This is the 30-page handout provided to those who attended the 2011 BDPA Technology Conference Workshop entit Workshop presenter: Michael Davis, Director Macquarium Intelligent Communications Creating Business Value Through User Experience BDPA Atlanta Chapter

1. 2011 National BDPA Technology Conference
Creating Business Value Through
User Experience
Michael Davis
August 3 – 6, 2011
Chicago, IL

2. Contact Information
Michael Davis
Director
404.554.4246
michael.davis@macquarium.com
A full lifecycle User Experience consultancy
michaeljdavis
http://www.linkedin.com/in/michaeljohndavis777
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3. Agenda
Objectives
Users 2.0
User Experience
User Centered Design
Outcomes
Value
Case Studies
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4. Objectives
• Highlight how users are increasingly
more savvy and have higher
expectations
• Define user experience and user
experience design
• Explain why most IT projects fail
• Show a user centered methodology
• Provide user centered design outcomes
and business value examples 4

5. Users 2.0
Users are smarter
“From relative ignorance, end users are becoming increasingly IT savvy-
able not only to use technology, but also to develop their own
solutions.”*
Users have more options
“In the old days, the only way employees could access most software or
hook up a new piece of hardware was with help. Today, the list of
tools an employee can use without IT help is more than extensive.”*
Users demand more
“Users increasingly demand that company-issued technology be as easy
to use and feature-rich as the technology that they can purchase at
most retail outlets.”*
*CIO Magazine
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6. User Experience
How anyone who interacts with your
product, service, or your company
experience those interactions
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7. User Experience
Experiences happen,
whether or not you plan them.
When not intentionally designed,
there’s a much higher likelihood
of the experience being poor.
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8. User Experience
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9. User Experience
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10. User Experience
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11. User Experience is NOT…
1. User interface design It is the system
2. A step in the process It is the process
3. Just about technology It is about behavior
4. Just about usability It is about value
5. Just about the user It is about context
6. Expensive (1:10:100) It is flexible
7. Easy It is a balancing act
8. The role of one person or dept It is a culture
9. A single discipline It is a collaboration
10. A choice It is a means of survival
Courtesy of Whitney Hess
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12. The value of technology
is realized through its adoption and use.
The extent of adoption and use depends
upon User Experience.
A great User Experience is grounded in
a user centered design.
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13. Software Requirements 1.5
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14. Software Requirements 1.5
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15. Deployment-Centered Design
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16. User-Centered Design
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17. Desirability is Mandatory
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18. The Sweet Spot
…generate
Creating user higher levels of
experiences user adoption
informed by
research… …create new
business value
and sustainable
ROI
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19. Deployment Centered vs.
User Centered
Results
Desired
Business
Results
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20. Methodology
• Model the business
 Understand value source, bus. objectives & results
• Understand users
 Learn goals, needs, behavior, motivations & values
• Connect business value with user behavior
 Quantify the value and how to design for it
• Develop the experience strategy
 Create the strategy that aligns with business
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21. Outcomes
• Increased user adoption
• Improved online sales and ecommerce results
• Increased loyalty and incite “evangelism”
• More meaningful company and user relationships
• Increased employee productivity and collaboration
• Increased communication and satisfaction
• Accelerated realization of business value
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22. Business Value
User-informed design drives value for business
Companies that focus on customer experience design outperform
peers 10 to 1
FAST COMPANY
Great customer experiences drive revenue
Strong customer experience led to 15% increase in revenue and 18%
decrease in turnover
FORRESTER
IT plays a central role in the user’s correlation to business value
Having the right tools and equipment to do a good job ranks second as a key
element to worker engagement
GALLUP MANAGEMENT JOURNAL
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23. Technology Value
User-informed processes keep projects on time and on budget
63% of large project overrun costs and time due to user-related issues
80% of software lifecycle costs occur during maintenance and are
associated with unforeseen user needs
USABILITY PROFESSIONALS ASSOCIATION
User-informed approaches expose issues early
Fixing problems during development cost 10 times the cost of fixing them
during redesign
USABILITY PROFESSIONALS ASSOCIATION
User-informed engineering benefits all stakeholders
Business, IT, and users all benefit from increased productivity &
satisfaction, decreased costs & support needs
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24. Monetary Value
Improved effectiveness can increase sales
“62% of Web shoppers have given up looking for the item they wanted to buy
(and 20% had given up more than three times in a two month period).”*
”A study of 15 large commercial sites, users could only find information 42%
of the time even though they were taken to the correct home page before
they were given the test tasks.”*
*NIELSEN
Ease of use and learning are important purchase factors
Users rated ease of use second at 6.8 out of 10, while ease of learning was
rated fourth at 6.4 on a scale of important purchase factors.
BIAS & MAYHEW
Matching users and systems needs increases satisfaction
Usability methods raised user satisfaction ratings for a system by 40%
GARTNER
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25. Case Studies
• 3 Case Study Slides
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26. EMPLOYEE INTRANET EXPERIENCES:
OPPORTUNITY
• Streamline communications and provide tools for collaboration
SOLUTION
• Developed portal to consolidate disparate processes
• Streamlined communications across multiple channels
• Merged info and digital assets
• Decreased costs and increased collaboration

27. OPPORTUNITY
• Streamline communications and provide tools for collaboration
SOLUTION

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