result of exceptional UX, or just eliminating bad, time-consuming, frustrating UX, and hence preventing loss/ increasing efficiency.
I think this is a great video. I even like the baking metaphor. In response to sdissem, this is an example - not a case study.
1) Metrics tells us users are abandoning a site. Customer calls, research, and usability studies can give us an idea why they are abandoning the site.
2) looking at averaged individual donations
3) The fixes may not bring back the people that abandoned, but may prevent other users from abandoning
It's not about visual appeal. Usability=continued testing & improvement
I was looking for a better understanding of the ROI of the work we do as UX designers. I believe this video explains it well with a good example. Thank you very much. I do wanna point out however that the example they use is kind of an overpromise. If you have 50 abandonments a day on your website, you'd be lucky to recoup 10-15 ($1000 - $1500 daily revenue) of those realistically which in my opinion is still worth the $100,000 investment. There is no such thing as 0 abandonments as there are always factors beyond your control.
Just what I need to motivate UX costs - good figures, nice format, excellent measurement examples. Really interresting to check the video statistics to see where this clip is popular:
1. Sweden
2. USA and India
3. Brazil, Canada and South Africa
Glad you liked it Sanket, I will share you comment with the team here.
Thanks for your kind words.
In the development area, it is necessary to always take into account the user experience since a product can become obsolete and this is reflected in monetary losses. Otherwise as the example of baking a packet
Pretty much the same situation here in Russia as well) Hopefully UX industry will grow as fast as digital marketing and software development in our countries so people will appreciate UX professionals more!
p.s. great video and poster. Thanks))
Not after the war you started. Hello from the future.
Moscovia Delenda Est #SlavaUkraini
The Best Video on User Experience i have evee seen
Great way to explain usability. I never worked with HFI, but I heard great things.
HOW DO U DRAW IN SUCH A BEAUTIFUL WAY?
@lugnochfin glad you liked it. Yes interesting about Sweden!
I like the drawings! :D the explanation fits them and makes it easier to understand thank you
An Eye Opener for those who undermines the use of UX
Are we to take that as a compliment or a critique :-). You could watch it again and if you turn on CC you will be less distracted by the drawings. Thanks for watching and commenting.
Yes. The link for downloading is in the second line of the description.
It's pretty funny that a video about user experience cites the URL for the poster with a ".asp" link. It just makes it a little harder for someone to nail typing in the URL from the video into a browser.
All of a sudden I am craving RSA videos.
First off this is a slick video! Second I like the concept of ROI of course but not convince by the example how about a case study?
Reponse to @sdissem
All ROI calculations are based on estimates and assumptions. The
usability work we would do would inform us as to why people are
abandoning. The assumption here is that the number of people we've
estimated are abandoning are doing so because of usability problems
with the donation part of the site. My calcualtions here assume that
usability work is done to figure out the abandonment issues, and that
the organization has data on the average $ donated per person.
Wow this is really user friendly! Big up!
Thank you
This video seems zoomed in?
Applause! This is amazing.
Response to @sdissem part 2
Of
course a new UI won't appeal to everybody. When you calculate ROI you
always make assumptions and estimates. I recommend people use
conservative estimates. One can then test out the new version and see
how much improvement there is. And please remember, that the
illustration used in the video is just an example.
Dr. Susan Weinschenk.
Sorry, can someone clarify? I'm not very strong in math so this comment may go on to haunt me, but if the average user is donating $50/yr, that's only around $0.14/day. Even multiplied by 50 users, the loss is still only $7/day. Right? What am I missing?
50 users per day lost x 50$ per user per year lost = 2500$ per day lost.
Nice video, a bit heavy on the reverb though! ;)
The statistics used in this video are from an article that's over 10 years old (data captured previous to 2005). I would imagine at the pace the software industry moves today that these stats are no longer relavent. spectrum.ieee.org/computing/software/why-software-fails
Are there any academic journal articles on the UX market?
Interesting..
I found the IEEE article that you were referring to in this video. Regarding the section that reads, "studies have shown that software specialists spend about 40 to 50 percent of their time on avoidable rework rather than on what they call value-added work", is there any change you know what these studies are? I already emailed the author. Haven't heard anything back yet.
I suspect this figure is one of those optimistic waterfall numbers, where reality is that rework while you figure things out is part of modern agile developmenr
Was going to post the same thing...
hi! I know this is gold, but is there an image poster of this?
Wonderful :)
cool!
@twistedswami thanks
Any intelligent fool can make things bigger and more complex... It takes a touch of genius - and a lot of courage to move in the opposite direction.
Said by: E. F. Schumacher
Great video, mentioning a URL including "dot A S P" is a bit lame though..
I get the methods shown in the video, but the evaluation of the donation lost 912K$ feels to me quite simplist. In a perfect world you could link the totality of the donation lost to UX issues. But the reality is that it is very hard to isolate solely the UX has the issue. It could be competition, product design, etc. How do you isolate UX when the factors could be multiple?
@MonsterDogsinLebo thanks!
The quote "Any intelligent fool..." is wrongly attributed to Einstein. It is E.F. Schumacher who said that.
I was thinking the exact same thing haha!
Even funnier that I abandoned the process due do a complex form..
@sdissem Thanks for your comments. I am posting a response from Dr. Susan Weinschenk above.
......... I think I'm lost...........
I think Susan's logic for the ROI calculation is pretty flawed:
1. How can we know why someone abandoned the site?
2. How can we guess how much they meant to donate?
3. How do we know that the fixes will bring back all 50 people that abandoned?
The chances of a new UI appealing to EVERYBODY is slim to none!
And that's without going into the reality of introducing new problems...
Nothing special... Talks about things everyone knows...
People outside of user experience do not know this. Many completely ignore user experience and their website shows it. I am sharing this with my clients.
This video is still very relevant today, thank you!