BunnyfootBunnyfootBunnyfootBunnyfoot
  • Our services
  • About us
  • UX training
  • Our clients
  • Blog
  • Contact us
    Home Events Understanding the value of usability – notes from the @UKUPA event on UX and ROI

    Understanding the value of usability – notes from the @UKUPA event on UX and ROI

    By Nick Antram | Events | 0 comment | 22 July, 2011 | 0

    The UKUPA is the UK Chapter of the Usability Professionals’ Association. It brings together UK professionals from the design, technology and research communities who share a vision of creating compelling technology that meets users’ needs and abilities.

    Once a month they hold events and Bunnyfoot had the pleasure of sponsoring the July event on the theme of UX and ROI.

    The event sold out in 48 hours and the crowd were treated to the following talks.

    Joe Leech – CX Partners

    Joe kicked off and reminded us that improving conversion rates is much tougher these days and as an industry we need to be justifying the work we are do. Using metrics is one way to do this.

    For a metric to be useful we need to understand the following:

    1. Timescale
    2. Benchmark
    3. A reason to be reported
    4. An associated action

    But what’s a good conversion? Well, it depends…

    How much can I expect my metrics to improve by? Again, it depends…

    And this set the scene for the rest of the evening’s talks, proving ROI for UX depends on many different factors…

    Jamie Knight + Lion from the BBC

    Jamie gave us a timely reminder that as we are an ageing population, accessibility considerations will become even more important. And we’re not only talking about blindness and impaired motor skills; Jamie discussed the importance of designing for mild disabilities e.g. forgetting your glasses or cognitive impairment due to tiredness.

    John Mildinhall – Electronic lnk

    John Mildinhall talked about the importance of ‘value for money’ rather than ROI and outlined the ‘Value for money framework’:

    • Economy: The raw materials – cost
    • Efficiency: How well can you convert these raw materials to do the job
    • Effectiveness: How well did you solve the problem – outcomes

    Using a low, medium or high score for each of these can indicate whether a project proved to be good value for the client and the business.

    Ian Worley – Morgan Stanley

    To further prove the point that UX and ROI is a complex one to consider, Ian Worley made the point that we can do the best work for the client, but if the product is then built poorly, or the competition beats them to it, the ROI could still be poor which makes proving the ROI very difficult.

    Ian took us through many examples of design projects his teams had worked on where the user experience had undoubtedly improved as a result of the work. But increased conversions didn’t always equate to higher margins. Also, what kind of return are you looking for, is it conversions, basket value or satisfaction with your brand?

    ROI can be demonstrated and depends very much on each company and each project. With this in mind Ian left us with the following advice:

    • Surround yourself with talent
    • Get the right process
    • Get the right clients
    • Balance the needs of the business with those of the user
    • And finally, care. Do the right thing for your customers

    We won’t argue with any of that.

    Thanks to all speakers and organisers for making the night such a success.
    You can also read highlights on Twitter under the hashtag #uxroi

    Nick

    Accessibility, Metrics, ROI, Usability, Usability testing

    Nick Antram

    More posts by Nick Antram

    Related Posts

    • Webinar: UX & Sustainable Service Design

      Jan 12, 2021

      Life-centred design, planet-centred design, sustainable UX, digital sobriety and digital waste - these are not fashionable buzz words or trends but the industry’s response to what is happening to the planet. Since the beginning of the pandemic, we have had... Read more

    • Webinar: How to make 10x better decisions with research and experimentation

      Nov 10, 2020

      We've been thrilled by the reception of the bi-monthly webinars we have been running since the pandemic started. With over 250 registrations for each event and attendees from many of the UK's largest companies. Our next event takes place on... Read more

    • Usability legend to speak for Bunnyfoot at UX Sheffield event

      Nov 10, 2020

      We are thrilled to announce that 'living usability legend' Rolf Molich, who in 1990 co-invented the Heuristic Evaluation method with Jakob Nielsen, will be speaking for a Bunnyfoot sponsored event, UX Sheffield. During this special UX Sheffield webinar, taking place... Read more

    • Dr Jon Dodd speaks at Customer + User Experience virtual expo

      Oct 15, 2020

      Dr Jon Dodd, MD of Bunnyfoot, will be a guest speaker at the Customer and User Experience Expo taking place virtually on the 10th and 11th of November 2020. Jon’s talk titled “Stand on the shoulders of design and creative giants – benefit... Read more

    Leave a Comment

    Cancel reply

    Your email address will not be published.

    NextPrevious

    Recent Posts

    • ‘AR’-commerce – a novel and functional shopping experience January 26, 2021
    • Webinar: UX & Sustainable Service Design January 12, 2021
    • AR isn’t mainstream… or is it? January 7, 2021
    • What makes an effective UX Consultant? Bunnyfoot speaks to UX Usability Podcast December 11, 2020
    • What’s in a name? User Experience and UX Design vs. Design Thinking November 24, 2020

    Categories

    • Brain Bites: 2 Minute Insights
    • Brain Feasts: Longer Reads
    • Brain Licks: 10 Second Wisdom
    • Bunnyfoot Updates
    • Content: White Papers, Research Reports and More
    • Events
    • News and Announcements
    • Talks and Presentations
    • Tools and Resources
    • Uncategorised

    LONDON

    4th Floor
    54 St John’s Square
    Farringdon
    London
    EC1V 4JL

    Tel: 0207 608 1670

    SHEFFIELD

    The Old Chapel
    8 Mortimer Street
    Sheffield
    South Yorkshire
    S1 4SF

    Tel: 0114 478 2950

    OXFORD

    Boston House
    134 Downsview Rd
    Wantage
    Oxfordshire
    OX12 9FF

    Tel: 01235 606 140

    Cyber Essentials (PLUS) Logo
    • Copyright Statement
    • Terms & Conditions
    • Training Course Terms & Conditions
    • Privacy Policy
    • Jobs
    © Bunnyfoot Ltd 2020 | Bunnyfoot is part of the Sideshow Group
    • Our services
    • About us
    • UX training
    • Our clients
    • Blog
    • Contact us
    Bunnyfoot
    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “Accept”, you consent to the use of ALL the cookies.
    Privacy PolicyREJECTACCEPT
    Privacy & Cookies Policy

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these cookies, the cookies that are categorized as necessary are stored on your browser as they are as essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may have an effect on your browsing experience.
    Necessary
    Always Enabled

    Necessary cookies are absolutely essential for the website to function properly. This category only includes cookies that ensures basic functionalities and security features of the website. These cookies do not store any personal information.

    Non-necessary

    Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. It is mandatory to procure user consent prior to running these cookies on your website.