MUXL is a community of experience creators and innovators working in UX, Product, Mobile, Design & Development, collaborating to diffuse ideas and knowledge in a supportive and creative environment. https://mobileuxlondon.com

1. Bad UX is
bad business
#mobileuxlondon
@thewince

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WHAT’S THE BOTTOM LINE?

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A COMPANY’S INCOME AFTER ALL EXPENSES
HAVE BEEN DEDUCTED FROM REVENUES

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P*SS OFF YOUR CUSTOMERS AND YOU'VE
GOT NO REVENUE - THAT’S THE BOTTOM LINE

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WHAT’S BAD UX?

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DARK PATTERNS?

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ACCIDENTAL DESIGN?
UIs that have developed organically
over time
Ones that have been added to with no
doing consideration
Ones that have become bloated
etc

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NOT WELL THOUGHT THROUGH?

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A NECESSARY EVIL?

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SOMETIMES ITS NOT ‘BAD’, ITS JUST NOT GOOD.

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30%

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– What are the root causes of bad UX?
– How does it affect a businesses bottom line?
– What is it we are actually measuring?
– What should we be mindful of?
– What can we actively do to avoid the problems?
DISCUSSION POINTS

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IT’S 2016
So, we all know that great
UX is key to delivering great
business results, right?

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89% OF COMPANIES SAY THEY EXPECT
TO COMPETE PRIMARILY ON THE BASIS
OF CUSTOMER EXPERIENCE IN 2016.
GARTNER, 2014

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CAN YOU TELL ME ABOUT AN EXPERIENCE
THAT YOU'VE HAD THATS AFFECTED YOUR
WILLINGNESS TO DO BUSINESS WITH OR
YOUR PERCEPTION OF A BRAND?

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A) THERES A LOT OF BAD
THINGS HAPPENING!
B) BUSINESSES ARE STILL NOT
SETUP TO AFFECT CHANGE
C) THERE’S A FEW RECURRING
THEMES

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INCONSISTENCY ACROSS CHANNEL
POOR (OR NO) MOBILE EXPERIENCE
DISCONNECTED EXPERIENCES
BUSINESS FIRST DECISIONS
UNDELIVERED BRAND PROMISE
BAD FLOWS/HIERARCHY/SIGNPOSTING
UNPERSONALISED EXPERIENCES
ETC, ETC, ETC

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89% OF CUSTOMERS SWITCH BRANDS
DUE TO A BAD CUSTOMER EXPERIENCE.
ORACLE, 2013

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I WANT TO TALK ABOUT:
WHY IT HAPPENS
WHEN SHOULD WE WORRY AND WHEN SHOULD WE NOT (SO MUCH)
WHAT WE CAN DO TO ‘SORT IT OUT’

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‘BAD UX’ STARTS
A LOT EARLIER
THAN WE THINK

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KEY CHALLENGE
THE BRIEF

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WE NEED A NEW WEBSITE
WE NEED AN APP
WE NEED A UPDATED LOOK AND FEEL
WE NEED SOME NEW “UX”
CAN YOU MAKE IT WORK ON MOBILE

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DETAIL
BUDGETS
TIMELINES
EXPECTATIONS
(OH, IT NEEDS TO WORK ON MOBILE TOO)

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IF YOU THINK IT'S EXPENSIVE TO HIRE A
PROFESSIONAL TO DO THE JOB, WAIT
UNTIL YOU HIRE AN AMATEUR.
RED ADAIR

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‘BAD UX’ STARTS
WITH A BAD BRIEF

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KEY CHALLENGE
THE BUSINESS

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STARTS WITH EDUCATION:
UNDERSTANDING OF THE PROBLEM
UNDERSTANDING OF THE TOOLS AND PROCESSES

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1. WHERE A BUSINESS IS IN ITS LIFE AFFECT’S THINGS
2.WHAT TYPE OF PROJECT IS IT
3.WHAT THE CULTURE OF CHANGE IS LIKE

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EMPATHY
THE ABILITY TO UNDERSTAND AND
SHARE THE FEELINGS OF ANOTHER
CREDIBILITY
THE QUALITY OF BEING TRUSTED
AND BELIEVED IN

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DIRECT LATERAL
THE LANDSCAPE

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‘BAD UX’ STARTS
IN THE
BOARDROOM

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KEY CHALLENGE:
OURSELVES

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REALITY VS PURISM

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INTUITION VS INSIGHT

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QUESTION EVERYTHING

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‘BAD UX’ STARTS
WHEN WE ASSUME
TOO MUCH

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KEY CHALLENGE:
MEASURING UX ROI

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Percentage%
0
25
50
75
100
Reduced complexity Reduced errors Reduced Churn Increased usage Increased upsells
Companies with highly effective UX have increase their revenue by 37%

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HARD SOFT
• CONVERSION / ACQUISITION
• LEAD GENERATIONS
• RETENTION
• (TARGETED) TRAFFIC
• VIRAL REFERRALS (NOT ONLY VIDEOS)
• CHANNEL MIGRATION
• EMPLOYEE PRODUCTIVITY
• COST SAVINGS
• ENGAGEMENT
• CUSTOMER SATISFACTION
• LOYALTY TO BRAND / BUILDING CHAMPIONS
• UTILISATION AND PRODUCT / SERVICE
ADOPTION
• AWARENESS
• ETHICS

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* large eCommerce retailer
$300 MILLION
BUTTON*

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‘BAD UX’ STARTS
WHEN WE DONT
BASELINE, TEST OR
SET A FRAMEWORK

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KEY CHALLENGE:
THE HALO

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UX IS MORE THAN JUST THE
FLOWS THROUGH WEBSITE

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ITS CALL CENTRE VOLUMES

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IT’S STAFF MOTIVATION &
RETENTION

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IT’S MAKING CUSTOMERS
QUESTION THEMSELVES
“I’M BAD AT TECHNOLOGY STUFF”

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‘BAD UX’ IS WHEN WE
DON'T CONSIDER ALL
THE COMPONENTS IN
PLAY

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HOW DO WE TACKLE
THIS?

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1. Own the brief
2. Remember the user, but remember ourselves
3. Take the business and stakeholders on the
journey
4. Understand the impact on the business user
5. Deliver the brand through the experience
6. Baseline everything you can & then we can prove
our worth

54. +44 203 743 7020
gavin@elselondon.com
www.elselondon.com
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AN EXPERIENCE DESIGN CONSULTANCY.
THE MEASURE OF SUCCESS.
The DBA champions the impact Design
has on Business. This year we won a
Design Effectiveness Award for our work
on transforming the booking experience
for S7 Airlines – a One World partner.
Friction-free bookings create 100% uplift