Tag Archives: ROI

A Fun Video about UX, with More Thoughts Following

I came across this fun video persuading people to adopt user experience work into production streamline:

While it is always fun to watch videos with hand-drawing comics and I always have my thumbs up for integrating user experience components into product development, this video leaves some un-articulated questions behind the good-looking ROI. Things are just not that simple and straight-forward.

First, what to fix?
Before any sort of redesign, there should be intense usability studies to figure out the existing usability issues with assigned severity ratings. Because we need to figure out, in this case, what are the reasons caused those 50 customers leaving the website without donation. Further more, among all the reasons, there are some with higher severity level, which if fixed can result in major improvements; while others are minor, probably only contribute to 10% of the abandon problems. In this case, cost in terms of money and time should be considered by the business to decide to what degree these issues should be addressed at this time. It will be account for the estimates of the investment of redesigning and coding the website.
To read more about severity ratings:

Second, what to measure?
It is seldom the case, if any, that the user experience improvements can bring all the lost customers back. Measurements are necessary and essential to evaluation the investment. Don’t forget that measurement itself costs man power and money, and monitoring the wrong metrics is a waste and can cause slow reactions to the market. @jmspool today wrote an interesting article to discuss the concept of KPI: Key Performance Indicator. To recap, there are three important characteristics of a good metric: related, important, and predictive.

Glad to see the importance of UX is more and more acknowledged, which encourages me as a student, a beginner on this path. Through today’s exploration, I felt I am still lacking experience regarding to the evaluation part though I had some scattered project experience. Will put more efforts on this part in the future projects and thesis work.