The ROI of Usability How User-Centered Design Supports your Agency December 5, 2008 Spencer Gerrol...

The ROI of UsabilityHow User-Centered Design Supports your Agency

December 5, 2008

Spencer GerrolExecutive DirectorHuman Factors International

User-Centered Design Methodology

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Best Practices Review Scorecard

Usability Testing Success Rates

Navigation

Presentation

Content

Interaction


Navigation Presentation Content Interaction

Boston

New York City


Navigation Presentation Content Interaction


Visual Design Preference

InformationArchitecture

ConceptSketch

Wireframe Visual Mockups Prototype


"Find a J ob" - Success Rate

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SPB Redesign

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"Find a J ob" - Task Time

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SPB Redesign

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"Which site do you prefer?"

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Why should we care about usability?

• 63% of software projects exceeded their development budgets because of

– frequent requests for changes by users– overlooked tasks and/or functionality– users lack of understanding of their own requirements– insufficient user-to-analyst communication and understanding

– i.e. because of a lack of customer-centered design methods

Lederer and Prassad, 1992. “Nine management guidelines for better cost estimating:” Communications of the ACM, 35(2), 51-59.

How usability supports your agency

863 Projects Reviewed

Clients paid 10% for usability work.

Their ROI was:

• Sales/conversion 100%

• Traffic 150%

• Performance 161%

• Use of functions 202%

“It is common for usability efforts to result in a hundred percent or more increase in traffic or sales.” - Jakob Nielsen


• Wixon & Jones’ case study shows– an increased revenue in the usability-enhanced product by more

than 80% over the first release– the revenues of the usability-enhanced system were 60% higher

than projected– many customers cited usability as a key factor in buying the new

system


• Every $1 invested in usability returns between $2 and $100 (between 100% and 9,900% increase)

• 80% of software life cycle costs occur during the maintenance phase• 60% of that maintenance phase is due to re-work because user

requirements were not clear in the beginning

Pressman, R. S. (1992). Software engineering: A practitioner's approach. New York: McGraw Hill

The earlier, the better…

Hidden costs of shortcutting the process

Help Desk

Training

User/TaskAnalysis

UI Structure

Detailed Design

Implementation

Rush throughthese steps

Radical Product Revision

Discoverhidden costs

Efficiency of investing in the full process

Reducedhidden costs

A smart investmentin Usability

Process

Training

Help Desk

Product Revision

User/TaskAnalysis

UI Structure

Detailed Design

Implementation

Return on Investment Benefits

ROI Measurement CriteriaDecrease in # of calls to help desk # or %

Reduction in training # of days / hours reduced

Increase in usage # of people, # of sessions, or % increases

Savings of user’s time # of minutes / hours and / or multiplied by labor rate

Savings of programmer’s time # of minutes / hours and / or multiplied by labor rate

Error reduction # or % or resulting $$ amount if any

Increase in pages viewed # or % increase

Decrease in drop-off # of people or % reduction

Conversion rate # of visitors who buy or % increase

Average order value or net dollar per visitor

% increase in $$

ROI – but government?

Drop-Off Reduction

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f Vis

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Before After

73% drop-off reduction

Saved 40,000 visitors and $6,000,000 per month

ROI for Government

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0Original Redesign

Average Number of Support Calls Per day

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ROI for Government

Training Reduction

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Before After

# Tr

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ours

8 hours of training, reduced to 15 minutes = $365,000 saved/year

ROI for Government

Support Emails per Month

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The FAA now saves $2.2 million per year

ROI for Government

• 2001 – Imposed standard• Cost to California = $64,000,000• • 2007 – Institutionalized standard• Cost to California = $8,000,000

• Savings across agencies : ~ $56M

ROI of Institutionalized Standard, CA

First we must educate people on the process and the benefits…

Headquarters 410 West LoweFairfield, IA 52556 Tel.: (800) 242-4480

(641) 472-4480 Fax: (641) 472-5412

Boston1050 Waltham Street, Suite 410Lexington, MA 02421Tel.: (781) 860-7200 Fax: (781) 860-7979

Baltimore930 South Wolfe StreetBaltimore MD 21231Phone: (410) 327-1012

Mumbai, IndiaUnit 7, Srishti Plaza, Next to Killick Nixxon,Off Saki-Vihar Road, Andheri (E),Mumbai 400072Tel.: +91 (22) 40170400Fax: +91 (22) 2847 5554

Bangalore, India310/6 HR Complex, 2nd Floor Koramangala, 5th BlockBangalore 560 095Tel.: +91 (80) 5150 7221/22/23Fax: +91 (80) 5150 7220

San Francisco235 Montgomery StreetSuite 810San Francisco, CA 94104Tel.: (415) 765-0962Fax: (415) 765-0961

London, UKWinchester House259-269 Old Marylebone RoadLondon NW1 5RA UKTel.: +44 (0) 20 7170 4164Fax: +44 (0) 20 7170 4161

China407, No. 555, Nanjing Road West Shanghai, China 200041Tel.: +86-21-52132046Fax: +86-21-52132062

Chicago8700 W. Bryn Mawr Avenue, Suite 800South Chicago, IL 60631-3507Tel.: (773) 714-2362Fax: (773) 714-4910

Minneapolis8400 Normandale Lake Blvd, Suite 920Minneapolis, MN 55437Tel.: (952) 820-4442Fax: (952) 921-2306

New York95 Morton StreetGround FloorNew York, NY 10014Tel.: (212) 905-3495

Pondicherry, IndiaAurelec Premises, PrayogashalaKuilapalayam VillageAuroville 605 101Tel.: +91 413 26232 95/96Fax: +91 413 2623297

Singapore51 Tras Street, #03-01,Singapore, 078990Tel.: +65 6220 6431Fax: +65 6220 6436

Thank You

Ed Frease [email protected]

About Human Factors International, Inc.

• Providing consulting and training since 1981• Largest User Experience company in the

world• Oldest User Experience company• Local proximity with a global reach

Sample Government Clients

Sample Clients

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