WTF UX matters
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The document discusses the growing importance of user experience (UX) in product development, highlighting its economic benefits and impact on customer satisfaction. It emphasizes the need for clarity in UX roles and the significance of collaborative efforts across teams to enhance product usability and engagement. Additionally, it points out the changing landscape of customer relationships, necessitating ongoing improvement and adaptation by companies.
WTF UX matters
- 2. Alexis GérômePreviously UX Lead at a boutique UX agency in Geneva part of UX Alliance he now leads the European growth @TestingTime, the unique platform to help product teams and researchers to recruit test users in 48H. Previously @Huge - Global UX agency, and civic tech entrepreneur. Contact: alexis@testingtime.com / Linkedin About
- 3. UX is relatively young Starting at commercial scale during the 50’s at Bells lab.
- 4. Still have much room for growth in the next decades Source: NielsenNorman group We are here Growing by a factor of 100 until 2050.
- 5. This sudden popularity = lot of misunderstanding Common misunderstandings: • Seeing UX and UI as the same thing • Mixing Design thinking with UX • Thinking UX is only about usability • Thinking that everything needs to be 3 clicks max • And many others…
- 6. But this is not the goal of this deck May be in the future…
- 7. Showing you why UX makes a difference is the goal “UX is hot now” What you see “How UX became hot” “What kind of UX is hot now” What you don’t see
- 8. “How UX became hot” “What kind of UX is hot now” “UX is hot now” What you see “Why UX is hot now” The goal What you don’t see Showing you why UX makes a difference is the goal
- 9. The UX explosion is built on three big revolutions Source: Nielsen keynote. The internet The experience, happens before the purchasing act Personal computers The buyer becomes users Smartphones Your computer is now with you all the time
- 10. UX is now everywhere Source: a16z. Worldwide penetration by adults 0 20 40 60 80 1995 2000 2005 2010 2015 Internet Smartphone From morning to dawn thanks to mobile
- 12. Everything is driven by economics If UX have taken off it is because it makes business sense, not because companies woke up in the 21st century caring suddenly about us
- 13. UX drives business results Internally Externally Enable better team alignment Leads to less rework on code Less burn-out from teams Decrease customer support costs Decrease hidden costs by a better productivity Increase user customer satisfaction & loyalty Drive down acquisition costs due to word of mouth Increase sales Improve technical performance Source: Experience dynamics - 2014.
- 14. ROI of UX: Every dollar invested brings you back between 10 and 100$. Source: Experience dynamics - 2014.
- 15. The impact of UX also goes beyond the screen.
- 16. From a 100% error rate completion to minus 5% Source: UXPA magazine UX principles apply in real life too
- 17. The reason is because UX is very versatile
- 18. Moments when technology is present in the journey Technology is on every journey Acquisition Activation Retention
- 19. UX practitioners have had an impact all along Chatbot to solve most common problems Clear instructions on how to use the product A proper on-boarding Writing proper copy language Navigation fitting mental model of users Clear and well designed cross-selling Acquisition Activation Retention UX improvements
- 20. Sometimes at scale Source: UIE With an impact worth of 300M.
- 21. The game is fiercer than never Reason 2:
- 22. Companies are sitting on gold
- 23. –CEO of a 600 people digital company. “Even if the whole experience was far from being optimal, we have been doing well these last years. Imagine then if we would solve it all.” Because average still works
- 24. But now they can’t afford it anymore.
- 25. The game is fiercer than never High risk of disruption New entrants and new technologies destroying your BM overnight Increasing change of consumers habits The experience is now a competitive advantage Increased competition Lower barrier to entry Competition is global Others options one click away Global leaders that sets the tone
- 26. So loyalty is key Acquisition Activation Retention Avoid churnMaximize engagement
- 27. 89% of companies plan to differentiate on customer experience Source forrester
- 28. Especially since it is hard Very hard Source: Quettra - 2015
- 30. Some have been mastering it Source: Quettra - 2015
- 31. “Your marketing can be amazing, but if your product is shit, then everybody will leave” Steve jobs
- 32. The product is the experience marketing Customer support Etc..
- 33. A new organisation as a result of a new customer relationship Reason 3:
- 34. From one night-stands To ongoing relationships These leaders got that the relationship has changed Pay the product once Recurring business More visibility Updates and support for users
- 35. They adapted to this new relationship Ongoing updates and improvements
- 36. Bringing a fresh perspective New talent New Processes Agile mentality Discovering customer needs on a regular basis Testing assumptions Pushing for flat culture Increasing transparency Researchers Designers Data-scientist Growth-hacker Developers
- 37. UX is critical towards this mission When done right •Clearer direction on what to work on •More accurate planning and respect of deadlines •Less burnout for the team •Reduce rework by developers •Increase chance of user adoption for feature deployment (thus team moral)
- 38. Ensuring the user is respected From start By being at the beginning and at the end of the product process To shipped (and hopefully following through during) Before creating anything Validating with user test During Breaking silos and making sure things are executed as they should
- 39. Avoiding product to look like internal political structure Product side Organisation side Marketing Sales Finance Design IT CS What finance wanted What marketing wantedEtc. Etc.Etc.
- 40. Digital teams have now a never ending mission in making the best product they can Because UX is a team job
- 41. –Quote to be identified “Great products are shipped by great teams.”
- 42. And its getting more crowded From The IT guy
- 43. And its getting more crowded From The IT guy The IT guy The lone designer
- 44. And its getting more crowded Researchers Designers Developers Product & project people Marketing Growth Data-science From The IT guy The IT guy The lone designer Today
- 45. –Project manager answering in how UX is helping the team. “When the project have been defined by UX it runs so much smoother.”
- 46. The drive to bring new revenues is higher than never. Reason 4:
- 47. Economics 101 of digital products Time spent building a product Salaries of people working on it. x
- 48. Time spent building a product Salaries of people working on it. x This is the variable you can play with Economics 101 of digital products
- 49. Speed of learning have been incentivised Source: Mashable
- 50. The concept got mostly misunderstood The startup way The UX way Do a lot of things and see which one works Proofs over beliefs Research, test, validate or learn
- 51. –James Eames. “Design is about solving needs.”
- 52. Having a process that faces uncertainty enabling people to focus on needs and bring business Last UX superpower Source: Dan Nessler
- 53. “Only 1 out of 300 products significantly impact the company’s growth” The truth about products Source: Frost&Sullivan via Anthony Ulwick
- 54. UX increases the odds Working on the right thing become even more a competitive advantage
- 55. Next time you are covered UX enables organisations to bring results on: • Optimising at scale the customer journey map • Improving collaboration within & between teams • Enabling new business streams by identifying non fulfilled needs and having a process to navigate complexity